The Shop.org Marketing Workshop starts tomorrow evening at the Hard Rock Cafe & Casino in Hollywood FL, and we'll be there. I'm participating on a panel called 'Improving the ROI of Paid Search" on Thursday, hosting three round-table discussions entitled “10 Quick Hits for Search Engine Success”, and we'll have a Commerce360 booth in the showcase area.

My panel presentation is a brief look at the Paid Search Scorecards we use to measure the impact and progress we're making against our goals for our client's PPC campaigns. The scorecards help us to keep in mind that PPC campaigns aren't simply about the right keywords, but rather a cascading set of variables that all need to be maximized individually and then considered and testing in combination.

Often you hear people come to the conclusion that 'this is a bad keyword' or 'that landing page doesn't work'. These statements may be true, but if the many other links in the chain weren't inspected, there's also a good chance that these conclusions are a serious mis-diagnosis. In my few minutes on-stage I'll talk about how we look at nine of the variables that impact paid search to ensure that we make the most of every campaign.

If you're in Hollywood and can pull yourself away from the tables and the pool, please stop by and say hello.