Cara Ferguson

Director Search Marketing
Living Direct, Inc.

Check out the incredible speaker line-up to see who will be joining Cara.

Download The Latest Agenda

Pre-Conference Summit: Display, Online Media & Search - Don’t Blow Your Budget On Search

Wednesday, December 7th, 2016

16:00 PANEL DISCUSSION REVOLUTION: Making Paid Search Pay Off: Balancing Budgets And Reach

Paid search can either eat your budget, or not. How can you make sure that you are getting the best bang for your search dollars? This panel will map out the paid search landscape, delve into PLAS and even touch on ways to maximize display.

•Balancing PPCs and PLAs

•Implementing search and display: converting customers after the first click

•Building look-alike models of customers to increase conversion from search—what keywords and images will drive them to your site

Day 1: Omni-channel & Online Growth Strategies

Saturday, January 7th, 2017

17:10 PANEL DISCUSSION: Engaged At First Glance With Shopping PLAs

Your biggest search goal is to turn online browsing into online buying. With the emerging success of shopping PLAs, you can reach the shoppers who matter most: those on the hunt for what you have to offer. Join these panelists as they present:

•Best practices to optimize feeds and descriptions written for search keywords

•Building tests and measurements tailored towards products and product categories

•Calculating a flexible budget as competitive product categories adjust

Day 2: The Digital Revolution - Your Next Steps

Saturday, January 7th, 2017

15:05 PANEL DISCUSSION REVOLUTION: Captivating Your Customer And Keeping Them On Your Site

Marketers are continually engaging their customers with relevant and timely content, but the rise of digital has created a fresh spin and way to get ahead of competitors. So, how should your eCommerce content look and feel, compared to last year? And how can marketers balance the quantity and quality of content consumed across mobile, desktop and instore?

• Develop clear knowledge of who your customer is, and which content they prefer to consume (e.g.video)

• Creating landing pages to wow at inception and examining ways to evoke an emotional response from your customers

• Leveraging exciting shoppable content to bring product details to life

• Drive customer retention through content generation and management