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Oct. 5th, 2007

SearchCamp.in - Search Marketing Unconference

I am going to be at SearchCamp.in this weekend. If you would like to attend please register here by adding your name. You can provide additional information about yourself or your company here.

[ I am sorry for posting so late. However in case you drop in, it would be good to meet you. ]

A two day search marketing event at chennai-  a terrific time and a superb domain for me given I spent majority of time at uGenie on SEM. I have been highly passionate about that space.

I would possibly cover the event live. Last time I attended Proto.in, I did a blog post on Proto.in post the event giving
a gist and my opinions.

Regarding SearchCamp, (excerpt from SearchCamp.in) it is a two day event aimed to bring together the best minds from the Search Engine Marketing space to talk about search engine advertising, including optimization and marketing issues. This event is the first of its kind in India and will feature workshops, debates and keynotes on the present state and evolution of Search Engine Marketing.

To add to it, many of the sponsors are leading Search Marketing firms. There are also lot of independent SEO specialists who are actively taking part. I see a great level of participation from the Indian Search Marketing startups or with a dominant footprint here - pinstorm, position2 etc. efrontier the leading Search Marketing firm is also a sponsor and there are lot of talks from folks from these companies. There are also the big spenders in Search Marketing space who would be able to give a perspective in terms of how this is defining business and how they might want this space to be or their expectations.

However, in all I fear that this is too much of SEO and less of PPC. Of course, Paid Marketing interests me more given my interests in analytics and stats.

I was thinking of presenting something on Effective PPC management or on taking Search Marketing in-house. However due to some constraints I won't be able to do so.

We at Ugenie, decided to take Search Marketing in-house. I was more focused on Paid Marketing - PPC - and very less on SEO, which targets organic traffic. We automated a lot of keyword generation, coming up with campaign structures, keyword pricing and bidding. It is a massive system. Building something generic is pretty hard. Even custom implementation itself might not be feasible for a lot of companies to build and maintain in-house especially hard for startups as the resources are constrained and day to day bidding management would demand a lot of time and focus.  However, for companies focused on Search Marketing or big spenders this would mean a great level of control and hence higher level of tuning on ROI and targeting.
Even for smaller companies this would mean that they can position themselves to target the long tail to bring their costs down and yet not compromise on traffic or sales.

I will have a lot to write about the current market, trade-offs, tips and tricks in SEM post the event. Keep a watch.