Marketing Peer Group Meeting 

Search and Acquisition Strategies 
February 13, 2020 09:00 AM - 03:00 PM 
Explore and share best practices on SEO, PPC and related content strategies to step-up your search and overall acquisition efforts. 

Did you know that 93% of online experiences start with a search engine? Needless to say, an effective search strategy is key to acquiring new customers. Join us to learn how to improve your search marketing, ad spend and overall acquisition efforts.

Explore the latest on:

  • Search engine algorithms, like Google's BERT update
  • Content best practices to support search and ad spend
  • Audience targeting for search and display
  • Top of funnel strategies for YouTube, Quora and more
  • AI and machine learning impacts on search and bid optimization

Hear from these industry experts:

  • Brooke Osmundson - Director of Paid Search at NordicClick Interactive. Nationally Recognized Speaker & Blogger.
  • Joe Martinez - Director of Client Strategy at Clix Marketing. International PPC expert, writer, and speaker.
  • Caroyln Shelby - Manager, SEO for ESPN (part of the Walt Disney Company).
  • Jon Gadbois - V.P. Marketing at Furniture & ApplianceMart / Ashley Homestore

Participate in Customizing the Agenda: You’ll have the opportunity to play an active part in shaping the agenda for this session – and to maximize its relevance for you – by suggesting and selecting topics for break-out discussions. Once the agenda is complete, you choose the discussions you want to join. This will be a highly interactive session so come prepared to share your questions, challenges and insights!

Webcast Available: If you can't make it to the event in-person (or if in-person registration has reached capacity), you can still register to attend from your computer. This option allows you to view the presentations, while attending in person provides you with the opportunity to participate in break-out discussions, ask questions or take advantage of networking opportunities. To attend the webcast, click the "Register for webcast" button on this meeting's homepage. You will receive a confirmation email with the link to the webcast a week before the meeting.

Agenda Items:
9:00 AM Opening Remarks / Plan for the Day (Webcast Available)
  Chris Murray - Marketing Practice Director, UWEBC
9:10 AM Networking Exercise (Webcast Available)
9:30 AM Intro To Search and Acquisition - Setting The Stage (Webcast Available)
  Chris Murray - Marketing Practice Director, UWEBC
9:40 AM The Evolution of Paid Search & How to Stay Relevant in 2020 (Webcast Available)
  Brooke Osmundson - Director of Paid Search, NordicClick Interactive
10:20 AM Break
10:30 AM Member Spotlight - Bid Optimization, A SmartLens Case Study (Webcast Available)
  Jon Gadbois - V.P. Marketing, Furniture & ApplianceMart / Ashley Homestore
11:10 AM Breakout Sessions - Round #1 (Not Webcast)
12:00 PM Lunch
12:40 PM The Transformation of Search - An SEO Perspective (Webcast Available)
  Carolyn Shelby - SEO Manager, ESPN
1:20 PM Break
1:30 PM Your Customers Are on YouTube. Now Let’s Get in Front of Them (Webcast Available)
  Joe Martinez - Director of Client Strategy, Clix Marketing
2:10 PM Breakout Sessions - Round #2 (Not Webcast)
2:50 PM Wrap Up and Closing Remarks (Not Webcast)
  Chris Murray - Marketing Practice Director, UWEBC
3:00 PM Adjourn
Gordon Dining and Event Center, Second Floor 
Events Team, 608-890-1406, 


UW–Madison is monitoring the COVID-19 situation in collaboration with local, state and federal agencies. Based on the campus’ guidance, the UWEBC will be adjusting our events scheduled through 2020.

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