The afternoon session haven’t provided me with a lot of insights, so I’m not going to spent a lot of time on blogging about it. I did pick some pieces of information that stood out for me. British Airways spends 30% of their Ad budget on search and amenity based copy in PPC campaigns is twice as effective as price based copy.
Jon Schepke listed a range of Social Network tracking tools I couldn’t write down in the short time the slide was up, I hope the presentation will be posted later so I can add them here.
Regarding local search; I learned two new things today. One is that users are starting to use ZIP codes as part of their search queries. Another is that Search Engines use data integrity as part of their relevancy algorithm. That means that a companies address information needs to match on several data sources.
The “Meet the Search Engines” session was interesting. Smart people on the panel, but they sounded like athletes after a match. No real revelations, only a few tips here and there.