Covario Podcasts & Webinar Archive

Covario webinars and podcasts feature industry leaders discussing relevant topics in interactive marketing analytics, search marketing strategies and trends in online advertising.

Recent COVARIO PODCASTS & webinars
December, 2009 The Power of Long Tail SEO for Large Enterprises Download
 

The "Long Tail" is heralded as a revolution in retail and publishing, and is also a great way for large B2B advertisers to increase search engine optimization (SEO) visibility for their many web pages and brands. SEO experts Mike Gullaksen of Covario and Stephan Spencer of Netconcepts share strategies to leverage the long tail to increase SEO visibility.


November, 2009 Leveraging Search & Social to Drive Results in 2010 Download
 

A discussion with industry experts Russ Mann of Covario, Rochelle Sanchirico from Washington Post Digital and Brandweek on to best leverage search marketing and social media to create finely-tuned marketing programs that drive results in 2010.


November, 2009 Webcast: Effectively Managing Online Marketing Programs Download
 

Hosted by the American Marketing Association, industry experts Craig Macdonald of Covario and Eric Waldinger, Online Marketing Practice Manager at Aquent discuss the technology, skill sets, and processes needed to have a successful paid search programs.


August, 2009 What The Microsoft-Yahoo Search Deal Means To Large Advertisers Download
 

Presented by Adweek Media Group and sponsored by Covario, Craig Macdonald discusses how this new alliance changes the online advertising search market, and what integration of the Microsoft and Yahoo platform will mean to large advertisers.


July, 2009 D3: Data Driven Decisions - A New Paradigm for Managing Large Scale SEO Programs Download from
ClickZ.com
 

Industry experts Craig Macdonald, Dema Zlotin and Mike Gullaksen, discuss D3: Data Driven Decisions for SEO is a new paradigm for managing large-scale SEO programs for large advertisers.


July, 2009 Covario Global Search Spending Analysis
A Q
2 2009 Update
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Presented by Craig Macdonald, the Covario Global Search Spending Analysis focuses on global paid search spending allocation patterns for technology and consumer electronics organizations in more than 45 different countries globally.


May, 2009 Making SEO an Organizational Priority

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Join Rochelle Sanchirico, Senior Director of Acquisition Marketing at Washington Post Digital (WPD) as she shares the strategies and tactics used to create a "Top Down Approach to SEO" at Washington Post Digital.


April, 2009 Covario Global Search Spending Analysis
A Q1 2009 Update
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Presented by Craig Macdonald, the Covario Global Search Spending Analysis focuses on global paid search spending allocation patterns for 128 brands at 12 major U.S.-based technology and consumer electronics organizations.


March, 2009 Recessionary Math for Marketers
How to leverage the positive synergies of digital advertising
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Presented by industry experts Craig Macdonald and Dema Zlotin, this accelerated program is designed especially for large advertisers looking to increase efficiencies and drive incremental ROI from digital marketing programs.


December, 2008 December, 2008  Does Search Measure Up in a Down Economy? Download
 

This insightful session offers key insights for global advertisers looking to drive performance and results through Search Engine Marketing in 2009. Join Aberdeen research associate Stephen Lawrence and industry expert Craig Macdonald as they discuss the value of being “Best-in-Class” and the best practices essential to achieving this distinction.


November, 2008 Plan of Attack 2009:
Five Critical Search Strategies from the World's Largest Advertisers
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This is an essential session for global advertisers looking to realize an on-target search strategy in 2009. Join Covario’s expert search strategists as they discuss the top 5 issues the world’s leading brands are targeting for their 2009 “Plan of Attack”.


October, 2008 Protect Your Online Marketing Budget in a Tough Economy Download
 

This timely session leverages expert insight, proprietary research and proven tactics to help advertisers plan and manage search marketing in 2009. Featured speakers include: Ross Sandler, Senior Internet Analyst at RBC Capital Markets, Mark Scholz, Interactive Manager of IPG Worldwide at Hewlett-Packard and Craig Macdonald, Vice President of Products and Marketing at Covario.


September, 2008 The Road to the Online Marketing Suite with Suresh Vittal of Forrester Research Download
 

Interactive marketing is poised for tremendous growth. To succeed in today’s multichannel environment where consumers are rapidly taking charge of the conversation, marketers must look to integrate technology and analytics in a single platform. The online marketing suite is the eventual destiny for all online marketing technology.


August, 2008 Trends in Global Advertiser Spending — Q2 2008 Update Download
 

Craig Macdonald, vice president of marketing and product management at Covario, shares the results of Covario's Q2 2008 Paid Search Spend Analysis. This analysis series shows the latest global paid search spending allocation patterns for more than 128 brands within 12 major technology organizations.


May, 2008 Attribution versus Contribution Download
 

Michael Bridges, vice president of Client Services at Covario, discusses the challenges and benefits of tracking and measuring cross-campaign conversions. This session includes a detailed case study of the multiple campaigns, their metrics and the ancillary impact and uplift to "unrelated" campaigns.


March, 2008 A Program Management Approach to Natural Search Download
 

Director of Search for DoubleClick Performics, Jeff Lomax and vice president of Product Management & Marketing, Craig Macdonald will discuss strategies for managing natural search optimization using a program management approach.

Key topics include:

  • Qualifying your traffic
  • Aligning user experience with program objectives
  • Escaping the fragmented world of NSO tools

March, 2008 The Measurable Impact of Search Engine Optimization Download
 

Vice president of Product Management & Marketing, Craig Macdonald will discuss research on how large advertisers are seen monetizing their efforts in SEO, the algorithms from various search engines and the how they operate differently, as well as an SEO study that looks at how some large advertisers have changed their sites within this past year and how the search engines had reacted to the site changes.

Key topics include:

  • How large advertisers are monetizing SEO
  • Understanding which SEO factors have the most impact on ranking
  • The importance of having a process to improve and maintain SEO ranking on "gold words"

November, 2007 Centralized Search Marketing: A Programmatic Approach to Success Download
 

Senior director of Search Strategy, Martin Laetsch will discuss the benefits of centralizing search in large enterprises, Search Marketing Program Office organization structures that work and proven best practices in reporting and optimization.

Key topics include:

  • Knowing which Search Marketing functions to centralize (and which are best to decentralize)
  • Managing and organizing a centralized Search Marketing Program Office
  • Optimizing SEM performance and budgets in a centralized environment

November, 2007 Understanding Sources of Referral: Searcher Behavior for Consumer Electronics Retailers
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  This session discusses the Quality-of-Visitor from search engines versus direct traffic and other referral traffic with regard to consumer electronics; as well as which search engines drive the most qualified traffic for consumer electronics, ad CTRs, latency, and conversion rates. The Nielsen MegaView Search, the MegaPanel-based custom analysis, as well as MegaPanel-based Referral Reporting are also discussed in this session.

July, 2007 Best Practices for Search Marketing Planning and Execution
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  This session discusses the continual growth of competition for high-performing search terms within the industry, as well as the understanding of current competitive performance being essential to success. Key topics include best practices for keyword expansion in order to drive additional traffic and conversions, determining share of traffic, the optimizing of Gold Word Performance for both Paid and Organic search, and how to measure the overall market potential for paid search activities.

May, 2007 Measuring the Value of Search Marketing in Complex Business Environments
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  This session provides an overview of search engine marketing value models. These models provide global organizations with a mechanism to quanitfy and optimize the ROI of paid search advertising. Key topics include understanding the complexities and elements involved in measuring search marketing ROI, developing search marketing value models for non-ecommerce websites, and best practices for measuring search marketing in B2B, channel- and media-driven organizations.

April, 2007 Best Practices in Global Search Marketing
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  This session focuses on the importance of search marketing to global marketing efforts and initiatives. Key topics include critical search marketing trends in Asia/Pacific, EMEA and Latin America, tactics and methodologies for succeeding in global search marketing and best practices for managing global search marketing.

March, 2007 Enterprise-scale SEO: How to Operationalize Search Engine Optimization
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  Search engine marketing can be an extremely complex endeavor — especially when it must involve numerous domains and thousands of keywords across multiple search engines, languages and geographies. This session will provide strategies and tactics to help you create and operational roadmap for organic search engine optimization.

February, 2007 Why Every CEO Needs to Know About Search
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  Search marketing is now on the radar — of your CEO and many Wall Street analysts. This session discusses which metrics and measurements of search and interactive marketing matter to high level executives and how some forward-thinking organizations have used search engine marketing to positively impact the bottom line.

November, 2006 Maximize SEO Results & ROI by Leveraging IT
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  This session features highlights from the latest CMO survey conducted by Gartner and insights from Gartner senior analyst, Andrew Frank. Designed specifically for corporate search managers within large global enterprises.