The Application of Segmentation Models to PPC Search Advertising Tuesday, December 9 8:00 a.m. - 9:15 a.m. Sun 5-6 71 "The value of segmentation modeling has been proven countless times in direct mail and other media. If you are running PPC search campaigns in Google, Yahoo and Microsoft, but not applying best practices in segmentation modeling, you're missing opportunities and wasting money simultaneously. This session will illustrate the best ways to apply power segmentation models in PPC search to build and operate more highly targeted and effective PPC ad campaigns.

You will leave with an understanding of:
• Concrete strategies and tasks that will drive increased profitability.
• The similarities between direct mail and paid search
• How to apply blended metric models to paid search and maximize profit" Speaker Kevin Lee Executive Chairman Didit Kevin Lee, Didit Co-Founder & Executive Chairman, has been an acknowledged Search Engine Marketing expert since 1995. Kevin's years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. Didit's unparalleled results and client growth have earned Didit recognition not only among marketers but also as part of the 2007 Inc 500 (#137) as well as a #12 position on Deloitte's Fast 500. Kevin's "Paid Search Strategies" column for ClickZ is read by thousands.