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Charles Twu

Manager Search Engine Marketing
FTD Companies

Charles Twu is the Search Engine Marketing Manager for FTD Companies, Inc (FTD.com, ProFlowers.com, PersonalCreations.com, and Berries.com). In his current role, Charles manages the digital strategy of search marketing and leads a team to execute and discover new areas of growth in an exciting yet competitive gifting space. He has a strong focus on customer acquisition, forecasting, managing the P&L as well as cross-channel attribution and mobile optimization. Prior to FTD, Charles led digital marketing at Business.com, Inc.

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Online Media & Search Summit - Monday Feb. 22nd

Thursday, March 2nd, 2017

09:05 Keynote Search Panel Discussion: “The State Of The Nation” On Search Results Pages And Your Search Spend

The search environment is every changing, as your budgets. How is your paid budget changing? Your SEO? Your PLA budget? How are search results pages changing? This panel tackles everything from paid efforts to PLAs. Understand how to navigate this crazy landscape, and leave with your all of your search questions answered.

• What is your paid search budget? What is your SEO budget? What is your PLA budget? And how has that changed over time?

• Are you seeing the benefits of PLAs in the same way that you see the benefits from branded and non-branded search?

• How do you think about PLAs and search retargeting and other ways of using search in display?

• What do you think will happen overall in terms of the search results page in the future?

• What about changes in the landscape (Yahoo taking their search back in-house, etc.) and what that means for your search program?

• Google’s efforts to anonymize search through HTTPS; what are you doing to get the data you need to continue to optimize pages when they are not getting those search queries?

• How are you thinking about the shift to mobile and change in user behavior in the context of search?

• How can you be strategic about this channel when consumers spend more than half of their time on their mobile phones?