1. SESSION 4: Search Marketing 18th June 2009 10.00am Presented By: Cristina Sagarduy

2. Before we start… Phones: Please ‘MUTE’ all phones Mobiles: Please turn-off or move these AWAY from your desk phones Questions: Please write down any questions and email sasha.duffitt@omd.com

3. Today’s agenda What is Search? Defining Search Engine Optimisation (SEO) Defining Paid Search Engine Marketing (PPC) Defining & delivering Search excellence OMG Search product How to sell search

4. What Is Search? 4 Google’s Mission:Organize the world's information and make it universally accessible and useful.

5. Search: One of the most popular online activities 74.2 billion Internet searches conducted worldwide in June 08; that’s 11.1 searches for every person on Earth, in one month. If every search were a mile, we’d go to the sun and back nearly 5 times every year. Sources: comScore qsearch, June 2008, (divided over 30 days for per day value); world population as of July 2008, distance to the sun, Wikipedia.org. 5

6. Search will be 7% of EMEA media market by 2010 EMEA Total Media Market EMEA Internet Ad Spend CAGR 4.8% CAGR 21% $130bn $156bn $11bn $19bn 8% 14% internet 49% search 43% 2010 2007 2010 2007 Search represents nearly half all online ad spend in EMEA 6 Sources: PriceWaterhouseCoopers Global Media and Entertainment Forecast 2007-2011

7. What drives consumers to Search? 67%of online search users are driven to search for information about a particular company, product, service or slogan by an offline channel 37% 30% 20% 39% 63%of searchusers who research online, purchase offline 40% Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.)/ RAB Word of Mouse Study 2007.

8. Searchengines: who are the players?

9. Searchengines – the leader isonly one Source of data:gemius/Traffic[09.09.2008 – 06-10.2008] NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic. Then an average from the percentage of visits is calculated for every search engine.

10. Search engines Neti.eevs. Google in Estonia Google in selectedcountries April 2008 Google is not only the leader in most of the CEE countries, but also strengthens it's position. Source of data:gemius/Traffic NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic. Then an average from the percentage of visits is calculated for every search engine.

11. Google is the market leader in search Czech R. 31% Turkey 90% Hungary 95% Romania 73% Poland 92% Slovakia 52% Ukraine 64% Latvia 97% Bulgaria 56% Croatia 72% Lithuania 97% Estonia 63% Sources: Gemius CEE, Ipsos Mori surveys

12. Search Marketing: What is it? Pay Per Click Search Engine Optimisation

13. What is Search Engine Optimisation (SEO)? Forget the hype, SEO is about the process of making great web sites that earn traffic and convert visitors into customers Increasing visibility in the Search engines natural listings

14. Organic Search Results

15. In a Nutshell Content Ranking Quality Is to achieve a high, stable and long term presence at the top of the engines for phrases which have both high volume and which convert well Relevancy

16. Advantages & Disadvantages Lack of Control Difficult to get listed in the top results for competitive phrases Traffic – page ownership Brand visibility Investment needed long term Difficult to estimate the return on investment

17. Paid Search Paid Search is Consumer Initiated Advertising – Advertising that is consumed proactively and triggered by a search query PaidSearch

18. Paid Search : Google AdWords Top sponsored ads: Up to 3 listings Sponsored “Paid” Advertising Advertisers can bid on these positions Side sponsored ads: Up to 8 listings

19. How Paid Search Works? Auction Positioning Click Advertisers bid on different combinations of search queries in, what is effectively, an auction Their position in the listings depends upon many factors including relevancy and bid price The advertisers pays each time their ad (link) is clicked on 1 2 3

20. How the auction works: Google Quality Score Contributing factors: CTR of account CTR of keywords Ad text relevancy Relevancy of landing page to the keyword and Ad Copy Historical keyword performance Other relevancy factors Max CPC bid x Quality Score = rank/position High Quality Score = Lower min. Cost per Click (CPC)

22. 7 AM – 11 AM

23. 11 AM – 2 PM

24. 2 PM – 6 PM

25. 6 PM – 11 PM

27. 25 – 35

28. 35 – 50

29. 50 – 65

31. Mass Customization: marketers can display a different listing to each consumer based on the perceived intent of his/her query

32. Instant Point-of-Need Direction: marketers can instantly direct interested consumers to a specific destination based on the query where they can engage with the brand

34. Example Contextual Ad Article about how the way you hold your glass reveals your personality: Google Content Network ads below the article at bottom of the page: 24

35. Search versus Contextual targeting

36. Running a Paid Search Campaign

38. Select relevant Keywords

39. Write relevant Ad-Copy

40. Choose the most appropriate Landing Page

41. Set bid price according to priorities (it’s an auction)

42. Track overall performance and at a keyword level

43. Evaluate & Optimise continually| Proprietary & Confidential 27

44. Small Car Generics Brands Basic Elements of Search KEYWORD A singular word or phrase that is triggered based on what users type into a search engine – “search query”. This query reveals the users intention. Linking the right keyword, ad text and landing page to the query is the key to a successful paid search campaign. Search using the keyword nissan, sometimes containing other generic keywords but does not reference the name of a car model Keywords contain no reference to nissan or a nissan car model but relates to some kind of small car definition keywords nissan, nissan car, new nissan car small car, compact car, city car Nissan - Small Cars Simplify the city by driving a Nissan Small Car! Order a brochure today! www.nissan.co.uk Nissan – Official Site Check out the Nissan range. Great value, affordable prices www.nissan.co.uk Max Bid copy landing page

45. Management, Tracking & Evaluation Paid Search Technology Measure your results real time Tracking across media Time of the day Day of the week Automate Bid Strategies Understand path to conversion Schedule and rotate Ad Copy Testing; landing page, ad copy, keywords Dynamically insert price points Forecasting Brand monitoring Key players

46. OMGSearch Product

49. Broad & consistent network

51. Immediately focus on high performing elements

53. Integrated with display and other digital activities

54. Optimise ROI to set KPIs

57. Selling Search

58. Who can benefit from search Search Marketing Inform / Educate E-commerce Branding Testing To inform and / or educate customers addressing them to specific content on / parts of the site Drive customers to the site to convert into actions (i.e. Sales, Registrations, etc) Create direct brand awareness or against competitors Testing platform (i.e. Messaging, )

59. Different KPIs for different clients Goal Sales ROI Leads Sign Ups Branding User Action High Purchase Volume Sales with high profit margin Enquiries / phone calls Email address / form submission Increased searches / impressions / unique visitors Direct response

60. Different actions for different goals Branding Direct response (ROI) Focus on visibility and messaging not immediate sales Gain clicks where the user will buy! How? Focus on ‘purchase’ stage of buying cycle Use unambiguous keywords Action driven ad text Deep link to specific landing page Base bidding on margins How? Focus on ‘awareness’ stage of buying cycle Use general industry keywords Brand driven ad text Base bidding on position and relevancy

61. Things to know before selling search Finance, E-commerce & Travel clients are key sectors for search Search is labour intensive, needs constant optimisation Results are not guaranteed (specially SEO); positions, CPCs, CPAs Consumers are prompted to search by external factors integration is a key selling point Technology adds additional cost and additional labour Customer from travel and e-commerce are more advanced and can be demanding Transparency is key in search and can become a great selling point in CEE

62. How to sell search Understand your client use of search (and your client) Highlight Search Unique Selling Points Proactively consume Immediate; instant results Flexible Customisable Measurable; It can work to a set target Show examples of campaigns, copy and keywords with your client website and copy how other people is using search success metrics and how they will be optimise Reporting Scale of search regionally/globally

63. Typical Search Remuneration Models Percentage Spend Clients new to search and with good growth potential Working with open budgets Clear objectives Tier structure Clear Service Level Agreement Retainer Branding clients Clients with Fixed budgets Clear Service Level Agreement Retainer + performance CPA driven customers Open budgets Proven search results Clear Service Level Agreement Other chargeable fees Set up fee Technology cost

64. In summary Approximately 80 billion Internet searches are performed worldwide each month Search in EMEA is a $9 billion industry making it a vital part of the media mix Search is close to 50% of the overall online ad spend in EMEA Search is consumer initiated (demand driven) Google is the clear market leader and is continuing to grow Offline media should be planned and integrated with Search given its enormous impact Search serves most purposes: creating awareness, lead generation and / or customer acquisition. Setting the right KPIs is essential for measurement and ensuring continued success Search is highly measurable, targeted, customisable and it delivers fantastic results!

65. SESSION 6:Social & Viral Media 22nd June 2009 10.00am Presented By: Duncan Pointer & Remi Adjani