Presented by ClearSaleing co-founder and former Google insider Adam Goldberg, this webinar covers an array of topics explaining how search engine marketers (SEMs) improperly asses the true effectiveness of the entire series of online ads. This webinar contains several examples as to how crucial understanding your customer’s Purchase Path(TM) is and can lead search engine marketers down a dangerous path that can greatly impact their online advertising budgets and goals. In order to optimize online advertising sources (Pay-Per-Click, Comparison Shopping Engines, Banner ads, etc.), Search Engine Marketers need the appropriate online advertising analytics.

1. The Measure Are you properly crediting all of the ads in your customer’s Purchase Paths™? ClearSaleing™ Confidential Adam S. Goldberg Co-Founder and Chief Innovation Officer P: 800.592.0464 ext. 902 [email_address]

2. The Metric, The Measure, The Method Webinar Series ClearSaleing™ Confidential

3. Goal of advertising ClearSaleing™ Confidential A company may advertise to build their brand, gain new customers, gain market share, build awareness, introduce a new product, change their image, etc., but at the end of the day all of the reasons to advertise are to directly or indirectly produce more profit.

5. Online Advertising Strategy Evolution ClearSaleing™ Confidential Use All Match Types Keyword Level Bidding Long Tails Conversion Tracking Model Numbers Only Use Exact Match Dynamic Keyword Insertion Massive Keyword Lists Technology SEM’s Day Parting Ad Copy Testing Time Of Day Calls To Action Keywords On Landing Pages Site Targeting Content Networks Competitor’s Branded Terms Rank At The Top Multiple Search Engines Conversion, CPA, ROI Clicks, Imprs, CTR, Position 2 nd Tier Engines Misspellings and Typos Geo-Targeting International

6. Behind every great big man is a… ClearSaleing™ Confidential Points (Sales) 0 8 Shooting Percentage (Conversion Rate) 0% 50% Points (Sales) 2 20 Shooting Percentage (Conversion Rate) 29% 50% Assists 10 0

7. Never underestimate the value of air conditioning ClearSaleing Confidential Should I close the doors to save on my electric bill?

8. Purchase Path™ ClearSaleing TM Confidential The Cumulative Effect of Advertising

9. Next-Generation Direct Response Effectively Managing Attribution © 2007 JupiterResearch, LLC/ADV07-C01 COPYRIGHT STRICTLY ENFORCED

10. ClearSaleing Confidential

12. Introducers -> Influencers-> Closers ClearSaleing™ Confidential Introducers Influencers Closers

13. Introducers, Influencers, Closers online ClearSaleing™ Confidential Introducers Influencers Closers Broad/Phrase Match Any Match Type Exact Match Banners Any Ad Source Search Marketing Email Manufacturer Name Model Numbers General Terms Shopping Engines Branded Terms

14. Most common Purchase Paths TM ClearSaleing™ Confidential Average # of clicks to sale: 2.75 Purchase Path TM 1 AdWords (Toaster Oven) > AdWords (GE toaster) > AdWords (TEM500) > Sale Purchase Path TM 2 Nextag (PDP-HD50) > AdWords (company name) > Sale Purchase Path TM 3 AdWords (modern lamp) > AdWords (modern floor lamp) >AdWords (ingo maurer) > AdWords (im-hotachille) > AdWords (company name) > Sale Purchase Path TM 4 Nextag (PDP-HD50) > AdWords(company name) > Phone Call> Sale

15. How can I use the Purchase Path TM ? ClearSaleing™ Confidential AdWords (Toaster Oven) > AdWords (GE toaster) > AdWords (TEM500) > $90 Sale ROI Type First Last Even Credit Allocation $90 Toaster oven $90 TEM500 $30 Toaster Oven $30 GE Toaster $30 TEM500

16. How long should my Purchase Path TM be? ClearSaleing TM Confidential Sales Days 17 days A B

21. The Method Ad Spend Profits 20K 40K Identify Eliminate Waste Buy Maximum Clicks Add and Test Time Optimize Business ClearSaleing™ Confidential