This document is a presentation by Alex Cohen on search marketing. It discusses why search marketing is important, how to allocate budgets and measure ROI for paid and organic search. It provides an overview of search literacy, including how to pick the right search queries to target and optimize pages for those queries. Methodologies for paid search and SEO are presented. Free tools for search marketing are also listed.

1. Wake Forest University – Spring ‘09 Alex Cohen, Marketing Manager ClickEquations | www.clickequations.com The MBA Guide to Search Marketing

2. Agenda Alex Who? Why Does Search Matter? The Need For Search Literacy Allocating Budgets and Measuring ROI Free Tools

3. Alex Who? Marketing Manager at ClickEquations acohen@clickequations.com | 484-362-1321 Site - www.clickequations.com Blog - www.clickequations.com/blog Twitter – @clickequations Blogger at Digital Alex Blog - www.alexlcohen.com LinkedIn - http://www.linkedin.com/in/alexcohen Twitter - @digitalalex

4. Why Does Search Matter?

5. 2 Kinds of Search Marketing Paid Paid Organic

6. Everyone Loves Search “12 billion searches were conducted in July 2008” - comScore “Half of all internet users perform a search every day. Search is growing at a faster rate than other activities on the Web… "Search is now taking center stage...whereas e-mail is still primary for communications, search is now primary for information activity," - Susannah Fox, Assoc. Director at Pew Internet.

7. Paid Search is Precise

8. Paid Search is Fully Optimizable and Cheap Clicks cost - $0.05 - $0.75+ Targeted, relevant ads aimed at active searchers convert efficiently Everything can be measured, analyzed and improved

10. 7.8 billion searches are performed each month²

11. The most valuable terms are the most competitive, but can potentially translate into thousands of incremental orders¹ Pew Internet Research Project (2008) ² Nielson Media (2007) Why Does SEO Matter?

12. Organic Search Is Cheap High Fixed Costs, Negligible Incremental Expenses Sustained Competitive Advantage

13. The Need for Search Literacy

14. The Problem: Scarce Attention, High Competition Sources: 1: Cornell University eyetracking study, http://bit.ly/20hHNY; 2: Eyetools eyetracking study, http://bit.ly/LYX5l

15. Attention Decreases Down The Page Source: An eye-tracking study of information usage in Web search: Variations in target position and contextual snippet length - Edward Cutrell, Zhiwei Guan, http://bit.ly/OGzsx

16. The Rising Demand for Search Literacy

18. Relevance rules the matchmaking, based on:

19. On-page elements

20. Off-page elements

21. Your ability to rank depends on the competition and your SEO efforts

22. Our Goal: Determine which queries we want to rank for then optimize accordinglyOrganic Search Deconstructed

24. We choose queries at the intersection of:

25. High(er) search volume

26. Search query intent

28. SEO Methodology

29. Paid Search Deconstructed 1 2 3 4

31. Negative Keywords

32. Homepage

33. Category page

34. Product page

35. Search results

36. Keywords

37. Search Engines

38. Websites

39. Bids

40. Match Type

41. What you sell

42. Competitors

44. PPC Methodology Build learning into the process Start with the most relevant queries and expand Optimize before you expand to avoid waste

45. Allocating Budgets and Measuring ROI

46. Paid Search ROI Curve Learning & Optimization ROI Cost Time

47. Organic Search ROI Curve Authority & Time ROI Cost Time

48. The Evolution of Your Search Marketing Mix

49. 4 Basic Elements of Web Analytics

50. Slice the Data, Find the Insights Measure Through the Funnel Segment Incessantly, Follow the Trends

51. The Hierarchy of Smart Search Questions

52. Questions? ClickEquations is an advanced paid search platform for large advertisers and agencies acohen@clickequations.com | 484-362-1321 Site - www.clickequations.com Blog - www.alexlcohen.com

53. Free Tools Advanced Paid Search Advice www.clickequations.com/blog www.clickequations.com/learn www.google.com/analytics www.google.com/websiteoptimizer www.wordpress.org http://tech.groups.yahoo.com/group/webanalytics (user group) http://4q.perceptions.com www.quantcast.com www.compete.com www.google.com/insights/search www.google.com/trends www.crazyegg.com www.clicktale.com

54. Wake Forest University – Spring ‘09 Alex Cohen, Marketing Manager ClickEquations | www.clickequations.com The MBA Guide to Search Marketing