Creative ways to convince your managers you should allocate more money to search marketing activities.

1. "Planning, Budgeting and Keeping Exploration Alive" 212 New York 2009 Presented by: Bill Hunt May 13, 2009

4. Traditional Budget Setting Methods Affordable Setting the Budget at the Level the Company Thinks They Can Afford. Percent of Sales Setting Promotion Budget at a Certain % of Current or Forecasted Sales Competitive Parity Setting the Budget to Match Competitors’ Outlay Objective or Task Setting Promotion Budget by Defining Objectives, Tasks & Costs.

5. Search Budget Setting Methods SWAG “ Scientific Wild Ass Guess” Cost Per Action Mathematically derived budget based on allowable Keyword Dominance A budget based around ownership of specific keywords & share of voice Objective or Task Setting Promotion Budget by Defining Objectives, Tasks & Costs.

11. Missed Opportunity Matrix

12. Show the Gap 300k searches $1.125M Sales (3% conversion rate) (5% click through) ($2.5K average trans.) Total Budget - $50,000 150 critical “Buy Phase” Keyword phrases – Zero Exposure

13. Show the Gap Show “Easy Fix” Issues that will have immediate impact Search Phrase: Ford SUV Search Phrase: Ford truck fuel efficiency

14. Help Marketers Understand the Impact Search Engines Awareness Generation Mass Media/Adverts Press/PR Events/Promotions Word of Mouth Create initial awareness of product/service Engagement, Lead Capture, Commerce Engagement Topical Sites Blogs & News Sites Search placements are key to direct those who don’t know where to go after initial awareness Social Media Competition

16. Demonstrate Search Demand from TV Adverts Chart: Daily volume of Google.com searches on “rarget keywords)” originating from the US Event 1 Demand up 78% Event 2 Demand up 134% Event 3 Demand Up 134% Event 4 Demand up 217% Baseline: Dec. 12 – 18