I would like to share my SEM Case Study Results* and to give you an idea of a good method to increase the value of SEM for your Business.

1. Business Case Study SEM Campaign drivinggoodideas Author: Maik Lange Date: 2011-07-18

2. Welcome Top Targets SEM Project SEM Approach Case Study SEM Campaign (Location: Germany) Business Campaign: „Sicherheitsdatenblatt“ Review & Recommendations Conclusions Agenda: SEM Campaign Case Study SEM Case Study 2

3. I wouldliketosharemy SEM Case Study Results* andtogiveyou an ideaof a goodmethodtoincreasethevalueof SEM foryour Business. In caseofquestionsorfeedbacksdon‘thestiateto send meyourcommentsorquestions. Let‘susdrivinggoodideas & campaigns… *detailedBusiness Company Information areblackmarked 3 Welcome: SEM Business Campaign SEM Case Study

5. More presenceofCompany Services / Products

6. Target Advertising based on Search Requestsof Target Customer

7. More direct Customer requestsdriven by SEM Campaign(Calls, Email)

8. Increaseof Customer Attention & Relevance

9. Improvementof Content Quality

10. Increaseof Products / Service Revenue „Turn over“

11. Monitoring and ROI Tracking

12. Good Ratio „Conversion Rate“ Advertising Budget vs. Turn Over4 SEM Case Study

13. SEM Approach Google AdWordsInterview AdWords Campaign Review Research & Definition Campaign/ Keywords Reporting & Monitoring Campaign AdWordsCampaignSetup CampaignManagement & QA 5 SEM Case Study

14. SEM Approach WhichKeywordsyou‘llpromote? Whataboutyour Target Group? Wherearethe Target Locations? WhichDisplays Devices? Whatabout Look & FeelofCampaign? Placement orAffiliate Partners? Howmuchisthe Budget? Timeline (Start /End) forCampaign? Listen, SEM Interview… 6 SEM Case Study

15. SEM Approach Google SEM Tool Box Google Insights Keyword Traffic Estimator Keyword Tool ConversionTracker Tool Website Optimization Tool Placement Tool Display DiagnosticsPreview Research, Relevance… 7 SEM Case Study

16. SEM Approach Campaign Definition: Keyword Set Display Content & Networks Region Target Group Time Budget ConversionGoals Definition, Campaign… 8 SEM Case Study

17. Case StudyCampaign Setup Location Budget: 500 Euro 15 Euro / Day Costs per Click Keywords Timeline Demographic Age: 18-64 List of 12 Keywords 2011/05/16 -2011/06/17 9 SEM Case Study

18. Case StudyDisplay Metrics SEM Display Results: Campaign „Sicherheitsdatenblatt“ 10 SEM Case Study

19. Case StudyCampaign Report SEM Report: Campaign „Sicherheitsdatenblatt“ 11 SEM Case Study

20. Case StudyWebsite Metrics Website Statistic: Campaign „Sicherheitsdatenblatt “ Short UrltoLanding Page Conversion Rate: (2/865)*100=0,23% Website Pages Page Visits 0,23% Cost per Direct @ Contact*: 234,52 Euro Target Website: Contact Form Page 6 *Whatwouldyoupayfora newBusiness Contact? Direct Email Business Request Contact: 2 12 SEM Case Study

22. Highlight Contact Information via Email / Phone

23. Less Anonymous, moreCustomer Offerings

24. More visual Customer FriendlyInformations – Service Workflow

25. SEO, Integration ofKeywordsinto Content andLinks

26. SEM Campaign

27. KeywordOptimization (ExcludeKeywords), Conversion Tracking, Quality Factor Display & Target Website, Placement Tool, moreCampaignRelevance

28. Increaseof Budget andSelectionof Display Time (Mo-Fr. 8am-10pm)

29. Setup ofContinuousAdWords Presence - Campaign

30. Optional a „Flight“ Campaignforspecial Customer Touch Points „Events, Congress, specialOffers“

31. Monitoring & Observation ofOwn & CompetitorAdWordsCampaigns13 SEM Case Study

33. It was amazingtogetthe SEM Best Practices / KnowHow (thenextcampaignisplanned incl. Recommendation)

34. It‘simportantto Setup SEM Competence in your Company tomaketherightDecisions

35. Thereissmall Grade ofSuccess & Budget Burning, Think aboutthequestion: Whatwould i payfor a valuablebusinesscontacttodrivebusiness?

36. With SEM Training (AdWordsCertification) youcanbemoreself-confidentto Setup Campaigns

37. It‘simportanttobuildup an excellentPartnering Network todrivesuccessful SEM Campaigns

38. It‘s a pricelessadvantagetoshare SEM Best Practice14 SEM Case Study

39. Case StudySummary Summary of SEM CampaignObjectives: Your SEM Strategy go - More Relevancefor Customer - GoodConversation Rate Targets / Goals - Identificationof SEM Potentials & Synergies Brand Placement - More TransparencyofCampaigns (Reports) Relevance Conversion Customer - Improvementof Content Quality (Audits) New Business Success Budget Controll KnowHow Quick Wins - ExcellentPartnering (SEO, SEM, Creative) - Search Platform Provider CooperationPrograms - Sharing of Expertise & Support 15 SEM Case Study

40. Contact: OnlineMarketing Consulting Maik LangeInternet Marketing Consultant Email: lifedots@googlemail.com drivinggoodideas Global Blog: http://www.xplant.netdrivinggoodideas [english]Country Blog: http://www.binloop.debusiness in loop [german]Twitter: http://www.twitter.com/webjets [english]Twitter: http://www.twitter.com/lmaik [german]Facebook: http://www.facebook.com/pages/Webjets-Online-Marketing-Rich-MediaSlideshare: http://www.slideshare.net/lmaikLinkedin: http://de.linkedin.com/in/webjetsXing: http://www.xing.com/profile/Maik_Lange3Foursquare: http://foursquare.com/webjets 16 SEM Case Study