1. Search Engine Marketing Explained 6/18/2010

2. Agenda Industry Overview Success Lies In Fundamentals Regional Differences: All Markets Are Not Created Equally Cost Savings: True Impact Of Quality Scores Weed Out Irrelevant Traffic: Negative Keywords In-House Teams and 3rd Party Tools SMB Challenges & Automation Questions

3. INDUSTRY OVERVIEW

4. Why PPC? PPC (Pay Per Click) is one of the most profitable advertising and marketing channels. This view is shared by most online marketers, who in 2007, according to Marketing Sherpa, ranked PPC and email marketing as the two channels with the highest ROI.

6. Receptive to message – want you now

7. Not “interruption advertising”

8. Highly targeted traffic

9. “Implied intent” – can show stage in buying cycle

10. Precise targeting opportunities

12. Control of placement on page

13. Control of creative messaging

14. Control of destination

15. Real-time activation and optimization

17. Significant Education

18. Management Complexity

19. Time Consuming

20. Multiple User Interfaces

22. Google drove close to 80% of US paid search in 2009, up from 60% in 2006.

23. Largely at the expense of Yahoo, for which spending share decreased by 12.4%.

25. SUCCESS LIES IN FUNDAMENTALS

27. Goals: Define business objectives

28. Metrics: Define key performance indicators (KPIs)

29. Success: Define conversion events

30. Intelligence: Collect data and assess

32. Keywords: Identify keywords, negative keywords, match types, plural vs. singular

33. AdCopy: State unique value proposition, call to action, and friendly display URLs

34. Budgeting/Bidding: Set account & campaign level budgets, keyword bidding strategies

35. Targeting: Utilize targeting methodologies (geo-targeting, by demographics, day-parting)

36. Distribution/Networks: Decide which engines you should use. Search vs. content network?

37. Landing Pages: Chosecontent, design & images, calls to action.

38. Tracking & Analytics: Set keyword level tracking (Depth pays off)

39. URLs (display/destination): Enhance display URLs to increase credibility

41. Key Components Of Successful PPC Campaign GEOGRAPHY Process: Geo-Targeting is driven by the following criteria: Vertical Specification, Population, Density, & Market Competitiveness. Method: Geo Targeting & GEO Modification. Level: Zip, City, DMA/ Metro, County, State. Engines: Google, Yahoo & MSN TIME Process: Day Parting is driven by the customers’ operating hours and/ or conversion performance by part of day, week, month, etc. Method: Work Hours, Workdays, Weekends, Month. Level: Hourly, Daily, Weekly, Monthly Engines: Google, Yahoo & MSN SEO Process: SEO is utilized to help SEM. This process allows us to get better quality score, drive lower CPC, increase conversion & drive organic conversions. Method: Relevant, content, optimized Meta, H1, H2 & ALT tags, Titles, Site Map, Page load times, Anchor Text, Multiple Domains. Engines: Google, Yahoo & MSN

42. Imperatives: Track These or Lose TRACK Impressions Conversions/ Sales Clicks CPA Customer GEO CTRs Conversion Rates Time Of Conversion Cost Revenue CPC Demo, LTV, Behavioral, etc. ROI Avg. Position OPTIMIZE

44. Re-posts 1,200+ brand new accounts (small spenders = aggregate optimization) & overtakes creation of high spending accounts.

45. Clickable’s newly attained management of the accounts produced in a 3X increase in the overall conversion rate (3.84% vs. 10.79%).

46. Clickable newly created accounts also outperformed legacy accounts by having a 34% lower CPA.

48. Top 10 Questions You Should Ask Your PPC Team Do we do geo-targeting? Do we do day parting? What kind of tools do we use? Do we use automation? Do we do testing? PPC testing and/or landing page testing? Do we send PPC traffic only to one location? How are our quality scores?

49. All Markets Are Not Created Equally

50. Regional Differences $14.7 CPC (140K Active Lawyers; Divorce Rate: 2.8 Per 1,000)

51. Regional Differences $4.3 CPC (17K Active Lawyers; Divorce Rate: 4.7 Per 1,000)

52. Top 5 Tips For Utilizing Market Differences GEO Modified Campaigns (National/ Larger Area) General Search Campaign (Geo-Targetted) Create Local Ads Custom Local City & General Landing Pages 25 Mile Radius

53. Quality Scores

54. Impact Of Quality Scores Ad Rank = Bid x Quality Score

55. True Impact Of Quality Scores

56. True Impact Of Quality Scores – Case Study

57. Top 5 Tips To Increase Quality Scores Split Keywords into smaller more targeted Ad Groups Create relevant ad copy for each AdGroup Optimize Creatives Experiment with matching options Build your SEO Link Building And SEO Implement Keywords Essential Site Pages Make Sure Google Thinks You’re Relevant

58. Negative Keywords

59. Negatives: Weed out irrelevant traffic!

60. True Impact Of Negative Keywords – Case Study

61. How To Find Negative Keywords? Keyword Research Tools Google's keyword tool, wordtracker and keyworddiscovery are typically the first place advertisers look for negative keyword help. Search Query Performance Report Once your account has been active for several days, the Search Query Performance Report becomes the most relevant resource for identifying negative keywords. Your Analytics tool If you are not using a third party web analytics tool to track your traffic sources - install one ASAP. Google Analytics is a robust web analytics tool and best of all its free. Competitive Intelligence Tools Tools such as keycompete, compete.com and ispioage provide insight into your competitors' keyword lists.

62. IN-HOUSE TEAMS AND 3rd PARTY TOOLS

64. DEMAND FULFILLMENT: You are ready to fulfill demand

65. ECONOMICS: You are certain that it makes business sense

66. STABLE STORE: Your web-site is stable & functioning

67. DEFINED METRICS: Your metrics are well defined

68. TRACKING: You are capable to track your sales funnel

69. REPORTING: Make sure that you have a clear visibility into your metrics

71. HIRE SMART: Do not try to save on resource, Search is complex and can be costly.

72. TOOLS: Get Relevant Tools that can help you be more efficient.

74. TRANSPERENCY: Make sure that you will have full transparency in metrics

75. COMMITMENT: Don’t settle for long contracts & commitments

76. FLEXIBILITY: Vendors should easily adjust as your business goals and needs are changing

77. SCALABILITY: There needs to be a capacity to grow as your business expands

78. PRICE: Get a defined pricing model that is beneficial to your business

79. CLEAR ROI: Make sure that there is a clear ROI opportunity

80. INTEGRATION: Integration should be simple and should not delay you business growth

83. COMPLEXITY: Diverse and complex user experiences, levels of engagement, etc.

84. INEFFICIENCY: Most self managed PPC programs fail due to inexperience

86. TOOLS & PLATFORMS: Create simple and single UE to manage PPC across engines

87. AUTOMATION: Build automated recommendations that drive efficiency

89. The Right Approach To Automation