ClearSaleing Confidential October 3, 2007 The Clear Sale ing Webinar Series 7 Advanced Paid Search Strategies Used by Leading Direct Marketers Presented by Adam Goldberg a former Google Insider and Co-Founder of Clear Sale ing

Strategy #1 Connect your offline back office to your online advertising ClearSaleing Confidential

Integrate online advertising to your back office ClearSaleing Confidential Proprietary Back Office Direct Hits Keyword = Mortgage Source = Yahoo

ClearSaleing Confidential Tie your inbound calls to your online advertising Strategy #2

Offline sales tracking Assign an ID to each keyword Dynamically insert keyword ID on your website Have sales person capture keyword ID along with other contact information Run a sales report that shows sales with keyword ID’s Determine if those keywords are profitable ClearSaleing Confidential Keyword = mortgage = ID 3378

Assign an ID to each keyword

Dynamically insert keyword ID on your website

Have sales person capture keyword ID along with other contact information

Run a sales report that shows sales with keyword ID’s

Determine if those keywords are profitable

Strategy #3 Use profit as your guiding metric ClearSaleing Confidential

PPC metrics are flawed Leads can increase… Profit can decrease Revenue can increase… Profit can decrease Conversion Rate can increase… Profit can decrease CPA, CPL or Cost/Conversion can decrease… Profit can decrease Sales can increase… Profit can decrease ROAS can increase… Profit can decrease ClearSaleing Confidential

Leads can increase… Profit can decrease

Revenue can increase… Profit can decrease

Conversion Rate can increase… Profit can decrease

CPA, CPL or Cost/Conversion can decrease… Profit can decrease

Sales can increase… Profit can decrease

ROAS can increase… Profit can decrease

Pick the best lead ClearSaleing Confidential 30 year mortgage Lead Cost: $48 Fixed mortgage Lead Cost: $104 Mortgage Lead Cost: $75 Leads/Sale 66.67 Ad Cost/Sale $3,200 Leads/Sale 20 Ad Cost/Sale $2,080 Leads/Sale 33.33 Ad Cost/Sale $2,500 Sale Price $3,100 Profit ($100) Sale Price $4,100 Profit $2,020 Sale Price $4,900 Profit $2,400

Strategy #4 Look at the cumulative effect of your advertising ClearSaleing Confidential

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

ClearSaleing Confidential November 15, 2006 Most common Purchase Paths Average # of clicks to sale: 3.75 Path Purchase Path 1 AdWords (4 year university) > AdWords (top business program) > AdWords (XYZ University) > Sale Purchase Path 2 Moving.com > AdWords (company name) > Sale Purchase Path 3 AdWords (enterprise software) > AdWords (CRM) >AdWords (CRM property mgmt) > AdWords (Real Page) > AdWords (company name) > Sale Purchase Path 4 Nextag (Hot tub) > Nextag (10 person hot tub) > Nextag (Concerto) > Sale

How can I use the Purchase Path? AdWords (mortgage) > AdWords (30 yr mortgage) > (80/10/10 loan) > $9K Sale ClearSaleing Confidential ROI Type First Last Even Credit Allocation $9K mortgage $9K 80/10/10 loan $3K mortgage $3K 30 yr mortgage $3K 80/10/10 loan

AdWords (mortgage) > AdWords (30 yr mortgage) > (80/10/10 loan) > $9K Sale

Strategy #5 Use search queries as a basis for new keywords and negatives ClearSaleing Confidential

What’s the ideal recommendation tool? Ideal = ClearSaleing Confidential Sorry, this does not exist…but a recommendation tool that can accurately tell you the ROI on a new keyword prior to adding it to your campaign

Ideal =

Use the information available to you Search query = reputable moving company Keyword = moving company Keyword match type = broad Conversion = $4,700 sale New keyword = reputable moving company New keyword match type = exact Advantages = Know it works, cheaper CPC, higher QSR, more targeted ClearSaleing Confidential

Search query = reputable moving company

Keyword = moving company

Keyword match type = broad

Conversion = $4,700 sale

New keyword = reputable moving

company

New keyword match type = exact

Advantages = Know it works, cheaper CPC, higher QSR, more targeted

Continued…negatives Search query = rent truck moving company Keyword = moving company Keyword match type = broad Conversion = $0 Negative keyword = rent and truck Advantages = target right audience, don’t waste ad dollars ClearSaleing Confidential

Search query = rent truck moving company

Keyword = moving company

Keyword match type = broad

Conversion = $0

Negative keyword = rent and truck

Advantages = target right audience, don’t waste ad dollars

Strategy #6 Implement an alert system ClearSaleing Confidential

Why use alerts? Impossible to keep your eye on 1,000’s of keywords all the time Saves time by allowing you to focus Insurance against human error Ability to automate responses to alerts ClearSaleing Confidential

Impossible to keep your eye on 1,000’s of keywords all the time

Saves time by allowing you to focus

Insurance against human error

Ability to automate responses to alerts

Types of Alerts Compare date range A to date range B and alert me if… Sales Profit Leads Alert me when a metric increases by X or decreases by Y Ad Spend Conversion rate Ad position Alert me if goal X will not be reached 1000 leads in next 30 days Spend $250,000 in advertising this month Close 100 new deals this month * Make sure you are being alerted only when data is statistically sound ClearSaleing Confidential

Compare date range A to date range B and alert me if…

Sales

Profit

Leads

Alert me when a metric increases by X or decreases by Y

Ad Spend

Conversion rate

Ad position

Alert me if goal X will not be reached

1000 leads in next 30 days

Spend $250,000 in advertising this month

Close 100 new deals this month

* Make sure you are being alerted only when data is statistically sound

How to set up alerts Directly from the ad sources in some cases (Google, Yahoo, etc) Make use of the API Build internal tools Buy an off the shelf product ClearSaleing Confidential

Directly from the ad sources in some cases (Google, Yahoo, etc)

Make use of the API

Build internal tools

Buy an off the shelf product

Strategy #7 Follow the sophisticated methodology used by direct marketers to earn the maximum profit ClearSaleing Confidential

5-Step methodology for increasing profit ClearSaleing Confidential Ad Spend Profits 20K 40K Identify Ad Waste Eliminate Waste Buy Maximum Clicks Add Ad Sources Time Optimize Business

The 7 advanced strategies Connect your back office to your online advertising Tie your inbound calls to your online advertising Use profit as your guiding metric Look at the cumulative effect of your advertising Use search queries as a basis for new keywords and negatives Implement an alert system Follow the sophisticated methodology used by direct marketers to earn the maximum profit ClearSaleing Confidential

Connect your back office to your online advertising

Tie your inbound calls to your online advertising

Use profit as your guiding metric

Look at the cumulative effect of your advertising

Use search queries as a basis for new keywords and negatives

Implement an alert system

Follow the sophisticated methodology used by direct marketers to earn the maximum profit

ClearSaleing Confidential Adam S. Goldberg [email_address] 1.800.592.0463 Blog: www.clearsaleing.com/blog