Search Engine Marketing
Amplify your business with
search engine marketing

Search Engine Marketing
Why Search Engine Marketing?
Is your Web site working as hard as it can for you? Simply having a Web
$63
$55 $52
presence may not be adequate to drive the volume of qualified leads
60
your business needs to stay profitable.
40 Automobiles
$26
The20 Major Place to be Online $20
Hottest Appliances $12 $11 $8
Cable or Satellite TV Service 63%
Search Engine Marketing offers your business:
0
Small Appliances
Internet Internet Yellow News- Maga- Direct TV Radio 53%
Yellow Pages papers zines Mail
Pages
ne, Wireless or Internet Service of advertising
• Fastest growing area 49%
• Strong return on investment
Jewelry 44%
• Targeted audiences who are ready to buy Advertising solutions
Sporting Goods 44%
that reach people
Linens/Home Decor/Furniture 43%
when they’re most
Consumer Electronics 43%
Local search will grow from 24% of online ad ready to buy have the
Baby/Children’s Products
spending in 2007 to 44% in 20101 38% greatest return on
Footwear 38% investment.
50
Clothing Accessories 44% 33%
General Apparel/Clothing
40 23%
30
24%
20
2007 2010
Median Sales ROI (Per $ Invested) by Media2
$63
60 $55 $52
40
$26
$20
20
$12 $11 $8
0
Internet Internet Yellow News- Maga- Direct TV Radio
Yellow Pages papers zines Mail
Pages
1. Borrell Associates Outlook for 2007, Sept. 2006.
2. CRM Associates, Dec. 2007. ROI based on top 135 headings.
© 2008 Idearc Media Corp. All rights reserved. SP-1008-001

Search Engine Marketing
Ready-to-buy Customers
78% of consumers research online before they purchase offline at a local business.1
The Buying Process
Time
Purchase
Decides & Finds a Business
(Local Search & IYP)
Evaluates Buying Criteria
(Search Engines)
Research
Aware of Need
Commitment
Search Engine Marketing: Turning Clicks into Customers
Search engine marketing (SEM) places your
advertising on search engines when consumers
are researching their next purchase, and when
they’re ready to buy.
Consumer
searches for You connect with
local products the buyer in store
& services or online
Your ad appears Consumer evaluates
next to relevant your products
search results & services
Consumer clicks
on your site
1. WebVisible and Nielsen/NetRatings survey, Sept. 2007.
© 2008 Idearc Media Corp. All rights reserved. SP-1008-001

SMLocal
Idearc Media: The Best Choice for SEM
Idearc Media is a multi-platform company that connects sellers with buyers wherever they are.
Our Experience
Your business benefits from our more than 12 years of search engine marketing experience
through Superpages.com® and Idearc Search Marketing, an industry-leading expert.
Rank Unique
Top Brands on the Web1 June 2008 Visitors (000) We’re Good
Google Sites 1 140,163 The Superpages.com
Yahoo! Sites 2 140,080
Network is ranked in the
Top 20 Brands on the Web.1
Microsoft Sites 3 119,677
We offer the only place to
get the high-quality traffic
found on Superpages.com
Superpages.com Network 20 30,155 and Switchboard.com.2
Providing Broad Options
Idearc Media is a multi-platform company that has been connecting local small businesses with
buyers for over 80 years.3 We can help your business with much more than just search engine
marketing.
Our SEM Programs
Save time and money by centralizing your search engine media strategy, planning
and buying with one group of dedicated experts. Our SMLocal service is a
turn-key SEM solution for your business.
1. Evaluation. First, we 2. Implementation. Then, 3. Results. Advertise
analyze your market, we create and implement on search engines
customers, and campaigns that help when consumers are
competition to fully increase your profits researching their next
understand your and drive quality leads purchase, and when
business environment. to your Web site. they’re ready to buy.
1. comScore Media Metrix, Top Ranked Properties, June 2008.
2. Also sold through our resellers.
3. Print directories business with Idearc Media and its predecessor companies.
© 2008 Idearc Media Corp. All rights reserved. SP-1008-001

SMLocal
What Makes SMLocal Superior?
Marketing your business on search engines is a great way to help more
customers find you. Idearc Media surpasses other firms in providing
quality service and reporting to help build your business.
• Your ads are placed on quality sites to get more qualified leads coming
your way. Ask other search firms where they’ll place your ad.
We’re proud of the fine sites where your advertising may appear:1
• The SMLocal services we provide have been perfected over 12 years through Superpages.com® Sign Out Contact About Superpages.com
and Idearc Search Marketing, an industry-leading expert. We’ve developed proprietary account
my account report center tools and tips account administration products
management tools and use exclusive click fraud detection.
view a report | create a report
Report Settings hide
ABC Company Report Type: Call Tracking Report
• You start with a Google certified sales representative and then we provide Grouping: By Dayto a dedicated
2
access
Monthly: 1/1/2008 - 1/12/2008
account team, certified in optimizing campaigns for search results. That means you can speak export options
3
copy & edit
with a live human being for campaignClicks
support. Other companies only give you an email address or
Total Calls Conversion Rate
send you back to sales. 870 37 4.89%
Google AdWords 800-123-4567
• You pay what the search engine Date Day Time Duration Answer
Status
Caller Caller’s
Number
Caller’s
Address
charges us and not one penny 1/10/2008 Thursday 10:35 2 answered [name] 817-555-1212 123 Main St listen
Euless TX 12345
more.4 We work every day to 1/12/2008 Saturday 11:20 0 busy [name] 214-555-1212 123 Main St listen
Dallas TX 12345
provide a great ROI. The other 1/12/2008 Saturday 11:47 3 voice mail [name] 972-555-1212 123 Main St listen
guys just spend your money. Irving TX 12345
View All | 1 2 3 4 Next
Yahoo Search Marketing Your Business Phone Number: 800-123-4567
• We reveal all the details available Date Day Time Duration Answer Caller Caller’s Caller’s
for your program in regularly Status Number Address
1/10/2008 Thursday 9:14 2 answered [name] 817-555-5555 123 Main St listen
emailed reports, or through Euless TX 12345
monthly/semi-monthly meetings 1/12/2008 Saturday 11:17 0 busy [name] 214-555-5555 123 Main St
Dallas TX 12345
listen
with your specialist. And with our 1/12/2008 Saturday 11:23 3 voice mail [name] 972-555-5555 123 Main St
Irving TX 12345
listen
breakdown at the search engine View All | 1 2 3 4 Next
level, you can see just where your Superpages.com 800-123-4567
investment is generating results. Date Day Time Duration Answer
Status
Caller Caller’s
Number
Caller’s
Address
Can other firms provide such 1/10/2008 Thursday 8:47 3 answered [name] 817-555-1234 123 Main St listen
Euless TX 12345
proactive reporting? 1/12/2008 Saturday 10:42 0 busy [name] 214-555-1234 123 Main St listen
Dallas TX 12345
1/12/2008 Saturday 11:14 2 voice mail [name] 972-555-1234 123 Main St listen
Irving TX 12345
View All | 1 2 3 4 Next
copy & edit export options
1. Superpages.com traffic distribution affiliates are subject to change at any time.is based on data reported at the end are trademarks offees are not included in this report. Please refer to your monthly statement to view your
Note: Reporting Google and AdWords of the previous day. Service
service fees.
Google, Inc., and are registered in the U.S. and other countries. Yahoo! and its logo are registered trademarks of Yahoo! Inc.
2. Sales certified on Google AdWords®.
3. Google Advertising Professional certified.
4. Monthly management fees apply. Offer is subject to change without notice.
© 2008 Idearc Media Corp. All rights reserved. SP-1008-001

SMLocal
What Kind of Service Will You Receive?
We make SEM simple for you. An SMLocal campaign provides you with certified campaign managers who
will help with all the aspects of your campaign. They’ll get it up and running, and monitor it to continually
maintain or improve your results.
Here’s what you can expect from your SMLocal team:
Hands-on Personal Assistance Keyword Management
• Identifying your business objectives • Impacting the likelihood of your business
• Reviewing results and making adjustments being found
to your campaign • Matching keywords to your business goals
• Available for support during regular business
hours Landing Page Selection
• Certified on Google AdWords ®1
• Improving your conversion rate by delivering
relevant results and information for visitors
Bid Management
• Managing your portfolio with individual Tracking Tools
attention • Tracking the results that you want to know
• Keeping your bids competitive about, whether it’s the number of leads
you’re getting or the number of purchases
generated from your Web site (or both)
Creative Management
• Developing persuasive ad titles and
Regular Emailed Reports
descriptions for each keyword, which can
greatly influence click volume and quality • Sending conversion, revenue, and/or traffic
of leads reporting results to you on a regular basis
Get the most out of your search
marketing program. See why we
are the better choice.
1. Google and AdWords are trademarks of Google, Inc., and are registered in the U.S. and other countries.
© 2008 Idearc Media Corp. All rights reserved. SP-1008-001

SMLocal
Sign Out Contact About Superpages.com
Easy and Accessible Reporting my account report center tools and tips account administration products
view a report | create a report
Our robust tracking provides several ABC Company Report Settings hide
Report Type: Account Report
reporting views that detail your campaign Grouping: By Day
Monthly: 1/1/2008 - 1/31/2008
activity, track your advertising investment
copy & edit export options
and help you manage your business more
help with terms | hide graph
effectively. Impressions Clicks CTR Avg. CPC Cost
Impressions Clicks CTR Avg. CPC Cost
Impressions Clicks
40
20,000
35
• Track your revenue. Call Tracking and 15,000
30
25
20
Action Tracking reports give details to 10,000
15
10
show how clicks resulted in a phone call, 5,000 5
0
Jan 12, 2008 Jan 19, 2008 Jan 26, 2008
email, form submitted, or an actual sale.
Impressions Clicks CTR Avg. CPC Cost
You’ll know more than just how many
870 75 8.62% $2.50 $187.50
clicks were recorded.
help with terms
Date Imp. Clicks CTR Avg. CPC Cost
• Improve your results. Recorded phone 1/10/2008
1/12/2008
56
17
4
1
7.14%
5.88%
$2.50
$2.50
$7.89
$2.50
calls allow you to hear what kind of calls 1/13/2008 19 1 5.26% $2.50 $2.50
your advertising brings, allowing you 1/14/2008
1/15/2008
37
18
2
1
5.41%
5.56%
$2.50
$2.50
$4.05
$2.50
to track and improve your results by View All | 1 2 3 4 Next
coaching employees. copy & edit export options
Note: Reporting is based on data reported at the end of the previous day. Service fees are not included in this report. Please refer to your monthly statement to view your
service fees.
Sign Out Contact About Superpages.com
• Get a clear picture. Some reports are
available at the search engine level
my account report center tools and tips account administration products
so you know exactly how your ad view a report | create a report
performed on those sites. No more
ABC Company
guess work at how your investment Report Settings
Report Type: Conversion Summary
hide
is performing across the Web. Grouping By Day
Monthly: 1/1/2008 - 1/31/2008
help with terms | hide graph copy & edit export options
• Monitor the performance. Whether Clicks Calls Emails Sales Forms Total Conv. Conv. Rate
you like details or a high-level picture, Clicks Calls Emails Sales Forms Total Conv. Conv. Rate
we offer reports with different levels
Impressions Clicks
of information to help you manage 20,000
40
35
your business more effectively. 15,000
30
25
20
10,000
15
10
• Choose your timing. Our reports 5,000 5
0
Jan 12, 2008 Jan 19, 2008 Jan 26, 2008
give you the option of when and
how you receive them. They can be Clicks Calls Emails Sales Forms Total Conv. Conv. Rate
emailed daily, weekly, bi-weekly or 870 37 1 4 0 42 4.89%
monthly. Or if you want to access
them online, you can see them Date Clicks Calls Emails Sales Forms Total Conv. Conv. Rate
1/1/2008 56 1 0 1 0 2 3.74%
anytime at our self-service site: 1/2/2008 17 0 1 0 0 1 4.13%
www.advertising.superpages.com 1/3/2008 19 1 0 0 0 1 4.31%
1/4/2008 37 2 0 0 0 2 5.95%
1/5/2008 18 1 0 0 0 1 4.93%
View All | 1 2 3 4 Next
copy & edit export options
Note: Reporting is based on data reported at the end of the previous day. Service fees are not included in this report. Please refer to your monthly statement to view your
service fees.
© 2008 Idearc Media Corp. All rights reserved. SP-1008-001

SMLocal
Our dealership had a search engine marketing program with another company for a few
years, but we weren’t getting the results or service we wanted from them. Recently, we
switched our SEM campaign to Idearc Media, and are already seeing positive results and
growth in our ROI. And, online traffic to our parts and service departments has increased.
Our SMLocal campaign manager oversees just a few accounts, and he is very concerned about
our business, which is evident by the level of service he provides us. We are very happy with
our decision to have Idearc Media handle our search engine marketing program, and look
forward to continued sales and growth of our dealership.
Matt Wagner, Internet Sales Manager
Auto Dealer in Fife, WA
We are a full-service painting company specializing in residential and commercial interiors
and exteriors, and have been in business for 12 years. I was trying to promote our website
on another search engine by myself, but was having a hard time getting the positioning
I wanted. I decided I needed help, so I enlisted the experts from the Idearc Media search
engine marketing program. Already business is starting to pick up, and I just received a call
to bid on a $50,000 job. My SMLocal account manager is wonderful to work with and always
comes through for me. I’m very happy with our SMLocal program and the positioning it has
given us on search engines. I am finally ahead of my competition!
John Engen
Painting Contractor in San Diego, CA
Amplify your business results
with SMLocal. Contact us
today at 800-555-4833 or
visit superpages.com/sem
for more information.
© 2008 Idearc Media Corp. All rights reserved. SP-1008-001