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Budget $ Overview

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  • 1. SEM With Web.com OverviewNovember 29, 2010
  • 2. Web.com Paid SEM Overview+ Managed over 40,000 paid SEM campaigns since 2006+ Currently managing $560,000 in SEM campaigns for 5,000 SMB’s+ Target SMB’s under standard YP headings+ Proprietary API and SEM campaign management tools+ We advertise only on Tier 1 Search Engines and their search networks+ Web.com does not use ad copy templates – All ad copy is 100% customized to the website+ Campaigns managed by Certified Google Advertising Professionals+ 13 SEM campaign managers+ Dedicated campaign manager for Berry customers (Mike Tokarcik) • Responds to Berry Budget Requests • Interfaces with Berry on escalations/campaign special requests • Responsible for overall metrics/success of Berry SEM campaigns
  • 3. What We Do+ Website Review and Research • Services reviewed • Individual Ads created for separate services pages+ Keyword selection • Chosen based on relevance to the website matching the advertiser’s products & services • Google Quality Score is monitored+ Write Ad Copy • Keywords specific to ads • Ads linked to landing pages within site • Phone number included in ad • Word variations+ Campaign Management • Monitored for performance (meeting budget targets, providing value through leads). • Campaigns optimized daily/weekly/monthly based on results.
  • 4. Targeting+ Local (IP) Targeting (where is the computer?) o We use our partners’ (Google, Yahoo!, etc.) technology to target computers in the customers service area. o We publish our customers’ listings with their “category” keywords (e.g. “plumber”) and then designate computers in which metro area we want the ads to appear on+ National Targeting (what did the user type?): o We publish ads using the customer’s 10 best geographic descriptors, combined with all the category Keywords. o For example, if a plumber in Washington DC wanted to service Washington DC and Arlington, we would run KWs like Washington DC Plumber, Washington DC Drain Cleaning, Arlington VA Plumber, Arlington VA Drain Cleaning
  • 5. Where Ads AppearSERP – Sponsored Ads  Result includes Google Site Links
  • 6. Where Ads AppearGoogle Maps Results
  • 7. Where Ads AppearGoogle Mobile
  • 8. Where Ads AppearYahoo Search & Bing
  • 9. Industry-Leading Keyword Management• Hundreds of Categories• Keyword Library  Hundreds of thousands of keywords  Includes negatives• Geo modifier library for each DMA• Keywords are thematically grouped  Efficient campaign implementation• Complete customization available  Match types (Broad, Phrase, Exact)  Custom bidding by keyword
  • 10. Our Experts Write All of the Ad Copy+ Average campaign has 8 - 20 Ad Groups • AdGroups target customer specialties • Custom written, conversion oriented ad copy • Highly specific keywords combined with geo modifiers 10
  • 11. Budget Pacing+ Budget Is Paced to Spend Evenly Throughout Month+ We divide the budget target spend amount by the number of days in the budget cycle and attempt to spend that amount each day+ Each morning we recalculate the daily target spend amount based on the total amount spent so far during that budget cycle+ Example • Target spend = $900; 30-day cycle o Day 1 spend target = $30 o Day 1 actual spend = $20 o Day 2 spend target = ($900 - $20)/29 = $30.34, or =(monthly target $ - $ spend to date)/remaining days in cycle+ Rollover Budget: Target budget spend that is not spent during a cycle is added to the next budget cycle
  • 12. Allocating Budget+ The greatest spend volume typically comes from Google (80%), Yahoo (15%), and then MSN (5%)+ Typical starting budget allocation: + 60% Google; 20% Yahoo; 20% MSN+ We can reallocate budgets form one platform to another if needed+ We an eliminate a platform entirely if a customer prefers or for the lowest budgets ($500 and less)
  • 13. What Drives Results?+ Campaign Managers are $ incentivized to hit goals/improve performance MOM+ Three goals with each campaign: • Provide ROI by focusing on click to action conversion rate • Improve metrics month over month ($CPA and Conversion %) • Fulfill budget spend target – meet contract SLA Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Spend% 18% 60% 53% 54% 71% 61% 66% Conv% 7.14% 3.03% 6.66% 8.77% 9.13% 9.65% 11.90% $CPA $45.98 $69.42 $48.57 $41.84 $40.61 $36.98 $31.44 13
  • 14. Sample Success Stories A & A Recycling/$350 DMA-Cincinnati 23.33% Conversion Rate 16.79% CTR Avg. Position 1.3 A Limousine Associates/$1000 DMA-Cincinnati 29.41% Conversion Rate 4.04% CTR Avg. Position 2.1 Accel Party Rentals & Design/$500 DMA-Honolulu 52% Conversion Rate 17.53% CTR Avg. Position 1.8 14