1. Online Advertising Made Instant, Simple & Profitable Pay Per Click Advertising 09.30.09

2. Agenda INDUSTRY OVERVIEW SUCCESS LIES IN FUNDAMENTALS IN-HOUSE TEAMS AND 3rd PARTY TOOLS SBM CHALLENGES & AUTOMATION

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.

5. How Does It Work?

6. How Does It Work?

7. How Does It Work?

8. PPC vs. SEO (Organic)

10. Receptive to message – want you now

11. Not “interruption advertising”

12. Highly targeted traffic

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

14. Precise targeting opportunities

16. Very measurable – accurate ROI

17. Control of placement on page

18. Control of creative messaging

19. Control of destination

20. Real-time activation and optimization

22. Significant Education

23. Management Complexity

24. Time Consuming

25. Multiple User Interfaces

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

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

31. Goals: Define business objectives

32. Metrics: Define key performance indicators (KPIs)

33. Success: Define conversion events

34. Intelligence: Collect data and assess

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

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

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

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

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

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

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

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

45. Top 10 Questions You Should Ask Your PPC Team How much revenue do we drive through PPC alone? What is our CPA? What is our ROI? What is our conversion rate? What is industry avg. CR? What percentage of our budget is fully utilized? Are there any opportunities to find more converting traffic?

46. 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?

47. IN-HOUSE TEAMS AND 3rd PARTY TOOLS

49. DEMAND FULFILLMENT: You are ready to fulfill demand

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

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

52. DEFINED METRICS: Your metrics are well defined

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

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

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

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

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

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

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

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

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

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

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

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

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

71. TOOLS/ PLATFORMS: Create simple and single UE to manage PPC across engines

72. AUTOMATION: Build automated recommendations that drive efficiency

74. The Right Approach To Automation

75. Contact Info Ben SeslijaSr. Director, Acquisition & AnalyticsClickable, Inc.bseslija@clickable.com