Search Marketing 101

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The Shopping.com Solution Helping consumers everywhere use the power of information to find, compare and buy anything! A Better Way to Shop A Better Way to Sell

The Next Hour: Q & A 3 1 Why Search is the future of niche marketing 2 Everything you need to know to succeed in search marketing

The Next Hour: Q & A 3 2 Everything you need to know to succeed in search marketing

What is Search Marketing? “ Lookingforness”

What is Search Marketing? Kids drum sets $ $ $0

Lookingforness Sells Stuff!

Driving Billions In Commerce

#1 Source of customers online

Source, Morgan Stanley Internet Research, Natural Search is = Paid, and 10% cost of sales

Social Media & Blogs Don’t

88% Average Annual Growth (!)

Growth Will Continue

Unprecedented drop in acquisition cost Enabling new kinds of business…

What does this all mean? Kill Be Killed or

The Battle For Customers

The Next Hour: Q & A 3 2 Everything you need to know to succeed in search marketing

The Next Hour: Q & A 3

Search Marketing In Two Words: Data Language

What Data Must You Track? What is a click worth?

Treat Data Collection Like Forensics

There is nothing more important!

Be disciplined and careful

Watch data everyday

Fix errors immediately!

Customize data to your unique business

Use actual data wherever possible – No such thing as average!

Every detail matters

Analysis

The goal is “Buy Low, Sell High”.

Use actual data and make simple estimations

Iterate and Improve

Its not rocket science

Search Is About Language Yo Baby Hello What’s Up? How’s It Going?

What is this?

Patriotic rug

Round rug

36” rug

Braided rug

Beaded rug

Welcome mat

Cotton rug

Washable rug

Bath Mat

Bathroom rug

Theme rug

Red White and Blue Rug

American Rug

Flag Rug

Stars and Stripes rug

A Day of GPS

gps magellan (4.15%) garmin gps (1.91%) palm gps (1.52%) gps review (1.51%) gps receiver (1.34%) gps watch (1.06%) TIMEX gps (0.90%) pda gps software (0.84%) casio gps watch (0.78%) gps receivers (0.77%) gps systems (0.76%) magellan gps handspring (0.74%) laptop gps (0.73%) gps m navman series (0.72%) delorme earthmate gps receiver (0.71%) automobile gps navigation system (0.68%) gps navigation system (0.67%) gps tracking (0.65%) auto gps system (0.60%) gps for palm (0.59%) delorme earthmate gps (0.59%) gps for cars (0.59%) Magellan gps (0.58%) gps software (0.57%) used gps (0.56%) magellangps (0.54%) gps laptop receiver (0.52%) copilot gps (0.49%) cellular gps phone (0.49%) car gps (0.49%) gps phone (0.46%) gps wrist watch (0.46%) Delorme gps (0.46%) car gps system (0.45%) gpsmap (0.44%) lowrance gps (0.44%) Hand held gps (0.43%) gps system (0.43%) garmin aviation gps (0.43%) gps reviews (0.43%) gps navigation (0.41%) earthmate gps (0.41%) aviation gps (0.40%) hand held gps system (0.38%) garmin gps 125 (0.38%) garmin hand held gps (0.37%) palm gps software (0.36%) automotive gps (0.36%) navman gps 500 (0.35%) gps auto navigation (0.34%) pda gps (0.34%) gps global positioning system (0.34%) earthmate gps receiver (0.33%) IPAQ gps (0.33%) gps for ipaq (0.32%) garmin vista gps (0.32%) gps mobile phone (0.32%) gps pda (0.31%) gps palm (0.30%) distance gps speed timex (0.30%) magellan meridian gps gps receiver (0.02%) lowrance gps devices (0.02%) garmin etrex vista gps receiver (0.02%) gps track system (0.02%) color garmin gps iii streetpilot voice (0.02%) bc 307 gps (0.02%) car gps in navigation system (0.02%) gps III plus (0.02%) gps for tungsten w (0.02%) gps coordinates (0.02%) gps bluetooth (0.02%) garmin streetpilot gps (0.02%) garmin map 76 gps (0.02%) garmin gpsmap 2010 gps receivers (0.02%) whistler gps (0.02%) sanyo gps (0.02%) buy gps (0.02%) pgpsoftware (0.02%) magellan meridian gold gps receivers (0.02%) magellan gps 300 (0.02%) lowrance ifinder plus gps devices (0.02%) lowrance ifinder gps receivers (0.02%) haicom gps (0.02%) gpsmap 2010 (0.02%) antenna antenna gps (0.02%) gpsmap 162 (0.02%) gps vehicle navigation (0.02%) car gps systems (0.02%) gps navigators (0.02%) gps navigator pharos pocket (0.02%) gps cell phone (0.30%) gps navigator (0.30%) portable gps (0.29%) gps fish finder (0.29%) gps antenna (0.29%) gps garmin (0.29%) magellan gps software (0.28%) navman gps (0.28%) gps maps (0.28%) auto gps (0.28%) marine gps (0.27%) gps dell axim (0.27%) megellan gps (0.27%) garmin gps 40 (0.27%) gps devices (0.26%) tom tom gps (0.26%) personal gps (0.24%) magellan gps companion (0.24%) gps ipaq (0.24%) gps navigation software (0.24%) cf gps (0.24%) gps (0.00%) car navigation systems gps review (0.00%) gps hiking reviews (0.00%) cf gps software (0.00%) vista gps reviews (0.00%) gps epinions (0.00%) waterproof mapping gps handheld (0.00%) what is the best handheld gps on the market (0.00%) where cqn i find a handheld gps with waas (0.00%) where to find garmin gps etrex personal navigator (0.00%) gps discounters (0.00%)

1,293 permutations in a single day No permutation with more than 5% of volume 747 (57%) single instance

Two Tails Tail Of Expression gps wrist watch Delorme gps car gps system gpsmap lowrance gps Hand held gps gps system garmin activation gps Earthmate gps aviation gps automotive gps navman gps GPS reviews gps auto navigation pda gps global positioning system Tail Of Intention GPS device carbon monoxide monitor bh cameras webcam infrared television 32 inch sushi plate shed doors Rs232c table scarves step up voltage converter satin hair color rv toilets rug yarn rtc battery ottomans leather nylons for men

Keyword distribution Keyword Percentile 1 100 Percentage of Total Queries 1 16 Cumulative Percentage 100 1 50 / 20 16 / 1 80 / 60

Tactics in the Head - Measurement

Accuracy in the head is possible because data is abundant

Data collection and methodology is key

Meticulous reconciliation with partner systems and precise and measurement make all the difference

Head terms become an important component for estimation in the tail

Keyword Percentile 1 100 Percentage of Total Queries 1 16

Tactics in tail: Estimation

The value of scale – Exposure to tail through onsite search

Estimate value any way you can:

Linguistic similarity

Behavioral similarities

Experience with other partners

Intuition

Buy bundles of words in groups and evaluate the results of the cluster

Expect wide variances and don’t be disappointed if you can only value a small percent of terms.

Keyword Percentile 1 100 Percentage of Total Queries 1 16

July 31, 2003 DuoGlider LXI Stroller - Metropolitan BY Graco ($.50) Central Park Baby Classics DuoGlider LXI Double Stroller by Graco Part of our Baby Classics collection, this high performance DuoGlider LXI is the perfect solution for getting two little ones around town. ($.45)

Duoglider LXI Stroller – Metropolitan Model: 7951MTR

Double Stroller

Parent organizer tray with cup holder

Removable front and rear child's trays with cup holders

Extra-large storage basket

Weight: 35 lbs. ($.65)

Lifesaver for moms with 2! Pros: huge basket, easy to open, easy to get into car Cons: must remove cupholder on front seat to shut trunk

Structured Feeds

Web Crawling

Product Catalog

Consumer Reviews

Classification Extraction Clustering “ 7951”

IBM Printer Stand (53P7951)

400 Watt Power Supply (01K7951)

High Gain Antenna (HGA7951)

Strollers (LXI7951)

User Behavior Data User Query “ 7951” Strollers: Graco: Double Seat Compare prices on Graco 7951 Stroller Compare prices and read reviews on stollers and other Graco products. www.shopping.com Stroller Leads - $.50

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Warning: Brand Damage Possible! Bums Compare Prices & Read Consumer Reviews on Bums at www.shopping.com

Organizational Structure