The document discusses effective online marketing management, focusing on search engine optimization (SEO) as a leading tactic for lead generation. It presents different models for managing search programs, including outsourcing to agencies, in-house management, and a build-operate-transfer approach, detailing the pros and cons of each. It emphasizes the importance of integrating search with other media, managing resources effectively, and continuously optimizing online marketing strategies.

1. Effectively Managing Online Marketing Programs The webcast will review several different models for managing your online marketing, as well as discuss the technology, skill sets, and processes needed to have a successful paid search program. Presented by: Eric Waldinger, Practice Leader, Aquent Craig Macdonald, Senior VP & CMO, Covario

2. Thank you for attending this Aquent sponsored webcast Aquent is the global marketing and design staffing company. Specialized Agents focused on a single marketing or design discipline Connect with a specialized Agent in: Online marketing Marketing Interactive design Graphic design Find an agent at aquent.com

3. Effectively Managing Online Marketing Programs Presented by: Craig Macdonald & Eric Waldinger |

4. Driving Leads is the High Priority in Marketing The economy is forcing a focus on lead generation … … and SEO is one of the top priorities in driving leads

5. Organic Search – The New Old Thing SEO is the leading tactic in lead gen in 2009 Moreso than PPC, Display or email This is particularly true for larger companies

6. Search Continues to be Lead Interactive Media Channel

7. Major Issues Facing Advertisers Search continues to be a key interactive marketing channel However, it is becoming “expensive” Major issue is integration of search into all other forms of media Major issue is that the alignment of incentives with agency model is becoming problematic Leading to insourcing

8. Three Options for Managing Search Programs Leveraging a search agency Manage program in-house B-O-T: Build Operate Transfer

9. Majority of Firms (54%) Outsource To Agencies – Stand Alone Software Represents 21% of Market

10. 1. Agency Model Pro’s Agency manages the headcount risk Fast time to market with programs Agency brings expertise and technology (?) Con’s Loss of control over IP for important advertising panel Requires governance – few global agencies Misalignment of incentives Pricing 5-15% of media spend (PPC) Application Brand companies (Pharma, CPG, Tech, Telco, Auto)

11. 2. In House Management Pro’s Direct control over program IP around program remains inhouse Aligned incentives Con’s Headcount and technology procurement risk Slower time to market (long time to build program maturity) Difficult to scale Pricing Headcount – 3% Technology 2-4% Application Direct commerce (retail, ecommerce, FS, travel)

12. 3. Build-Operate-Transfer Pro’s Time to market is controlled Risk for headcount and technology is mitgated IP around program remains in-house Con’s Ongoing execution risk Transfer may never happen Initial pricing for agency is high Pricing Year 1 – 15% Year >2 – 2-5%

13. B-O-T Examples Media company – Technology setup, recruiting, and training Job site – 6 month project to do media buying, documentation of process Travel site – 6 month project to setup technology, do media buying, hire and train

14. In-house and BOT Considerations People Senior director Media buyer (1 FTE per $1-5M in media spend) Support for WA team internally (IT support) Landing page control (IT support) Technology Bid mgmt system Reporting system Web analytics LP testing

15. Bid System Vendor Evaluation CONFIDENTIAL, Covario, Inc. DO NOT DISTRIBUTE

16. Conclusions Search continues to be a key interactive marketing channel Major issue is integration of search into all other forms of media Being good at search is becoming more complex Trend toward in-sourcing is moving from retail/ecomm to other fields B-O-T model offers a way to bring search inhouse with lower risk

17. What should a in-house resource do? Branded vs. Non Branded Key Word Bidding Strategy Copy Audit Account Structure Audit Landing Page Audit

18. Key Roles: SEM Manager Promote websites by increasing search engine visibility Manage day-to-day search marketing efforts - keyword bidding, copy, & optimization Manage & execute operations across various media Develop & sustain relationships with advertising partners Report & analyze advertising performance on a monthly basis Prepare & monitor annual advertising budget Propose new advertising ideas

19. High-level requirements for a successful centralized supply model Resources involved in strategy, planning and analytics should be core staff. Leverage data management/content management Focus on performance indicators with media suppliers – build direct relationships and compensation based on key performance indicators. Centralized strategy functions must include centralized SEM/ SEO Brand building (internet space) will be the result of effective execution not a standalone goal

20. Key Activities Develop, implement and continuously optimize online marketing strategy and specific online marketing campaigns for enterprise initiatives Ensure strategic alignment, documentation, cross-team and business community understanding and effective ongoing analytics and success measurement. Leverage existing web assets and content delivery methodologies to conceive, develop and deliver packaged interactive marketing initiatives. Develop and manage conversion measurement methodologies and develop reporting for all online marketing activities.

21. Assess your current situation Identify your landing pages and check that they are indexed Check you and competitors’ search rankings Check keyword demand via search engine keyword tools Discover missed opportunities Project future traffic Project future conversions Developing & Measuring Successful SEM Program

22. Keyword planning to drive the most qualified Types of keyword bidding (gap surfing, bid jamming, friendly URL) Selecting your bid strategy Managing keyword bids Optimizing ad copy and landing pages Optimizing & Reviewing Program Results

23. SEM Best Practices QA landing pages with the Campaign Approval Worksheet before going live. Read industry articles, take classes, attend conferences to stay on top of trends and changes. Cross-train and discuss day to day successes and struggles. Ban frames, pop-up windows, "meta refresh" tags from landing pages. Do not allow pages to exceed 100K. All web pages must completely load within 10 seconds. Create and maintain centralized keyword management database Create and maintain a database of all paid search requests to check for keyword conflict between business units

24. If you run a geo-targeted campaign, then you should run a separate national campaign to ensure full visibility in all markets. If you run a search and content campaigns for the same group of keywords, then they should be separate campaigns in order to accurately monitor progress. If you see a consistently high CTR but a low conversion rate = possible landing page issue If you see a high number of clicks and a low CTR = possible ad copy issue Maintain 3 versions of ad copy per ad group and rotate highest performing versions through a monthly ad copy audit. SEM Best Practices, cont.