OTOi, a division of One to One Interactive, is pleased to present a live, one-hour webinar on actionable Search Engine Marketing (SEM) tactics, designed to help you - interactive marketing professionals - prioritize strategies, identify tests, and isolate opportunities to outpace the competition in 2011. Our SEM experts will review the Top Ten To-Do list for maximizing your company’s search marketing strategy, expanding your reach, and increasing ROI: 1. Manage queries not keywords 2. Move beyond the engines 3. Mobilize your search campaign 4. Get local 5. Socialize your SEO 6. Tailor your results 7. Let customers help you optimize 8. Hitch yourself to the Google wagon 9. Educate to integrate 10. Budget for failures

1. Search Marketing Success: Dominate Search In 2011 Greg Slama September 23, 2010 www.onetooneinteractive.com

2. Greg Slama As Manager of the Search Engine Marketing Team, Greg leads all Paid Search and Natural Search programs for OTOi clients, and provides cross-channel support to ensure optimization across all media tactics. With over nine years of experience in SEM, he understands how to translate complex goals from various departments into search strategies that meet client objectives. Since joining the firm in 2005, Greg has been instrumental in launching best-of-breed acquisition strategies for various clients in the financial services, life sciences and telecommunications industries. During his tenure, Greg has been responsible for helping to forge OTOi as an industry leader in SEM. Greg majored in Information Technology at the University of Massachusetts Lowell. Manager, Search Marketing

3. Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 140 professionals in 7 offices located in North America, Latin America, Europe, and Asia. One of the 20 “Hottest Independent Digital Firms” Globally AdAge, 2007 One of the Fastest Growing Private Companies Inc Magazine, 2008

6. Manage Queries Not Keywords

8. Designed To Bounce Query Decision Cycle Non-interest bearing account Non-Conversion Is there an alternative product to drive to? Yes No Create new ad group and drive to proper landing page Include as a Negative Match keyword

9. Keyword Matching Overview Match Type Keyword Example Ads Will Show For Ads Will Not Show For Exact [tennis shoes] tennis shoes red tennis shoes tennis shoe buy tennis shoes Phrase "tennis shoes" red tennis shoes buy tennis shoes tennis shoes photo shoes for tennis tennis shoe tennis sneakers Broad tennis shoes tennis shoes buy tennis shoes tennis shoe photos running shoes tennis sneakers Modified Broad +tennis +shoes Nike tennis shoes tennis shoes buy tennis shoes tennis sneakers tennis shoes Negative tennis shoes -used tennis shoes buy tennis shoes tennis used tennis shoes shoe used for tennis

11. Move Beyond The Engines

13. YouTube Channels Natural Listing Sponsored Listing

14. Ebay Store Front

15. Facebook Ads Targeted Sponsored Listing

17. Mobilize Your Search Strategy

19. Mobile Ad Formats Sponsored Ads Search Click To Call

21. Get Local

23. Opportunities For Local Search Maps Listings Website Content IYPs

25. Socialize Your SEO

27. Social SEO Opportunities… To Name A Few Also Consider Social Opportunity SEO Opportunity Expanded content, cross linking and visitor posts/commentary Tweets may rank high, real-time indexing, and great for saturating results on brand Little SEO value aside from saturating results on branded terms Great for building inbound links and capturing traffic via image searches Almost guaranteed first page ranking for your brand Builds inbound links, traffic from YouTube searchers

29. Tailor Your Results

31. Paid Search Ad Format Examples Match Type Keyword Example Ads Will Show For Google Sitelinks Ability to provide multiple links within a search ad for keywords with mixed intent (now Brand and Generic terms) Yahoo! RAIS (Rich Ads In Search) Customized formats to enhance ad interactions Google Image Search Ads Ability to show images in search ads within Google Image Search Google Product Extensions Displays deep links to products within Google Search Google Local Extensions (Maps) Allows for closest map listing to be displayed based on user location and location search capability

33. Let Your Visitors Help You Optimize

35. The A/B/C Redesign Test Design A Design B Design C

36. A/B/C Redesign Test – Winner Chosen Design A Design B Design C WINNER

37. The Multivariate Test (Based on Winner)

38. Example Wave Approach Base conversion rate before testing: 1.60% Conversion rate after wave 6: 2.60% Lift: 63% Impact of Testing on Conversion Rates Redesign Tests MVT Optimizations

40. Hitch Yourself To The Google Wagon

47. Educate To Integrate

51. Budget For Failures

54. Getting Started With A Portfolio Approach Base Core Expansion New & fringe tactics, keyword & targeting Most efficient & proven Lower efficiency & higher competition 60% budget allocation 30% budget allocation 10% budget allocation Significantly over CPA goal Under CPA goal At or above CPA goal Continuously balance allocation to meet overall CPA goals

55. Conclusion

58. Questions? Greg Slama [email_address] For copies of the presentation or further info on OTOinsights services please email: [email_address]

59. Future Webinars from One To One Interactive Join us for our next Webinar On November 4 th at 11 AM Eastern Time: “ Human-Centered Marketing With Jeremi Karnell, President One to One Interactive Register at: http://bit.ly/d3jxV8