This document discusses search engine marketing and local search advertising. It notes that local search spending will grow significantly in coming years as more people search locally. Research shows that local search is valuable for any search campaign, as most people research online before making offline purchases. The document then discusses the benefits of search engine marketing (SEM), including ROI-driven campaigns and reaching customers during their decision making process. It promotes Idearc Media as an SEM solution, highlighting their experience and ability to help centralize a company's search strategy. The document outlines Idearc's SEM services and solutions.

1. AMPLIFY YOUR BUSINESS WITH
SEARCH ENGINE MARKETING

2. Why Search Engine Advertising
FASTEST GROWING area of advertising
STRONG conversion rates
TARGETED audiences who are ready-to-buy
EXCELLENT Return on Investment

3. Balance your objectives against the
Return on Investment (ROI)
THE ADVERTISING
SOLUTIONS that
reach people when
they’re most ready to
buy have the greatest
return on investment.
CRM Associates, 12/07, ROI measured on top 135 headings.

4. Local Search Advertising is Growing
AS MORE PEOPLE CONTINUE TO SEARCH
LOCALLY
• Local search will grow from 24% of online ad
1
spending in 2007 to 44% in 2010
• IYP Local Search expected to grow 23% –
2
30% per year between now and 2011
1: Borrell Associates Outlook for 2007 (September 2006)
2: Kelsey Group IYP and Local Search Forecast 2006-2011 (March 2007)

5. Local Search Marketing Industry
RESEARCH SHOWS local search is a
valuable complement to any search campaign
78% research online to make purchase offline at
local business1
By 2011, local search revenues could exceed
$7.8 billion2
US online advertising market generated an
estimated $22 billion in 20072
1WebVisible and Nielsen//NetRatings survey, September 2007.
2 eMarketerLocal Online Advertising – Measuring the Market report,
August 2007.

6. SEARCH ENGINE MARKETING:
TURNING CLICKS INTO
CUSTOMERS

7. SEM Benefits
• ROI-DRIVEN approach
• COST-EFFECTIVE campaigns are optimized
• CUSTOMIZABLE campaigns to meet changing needs
• REACH customers during their decision-making process

8. The Buying Process
SEM places your advertising on search engines when consumers are
researching their next purchase, and when they’re ready to buy.

9. Customers Who Search
Online Buy Offline

10. Take Advantage of
Search Engine Marketing
Choosing a Search Engine Marketing (SEM)
solution allows you to save time and money by
centralizing your search engine media strategy,
planning and buying with one group of dedicated
experts.

11. Idearc Media:
The best choice for SEM
IDEARC MEDIA is a multiplatform company that has
been connecting local small businesses with buyers for over
80 years.1
As a multi-billion dollar media company, some of our Internet
assets include Superpages.com®, Switchboard.com and
LocalSearch.com sm. The Superpages.com Network is ranked
in the Top 20 Brands on the web.2
We have over 12 years of search engine marketing
experience through Superpages.com and Idearc Search
Marketing, an industry-leading expert formerly known as
Inceptor, Inc.
1 Print directories business with Idearc Media and its predecessor companies.
2 comScore Meida Metrix, Top Ranked Properties, June 2008

12. OUR SOLUTIONS
AND PRODUCTS

13. SMLocal: A Turn-key SEM Solution
We make SEM simple for you. An SMLocal campaign provides you with
certified account managers to help with all aspects of your campaign.
• Hands-on Personal Assistance
• Bid Management
• Keyword Management
• Creative Management
• Landing Page Selection
• Tracking Tools
• Regular Emailed Reports

14. Increase Exposure
for Your Business
YOUR AD may appear
alongside relevant
search results on sites
such as these:

15. We Stand Out
• Your ads are placed on quality
sites to get more qualified leads.
• We use proprietary account
management tools and exclusive
click fraud detection.
• You pay what the search engine
charges us and not one penny
more.
• We reveal all details available for
your program in our regularly
emailed reports.

16. Easy and Accessible Reporting
• DETAILED REPORTING shows phone calls, emails,
forms submitted or actual sales.
• NO GUESSWORK with our breakdown at the search
engine level, available on some reports.
• RECORDED PHONE CALLS allow you to hear calls
your advertising brings in.
• CHOOSE THE TIMING of when and how you receive
reports: daily, weekly, monthly via email or online
anytime.

17. Account Report

18. Conversion Summary Report

19. Call Tracking Report

20. GETTING STARTED

21. Next Steps
• Advertising Agreement
and Documentation
• Kick-Off Meeting
• Campaign Set-Up

22. Kick-Off Meeting
• The Client Service Team member assigned to your
account will contact you at your selected appointment
time to review the Campaign Set-Up Questionnaire.
• During the kick-off meeting, your goals and additional
information will be gathered to set up campaigns.
• Your campaign will be built right after the kick-off call
to start your campaign as quickly as possible.
* Kick-off calls are conducted for selected packages.

23. Campaign Set-Up
• Unique search engine accounts created
• Keywords and geographic area are determined
• Call Tracking numbers are provisioned
• Promotional text will be created
• Place revenue tag on e-Commerce enabled sites
• Any optional services are implemented

24. Q&A