YSM Press Presentation

1. YAHOO! SEARCH MARKETING
August 31, 2010

2. Search in the Philippines
What are the Netizens Doing?
Yahoo! Search Marketing ©2009 All Rights Reserved 2

3. Search emerging as the top online activity
Past Month Usage (%)
Email Messenger Search
68 77
65 63
63
58
2009 2010 2009 2010 2009 2010
Rank 2 3 1 2 3 1
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010

4. It is not just a Metro Manila Phenomenon
Total Luzon Visayas Mindanao
40
37
34 35
32 33
30 31 31
29
27 27
25 24 24 24
22
17
Note: 2009 data is based on Q4 sample while 2010 data is based on 12-month rolling sample
Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines
Source: Nielsen Media Index 2009

5. The Young and the ‘not-so-young’ driving
this trend
Total Age Gender SEC
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2010

6. Entertainment-related content the key driver
Items searched online (%)
Base: Past month Internet users aged 10+ across National Urban Philippines who have used a
search engine in the past month
Source: Yahoo!-Nielsen Net Index 2010

7. Why Marketers Need to Take Search
Seriously
Search
Game Kiosk
TV
Mobile Radio Web
Print
http://adage.com/searchmarketing/article?article_id=108777 9/3/2010
7

8. Why Marketers Need to
Take Search Seriously
 TV keyword connections
› Many marketers are still nowhere when it comes to
continuing the conversation with the consumer after
running a branding commercial and remaining top of mind
through the buying cycle.
› Search should be the hub of an integrated advertising
campaign.
• The reason is simple - the Internet is where consumers now go to
research and decide about what products they should buy.
• Laptops share the couch as consumers watch TV, according to
a SIMM study that showed 66.2% of consumers regularly use TV
and the Internet simultaneously
Yahoo! Presentation, Confidential 8 9/3/2010

9. Why Marketers Need to
Take Search Seriously
"Marketers are basically used to a spray-and-pray kind of world ... and hope
it reaches the right audience -- and they are taking the same type of
approach online.“
~ Peter Hershberg, Managing Partner at Reprise Media.
Yahoo! Presentation, Confidential 9 9/3/2010

10. Why Marketers Need to
Take Search Seriously
 Connect the dots
› Search agencies state that just a minority of marketing
plans include search media.
• No one has yet estimated how many dollars are lost by not
integrating search, but anecdotally the potential hit to marketers
is huge.
• "The risk to marketers is they do a great job creating interest and
awareness...then someone sees a search and doesn't see your
brand, so they go nowhere.”
Yahoo! Presentation, Confidential 10 9/3/2010

11. Why Marketers Need to
Take Search Seriously
"Search is the place where the consumer connects the dots and, if you are
not there, they will not seek you out online and not engage with you offline.“
~ Cam Balzer, Director of search Strategy, DoubleClick.
Yahoo! Presentation, Confidential 11 9/3/2010

12. Yahoo! Search Marketing?
Yahoo! Presentation, Confidential 9/3/2010
12

13. Yahoo! Search Marketing
•Extensive Reach
•Yahoo! Searchers
•Integration between Search and Display
•Integration between Online and Offline
•Worry-free and personal account servicing
who will develop your search strategy and
optimize your campaign for you!

14. Yahoo! is #1 across all Age Groups
Philippines (P30D Reach %)
% who have visited the site in the past month
Total 25-64 years 25-34 years 35-44 years 45-54 years 55-64 years
Source: Synovate PAX Q4 2008 – Q3 2009 (Base: PAX adults aged 25-64 years with Internet access)
* PAX measures approximately the top 20% of adults aged 25-64 years old
14

15. Products Offering
Besides Sponsored Search, we also provide powerful positions for you
to advertise. Free impressions, you pay only when your ads is clicked.
CONTENT PRON 2.0 RON 2.0 MESSENGE
MATCH R
SPOTLIGHT

16. Sponsored Search & Content Match
 Tap your consumers at their point
of interest for Sponsored Search
 Drive additional targeted leads
under Content Match
 Reach customers through articles,
reviews & more

17. 3 Steps to Create Ad
3 simple steps will drive you to the
amazing online advertising channel
•Keywords
•Ads creative (T&Ds)
•Bid and Ad position

18. Step 1: Select Relevant Keywords
Keywords for air ticket :
ticket 、air ticket、airline、plane
tickets …
Keywords for hotel package:
hotel 、 hostel 、youth hostel 、hotel
offers …
Keywords for car rental:
car rental 、 rent cars 、car for hire …

19. Keyword Selection Strategy
Core Keywords
Core Keywords
e.g.
Travel
Campaign Marginal
Keywords Campaign Keywords Keywords
e.g. Holiday, Marginal Keywords
lucky draw, e.g. membership
discounted air tickets

20. Step 2: Write and Test Effective Ads
Version A:
Keywords about Version A:
• Air France Travel Air Tickets
air ticket: Air tickets at attractive prices. Book now.
Version B:
Version A:
• Air France – Air Tickets on Offer
Book your air tickets today to enjoy great deals and low prices.
Version A:
Keywords about Version A:
• Special Hotel Packages on Hotel Club
hotel package: Choose from a variety of hotel packages and save up to 60%.
Version B:
• Hotel Club – Special Hotel Packages Rates
Find great deals and hotel packages for all budgets.

21. Step 3: Set Budget
Set daily spend limit and maximum bid of keywords.
The maximum bid is one of the key factors that will effect the ad ranking.
Example: Keywords about air ticket

22. CPC - Click Charging Model
Advertisers pay only when
the listing is clicked

23.  Building Brand Based Relationships
Meet Your
 Acquire leads and new customers
Advertising
Objectives  Take advantage of one of the largest
user bases on the net
Industry  Bid Management and Tracking
Leading
 Campaign Reporting
Tools
 Dedicated Account Management
Campaign  Data and Research Resources
Resources  Industry Expertise

24. Searching and Showing
Why the need to integrate with Display?

25. Hitting Searchers With Display Ads:
Maximize The Effectiveness of Online Advertising
Advertising is most effective when someone is exposed to both search & display advertising
Engagement Search & Display
Lift in Share
of pages viewed
↑ 68%
Lift in Share
of Time Spent
↑ 66%
Lift in Offline Sales ↑ 89%
Lift in Online Sales ↑ 249%
Lift vs. Control

26. Search and Display work better together
•Display is able to create further branding and
awareness leading to search
comScore, Media Metrix and Ad Network Report, U.S., October 2008
comScore, Media Metrix, U.S., September 2008

27. Integrating for better sales
•Working with search and display together wil
bring about a greater impact on the campaign
Source: Y! research – Close the Loop Dec 2006
– Lift vs. Control

28. Well Searched
Case studies of success

29. Finance Client
Finance client ran search ads on
Yahoo! Messenger Spotlight
Objective was to get applications for
the client’s financial product
Results
Within 18 hours, client received over
50 applications from the YM!
Spotlight ads

30. Telco Client
Telco client wanted to promote the
launch of its latest product
Client ran ads on sponsored search,
including placements on PRON
Results
Client maintained a number 1
ranking in search results during the
campaign period
High CTR of over 4% on keywords

31. Airline Client Campaign 2
Campaign 1
Background Background
Display campaign pushing for the Display campaign creating awareness
budget packages of a local airline for the anniversary of an airline.
focusing on the following countries: Included messages for discounted
- PH - ID - VN tickets, mileage program and special
- TH - SG - HK promos. Markets covered:
-CN - MC - PH - SG - HK
- CN - TH - VN
- 2 week duration in December - US - AU
Results Results
41,499 Clicks @ CTR of .27% from Total Campaign:
15.3 M Impressions Display – 64,973 Clicks @ .64% CTR
SEA – 36,288 clicks @.36% CTR Display - 54,534 clicks @ .85% CTR
Search – 12,570 Clicks @ 5.22% CTR
More than 40% increase in CTR from previous campaign

32. Summary
 Why do people search?
People are seeking for solutions. Search is driven by demand.
 When do people search?
When they need the solution or plan for something.
 Who are the searchers?
Doesn’t matter. They are interested in solutions (product/services).
 How much is search volume related to my product/service?
Doesn’t matter. You have to capture all. Every search is precious and
means one person interested in your product/service.
 What searchers do after searching keywords?
30-40% people click ads in Yahoo.
Searchers find solutions they need. Advertisers get high ROI.

33. A BIG Yahoo! Thank You!