1. ONLINE MARKETING 101 SEARCH ENGINE MARKETING (SEM)

2. SEARCH ENGINE MARKETING What am I? Where can you find me? When do you see me? Who created me? Why do I exist? How do I work?

3. WHAT: ANATOMY OF AN AD Components Headline Lines 1 & 2 Display URL Destination URL Restrictions Character Limits Punctuation

4. WHERE: SEARCH ENGINES Google Yahoo! Bing

5. WHERE: SEARCH ENGINES Google Yahoo! Bing

6. WHERE: SEARCH ENGINES Google Yahoo! Bing

7. Determined algorithmically Based on CPC and Quality Score (CTR, history, relevance, quality) Match types Exact Phrase Broad (and Broad Match Modifier) Negative WHEN: RELEVANT SEARCHES http://adwords.google.com/support/aw/bin/ans wer.py?hl=en&answer=6100

8. Ad Agencies RKG, iProspect, eFrontier Charge a fee to manage ads In-House teams Usually a subset of Marketing team Usually report to CMO WHO: AD AGENCIES & IN-HOUSE TEAMS

9. WHY: SHOULD I PUT MY MONEY HERE? Moneymaker! Google revenues in 2009: $23.7b In 2010: $29.3b First 3 quarters of 2011 (unaudited): $27.3b …Even in a down economy Proven ROI While spending on TV & print decreased, online advertising expenditures increased http://investor.google.com/financial/tables.html

10. HOW: THE AUCTION PROCESS Instantaneous Factors in aforementioned metrics (CPC, Quality Score) Also takes into account… First page minimum bid Geographic targeting “Real estate” http://adwords.blogspot.com/2009/03/introducti on-to-ad-auction.html

11. BELLS AND WHISTLES Ad Extensions Product Extensions Seller Ratings Sitelinks Location Extensions Social Extensions New Ad Formats Product Listing Ads Click to call (and bid-per-call) Dynamic Search Ads http://www.google.com/ads/innovations/search. html

12. SEM & SEO Look similar It seems that Google makes more money by making SEM ads look more like SEO natural results Work together – not against each other Effective marketing programs use these to complement each other It’s possible to look at search logs for each to find missed opportunities with the other http://www.rimmkaufman.com/blog/a-more- %E2%80%98organic%E2%80%99-experience- part-ii/20092011/

13. PERFORMANCE & EVALUATION Fake data (Excel spreadsheet) Examine raw numbers Compute performance metrics Analyze efficiency Evaluate different targets Different clients judge efficiency differently Targets include A/S, ROI, CPC, etc.