242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Channel Connect for Search Sebastian Preußer | Account Manager Basics of Search Advertising EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/ /162/ /208/ /227/147 Primary colors Light tint 123/69/26 26/35/7 81/ /100/20 Dark tint

© 2010 MediaMind Technologies Inc. | All rights reserved Search is a big part of the online advertising world that can’t be ignored Why search?

© 2010 MediaMind Technologies Inc. | All rights reserved Eco-system – How Can the Agency Track its Search Campaigns? Agency Google Yahoo Search engine Without CC4S – tracking display and search campaigns separately without using an SEM With CC4S MediaMind (display) MediaMind (display) Display tracking Search tracking Search managingDisplay and search tracking

© 2010 MediaMind Technologies Inc. | All rights reserved Eco-system – How Can the Agency Track its Search Campaigns? new SEM Google Yahoo Search engine Option 2 – with SEM MediaMind (display) MediaMind (display) Display trackingSearch tracking Agency Search managing Display and search tracking

© 2010 MediaMind Technologies Inc. | All rights reserved Together We Can Have All Online Data in One Place Path to Conversion Keyword Reporting

© 2010 MediaMind Technologies Inc. | All rights reserved Let’s Begin - Agenda  What is Search Advertising?  How Does Search Work?  The Market  Integrating Search and Display © 2008 Eyeblaster. All rights reserved

© 2010 MediaMind Technologies Inc. | All rights reserved Let’s Begin - Agenda  What is Search Advertising?  How Does Search Work?  The Market  Integrating Search and Display © 2008 Eyeblaster. All rights reserved

© 2010 MediaMind Technologies Inc. | All rights reserved What is Search Advertising?

© 2010 MediaMind Technologies Inc. | All rights reserved Paid Search  Auction based model  Appear top of page in the prime heat map zones  Can be used to dominate the page  Controllable – on/off, destination, message, visibility  Optimised through bid management and copy quality Natural vs. Paid Natural Search  Free clicks!  Some users prefer unsponsored ads  Dependent on search engine algorithms  Optimized through SEO  Can be used for reputation management

© 2010 MediaMind Technologies Inc. | All rights reserved Benefits of Search ▸ Search is a low risk/high reward marketing tool that is 100% accountable  Targeted traffic  Scalable  Trackable  No “scarcity” of inventory  Manageable to ROI, CPA goals

© 2010 MediaMind Technologies Inc. | All rights reserved Search Optimization – Visibility & Cost ▸ SEM (Search Engine Marketing)  The practice of paying a search engine to show up for relevant keywords  Manage all search buys in one place  Optimization is a mix of max CPC and quality score  Requires marketing skills first, technology skills second SEO (Search Engine Optimization)  The practice of improving natural search results by optimizing page content  SEO projects can be lengthy and costly with no immediate results  Requires technology skills first, marketing skills second

© 2010 MediaMind Technologies Inc. | All rights reserved Search Campaign Setup ▸ Accounts are structured in a similar way to MediaMind’s display campaigns ▸ The goal is to create a structure that groups similar keywords as closely as possible to their ad group and campaign Account Unique User Name and Password Billing Information Account Preferences Campaign Start & End Dates Daily Budget Network Preferences Location and Language Targeting Start & End Dates Daily Budget Network Preferences Location and Language Targeting Adgroup One Set of Keywords One or More Ads CPC Bids One Set of Keywords One or More Ads CPC Bids One Set of Keywords One or More Ads CPC Bids One Set of Keywords One or More Ads CPC Bids

© 2010 MediaMind Technologies Inc. | All rights reserved SEM Optimization – Page Rank ▸ What influences ad visibility? Page rank!

© 2010 MediaMind Technologies Inc. | All rights reserved What Influences Ad Visibility? CPC Bid Quality Score Page rank

© 2010 MediaMind Technologies Inc. | All rights reserved SEM Optimization – CPC Bid Strategies ▸ What Influences Page Rank?  Max bid strategy and quality score  Auction model is based on advertisers paying $0.01 more than the next max bid (assuming Quality Score for all = 1) Use case 1 Pos 1 bids $25.00 (what they pay is $5.01) Pos 2 bids $5.00 (what they pay is $4.51) Pos 3 bids $4.50 (what they pay is min bid: $0.01) Use case 2 Pos 1 bids $25.00 (what they pay is $25.00) Pos 2 bids $24.99 (but they pay $5.01) Pos 3 bids $5.00 (what they pay is $4.51) Pos 4 bids $4.50 (what they pay is min bid: $0.01) CPC Bid

© 2010 MediaMind Technologies Inc. | All rights reserved Optimizing Quality Score & CTR What Influences the Quality Score?  Relevancy of copy to the searched term  CTR  Landing page content  Display URL  The Colonel’s secret recipe... The quality score is a guarded, secret algorithm changed every few hours Quality Score

© 2010 MediaMind Technologies Inc. | All rights reserved Page Rank High bids and high quality score will lead to a high visibility CPC Bid Quality Score Page rank

© 2010 MediaMind Technologies Inc. | All rights reserved Agenda  What is Search Advertising?  How Does Search Work?  The Market Share of Revenue  Integrating Search and Display © 2008 Eyeblaster. All rights reserved

© 2010 MediaMind Technologies Inc. | All rights reserved Source: Forrester Report “U.S. Online Marketing Forecast: 2007 To 2012,” Share of revenue for US 2007 – Total $18.4B Online Advertising Mix - US This is projected to reach $61.3B (!) in 2012

© 2010 MediaMind Technologies Inc. | All rights reserved Source: Forrester Report “U.S. Online Marketing Forecast: 2009 To 2014,” Online Advertising Marketing spend - US

© 2010 MediaMind Technologies Inc. | All rights reserved Source: PricewaterhouseCoopers / Internet Advertising Bureau / eMarketeer Share of revenue for UK 2007 – Total £2,812m Online Advertising Mix - UK This is projected to reach £4,500m in 2011

© 2010 MediaMind Technologies Inc. | All rights reserved Agenda  What is Search Advertising?  How Does Search Work?  The Market The Players  Integrating Search and Display © 2008 Eyeblaster. All rights reserved

© 2010 MediaMind Technologies Inc. | All rights reserved Source: comScore qSearch 2.0, a division of comScore Networks. The Players - US ▸ Net US Online Search Revenues Total internet (billions) is $14.38

© 2010 MediaMind Technologies Inc. | All rights reserved The Players - UK ▸ Leading Search Engines Among UK Internet Users April 2011

© 2010 MediaMind Technologies Inc. | All rights reserved Source: comScore qSearch 2.0, a division of comScore Networks. Share of searches for US – Aug 2007 The Players - US Skewed share of market leads to planner/buyer bias

© 2010 MediaMind Technologies Inc. | All rights reserved Source: PricewaterhouseCoopers / Internet Advertising Bureau / eMarketeer Share of searches for UK – May 2008 The Players - UK Skewed share of market leads to planner/buyer bias Is the search Pac-Man going to eat all the pie?

© 2010 MediaMind Technologies Inc. | All rights reserved

Agenda  What is Search Advertising?  How does Search Work?  The Market  Integrating Search and Display © 2008 Eyeblaster. All rights reserved

© 2010 MediaMind Technologies Inc. | All rights reserved The Impact of Exposures Display works throughout the funnel while search works at the consideration and intent to purchase phases.

© 2010 MediaMind Technologies Inc. | All rights reserved Eco-system – How Can the Agency Track its Search Campaigns? Agency Google Yahoo Search engine Option 1 – tracking display and search separately without using an SEM MediaMind (display) MediaMind (display) Display trackingSearch trackingSearch managing Display and search tracking

© 2010 MediaMind Technologies Inc. | All rights reserved Eco-system – How Can the Agency Track its Search Campaigns? new SEM Google Yahoo Search engine Option 2 – with SEM MediaMind (display) MediaMind (display) Display trackingSearch tracking Agency Search managing Display and search tracking

© 2010 MediaMind Technologies Inc. | All rights reserved Search is a Consumer Journey Online display advertising as a catalyst for conversions Source: YSM Reach & Engagement Therefore, it is crucial to integrate display and search strategies Consideration Exposure to a display ad increases the search for brands by 26% and pushes users down the funnel (

© 2010 MediaMind Technologies Inc. | All rights reserved The impact of exposures Source: Eyeblaster Research. Data: Global cross channel campaigns served from June 2008 to August % of conversions are the result of display advertising.

© 2010 MediaMind Technologies Inc. | All rights reserved Measuring “spillover” Source: Eyeblaster Research. Data: Global cross channel campaigns served from June 2008 to August Nearly one in five Search conversions was preceded by a display impression.

© 2010 MediaMind Technologies Inc. | All rights reserved Search & Display — Better Together Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions) The advantages are clear… 7x Display Only; 3x Search Only 6x Display Only DisplaySearchSearch & Display

© 2010 MediaMind Technologies Inc. | All rights reserved Path to Conversion BUY RESEARCH CLICK Perceived Path to Conversion INTERACT SEE Actual Path to Conversion

© 2010 MediaMind Technologies Inc. | All rights reserved A separate tag is required for each channel Only 1 universal tag is required for all channels When Search and Display are tracked separatelyWhen Search and Display are tracked together Accurate Conversion Data (de-duplication) Cross-channel exposure display search One purchase De- duplication - Conversion is correctly recorded by last channel visited Conversion is incorrectly recorded in each channel visited by the consumer

© 2010 MediaMind Technologies Inc. | All rights reserved How It Works? Retrieve from engines (API) Data for reports daily Search Data Change keyword URL Redirect to MediaMind Look for structure changes hourly Click tracking Use MediaMind conversion tag De-dupe conversion in MM De-dupe conversion in SEM Conversion tracking Unified Reports De-duplication Unified Reports De-duplication Backend process

© 2010 MediaMind Technologies Inc. | All rights reserved Key Benefits A revolutionary tool powering the touch-points between Search and Display Accurate Conversion Data Cross-Channel Insights Path to Conversion Analysis Accurate Conversion Data Cross-Channel Insights Path to Conversion Analysis

© 2010 MediaMind Technologies Inc. | All rights reserved The more accurate your data — the more powerful your decision making is

© 2010 MediaMind Technologies Inc. | All rights reserved What’s the Output ? Four cross-channel reports: Search Display Overview Search Overview Path to Conversion Analysis by Channel Path to Conversion Analysis by Site

© 2010 MediaMind Technologies Inc. | All rights reserved Search Display Overview Report Compares the performance between Search and Display channels

© 2010 MediaMind Technologies Inc. | All rights reserved Search Display Overview - Key Benefits  No overhead from pulling data from different systems  One report for both Search and Display  Other Channel Impact Rate – insight on cross channel impact

© 2010 MediaMind Technologies Inc. | All rights reserved Search Overview Report ▸ Provides data about keywords performance

© 2010 MediaMind Technologies Inc. | All rights reserved Search Overview - Key Benefits ▸ Keyword reporting ▸ No need to loging to another system

© 2010 MediaMind Technologies Inc. | All rights reserved Path to Conversion Analysis by Channel Report Shows paths to conversion by channel and the synergy between Search and Display channels

© 2010 MediaMind Technologies Inc. | All rights reserved Path to Conversion by Channel Report - Key Benefits  Search and Display in silos or together?  Most common paths  User behavior analysis

© 2010 MediaMind Technologies Inc. | All rights reserved Path to Conversion Analysis by Site Report Compares publishers by taking into account the entire path to conversion (vs. last event only)

© 2010 MediaMind Technologies Inc. | All rights reserved Key Benefits  Take into account ALL sites in the user path  View contribution to ROI of each site (search & display)  Make more accurate media plan decisions  Cross channel impact

© 2010 MediaMind Technologies Inc. | All rights reserved

▸ What is the search world? ▸ Why do we need to be integrated with search? ▸ What are the outputs and key benefits? Summary

© 2010 MediaMind Technologies Inc. | All rights reserved Thank you!