Search Synergy – Maximizing Your Online Shelf Space 1

Reasons You Should Belong to SEMPO Expand Your Knowledge Engage With Industry Leaders Maximize Your Career Growth Grow Your Business Save Money

About Our Sponsors 3 Covario is a leading provider of SEO (search engine optimization) and SEM (search engine marketing) agency services and management solutions. Kenshoo is a digital marketing technology company that engineers premium solutions for search marketing, social media and online advertising.

Housekeeping 4

Today’s Presenters 5 Kelly Wrather Marketing Manager Kenshoo Mel White Special Projects Editor ClickZ Alex Funk Director of Digital Media Strategy Covario

Agenda State of the SERP SEM Landscape Implications for Marketers SEO + SEM Synergy Goal-Setting Budgeting Key Takeaways 6

The State of the SERP Kelly Wrather Marketing Manager Kenshoo 7

The SERP of 2011

The SERP of today More real estate –Product Listing Ads (PLA) –Enhanced Sitelinks –Ad Extensions –More screens to consider Convergence: Paid, Owned, and Earned 9

And it’s not just Google…

SEM Landscape 11

SEM: Competition’s heating up Search Ad Spend up 52% since Q Note: Volume metrics have been normalized to a factor of 1 based on the initial quarter of data. Data points from subsequent quarters are based on a multiplier from the first quarter – for example, 1.52 means that volume is 52% greater than volume in initial quarter measured (Q2 2011).

Holiday snapshot 13 Search Ad Spend up 51% for Cyber Monday 2012

Implications for Marketers 14

What does this mean for the marketer? Raising budgets isn’t enough, need to get more creative to maximize shelf space Challenges overcoming structural silos More touchpoints to consider and account for in a consumer’s path Integrated approach needed to understand the full search picture 15

Get creative with shelf space 16

Overcome silos 17 1 Connect your product feed in the Google Merchant Center 2 Connect your Merchant Center account to your AdWords account 3 Sync Kenshoo and AdWords 4 Manage, optimize and report on PLAs

Account for touchpoints 18 Social Ad Click Search Text Ad Click Product Ad Click Purchase

Take an integrated approach 19

Poll 1 Do Paid and Organic Search have equal priority in your organization? SEO/PPC – equal priority SEO – greater priority PPC – greater priority 20

Shedding light on SEM + SEO opportunities 21

Keyword expansion 22

Understand program cannibalization 23

Attribute actions 24

Paid and Organic Search Synergies Alex Funk Director of Digital Media Strategy Covario 25

Poll2 Do you feel your Paid and Organic Search programs work together or compete against one another? Yes, highly integrated Moderately integrated, need more focus No, not integrated, need help 26

Understanding The Problem Statement What keywords are we really talking about? What are we actually trying to compare? What phenomena are we trying to measure?

“Why are we buying our brand keyword when we already rank #1 in the organic results?” “Why are we paying for traffic if we’re already getting it for free?” Without Data, Assumptions Are Just That

Clicks on Paid Ads are Incremental to Organic Source: Incremental Clicks Impact of Search Advertising. Google. July 2011

SEO/PPC Synergies

More Data, Better User Experience = Higher Performance 31 Unified Search Reporting Comprehensive Sharing of Search Data Search Traffic Forecasting Investing in Long Tail vs Head terms Cannibalization or click assistance? Ad copy performance Landing Page performance Search results user experience Management efficiencies for entire search program Mitigate loss of organic traffic with paid

Poll 3 Have you seen uplift by having a Paid and Organic strategy that work to support one another? Yes, significant uplift Somewhat, moderate uplift No, little to no uplift 32

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ORGANIC RESULTS Organic results account for just 15% of the above the fold pixels On average the top 3 spots take >40% of the clicks on this page Sponsored Ads on high commercial intent keywords take up 86% of the above the fold pixels

GOALS OF A COMPREHENSIVE SEARCH PROGRAM 35

Achieving your Goals Increase Efficiencies Maximize Visibility Optimize to KPIs 36

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Cross Capability Collaboration Working as a team to share learning and best practices across capabilities with agencies to drive time and cost efficiencies  Keyword insights used to inform website content, paid search creative, and metadata  Best practices for search engine optimization are shared with technology  Learning from strategy and analytics are used to inform and refine the search engine marketing campaign and drive business results  Media drives searches for targeted keyword phrases  Keyword research informs media buys and creative Capability Creative Technology Strategy and Analytics Media Search Engine Marketing

HOW TO SUPPLEMENT SEO WITH PPC 39

Company doesn’t rank within the top 100 organic listings for this highly relevant and competitive term While organic optimizations are formulated and implemented, multiple paid listings can be implemented and tested, driving traffic immediately to the site. Company doesn’t rank within the top 100 organic listings for this highly relevant and competitive term While organic optimizations are formulated and implemented, multiple paid listings can be implemented and tested, driving traffic immediately to the site. –Company is ranking beyond the first 30 organic listings for 14 gold keywords - primarily competitive, non-branded terms with high search volumes –Company could increase search visibility by bidding on these terms. –Testing performance of competitive paid terms can indicate which keywords merit link building budget, which can take several quarters of SEO efforts to realize results. Increase web visibility with PPC for Non- Performing SEO Keywords

UTILIZE PERFORMING PPC DATA FOR SEO 41

Leverage performing keywords and ad copy CTAs for SEO on-page optimization whilst adhering to brand and legal guidelines: Meta Title Meta Description Header tags (H1, H2, etc.) Webpage textual Content Image alt tags Internal Linking Link Development 42 If this ad has a high CTR, it’s description line can be added to the meta description of the organic listing(s) below to increase organic CTR.

Consistent Messaging Messaging in paid and organic listings should work together to drive CTR. 43 Messaging for paid and organic listings on Google are all consumer focused and describe features and available models. Although descriptions are different, they are thematically cohesive, attempting to drive user to the site to make a purchase. Messaging for paid and organic listings on Google are all consumer focused and describe features and available models. Although descriptions are different, they are thematically cohesive, attempting to drive user to the site to make a purchase.

Search Reports: SEM/SEO 44 Brand 1 Brand 1 Weekly Report

Don’t forget about Mobile 45 / ©2 012 Co vari o, Inc. All righ ts res erv ed.

TIMING AND BUDGETING CONSIDERATIONS 46

Timing Considerations SEO optimizations often take time to capture traffic while paid placement can provide quick gains. Utilize PPC to drive traffic to new site pages while SEO builds content, optimizes pages, and acquires links. Also, react to shifting organic results (Google Panda updates, website updates etc.) with PPC to minimize loss of visibility and traffic. 47

Budget Program to Purchase Funnel 48 Early Stage Queries Conversion Intent Consideration Queries –Generic, broad keywords –High search volume / traffic –High costs associated with: –Very competitive (high CPCs) –Generally lower conversion rates –Mix of multi-string queries and brand terms –Low search volume on ‘tail terms’ –High search volume on brand terms –Specifically targeted (brand, product, action) –Higher conversion rates –Mix of generic, branded, and targeted keywords –Consumers engaged in select group of brands for consideration –Potentially less volume / traffic –Higher conversion rates

Key Takeaways 49 Understand the landscape and its implications Determine program synergies Uncover opportunities for program optimization Back it up with data …Ultimately, maximize search ROI!

Questions Kelly Wrather Kenshoo Alex Funk Covario 50

Join us Next Week Best Practices for 2013 from the ClickZ Academy Faculty Thursday, December 20, 12 pm EST Moderator - Thom Craver; Senior Technical SEO Manager, TopRank Speakers - Simon Heseltine; Director of SEO, AOL Inc. Lisa Buyer; President & CEO, The Buyer Group Sundeep Kapur; Digital Evangelist, NCR Corp. 51