Managing Search in context with affiliate and display activity Chris Simpson, Managing Director 4 th September 2008

Re-branded as Sister company launched Founded as 2007 The IMW group acquired by The Search Works history 2008 UK's leading search engine marketing agency For the third year running in the NMA 2008!

Clients

TSW & TD - Story so far Jul 2007 The Search Works was acquired by TradeDoubler. It continues to operate as an autonomous part of the business. June 2008 The Search Works moves into TD’s premises

Strategy and tactics: The Challenges Increasingly sophisticated users and more complex user journey This is equally true for: managing search on behalf of a client using search to drive acquisition managing search in-house Agency Affiliates Client

Affiliates & Advertisers

Strategy and tactics: The Challenges  Natural Search Importance to align your natural search strategy with affiliate strategy in this area need to engage with merchants to maximize efficiency in natural search need to integrate with client and affiliates strategy need to facilitate the free flow of communication Affiliates Agency Client

Strategy and tactics: The Challenges  Display Strong influence of the digital display activity on search performance Common instance of crossover between business units dealing with display leading to mix messaging and diluted results Crucial to maintain a consistent digital display strategy

Strategy and tactics: The Challenges  Above the line Challenging to manage search in context with above the line off- line media and especially TV Timing on off-line media is crucial to search planning Creative messaging in affiliate activity, natural search, all other marketing and PR equally important

Strategy and tactics: The Challenges

Awareness -> education -> research -> rapport -> purchase The Customer Journey 20% 30% 20%30% Sale LCD Screen Argos Television Panasonic Day 1 Day 5 Day 10Day 15 Click 1Click 2Click 3Click 4Click 5Value TelevisionLCD ScreenPanasonicArgos£399 Cheap TelevisionNewLCD ScreenPanasonicArgos£399 PanasonicTelevisionCheapArgos £399

Brand Management: Using Technology TD Integral Partner Display SearchSEO De-duplication across all marketing channels Real-time reporting Cross-media user journey report

Brand Management

Using Technology Engage with your IT Department Six month code release cycle can represent significant lost opportunity Treat SEO as a professional discipline

Getting the most out of your agency Communications and engagement Getting the most out of your affiliate network Transparency of business metrics Partnership mentality

Thank you! Chris Simpson Managing Director