Page 0 ©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Fundamentals for Managing Internal Competition Matthew Greitzer Director of Search Marketing, Avenue A | Razorfish August 9, 2006

Page 1 ©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Who We Are Full-service interactive services firm that helps companies use the online channel as a marketing and business tool Specialized SEM practice –Paid Search –Search Engine Optimization –Paid Inclusion and Feeds More thank 60 search marketing clients spanning a range of industries Representative Clients

Page 2 ©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Fundamentals of Managing Internal Competition 1.Build an organization and service structure to support collaboration 2.Implement unified tracking across campaigns 3.Allocate keyword ownership through testing 4.Protect your brand name (yes, I’m talking about affiliates)

Page 3 ©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Structure for Success Centralized vision for search marketing strategy Unified management of campaigns across divisions –Master keyword list –Keyword allocation –Competitive bidding conflicts Central Marketing Team Business Unit 3Business Unit 4Business Unit 1Business Unit 2Business Unit 5Business Unit 6

Page 4 ©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Unified Tracking Platform Visibility into interplay between search marketing campaigns Unified view of your customers Unified Keyword Report – Quantifies “Halo Effect” of each business unit’s search marketing efforts

Page 5 ©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Allocate Keyword Ownership Through Testing Case Study: Retailer with multiple business units vying for relevant keywords –Challenge: How do we assign keywords to the right business unit? –Solution: Test comparing individual listings with multiple listings Average CPC Average Order Volume Average Cost per Order One Listing $ $7.19 Both Listings $ $ % Lower Cost per Order 23% Higher Order Volume

Page 6 ©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Trademark Protection and Affiliates All three major search engines offer some form of trademark protection. Use it. Restrict affiliates from bidding on your brand name Average CPC Down 91% Order Volume up 104% Cost per Sale reduced from ~$75.00 to ~$4.00

Page 7 ©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Review: Fundamentals of Managing Internal Competition 1.Build an organization and service structure to support collaboration 2.Implement unified tracking across campaigns 3.Allocate keyword ownership through testing 4.Protect your brand name

Page 8 ©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Thank You Matthew Greitzer Director of Search Marketing, Avenue A | Razorfish