1. BETH MORGAN Media Director I’M MY OWN WORST COMPETITION! Search Engine Strategies – Chicago December 7, 2006

2. ONE DAY AT MegaPharm… You work at MegaPharm, and your boss has asked you to set up a search campaign for your new drug, Insbera All goes well until one day your boss comes in and says, “Our ad isn’t running!” You look on Google, and sure enough… no MegaPharm Insbera. However, there IS an ad for MegaPharm Xantix MegaPharm is at war…with itself!

4. POTENTIAL SOURCES OF OWN-TEAM CONFLICT GENERATION GAP A corporate program that competes with business units and divisions SIBLING RIVALRY Inter-division competition NEW KID SYNDROME Competition between divisions added by M&A WORLD CUP Regional or international divisions competing with each other Other potential sources of own-interest competition that aren’t covered here:  Affiliates  Resellers

5. CHALLENGE AREAS Messaging Tracking & Reporting Keyword Research & Categorization Bidding

6. Different divisions might have varying marketing approaches  Offers or benefits?  Short forms or long?  Promos or no?  Product shot or model shot? Presenting uncoordinated messages to the marketplace can obscure the larger message of the corporate parent MESSAGING or ?

7. TRACKING & REPORTING Does one division use HitBox to report analytics, while another uses Coremetrics, and a third uses Omniture? How will that affect the time it takes to report on campaigns? Does one division need weekly reports, while another is happy with quarterly? Should each division get a custom report, or is it easier to come up with a template they all can use? How are you going to track it? What should you report, and how often? Does one division consider a “conversion” to be a whitepaper download, while another considers a “conversion” to be a purchase? If you are comparing conversions across divisions, how can that be resolved? What are you going to track?

8. KEYWORD RESEARCH & CATEGORIZATION Keyword research takes time! Without coordination, divisions can duplicate effort looking for the same words If different divisions are running campaigns, eventually you’ll want to compare cross-divisional results If divisions define their categories differently, and the categories contain different words, this sort of comparison is far more cumbersome

9. BIDDING Google, Yahoo, and MSN generally have a policy that only one paid ad from the same company will run at a time Lack of coordination can lead to irrational bidding and to paying more than necessary Also, campaign performance for individual units can erode as others within the same company compete for the same words  Lists that were getting impressions might not anymore  Messages that should be associated with certain terms might not be DUPES

10. HOW THE ENGINES HANDLE MULTIPLE BIDS Risks Method of enforcement Enforcement Relevance factors lessen problems Technology High Google Direct bid model exacerbates Manual Medium Yahoo Direct bid model exacerbates Manual Medium MSN CHANGING

11. HOW CAN YOU BEAT THESE CHALLENGES? CENTRALIZE Identify one agency partner or central in- house manager Monitor messaging across programs Create cross- divisional benchmarks Set up all campaigns with the same tracking Create a central database of terms Coordinate bids in a rational fashion

12. HOW CAN YOU BEAT THESE CHALLENGES? Even if your company is starting search in just one division, assume it will spread Spend a little extra planning time now to think through the issues  This will pay off in increased operational efficiency later THINK BIG

13. CASE STUDY ADOBE SYSTEMS

14. MESSAGING Campaigns begun on individual product levels have been slowly unified at suite- or business-unit level Currently bringing campaigns for individual products that are part of the Creative Suite into Adobe’s larger “Faces Of…” marketing campaign Merging copy, landing page strategy to coordinate with campaign Also ties in with Adobe’s non-search marketing efforts “Faces Of…”

15. TRACKING & REPORTING Moved from multiple tracking systems to one streamlined system  Dramatically reduced time spent preparing reports Sat down with key players to identify a set of data that managers wanted to see each week and each month

16. KEYWORD SELECTION & CATEGORIZATION Built libraries of similar terms that could be re-used across campaigns  Example: graphic designer terms & brand terms  Reduces time spent in keyword research  Minimizes changes/inaccuracies in campaigns Created “categories of categories” that work across all brands  Larger themes that are flexible enough to cover all terms  Categories within that framework can be adapted to suit particular products  Always refer to existing groups in categorizing and naming categories

17. RBM KEYWORD MANAGEMENT SYSTEM Red Bricks created a keyword research and management tool to facilitate creation and administration of these keyword libraries Using common keywords across campaigns creates the need for managing bidding as well Flash Brand Terms Term 1 Term 2 Term 3 Term 4 Term 5 Flash Brand Terms Term 1 Term 2 Term 3 Term 4 Term 5 InDesign Creative Services PhotoShop Illustrator Production Studio Digital Video & Web Studio 8 Acrobat Knowledge Worker Breeze Graphic Designer Terms Term 1 Term 2 Term 3 Term 4 Term 5 Graphic Designer Terms Term 1 Term 2 Term 3 Term 4 Term 5 Illustrator Brand Terms Term 1 Term 2 Term 3 Term 4 Term 5 Illustrator Brand Terms Term 1 Term 2 Term 3 Term 4 Term 5 Creative Suite Brand Terms Term 1 Term 2 Term 3 Term 4 Term 5 Creative Suite Brand Terms Term 1 Term 2 Term 3 Term 4 Term 5 Marketing Professional Terms Term 1 Term 2 Term 3 Term 4 Term 5 Marketing Professional Terms Term 1 Term 2 Term 3 Term 4 Term 5 Document Control Terms Term 1 Term 2 Term 3 Term 4 Term 5 Document Control Terms Term 1 Term 2 Term 3 Term 4 Term 5

18. implement & monitor BIDDING sort & strategize prioritize identify duplicates duplicate database consolidate keywords

19. BID MANAGEMENT TAKES TECHNOLOGY

20. RESULTS Over HALF A BILLION impressions since beginning of year 142% lift in average monthly clicks from 2005 to 2006 Competitive terms have maintained steady CPC

21. Thank You! Presentation available at: http://www.redbricksmedia.com/ses2006/