Global Support Training – Tier II CC4S – Channel Connect for Search [Ivan Ramirez] [August 2013] ©2013 DG Inc. All rights reserved1

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 Outline ©2013 DG Inc. All rights reserved2 Intro- Benefits- Supported SEs / SEMs- General conceptsSetup- Google AdWords- Bing Ads (MSN Ad-centre)Reports- Search Display Overview- Search Overview- Path to Conversion Analysis by Channel- Path to Conversion Analysis by Site

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 -Natural vs Paid search -SEM / SEO -Page rank (CPC bid + Quality) ©2013 DG Inc. All rights reserved3 General concepts

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 ©2013 DG Inc. All rights reserved4 General concepts - How it works Backend process 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

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 -Integrated tracking of Search and Display Campaigns -Cross-channel analysis -Ability to generate Path to Conversion reports ©2013 DG Inc. All rights reserved5 Benefits

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 -Hierarchy: Agency -> Advertiser -> SE Account -> Campaign -> Ad group -> Keywords ©2013 DG Inc. All rights reserved6 Setup

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 -Google: Wrapping at Keyword level, under the “Destination URL” field. Sample wrapping in Google AdWords ©2013 DG Inc. All rights reserved7 Setup by Search Engine

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 -Bing Ads (MSN Ad-Centre): Wrapping at Ad level, under the “Placeholder {param. 1}” field ©2013 DG Inc. All rights reserved8 Setup by Search Engine

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 -Sample from Bing Ads – Keyword level. -Note “Destination URL” is Empty and the “Placeholder {param1}” doesn’t show the wrapping ©2013 DG Inc. All rights reserved9 Setup by Search Engine

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 Reports are avaiable via Analytics -> Agency Reports -> Search reports -Search Overview -Data about keywords performance (search data only) -Search Display Overview -Compares the performance between Search and Display channels -Path to Conversion Analysis by Channel -Shows conversions for Search, display and “Both” -Path to Conversion Analysis by Site -Compares publishers by taking into account the entire path to conversion (vs. last event only) ©2013 DG Inc. All rights reserved10 Reports

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 -Search Overview -Data level could be:Campaign, Ad Group or Keyword ©2013 DG Inc. All rights reserved11 Reports Click the video icon to watch a help video for this report:

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 -Search Display Overview ©2013 DG Inc. All rights reserved12 Reports Click the video icon to watch a help video for this report:

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 -Path to Conversion Analysis by Channel ©2013 DG Inc. All rights reserved13 Reports Click the video icon to watch a help video for this report:

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 -Path to Conversion Analysis by Site ©2013 DG Inc. All rights reserved14 Reports Click the video icon to watch a help video for this report:

Magenta R 197 G 0 B 132 Dark Gray R 94 G 106 B 113 Medium Gray R 195 G 200 B 200 Black R 0 G 0 B 0 Warm Gray R 206 G 207 B 203 Navy Blue R 0 G 52 B 120 Medium Blue R 84 G 130 B 171 Light Blue R 179 G 200 B 230 Red R 136 G 35 B 69 Purple R 83 G 46 B 96 Light Purple R 143 G 141 B 203 Primary ColorsSecondary Colors White R 255 G 255 B 255 Thank you! ©2013 DG Inc. All rights reserved15