SEM Capabilities Winter, 2007

LGE’s Take on Search Engine Marketing SEM is an ideal means to acquire new customers and drive more business from your existing customers. How do you optimize your ROI AND drive topline? Qualification: Ensure that you are driving traffic from visitors that will really buy from you. Conversion: Once they land on your site, increase the chances that they will actually buy. Scale: Once qualified prospects are buying at an acceptable ROI, spending can be increased to drive volume.

Components of Successful SEM Organic Search Engine Optimization (SEO)  How can you show up more frequentgly on Google’s Page One? Paid Advertising Strategy Development and Execution How can you leverage the analytic potential of key word metrics, ad campaign results, bidding statistics, and conversion rates? Landing Page and Site Optimization Post-clickthrough, how can you ensure that you are capturing prospect interest AND data? How do you create deal momentum, not just awareness? How can you ensure that Sales is aware of and excited about SEM leads? Metrics and Scorecard Development How can you demonstrate performance to your Exec Team? How can you know if you are making progress or just spending money?

Why Do Search Engine Marketing? Implement and optimize SEM campaign to efficiently generate high-quality leads Expand quality and quantity of new opportunities entering sales pipeline SEM Done well: Drive highly qualified prospects at high ROI SEM Done poorly: Waste money on poorly qualified tire kickers

A Common Client Situation Keywords: broad, expensive, low volume Landing page(s) with strong “call to action” for prospect capture missing Current site offers no opportunity for relationship/list building, e.g., Blog Tips Newsletter

Typical Project Approach 90 days On going Phase 4c: SEO Optimization Phase 1a: SEM Campaign Planning & Launch Phase 2a: Bid Refinement & Ad A/B Testing Phase 3a: Campaign Ramp & Opportunity Quality Assessment Phase 4a: SEM Optimization Phase 1b: Landing-Page & Offer Development Phase 2b: Direct-Marketing Campaign Development Phase 3b: Direct-Marketing Campaign Ramp Phase 4b: Direct-Marketing Campaign Optimization

Key Activities Phase 1a: SEM Campaign Planning and Launch Market & competitive analysis Keyword research Campaign creation and ad copy development Analytics setup Metrics scorecard development Campaign launch Phase 2a: Bid Refinement and Ad A/B Testing Bid adjustment/optimization Conversion-rate analysis Ad variation creation & testing Phase 3a: Campaign Ramp and Opportunity Quality Assessment Campaign budget ramp Opportunity scoring & assessment Keyword/Ad/Bid refinement

Key Activities (continued) Phase 4a: SEM Optimization Ongoing management/optimization of PPC campaigns to optimize ROI Keywords Ads Phase 4c: SEO Optimization (optional – can be started at any time) Updates to site to drive leads through organic search instead of PPC ads

Metrics Scorecard Example

Boilerplate Business Terms 90-day minimum commitment for SEM retainer (Phases 1a-3a) Additional activities bid on an “as needed” basis 60-day cancellation/change-of-scope notice 30-day payment terms Paid-ad spending charged directly to you

Next Steps Agreement on scope & terms Get to work!

Background SEM Capabilities