Ecommerce: Digital Cameras Case Study Podium Advertising Technologies Ltd. adCore ™ V3.0

Outline 1.adCore™ V3.0 Overview 2.Buying Cycle 3.Background 4.Solution 5.Results 5.1 Conversion Rate & Cost/Conversion 5.2 Total Conversions 6.Specific Product Model vs. Generic Campaigns 6.1 Product vs. Generic Conversions

1. adCore™ V3.0 Overview adCore™ is a Web based advertising technology used to fully automate paid search activity in Google AdWords™, Yahoo! Search™ and Microsoft adCenter™. Offers a complete integration and synchronization between websites and their online campaigns, enabling advertisers to show real-time prices and automatically update inventory changes. Automatically generate keywords, ads and ad groups, helping clients better react to changes in market conditions. Automate bid management based on ROI (Return on Investment) goals. Cross channel reports summarizing daily, weekly and monthly activities straight to the client’s .

2. Buying Cycle  As customers move along the buying cycle to the purchase stage, keywords should become more specific, leading to a higher CTR and conversion rate. * Table is taken from the Yahoo! Search Marketing ambassador program.

3. Background Podium's client is an online reseller of digital cameras Target market: UK Goals 1.$16.00 cost/conversion. 2.Increase the total number of conversions.

4. Solution Podium set up a strategy based on two types of campaigns 1.Generic Campaign – Focused on generic keywords based on the brands our client sold on the company's ecommerce site. 2.Product Specific Campaign – Focused on the product models, in order to develop a campaign based on the client's entire and current inventory level. Text ads were developed through adCore to dynamically inserted the product price within the ad headline to focus on the purchasing phase of the buying life cycle. Canon Powershot A650 £227 Website Automatic Integration Scheduled updates Automatic Optimization adCore ™ Canon A650 £227 Item in stock + fast delivery. Over 25,000 satisfied customers. GoogleGoogle

5. Results: Oct. 13/07 – Dec. 15/07 $12.79 cost/conversion, 25% lower than the goal of $ % ChangeDec /07Oct Criteria 202%3.77%1.25% Conversion Rate 842%45248 Total conversions

5.1 Conversion Rate & Cost/Conversion

5.2 Total Conversions

6. Specific Product Model vs. Generic Campaigns adCore automation process: Generated the campaigns ad groups, ad variations and keywords based on the client's inventory level. Paused keywords and ad groups that were no longer in stock. Updated campaigns with new keywords based on the new product models being introduced to the market. Updated the change in product prices in the text ads. % DifferenceProduct Models Campaign Generic Campaign Criteria 41.2%2.64%1.87% Conversion Rate 7.9%$12.47$13.45 Cost/ Conversion

6.1 Product vs. Generic Conversions By long tailing the thousands of specific products through adCore, Podium was able to increase total conversions and reduce the overall cost/conversion. The product specific campaign produced 333 conversions in a week during the holiday season compared to 119 produced by the generic campaign.

7. adCore™ V3.0 Full integration between the website’s inventory levels and online campaigns. Dynamic insertion of prices within ad texts, helping increase CTR and overall conversion rates.

7. adCore™ V3.0 Ad group and keyword level bid management based on your ROI goals. Analytics reports through the system as well as scheduled reports on a daily, weekly and monthly basis, keeping you updated at all times.