1 Ad Testing Across Networks Panel: Compare & Contrast: Ad Program Strategies Search Engine Strategies Conference Chicago, IL - December 4, 2006 Presented By: Brad Byrd Vice President, Strategy NewGate Internet

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. About NewGate z a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Outline of the Presentation Management Interface Ad Delivery Optimization Tracking Tools Innovations a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Management Interface a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Google: Management Interface Ad Variation tab shows snapshot of performance Presents cumulative numbers for the entire Ad Group Offers comparison of ad performance Shows aggregate performance of all ads across distribution types a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Yahoo: Management Interface Ads tab is very similar to “Ad Variations” tab in Google and “Ads” tab in MSN Identifies performance by distribution type (tactic), for each individual ad Integrates performance graphs for quick perspective on trends Offers quick Ad Preview feature a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. MSN: Management Interface Ads tab is very similar to “Ad Variations” tab in Google Expansion of the DKI (dynamic keyword insertion) feature Dynamic text (“parameters”) is the major innovation in AdCenter a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Ad Delivery Optimization a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Google: Ad Delivery Optimization Auto- optimization feature self- selects creative based on CTR for ad across entire Ad Group CTR-focused optimization is not necessarily in line with advertiser goal of conversions To optimize based on conversions, choose “rotate” a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Yahoo: Ad Delivery Optimization Auto- optimization keyword- specific, and seeks to find best match of creative options within Ad Group for each individual keyword a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. MSN: Ad Delivery Optimization No option to turn ad optimization “on/off” Ads are matched, on a per-keyword basis, from all options within an Ad Group. “Disapproved” ads are not matched to inappropriate keywords. Assumption is that ad delivery is “balanced” across all creative options. a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Tracking Tools a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Yahoo: Tracking Tools Pre-determined selection of variables: Match Type Keyword Search Query No way to identify which creative was served to an incoming click (currently) a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Yahoo: Tracking Tools Tracking URLs Overview: – Use tags for all your URLs, to learn more about your traffic: OVTMC: identify match type OVTKW: identify which bidded keyword generated the click OVT??: identify the actual user search query – Values are automatically appended to landing page URLs on clickthrough –Sample Incoming URL: OVTKW=your+bidded+keyword&OVT??=term+searched+by+user a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Google: Tracking Tools FastTrack (aka ValueTrack) Overview: – Use tags for all your URLs, to learn more about your traffic: {ifsearch:x}{ifcontent:y}: identify search/content clicks {placement}: identify which website generated the click {creative}: identify which creative was used – Sample Landing Page URL: adserved={creative}&site={placement} a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. MSN: Tracking Tools Dynamic Text Parameters Overview: – Use tags for all your URLs, to learn more about your traffic: {MatchType}: identify “exact”, “phrase”, and “broad” matches {OrderItemId}: identify the id associated with a specific keyword {AdId}: identify the id associated with a specific ad (creative) {QueryString}: identify the actual user search query In addition, these dynamic parameters can be embedded in the param1 URL parameter. – Sample Landing Page URL: &adserved={AdId}&actualsearch={QueryString} a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. INNOVATIONS a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Yahoo: The Watch List Provides a shortcut for tracking “top of mind” ad campaigns and/or keywords Create cross- Ad Group lists of important keywords a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. MSN: Creative Templates Enables templating of creative, with customization on a per- keyword basis. Each keyword can have 3 unique dynamic “parameters”. {param1} is designated for tracking URLs. {param2} and {param3} can be used to customize creative for each keyword. a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. MSN: Creative Templates Example of Self-Customizing Ad via Parameters: a division of

The Search Marketing Agency © 2006 NewGate Internet Inc. All Rights Reserved. Questions or Comments? Contact: Brad Byrd Phone: (toll free) Website: Questions or Comments? a division of