1. Marks & Spencer Case Study Chris Francis, Search Media Analyst

2. Agenda Case study background Campaign objectives Optimisation impacts and learning’s

3. Live Search - New User Experience Background and Campaign Objectives Background: Highly recognised online brand with strong offline presence Huge selection of products offered via the website Objectives: Increase visibility and the volume of across the search platform Increase impressions Increase orders from search channel

4. Live Search - New User Experience Campaign Approach Collaborative approach with Efficient Frontier and Microsoft Reviewed M&S account and offered recommendations Identified quick wins and developed ongoing strategy for long term improvements. Focused on high volume, high potential product specific areas.

5. Ad Copy Recommendations

6. Live Search - New User Experience Campaign Results Increased Impressions Increased impression volume by over 200% from August 2007 to February 2008. Increased Volume and Clicks Click volume for flower-related keywords increased by 450% from Valentines 2007 to Valentines 2008. The number of clicks in women’s clothing keywords doubled between Christmas 2007 and Christmas 2008. Increased Revenue and Orders Increased search revenue by 73% from May 2007 to January 2008. Orders increased by 135%.

7. Live Search - New User Experience Optimisation Impact Strong growth in impressions and clicks. Highly relevant, well-performing keywords. Optimisation implemented

8. Live Search - New User Experience Summary Strong relationship between agency, advertiser and Microsoft. Clear understanding of objectives. Account optimisations. Implementation of quick wins in tandem with longer-term strategies in line with agency and advertiser goals.

9. Thank you