1. More data on this topic available from:: Search Marketing Panel: PPC & SEO for Subscription Sites in 2007 Katie Davis Director of Marketing Citrix Systems, Inc. Monday, May 7, 2007

2. More data on this topic available from:: 2 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

3. More data on this topic available from:: 3 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. How do you get to the top spot?

4. More data on this topic available from:: 4 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Build Your Rank  Inspire everyone else to talk about and link to you, e.g., PR  Wait. Or plan ahead.  Launched GoToWebinar pre-site  Higher ranking out of the gate

5. More data on this topic available from:: 5 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Lower AdWords Cost  Provide compelling and relevant content  Google Quality Score determined by: Your clickthrough rate (CTR) Relevance of your ad text, keyword, and landing page  Rely Less on Affiliates: Help them add value or $10 Max CPCs will drive them off the results page Web Site Optimizer

6. More data on this topic available from:: 6 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.  Panama: An ad serving platform closely resembling Google AdWords Yahoo Says “Me Too!”

7. More data on this topic available from:: 7 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. PPC Campaign Management

8. More data on this topic available from:: 8 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Keyword Research High Volume/Highly QualifiedLow Volume Keywords Conversions Growing Your Tail Specialized keywords that appeal to a small number of people, thus searched only a few times a day Searchers in the long tail represent the most qualified Branded Terms Competitor Terms Industry Specific Terms Misspellings Vertical Specific Terms Phrase Match Terms Niche Terms

9. More data on this topic available from:: 9 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Landing Page Development  Conducted A/B split test of 2 landing pages using paid search traffic for a defined set of keywords  The Test LP included a dynamic headline – that would vary depending on the keyword  Examples:  Keyword: “Remote Email Check” … Headline: “Check Email Remotely with GoToMyPC”  Test LP produced an 8.5% higher ratio of New Visits to Registrations versus the Control (97% confidence)

10. More data on this topic available from:: 10 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Dynamic Text Based on Keyword Raises Conversions Test Dynamic Headline Landing Page Control Landing Page

11. More data on this topic available from:: 11 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Google Trends for Market Research & Media Buying

12. More data on this topic available from:: 12 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Other Cool Tools  Google Position Preference  Learn how your media performs by position – then set the position preference to save time & energy  Google Webmaster Tool  Used to guide organic search updates  Provides a detailed report of how your site is crawled, linked, etc.

13. More data on this topic available from:: 13 © 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank You Katie Davis Citrix Systems, Inc. katie.davis@citrix.com