1. Netgear’s Campaign Performance Before assessing the performance of Netgear’s campaign on Google and Sensis, we need to address 2 issues: 1.Key Performance Indicators 2.Ad Targeting Options NETGEAR GOOGLE AD STRATEGY DECEMBER 2010

2. Ad Targeting Options Ad Targeting with Google Adwords can occur on 2 different types of Networks: 1.Search Network This covers searches made on the Google search engine and on other websites that use the Google search engine for searches on their site (called Google Search Partners). 2.Display Network This covers Google Ads on websites that can appear as a Text, Image, Video or Audio Ad.

3. Ad Targeting: Search Network - Google

4. Ad Targeting: Search Network - Google Partners

5. Ad Targeting: Display Network

6. Last 6 Months Work from Report: http://adwords.balance.com.au/monthly/report.php?id=945716- 8835586250-72-4

7. Performance Management As discussed earlier in the campaign, we can monitor performance at a much more extensive level than what is currently in place. Currently we are managing the advertising based on Clicks and Impressions. We need to select better performance measures so that Netgear can get more value for each dollar spent. This upgrade could save $20,000+ per year. We’ve recently released a new system of management and reporting. One of the main advantages of our new software is its ability to track multiple Key Performance Indicators for a website. This provides a much greater command over the spending strategy. The new software also offers very powerful reporting features. The main feature to the report is a historical record of 2 years for every statistic in the report. This is invaluable when analysing the data for spikes. We also can group key data to provide information crucial for the decision makers.

8. Key Performance Indicators (KPI’s) Currently, we have been using Impressions and Clicks as the KPI’s for the Netgear account. With our new tracking technology we can now offer a much more precise measurement of performance, allowing us to more effectively manage the Ad spending for Netgear’s advertising. To activate this new system, we need to redefine our KPI’s for Netgear. We can track multiple KPI’s and offer a individual report for each one. Possible KPI’s for Netgear could include: – Key Page Views: Products, Solutions, Learning, Where to Buy, Promotions – Support Enquiries – Sales Enquiries (Products/Partners) Once we are using better KPI’s, we will be able to adjust spending very accurately in accordance with the needs of Netgear.

9. Search Network Targeting Options There are 2 types of location targeting possible on the Search Network. Both will display different results. 1.Geo-Location This targeting uses Google’s technology to detect somebody’s location for a search they have entered. Someone searching for ‘wireless routers’ in Sydney would then trigger Google to display advertising that is targeting the ‘Sydney’ area for that location. 2.Geo-Keyword This is where a location is used in the search. Google will then match advertising to the location keyword entered (e.g. ‘wireless routers sydney’).

10. Search Network: Geo-Location Targeting

11. Search Network: Geo-Keyword Targeting

12. Google Adwords Case Study: Client A GEO-KEYWORDGEO-LOCATIONDIFFERENCE Impressions336,124356,095-19,971 (-6%) Clicks91699,071+98 (+1%) CTR2.73%2.55%+0.18% Avg. CPC$1.71$1.94-$0.23 Bookings575376+199 (+52%) Booking Rate6.27%4.15%+2.12% (+51%) Cost Per Booking$27.25$46.90-$19.65 (-41%)

13. Google Adwords Case Study: Client B GEO-KEYWORDGEO-LOCATIONDIFFERENCE Impressions67,947228,019-160,072 (-70%) Clicks1,6103,328-1,718 (-52%) CTR2.37%1.46%+0.91% (+62%) Avg. CPC$2.38$2.11+$0.27 (+13%) Enquiries83111-28 (-25%) Enquiry Rate5.16%3.34%+2.12% (+63%) Cost Per Enquiry$46.10$63.23-$17.13 (-27%)

14. Google Adwords Case Study: Client C GEO-KEYWORDGEO-LOCATIONDIFFERENCE Impressions84,7864,602+80,184 (+1,742%) Clicks3,564567+2,997 (+528%) CTR4.20%12.32%-8.12% (+66%) Avg. CPC$0.72$0.51+$0.21 (+41%) Key Page Views62460+564 (+940%) View Rate17.51%10.58%+7.07% (+67%) Cost Per View$4.13$4.85-$0.72 (-15%)

15. Google Adwords Case Study: Client D SEARCHDISPLAYDIFFERENCE Impressions635,644124,171,959-123,536,315 (-99.5%) Clicks13,31243,019-29,707 (-69%) CTR2.09%0.03%+2.06% (+686%) Avg. CPC$6.29$4.13+$2.16 (+52%) Enquiries2,9523,029-77 (-2%) Enquiry Rate22.18%7.04%+15.14% (+215%) Cost Per Enquiry$28.35$58.61-$30.26 (-52%)

16. Google Adwords Case Study: Client E SEARCHDISPLAYDIFFERENCE Impressions34,6901,397,764-1,363,074 (-97%) Clicks349463-114 (-25%) CTR1.01%0.03%+0.98% (+326%) Avg. CPC$7.57$2.79+$4.78 (+71%) Enquiries5522+33 (+150%) Enquiry Rate15.76%4.75%+11.01% (+231%) Cost Per Enquiry$28.35$58.61-$30.26 (-52%)

17. Next 6 Months 1.Setup more comprehensive KPI’s using new system 2.Setup Tracking for KPI’s using Analytics and Adword Conversions. 3.Restructure Campaigns to be grouped in their Advertising Types. For example, for Competitive AU and Competitive NZ: Australia - Search – GL – Competitive New Zealand - Search – GL – Competitive Australia – Display – A - Competitive New Zealand – Display – A - Competitive 4.Expand Number of Ad Groups (20-30 extra) and align Text Ads. 5.Add ‘Exact’ and ‘Phrase’ matching to Search Network 6.Explore landing page templates.