1. 0 Travel Shopping When Search Engines do Search Marketing Search Engine Strategies, San Jose David Roth Director, SEM HotJobs Autos Music Personals Web Hosting Domains Merchant Services

2. 1 Agenda  Why does Yahoo! do SEM?  Different Business, Different Models  Paid Search, Organic and Affiliate  Managing Expectations  Build vs. Buy, or both?

3. 2 Why am I standing here talking?  The Band broke up in 1985  Hate Sammy Hagar  Pursued solo career (Just a Gigolo…)  Got Into Radio  Couldn’t replace Stern  Yahoo! called….something about Panama

4. 3 No Really, why am I standing here talking?  Agency guy from way back  Paid Inclusion  P4P  SEO  Affiliate marketing  Search within Advertising  Yahoo has been doing SEM for a while in many Business Units  Need a central perspective  Efficiencies  Best Practices  Scale

5. 4 Why SEM?  Everyone knows SEM is the best way to acquire customers, even if you are a Search Engine  Yahoo! has extensive Search Marketing campaigns across the organization that include paid search, SEO, and Affiliate Marketing

6. 5 SEM Coverage Across the Organization  Yahoo! is engaged in Search Marketing for a large number of properties, such as:  Personals  Small Business  Web Hosting  Domains  Retail Services  Shopping  Travel  Autos  Broadband  Music  Yahoo! Search Marketing  News  Finance  Answers  Local  Messenger

7. 6 Paid Search, SEO and Affiliate  ‘Holy Trinity’ of Performance Marketing  Paid Search: Yahoo! advertises on millions of keywords across multiple search engines for all business units  SEO: Yahoo! maintains SEO guidelines enforced on all BUs who spend cash on performance marketing  Affiliate: Yahoo! has a corporate affiliate marketing program that works closely with SEO, SEM.  Managing SEM/SEO policies for Affiliate program is important

8. 7 Different Business Models, Different Businesses  Subscription  Personals  Music  Broadband  Conversion  Messenger  Transactional  YSM  Domains  Lead Generation  Autos  Shopping  Travel  CPM Revenue  Media

9. 8 Many Models, One Method LTV optimization:  What is the lifetime value of a conversion?  Subscription  Referral  CPM/CPC Revenue  What is the net present value (NPV) of that lifetime revenue stream?  What is the acceptable profit margin on NPV?  Monthly Scorecard for all Business Units, Channels

10. 9 Managing: Centralize vs. Decentralize  Business owners know their business  Search Engine Marketers know SEM  Managing the tradeoffs  Adding Centralized Resources  Maximize efficiency and scale  Maintain business knowledge  Manage against a single standard  Allow budget mobility to incentivize stakeholders  Between Channels  Between Business Units

11. 10 In-House vs. Outsourced  Yahoo! uses a blend of in-house SEM Management and agency assistance to execute SEM across the organization  SEM Infrastructure exists within Yahoo!  Yahoo! will continue to leverage agency relationships to gain industry expertise, time to market  Yahoo! has built, and will continue to build, strategic pieces of SEM infrastructure

12. 11 Thank You David Roth Director, Search Engine Marketing