1. Google AdWords Campaign: TR Design Nick Castellano Vienne Cheung Lauren Fleming Brian LaFlamme Ingrid Wallace May 1, 2008

2. TR Design Background Andover, MA Marketing firm: – Direct mailing/direct response – Event promotion design – Print collateral – Advertising – Branding Industry focus: – High-tech – Bio-tech – Pharma/Medical device

3. Campaign Objectives & Goals Objectives: – Generate conversions for TR Design – Brand company to increase name recognition – Promote traffic to website through search Initial Goals Set: – 300 Clicks – 5 Conversions (fill out “request info” form)

4. Website Review & Findings Frames – switch to a better structure Header Title – create a relevant one for each page Images – create descriptive image names Site Map – develop one and link to other pages Links – adjust site so that some words are not deceived as links and make links to other pages more prevalent Meta Tags – improve based on keywords and consider using former company name as Meta Tag Keywords – update based on current business descriptors and strategies Network – link this page to other pages Logo – link to home page Blog – remove unless planning on updating regularly Enable Google Analytics so that any changes made to the website and e- Marketing campaign may be tracked

5. Pre-Campaign Changes to Website Frames – switch to a better structure Header Title – create a relevant one for each page Images – create descriptive image names Site Map – develop one and link to other pages Links – adjust site so that some words are not deceived as links and make links to other pages more prevalent Meta Tags – improve based on keywords and consider using former company name as Meta Tag Keywords – update based on current business descriptors and strategies Network – link this page to other pages Logo – link to home page Blog – remove unless planning on updating regularly Enable Google Analytics so that any changes made to the website and e- Marketing campaign may be tracked

6. Initial Strategy: Pre-Campaign Geo-targeting in New England area 8 AdGroups: – 5 Service-based Direct mailing/direct response Event promotion design Print collateral Advertising Branding – 3 Industry-based High-tech Life Sciences / Bio-tech Pharmaceutical / Medical Devices

7. Strategy Revision: Pre-Campaign Geo-targeting in New England area Decided 8 AdGroups was too many and would compete against each other Focus on 5 service-based AdGroups only Bid $0.25/keyword Budget $10/day

8. Results: After Week 1 22,258 impressions 12 clicks 0 conversions

9. Strategy Revision: After Week 1 Increase bids to $1.00 initially, but didn’t see enough results Changed AdGroup strategy – 3 AdGroups: industry focus – More targeted advertising descriptions Increase bids to $5.00/keyword – Attain higher ad positioning – Spend more of budget for learning purposes Increase budget to $30/day

10. Results: After Week 2 22,258 impressions 12 clicks 0 conversions

11. Strategy Revision: After Week 2 Decreased number of keywords to make impressions & clicks more relevant to client Increased spending on relevant keywords to better compete for positioning – $10/keyword for those positioned above 3 or not positioned at all – $45/day budget

12. Results: After Week 3 22,258 impressions 12 clicks 0 conversions

13. Summary of Total Campaign Results 147,517 impressions 37 clicks 47% bounce rate 13 conversions Average position rank of 2.4

14. Key Campaign Learnings Relevancy is key to a cost effective campaign: – Industry-focused AdGroups – Narrow, relevant keywords – Geo-targeting Lots of competition, so high bids are essential to achieve positioning Our defined conversion wasn’t translating to a real customer conversion

15. Key SEM Learnings Hard to compete as marketing firm – Industry relies heavily on recommendations – Saturated market, so heavy keyword spending is essential to be able to make an impact Strong website enhances SEM strategy Strong conversion definition allows you to better measure campaign effectiveness

16. Recommendations for TR Design Continue to improve website, including: – Add more robust examples of past work – Update the testimonial section of the site – Add a site map – Enhance look & feel Focus on organic search Do not resume SEM campaign until above has been completed – Very costly – Not producing solid leads

17. Thank You. Questions?