1. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 1 Compare and Contrast Ad Program Strategies Kevin Lee Executive Chairman, Did-it.com

2. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 2 Match Type Review Match Types and their meanings: 1)Broad (default in Google & adCenter) 2)Phrase “quotes” 3)Exact [brackets] 4)Negative - 5)Advanced (Yahoo’s combination of phrase and broad) 6)Extended Broad Match and MatchDriver (synonyms and misspellings)

3. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 3 Singles and Plurals Google and Microsoft prefer that you add the plurals to the campaign separately. Yahoo uses MatchDriver. Google may use extended broad match on a plural or other stemming issue: 1)ing 2)ed 3)other suffixes

4. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 4 The Smart Way to Buy Clicks Pick the clicks you want: 1)Use match types to distinguish searcher intent 2)Use match type to maximize quality score 3)Mix match types to gain breadth of SERP coverage 4)Track everything

5. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 5 Network Mix Don’t forget, you can also control network mix, and CPC: Clicks from different segments of an engine’s network may need different bids. Leverage Google’s “FastTrack” to track contextual. Bid Separately. Yahoo’s Panama has URL tracking.

6. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 6 Issues to Consider Campaign Management more than keywords. Control campaigns within the engine interfaces or via API control (directly or through third parties). Very important for “Power Keywords”: 1)Plurals 2)Daypart 3)Network Coverage (contextual, etc) 4)Demographic Control (MSFT/adCenter)

7. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 7 Microsoft adCenter Notice selection options:

8. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 8 Microsoft adCenter Notice selection options:

9. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 9 Yahoo Panama Notice selection options at campaign level:

10. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 10 Yahoo Panama, making edits Notice selection options at campaign level:

11. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 11 Google AdWords, BidBoosting +Dayparting Notice advanced options at campaign level:

12. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 12 Dayparting Conversion Behaviors: Major differences in conversion.

13. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 13 There are Several “Tails” Because of segmentation there are hundreds or potentially thousands of ways if “mining the tail.” However, the tail is useless unless it delivers BOTH. Scale AND Efficiency Achieving both scale and efficiency takes a good bid-strategy plus the right campaign strategy and structure. AdGroup structure is critical (quality score). Don’t chase the wrong tail!!

14. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 14 Conversion Currency Your ability to afford a click is based on your ability to improve success metrics (typically conversion). Where you send the click is at least as important as how you buy the click. The second part of the PPC ad is the landing page? Do segments expect different experiences? Should you be personalizing?

15. www.did-it.comwww.did-it.com 1-800-601-4181 Confidential & Sensitive 15 Benchmarks - SEMPO Annual Survey Want to get a first look at the SEMPO annual State of Search Engine Marketing Survey results? Take the survey. www.sempo.org