1. Search Engine Advertising Operations The quick way to get noticed

2. Session Agenda Intro to Search Engine Advertising The SEA Process: Tactics & Strategy SEA Metrics

3. Key Concept Search Engine Advertising is a contextual form of advertising which improves online content assets visibility in Search Engine Results Pages by placing Text or Image ads and Optimizing the content indexed by the Search Engines

4. Search Engine Text Ads Snippets of text with link prominently displayed in the search results pages of search engines (top page, side of page) 1. User generated search 2. Paid Ads 3.Organic Search Results

5. Typical Usage cases Typically used to promote high priced ticket items: electronics (e-commerce), Software-as-a Service,Travel, Medical Services but also popular with Location Dependent SMBs

6. How to advertise? Basic iterative process: Target Audience Identification > Ad creation > Review of Targeting Options > Campaign Launch > Data Accumulation > Analysis & Refinement

7. Structure of a Campaign

8. Targeting Options Search behaviour (keywords) Time of day/month/year Location Cost

9. Keyword Targeting Options Exact Match: Auto Insurance Phrase Match: Best Auto Insurance Broad Match: I want to insure my car

10. Bid Auctions

11. SEA Metrics (operational Clicks - Engagement Impressions - Reach CTR (Clicks/Impressions) - Efficiency of Ad Copy(Targeting) CPC - Cost Per Click Quality Score - Advertiser Performance Metric

12. Conversions - completed goals Value - Gross Profit (no advertising costs included) Net Profit - Profit minus Advertising Costs ROAS - Return on Advertising Spend (Needs to be above 1.00 for positive return) SEA Metrics (performance)

13. Simbound SEA It’s all about the Quality (score). Tip: Search Online for ‘ A peek inside Simbound's Quality Score Algorithm’ to get insight into the in-game search engine Baigoo

14. Simbound SEA Fast Fixes for Campaigns ProblemSuggested Fix Low amount of Impressions 1. Check average Keyword Search Volume 2.Check CPC bids 3. Add New Keywords Few amount of clicks1. Edit ad copy (include keywords in text) 2. Adjust CPC bids (higher ad position- more visibility!) 3. Increase budget if you are consuming all your budget every round Low Conversion RatioCheck ad +landing page High CPA/Low ROAS1. Check Costs & eliminate unprofitable keywords/ads 2. Try to optimize the customer purchase funnel (ad copy + landing page)

15. Simbound SEA

16. Integration with other channels Not a standalone channel Integrated with other content assets and/or systems

17. Advanced SEA Operations Use of specialist software Multivariate Testing Custom Made Scripts

18. Display/Banner Ads Banner images displayed in the advertiser network of websites (e.g. Adsense) Contextual Advertising Privacy Issues

19. Advantages of SEA Performance based Advertising Model Predictable engagement level

20. Disadvantages of SEA Complex initial setup process Requires constant optimization and fine-tuning Recurring cost element