manageallpaid search efficiently effectively the right technology to manage all of your paid search...

The right technology to

managemanage allall of your paid searchpaid search

campaigns efficientlyefficiently and

effectivelyeffectively across major

engines and markets.

The Total Paid Search Management Solution

Search technology built by search specialists for search specialists

Proven technology with 6+ years and over 120,000 hours of development

Local language & support in 7 countries across the US, Europe & Asia

$300+mm of PPC business managed globally

98% client retention rate

World-Class Paid Search Management Technology World-Class Paid Search Management Technology From EyeblasterFrom Eyeblaster

Partnered With One Of The World’s First Search Engine Campaign Management Systems – BidBuddy

Comprehensive PPC TechnologyComprehensive PPC TechnologyDelivers Better Results and Centralized Control Over All Delivers Better Results and Centralized Control Over All CampaignsCampaigns

Fully-Automated Bid Management to Effectively Compete

Granular control of campaign budget in line with CPA and ROI targets

Campaign pausing and non-stop optimization

Comprehensive, “At-a-Glance” Visibility into All Live Campaigns

Manage all campaigns across all engines in one place

Allows for quick, easy decision making and efficient use of time

Stand-Alone Offering or Integrated with Eyeblaster’s Display Ad Server

Flexibility to manage both search and display as separate channels or as one comprehensive online campaign

Integrated tracking and reporting provides greater insight and total control

Ability to add offline sales data Gain a complete picture of true conversion of activity

More accurate measurement of CPA and ROI

Advanced keyword research tool Keyword de-duplication, removal of negative keywords, Thesaurus,

misspelling suggestions and multiple stage interrogation

Find more specifically relevant, less expensive keywords

Efficiently expand targeting and reach, lower CPA, greater ROI

Weighted click optimization and conversion path reporting Better understand the relative value of keywords in user conversion path

Superior visibility allows more effective campaign management

Assign greater value to keywords in conversion path

Integrated tracking and reporting with ACM

Comprehensive PPC TechnologyComprehensive PPC TechnologySecret WeaponsSecret Weapons

& Support Officially approved API connections to Google, Yahoo! & MSN

Proprietary redirect tracking system provides near 100% data accuracy

Configurable for multi-level security – control access as required

Integrate with 3rd Party Databases

Can be customized & white labelled to carry agency brand

Zero Client Install, browser based

99% system up-time, 24/7/365 monitoring

On site training and account set-up

Account manager assigned for day-to-day support

SystemComprehensive PPC TechnologyComprehensive PPC TechnologyNuts & BoltsNuts & Bolts

Competitive LandscapeCompetitive LandscapeKey players and servicesKey players and services

Fully Integrated Display and Search

Doubleclick & Atlas

Tools and agency services

Stand Alone Search Tools

Many smaller players

Tools only, shades of gray

SEM Agencies with Tech

Efficient Frontier, DidIt, iProspect

Competitive for clients

Web Analytics Technologies

Omniture

Coming on strong

Traditional Branding Agencies Many managing or looking into managing search for clients

The larger the agency, the more likely they have a dedicated search department

Most do not have their own search management technology

SEM Agencies Focus entirely on Search

Most offer SEO and PPC services

The larger the company, the more likely that they have their own proprietary technology

Advertiser In-House Many direct response advertisers manage Search in-house

Some larger companies have their own proprietary technology

Many use 3rd party tools

Many brand advertisers handle keyword and creative but outsource bid management and ROI optimization

Market for Paid Search TechnologyMarket for Paid Search TechnologyOpportunities and IssuesOpportunities and Issues

Market for Paid Search TechnologyMarket for Paid Search TechnologyOpportunities and IssuesOpportunities and Issues

Integrated/Branding Agencies

ACM + eb.search Valuing integrated tools Entrenched technology Structure changing Long sales cycle

SEM Agencies

eb.search only Open to evaluation Need tools

Brand Advertisers

ACM and/or eb.search In-house vs. agency RM awareness a + Entrenched technology Long sales cycle

DR Advertisers

ACM and/or eb.search Open to evaluation No RM value

How does Search help all sales, and…How does Search help all sales, and…what can you do to help?what can you do to help?

All Boats Rise

Search capabilities and innovative new means to support our clients always makes us look great as a company Helps sell all EB products

Search team generates leads for Display sales

Integrated Opportunities

Are potentially the largest GroupM/Outrider example

Sweet Spots

Mid-sized integrated agencies Independent

Mid-sized to large SEM agencies

Large DR advertisers

Large brand advertisers

How does Search help all sales, and…How does Search help all sales, and…what can you do to help?what can you do to help?

Qualifying Agency Questions and Helpful Info Gathering

Does the agency manage paid search for their clients?

Which clients?

If not, are they working with an SEM agency?

Is there a separate search team, group or subsidiary or is search managed by the media team?

Does the agency currently use one or multiple technologies to help manage paid search?

If so, which ones? In-house tech?

Approximate monthly spend and/or clicks?

What are the agencies plans to grow search biz?

Who heads up search and who makes decisions about search management tech?

Same person (people) as for display?

Powerful Tools and Features


One comprehensive solution - fully loaded with tools and innovative features to quickly help you manage accounts, understand campaign activity and generate better results.

A Single InterfaceA Single InterfaceTo Manage Search Engine Campaigns And AccountsTo Manage Search Engine Campaigns And Accounts

Powerful Features

and Reports

Direct top level access to all accounts


Quick, easy access to campaign and account information and settings

Edit search engine account settings

Set account timings (auto-pause)

Download engine account info

Edit eb.search account info


Ad group level drill-down; upload and edit listings through the interface

Upload and edit creative

Upload keywords and URLs

Keyword Research ToolKeyword Research ToolAllows For Additional Keywords, Misspellings And Synonyms, Allows For Additional Keywords, Misspellings And Synonyms, While De-Duping Against Existing WordsWhile De-Duping Against Existing Words

Access keyword databases specific to a local market

Keyword Research ToolKeyword Research ToolAllows For Additional Keywords, Misspellings And Synonyms, Allows For Additional Keywords, Misspellings And Synonyms, While De-Duping Against Existing WordsWhile De-Duping Against Existing Words

Advanced search Thesaurus and keyword misspellings

Automated Bidding Strategies: CPA/ROI BidsAutomated Bidding Strategies: CPA/ROI BidsManages Keywords To A CPA/ROI Target On The Manages Keywords To A CPA/ROI Target On The Campaign or Keyword LevelCampaign or Keyword Level

Choice between CPA or ROI managed strategies

Manage to targets by individual

keyword or for the whole group Set minimum traffic

thresholds before automated strategies apply

Apply specific time ranges for data analysis used for

optimization

Use the weighted click center to set % of conversion value for each click in the customer’s path to conversion.

Solution: Choose to attribute the conversion to:

Number of clicks/impressions history you want to track (between 2 and 5)

More accurate ROI data =

Smarter optimization.

Benefit:

Customers arrive at your site from a variety of different engines and times. Tracking conversions from only the first or last click does not provide true accounting of keyword contributions and values, putting your analysis and optimization at a disadvantage.

Weighted Click CenterWeighted Click CenterMore Accurate Analysis Of Keywords Contributing To ConversionMore Accurate Analysis Of Keywords Contributing To Conversion

Amend Order FunctionalityAmend Order FunctionalityCloses The Gap Between Online And Offline ConversionsCloses The Gap Between Online And Offline Conversions

For more accurate ROI and optimization, add offline conversions associated with a PPC

campaign, and remove conversions where the online sales value is invalid (returns, bad

charges, etc.)

Eyeblaster’s new unified tracking and reporting provides insight to the correlation and true value of search and display activity - allowing for maximum control and optimization of the entire campaign.

Search & Display Integrated Marketing


According to recent studies, users exposed to both display and search advertising converted at a higher average rate than users who were exposed only to one channel advertising

Measuring results from each channel individually without realizing potential synergies between these channels can shortchange optimization

By integrating search and display channel reporting, you can save time, reduce complexity and increase ROI potential for your entire digital campaign

Integrating Search And Display AdvertisingIntegrating Search And Display AdvertisingWhy Is It Important To YouWhy Is It Important To You

Search & Display

Integration

Eyeblaster Makes Integrated Marketing EasyEyeblaster Makes Integrated Marketing EasyKey AdvantagesKey Advantages

Eliminate double counting of conversionEliminate double counting of conversionEyeblaster’s unified post-activity tracking system gives a clear picture of the customer’s journey across search and display ensures proper publisher credit

Eyeblaster analytics give you the advantageEyeblaster analytics give you the advantageUse unified, integrated tools designed to maximize campaign performance

Cross channel comparison Cross channel comparison Enables you to view a search and display campaign overview in one report

More accurate ROIMore accurate ROITrack historic events (clicks/impressions) in the user’s path to conversion

Search & Display

Integration

Day 1 Day 5 Day 10 Day 15

DISPLAYTracking System

SEARCH Tracking System

Googlecredited with full

conversion

4a

Yahoo credited with full

conversion

4b

Mr. Smith buys shoes at Joe’s online

store3

Mr. Smith clicks Ad for Joe’s Shoes

2

Mr. Smith searched for Joe’s Shoes

1

Challenge:Double-counting of conversions made through search and display tracking systems makes it difficult to determine which event is responsible for conversion.

CA

MP

AIG

N

Integrated Post-event TrackingIntegrated Post-event Tracking

De-duplicationDe-duplication

Solution:

Using a unified tracking system and unified tags help determine which event

is responsible for conversion.

Only Yahoo credited

for conversion

4

UNIFIED Tracking System

CA

MP

AIG

N



2


1

Unified Tag


store3



Unified tags provide clear insights into customer path to conversion, simplify

advertisers’ website tagging and ensure proper credit.

Benefit:

Only Yahoo credited

for conversion

4


CA

MP

AIG

N



2


1

Unified Tag


store3

Path to conversion

Ensure Proper Credit

Simplify website tagging



Publisher/SE

Post Click Activity Name

Total Media

Cost ($)

Total Rev ($)

ROI (%)

Impressions Clicks CTR(%)

Avg CPC ($)

AvgCPA($)

AvgRev($)

Conversions Click to Conversion

Rate (%)

1,691 2303 36.20% N/A 4,700 N/A 0.36 20.88 28.43 81 1.72%

1,691 1793 6.04 % N/A 4,690 N/A 0.36 23.82 25.25 71 1.51 %

google 1,691 1793 6.04 % N/A 4,690 N/A 0.36 23.82 25.25 71 1.51 %

0 510 0.00 % N/A 10 N/A 0.00 0.00 51.00 10 100.00 %

ov_au 0 510 0.00 % N/A 10 N/A 0.00 0.00 51.00 10 100.00 %

10,495 31964 204.57% 488,115 1,228 0.25 % 8.55 19.69 59.97 533 43.40%

0 0 0.00 % 34 0 0.00 % 0.00 0.00 0.00 0 0.00 %

Fairfax Digital AU

0 0 0.00 % 30 0 0.00 % 0.00 0.00 0.00 0 0.00 %

ninemsn 0 0 0.00 % 4 0 0.00 % 0.00 0.00 0.00 0 0.00 %

10,495 31964 204.57 % 488,081 1,228 0.25 % 8.55 19.69 59.97 533 43.40 %

12,186 34267 181.21% 488,115 5,928 1.21% 2.06 39.69 55.81 614 10.36% Totals

Yahoo Ad

Display

MSN

Yahoo Ad

PPCSE

Google Ad

Report 1/2/2007 8:56:22 PM (EST)

Campaign Type

Campaign/Account

Campaign Dates: N/AReport Date Custom (01/01/2006 - 01/31/2007).

Campaign AllDate Resolution: Totals

eb.search Report - eb.search Unified ROI - By Activity

Advertiser Advertiser Demo

Compare CPA for each advertising channel

View search and display in one report Measure conversion rate

across channels

Understand overall ROI between search and display

.

Unified ROI Reporting Across Display and searchUnified ROI Reporting Across Display and search

Clear, measurable visibility into cross channel performance Clear, measurable visibility into cross channel performance

Customers arrive at a site from a variety of different engines and display publishers and at different times.

Tracking interactions with only the first or last click or impression and for only one channel offers extremely limited ability to accurately evaluate overall campaign performance.

Marketers are currently unable to value the contribution of more than one event that assists in generating a conversion.

Choose to contribute the conversion to:

Number of clicks/impressions history you want to track (between 2 and 5)

Unified Weighted Click CenterUnified Weighted Click CenterIntegrated Analysis Of Every Event Contributing To ConversionIntegrated Analysis Of Every Event Contributing To Conversion

CA

MP

AIG

N



By using the weights center, you can view the customer journey, from display and search channels, and by properly attributing contribution to a completed transaction.

SALE!

Car Insurance

2 4New Jersey

Car Insurance

Car Insurance

Quote3

Display Ad1

Challenge:You might lower bids on terms you didn’t think were working, and only optimizing without regard to the affect of a parallel channel, losing traffic, spend and sales.

Solution:

Display

PPCSE

PPCSE

PPCSE


CA

MP

AIG

N



40%

10%

10%

40%

SALE!

Car Insurance

2 4New Jersey

Car Insurance

Car Insurance

Quote3

Display Ad1

Benefit:Visibility into the contribution of revenue of each event.


ProblemIf only the first or last clicks/impressions are weighted, it would seem that Yahoo had no contribution to the final sale in either Joe or Bob’s case.

Combined Revenue For Each Publisher By Last Click And Weighted

One click only

100%

$0

$100

$100

Total conversions $200

Comprehensive Cross-Channel AnalysisComprehensive Cross-Channel AnalysisUnified Weighted ROI ReportUnified Weighted ROI Report

Solution: But with a weighted report, it’s clear that all three publishers contributed to

the total sale at some point of the cycle.


One click only Weighted Difference

100%1st click/imp. (20%) 2nd click/imp. (80%)

$0 $20 + $20

$100 $100 $0

$100 $80 - $20

Total conversions $200 $200


More accurate ROI means better optimization per publisher and per ad. Benefit:


One click only Weighted Difference

100%1st click/imp. (20%) 2nd click/imp. (80%)

$0 $20 + $20

$100 $100 $0

$100 $80 - $20

Total conversions $200 $200


This report has the same structure as the unified ROI report, and you can drill down to

an ad/keyword level.

Publisher/SE

Post Click Activity Name

Total Media

Cost ($)

Total Rev ($)

ROI (%)

Impressions Clicks CTR(%)

Avg CPC ($)

AvgCPA($)

AvgRev($)

Conversions Click to Conversion

Rate (%)

1,691 2303 36.20% N/A 4,700 N/A 0.36 20.88 28.43 81 1.72%

1,691 1793 6.04 % N/A 4,690 N/A 0.36 23.82 25.25 71 1.51 %

google 1,691 1793 6.04 % N/A 4,690 N/A 0.36 23.82 25.25 71 1.51 %

0 510 0.00 % N/A 10 N/A 0.00 0.00 51.00 10 100.00 %

ov_au 0 510 0.00 % N/A 10 N/A 0.00 0.00 51.00 10 100.00 %

10,495 31964 204.57% 488,115 1,228 0.25 % 8.55 19.69 59.97 533 43.40%

0 0 0.00 % 34 0 0.00 % 0.00 0.00 0.00 0 0.00 %

Fairfax Digital AU

0 0 0.00 % 30 0 0.00 % 0.00 0.00 0.00 0 0.00 %

ninemsn 0 0 0.00 % 4 0 0.00 % 0.00 0.00 0.00 0 0.00 %

10,495 31964 204.57 % 488,081 1,228 0.25 % 8.55 19.69 59.97 533 43.40 %

12,186 34267 181.21% 488,115 5,928 1.21% 2.06 39.69 55.81 614 10.36% Totals

Yahoo Ad

Display

MSN

Yahoo Ad

PPCSE

Google Ad

Report 1/2/2007 8:56:22 PM (EST)

Campaign Type

Campaign/Account

Campaign Dates: N/AReport Date Custom (01/01/2006 - 01/31/2007).

Campaign AllDate Resolution: Totals

eb.search Report - eb.search Unified ROI - By Activity

Advertiser Advertiser Demo

More accurate ROI means better optimization per publisher and per ad


You all rock.

Thanks for your patience and your help.

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manageallpaid search efficiently effectively the right technology to manage all of your paid search...

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