Multilingual Search MarketingMultilingual Search Marketing& Web 2.0 Marketing Solutions& Web 2.0 Marketing Solutions

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ROIROI

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Contents

Search Engine Marketing—What / Why / How?

Sales & Profit Potential from Search Marketing

Our Approach to Search Marketing

About Hop Online: Services, Benefits, Contacts

Appendix I: Global SEM Market

1

2

3

4

5Appendix II: Bulgarian Market for SEM 6

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What is Search Engine Marketing (SEM)?

Promoting web content on search engines through optimization (SEO) & pay-per-click (PPC) strategies.

SERPWeb page

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SEM Plays Key Role in Web 2.0 Marketing

SEOSEO

PPCPPC

ReferralReferralLinksLinks

(keywords)

(keywords)

(anchor text)

Newsletter/ Email Marketing

Social Bookmarking

Blog Company fan page Advertising

Groups Company profileDirect Ads

Brand channelSEO for videoPPV video ads

Photo SEO FollowersSMS marketing

OriginalOriginalContentContent

Pull Users through SEM, Push Content through Social Media

SEM

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4 Key Components of a Complete SEM Strategy

Achieve near-term, controlled ROI;

supplement and gather key data for SEO.

Convert visitors from search engines into

customers through opt-in data capture and calls

to action.

Optimize your site for long-term ranking within organic search results for top keywords.

Measure & optimize key performance indicators (KPI) like goal conversions for continual improvement.

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Benefits of PPC Advertising

Reach vast majority of Internet users in desired location(s).

Targeted impressions from keyword searches & relevant web pages.

Direct responses to engaging text ads exactly at time of interest.

Cost-effective initial engagement.

Performance-driven.

Measurable ROI.

Flexible & scalable.

Brand Awareness

Lead Generation

Custom

er Sales Funnel

Reach, Timing, Cost & Flexibility at Key Stages of Buying Process

SalesConversion

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How AdWords Can Pay For Itself… And Then Some

$1,000 initial investment in AdWords

$0.10 CPC ≥ 10,000 clicks

1% conversion rate = 100 sales

Average sale = $50

$1K investment returns $5K in sales

Reinvest profits, increase budget

ROI = 500%

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Sales & Profit Potential From PPC Marketing

7 500 / 20% 15 000 / 20% 22 500 / 20% 30 000 / 20% 37 500 / 20%

7 500 / 50% 15 000 / 50% 22 500 / 50% 30 000 / 50% 37 500 / 50%

7 500 / 100%

15 000 / 100%

22 500 / 100%

30 000 / 100%

37 500 / 100%

7 500 / 200%

15 000 / 200%

22 500 / 200%

30 000 / 200%

37 500 / 200%

7 500 / 500%

15 000 / 500%

22 500 / 500%

30 000 / 500%

37 500 / 500%

7 500 / 900%

15 000 / 900%

22 500 / 900%

30 000 / 900%

37 500 / 900%

1.50

1.25

1.00

0.75

0.50

0.5% 1.0% 1.5% 2.0% 2.5%Cost-per-

click

Click-through rate (CTR)

Estimated Revenue / ROI for: 1M Impressions, 1% Conversion rate, 150 EUR Rev/Conversion

0.25

CTRQuality Score CPC Conversions & ROI

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Our Approach to Launching a Successful PPC Campaign

Establish website conversion & ROI goals.

Define geographic and language targets.

Optimize keywords, bids, ad copy & placement targeting…

Perform keyword research, master listing, & clustering.

Structure targeted campaigns, set daily budgets, create ad groups.

Step 1Step 1 Step 2Step 2 Step 3Step 3 Step 4Step 4 Step 5Step 5

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Targeting Keyword Head and Long-tail Search Phrases

Searchvolume

ROI

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13.6 million monthlysearches

450K monthly searches

75K monthly searches

Ad copy contains exact keyword phrases and specific calls to action

Key Performance Indicators in ROI Measurement

* Ad CTRAd Impressions = Conversion

Revenue per conversion / Cost per conversion - 1

ROI

* Conversion rate

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About Hop Online

Search marketing-focused company based in Sofia, Bulgaria

4+ years of multilingual search engine marketing experience throughout Europe.

Achieved 1000% ROI using AdWords to promote retail banking products in Bulgaria, Romania & Turkey.

Currently managing 5,000+ keywords in 5 languages, targeting 32 countries.

Relentless focus on measuring & delivering ROI to clients

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Hop Online’s Core Services

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On-page • Title tags & meta data• Internal link structure• Content keyword density

Off-page• Article blogging• Inbound link building• Social media mktg.

• Conversion goal setting • Geo & language targeting • Keyword research• Campaign structuring• Ad copy• Keyword bid optimization

• Landing page design• Landing page copy• A/B split testing• Multivariate testing

Measure & Report :• Traffic sources• Content performance• Visitor behavior• Goal conversions & ROI

Benefits from Hop Online PPC Management

Aggregation of keyword long-tail through several new targeted ad groups

Lower average cost-per-click (CPC)

Higher click-through-rates and quality scores

Better-optimized landing pages

Higher conversion rates

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Increased Sales

Higher ROI

Contacts

Paris ChildressCEOparis@hop-online.comSkype: pchil9+359 885 121214

95 Blvd Arsenalski#31Sofia 1421Bulgaria

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Appendix

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“… in times of recession advertisers are more focused on proving return on investment for every Euro spent and (search engine marketing) is the most accountable in online advertising.”

-Alain Heureux, President & CEO of IAB Europe

“Search marketing is the best customer acquisition tool in the online space. In addition, SEO offers pluses over paid search—though its advantages must be built up over time, which some marketers have little of in today’s economy.

- David Hallerman, eMarketer senior analyst

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1 645 1 682 1 792

3 139 2 956 2 936 2 944

4 629 4 9335 448

6 182

10 691

12 285

13 880

15 552

1 605

0

2 000

4 000

6 000

8 000

10 000

12 000

14 000

16 000

18 000

2008 2009 2010 2011

Lead Generation Classifieds Display Ads Search

US Online Ad Spending By Format 2008-2011(USD Millions)

Search #1 Search #1

& extending

& extending

its leadits lead

Search #1 Search #1

& extending

& extending

its leadits lead

+45%

Source: eMarketer

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UK Leads in Search, Bulgaria Lags

4

19

17 44

7

9

Search Display Ads

Rich Media Classifieds

Lead Generation Email

Europe UK

Source: IAB Europe & IAB UK

Bulgaria

19

0

59

21

Search Display Ads

Classifieds Email

85

15

Search Display Ads & Other

Online Advertising Share by Format - 2008

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Bulgarian Online Advertising Market

3,50

6,60

10,70

2006 2007 2008

Key Takeaways

Decelerating growth is a sign that the market is maturing.

Compare to France, UK, Germany, Italy & Sweden, each at 18-20% growth in 2008.

(Euro Millions)

62%

89%

Source: Piero 97 Media Agency

YOY Growth

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Bulgarian Advertising Media Mix & the Money/Time Gap

Source: Piero 97 Media Agency & Nielsen Online

% media money spent online

71.5

4.5

11.9

12.1

% media time spent online

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