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
The Total Paid Search Management Solution
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
A Single InterfaceA Single InterfaceTo Manage Search Engine Campaigns And AccountsTo Manage Search Engine Campaigns And 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
A Single InterfaceA Single InterfaceTo Manage Search Engine Campaigns And AccountsTo Manage Search Engine Campaigns And Accounts
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
The Total Paid Search Management Solution
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
Day 1 Day 5 Day 10 Day 15
Mr. Smith clicks Ad for Joe’s Shoes
2
Mr. Smith searched for Joe’s Shoes
1
Unified Tag
Mr. Smith buys shoes at Joe’s online
store3
Integrated Post-event TrackingIntegrated Post-event Tracking
De-duplicationDe-duplication
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
UNIFIED Tracking System
CA
MP
AIG
N
Day 1 Day 5 Day 10 Day 15
Mr. Smith clicks Ad for Joe’s Shoes
2
Mr. Smith searched for Joe’s Shoes
1
Unified Tag
Mr. Smith buys shoes at Joe’s online
store3
Path to conversion
Ensure Proper Credit
Simplify website tagging
Integrated Post-event TrackingIntegrated Post-event Tracking
De-duplicationDe-duplication
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
Day 1 Day 5 Day 10 Day 15
UNIFIED Tracking System
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
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
Day 1 Day 5 Day 10 Day 15
UNIFIED Tracking System
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.
Unified Weighted Click CenterUnified Weighted Click CenterIntegrated Analysis Of Every Event Contributing To ConversionIntegrated Analysis Of Every Event Contributing To Conversion
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.
Combined Revenue For Each Publisher By Last Click And Weighted
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
Comprehensive Cross-Channel AnalysisComprehensive Cross-Channel AnalysisUnified Weighted ROI ReportUnified Weighted ROI Report
More accurate ROI means better optimization per publisher and per ad. Benefit:
Combined Revenue For Each Publisher By Last Click And Weighted
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 $200
Comprehensive Cross-Channel AnalysisComprehensive Cross-Channel AnalysisUnified Weighted ROI ReportUnified Weighted ROI Report
This report has the same structure as the unified ROI report, and you can drill down to
an ad/keyword level.
Publisher/SE
Post Click Activity Name
Total Media
Cost ($)
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
Comprehensive Cross-Channel AnalysisComprehensive Cross-Channel AnalysisUnified Weighted ROI ReportUnified Weighted ROI Report
You all rock.
Thanks for your patience and your help.
Now go sell something!