s an g abriel v alley n ewspaper g roup. copyright 2007, confidential and proprietary2 local search...

San Gabriel Valley Newspaper Group

Copyright 2007, Confidential and Proprietary 2

Local Search

• 6B Internet searches per month – 180M per day

• 20% of those searches were local – trying to find a local business

• Top 4 Search Engines = 85% of all Internet Searches

Top Search Engines

Source: Kelsey Group 2006


Evolution of Search Engines

• 80% of users recognize paid listings as advertisements

• 70% of users used search to find a local business

• 46% used search to find a local business in the last 90 days

• 49% used a general service term + a geographical modifier

• 68% will use a phone number on a website to contact the business

How Search Engines are used has Changed….

Sources: Nielsen | NetRatings November 2006


TrafficMAX Ads Appear

Here

Keyword phrase

FREE (ORGANIC

) LIS

TINGS

PAID L

ISTIN

GS

SEARCH ENGINE OPTIMIZATION (SEO)

SEARCH ENGINE MARKETING (SEM)

46% of Internet users used a search engine to find a local business in the last 90 days - Nielsen NetRatings.


• Guaranteed Clicks

• Qualified Local Traffic

• Turnkey Solution

• Saves Time

• Fixed-Fee Pricing

• Paced Web Presence

• Powered by WebVisible

What is TrafficMAX?


TrafficMAX Tiers and Business Categories

4 Tiers of Business Categories T1 Categories T2 Categories T3 Categories T4 Categories

Accountants Air Conditioning Automotive All Others

Alcohol & Drug Cslg Building Inspection Books

Attorneys Chiropractors Children & Baby Svcs

Bail Bonds Cleaning services Collection Services

Dentists Communication Cosmetic Services

Financial Services Computer & IT Event Planning

Insurance Consulting Services Family Services

Loans Copier and Printing General Contractors

Mortgages Credit & Debt Cons. Hearing Aids

Moving Detective/Investigation Home Health

Office Supply Education Home Services

Plumbing Jobs and Recruitment Hotels (Motels/B&B)

Florists Irrigation

Glass (Auto/Home/Comm) Landscaping

Industrial Services Locksmiths

Leisure Mail Services

Marketing Music & Related Svcs

Medical Bus Admin Opticians

Packaging & Shipping Pest Control

Pumps Physicians

Roofing Real Estate

Satellite TV Restaurants

Sewer Contractors Retirement Services

Special Equipment Security Services

Storage Travel and Related


TrafficMAX Packages & Pricing

Three, Six, and Twelve Month Packages

Larger Click Packages available on a per quote basis

Click Packages Tier 1 Tier 2 Tier 3 Tier 450 clicks per month = 150 total clicks $430/month $305/month $255/month $205/month

100 clicks per month = 300 total clicks $800/month $550/month $450/month $350/month200 clicks per month = 600 total clicks $1,500/month $1,050/month $850/month $600/month400 clicks per month = 1200 total clicks $2,800/month $2,000/month $1,600/month $1,000/month


100 clicks per month = 600 total clicks $775/month $525/month $425/month $325/month200 clicks per month = 1200 total clicks $1,450/month $1,000/month $800/month $550/month400 clicks per month = 2400 total clicks $2,700/month $1,900/month $1,500/month $900/month


100 clicks per month = 1200 total clicks $750/month $500/month $400/month $300/month200 clicks per month = 2400 total clicks $1,400/month $950/month $750/month $500/month400 clicks per month = 4800 total clicks $2,600/month $1,800/month $1,400/month $800/month

3-Month Pricing

6-Month Pricing

12-Month Pricing


Clicks = Leads = Customers = $$$

How Can You Help Your Advertiser Convert Leads into Sales? Visit their website with a consumer perspective Does it have an offer? A call to action? Does it say “pick me”? Is the website a true doorway into the business?

Can They Track Where Leads Come from and Conversion Rate? Build in “trackability” by having leads go to a special page Unique offer or coupon or telephone number Focus TrafficMax keywords on specific products or services


TrafficMAX Profile Page

• We can build a Profile Page if advertiser does not have a web site or cannot

make changes to current web site. Example is at: http://meritchevrolet.myglobalprofile.com

• Takes 3-5 business days

• Format is fixed – content is

totally customizable

Includes Google map and link to advertiser’s web site, if applicable.

Call to action promotion / offer greatlyincreases response rate of TrafficMAXad. Can highlight seasonal items orspecial events.

Company logo


Reach 98% of local searchers through the TrafficMAX network.

TrafficMAX Recap

Broad Reach

Targeted Advertising

Fixed Pricing

Turnkey Solution

Guaranteed Clicks

Get guaranteed qualified local leads delivered to your website – another door into your business.

Fixed fee pricing – you know what you will pay for Local Search every month, and the you know how many leads you will get.

Save your time and money by using TrafficMAX. We bid on the keywords, manage the Search Engines, and track the results for you.

TrafficMAX guarantees traffic to your web site – you do not pay for clicks you do not receive.

Flexibility Online campaign management – 24/7 via the new Merchant Center. Monitor traffic, change keywords, fine-tune your campaign.


TrafficMAX Target Market

1. Any product heavily researched on the Internet Auto Real Estate Medical

2. Any business that sells a big ticket product or service Recruitment (i.e. large employers that have constant hiring needs) General contractors / home improvement / remodeling / landscaping Furniture Assisted living homes

3. Any high-usage Yellow Pages category Florists Tire dealers / auto repair Doctors / Lasik surgeons / chiropractors Restaurants / wedding planners Electricians / plumbers / HVAC


Sales Preparation

You Must Be Prepared Before Going On the Account:

1. Review your Customer’s Website

2. Print out at least two types of searches from Google, Yahoo, etc.- Find a term where they show up easily (e.g. their business name)

- Find a term where they don’t show up (e.g. San Jose auto dealers)

- Identify potential competitors who do show up

3. Visit Overture Keyword Tool - http://inventory.overture.com/d/searchinventory/suggestion/

- Size local search market for your customer by testing some search words

4. Gather key information- Average sale / average profit from a sale / lifetime value of a customer

- Have advertiser estimate a conversion rate (3-5% is fairly typical)

- Utilize formula on back page of collateral to determine ROI

5. Bring pricing, contract and a click package recommendation


Questions?


“Why can’t I find my ad?”

• Your ad will not appear on every search engine, each time to search for it. However, it will appear with enough frequency to deliver your guaranteed number of clicks.

• The more clicks you buy, the more likely your ad is to appear when you search for it. This means that you might have to perform several searches using your keywords to see your advertisement. A vanity search can be used to find your ad, by searching for your business URL on Google, Yahoo, etc.

• On Google, you can find your ad by searching for your URL or business name. A vanity search may not produce your ad if your account has reached its performance target or has fulfilled the contracted number of clicks.

Overcoming Objections

“Why can’t I find my ad?”


• Search engines can only target down to the DMA level based on a user’s Internet Protocol (IP) address. TrafficMAX takes the extra step to use a local geographic term in your ad (e.g. San Gabriel auto repair). This lets the search engine user know where your service area is located. Thus, the search engine user will only click on your ad when he or she truly is interested in your business.

“I live in Whittier. I don’t do business with anyone outside the Valley area, yet the package you sold me covers all of the

Los Angeles DMA. How can I target my ads to my town?



• You may be able to buy clicks on search engines for less, but we feel that your time has value as well. TrafficMAX purchases clicks for you on 30+ search engines that capture 98% of the search audience.

• WebVisible has professionals who determine the keywords associated with your business that will draw the best results.

• TrafficMAX sends you monthly reports and monitors your activity continuously.

“I already buy clicks from Google at a lower price than TrafficMAX. Why should I do business with you?”



• The search engines do not allow multiple buys to be entered for the same URL.

• Custom programs that exclude certain search engines can be developed, but this is not recommended.

“I currently buy clicks from Google and Yahoo. Can I still buy from you? Do I have to cancel my current ads on their search engines?”



• No. This is a performance based product, which means that you aren’t buying static inventory, you’re buying performance – clicks in this case.

• The total number of clicks generated in a given month is determined by the interest of the consumers – the search engine users. Therefore, it is impossible to “corner” the market, as the market is always changing.

“Can I buy all of the inventory you have and block out my competitors?”



• No, the left hand side of Google is used for organic search results. These links are based on the relevancy calculation that Google uses. These links are not for sale and cannot be impacted by Search Engine Marketing.

“If I buy clicks from you, will it help get me to the top on the left hand side of Google?”



• Build in trackability in their website or on their landing page

• Clicks in the monthly report are ones you received from TrafficMAX.

• The report also contains a running total number of clicks since activation.

“How can I tell the difference between the organic clicks I receive and the ones you send me?”



• Sorry, that information cannot be captured. Search Engines do not provide or capture this information.

• Build a registration form into their website to make capture of this information voluntary on the part of the user.

“Can I get a list of the people who come to my site? Like an AIN Telephone Number that gives me Name, address, time of day etc.?”



• A click is a click, it doesn’t matter what search engine it comes from.

• How a customer arrives at your website should not be important, as long as customers are finding your web site.

Can I pick what search engines my ads run on? Some of the search engines you offer I have never heard of before.”


s an g abriel v alley n ewspaper g roup. copyright 2007, confidential and proprietary2 local search...

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