E-COMMERCE SEARCH

MARKETING PROGRAM

By: J. Luis Sanchez Presented for: See’s Candies Corp. Date: 02/10/2009

HOW TO CREATE A FULL SEM SOLUTION DESIGNED TO HELP SEE'S FAMOUS OLD TIME CANDIES®

Let’s Realign Operations with New Marketing Strategies to Sell More Effective.

“ Most ecommerce operations spend nearly 80% of resources---people, budget and time---simply maintaining site functionality and neglecting the online marketing aspects. ”

•  Grow Business

•  Increase Revenue

•  Achieve ROI Goals

SEARCH MARKETING SOLUTIONS & VALUE PROPOSITION

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•  Winning combination of people, strategy and technology

•  Customized solutions

•  Established best practices

•  Multiple pricing models for alignment with company’s objectives

•  Search and Affiliate Management Coordination

CO

MPR

EHEN

SIVE SEAR

CH

MA

RK

ETING

PRO

GR

AM

Improve current SEM strategies to ensure increased reach & profitability.

Create plan for SEO best practices.

Paid Search (PPC)

Paid Inclusion

(PI)

Comparison Shopping

(CSE)

PAID SEARCH (PPC)

Cost Growth

Stabilize Performance

Metrics

•  Campaign growth

•  New opportunities

•  Pa id Search S t ra teg ies

o  S h o r t Te r m - R e d u c e C o s t , I n c r e a s e

•  Performance

•  Account optimization

•  Performance metrics

o  Longer Term – I n c r e a s e Vo l u m e

Paid Search (PPC) Methodology

2 Weeks

• Review Business Objectives

• Formulate Strategies

• Gather Data

• Set Up Accounts

2 Weeks

• Baseline Data

• Create Optimization Strategies

• Execute Optimization

Continuous

•  Bid Management

• Creative Management

•  Keyword Management

•  Landing Page Selection

•  Program Management

Launch Baseline Optimize

Pai

d S

earc

h (P

PC

)

ORGANIC SEARCH (SEO)

•  More difficult / complex updates

•  Template / architecture changes

•  O r g a n i c S e a r c h S t r a t e g i e s

•  Short Term – Increase Visibility/Rankings for top keywords

•  More pages indexed

•  Focus on easy/quick-fixes

•  Longer Term – Increase Rankings overall

Organic Search (SEO) Methodology

2 Weeks

•  Keyword Research

•  Baseline Ranking Report

•  Set Up Site Access

2 Weeks

•  Full Site Analysis

•  Create Optimization Strategy

•  First Round of Updates

•  Action Plan

Continuous

•  Site Architecture / Page Construction

•  Coding Implementation

•  Content Relevancy

•  Link Popularity

•  Web Server Optimization

Launch Baseline Optimize

Org

anic

(SE

O)

FEEDS (PI & CSE)

•  Submit optimized product feeds for additional distribution and visibility

•  Achieve optimal placement in engines where users are closer to the purchase end of the buying cycle

•  F e e d S t r a t e g i e s

•  Paid Inclusion

•  Increase listings in Yahoo’s index (not supplant)

•  Increase traffic and sales at a lower cost than PPC

•  Comparison Shopping Engines

Feeds (PI & CSE) Methodology

2 Weeks

•  Create FTP Access

•  Optimize Current Feed

•  Set Up Feed Update Schedule

•  Set Up Accounts (each engine)

2 Weeks

•  Distribute optimized feeds

•  Baseline Performance

•  Create Optimization Plan

•  Execute 1st Round of Optimization

Continuous

•  Add New SKUs

•  Remove Non-Performers

•  Manage Custom Bids

•  Update Title/Descriptions

•  Update Custom Fields

Launch Baseline Optimize

Feed

s (P

I & C

SE

)

•  Manage both channels cohesively and with one goal in mind –

advertiser performance!

Search and Affiliate Benefits

•  Maximize Performance

•  Understand the value proposition of the affiliate channel

•  Incremental, effective, efficient revenue!

•  Can be used effectively to drive competition lower on results

pages

•  Design, implement and police pragmatic search publisher policies

•  Decrease channel conflict

•  Increase cooperation

•  Share valuable data and ideas across teams to assist both channels

•  Keyword suggestions (long tail exposure)

•  Poor performing categories that might gain traction elsewhere

ABOUT THE AUTHOR JOSE LUIS SANCHEZ

J. Luis Sanchez is CEO and Founder of Business Trend Solutions, provider of the leading ecommerce platform for consumer brands. Prior to founding Business Trend Solutions in 2009, Sanchez was Director of eCommerce, an online company he led in 1999, built to market leadership; for nine years, he was the primary force in leadership of this highly successful, recognized, and profitable online retailer.

Long an ecommerce visionary, Sanchez as a senior consultant has been educating clients, colleagues and friends about the meaning of "quality e-business". He currently focuses on customer relationship management technology, ecommerce architecture, and analytic applications as well as the ecommerce infrastructure and e-business technologies that support this customer-centric domain. Sanchez applies his experience and expertise to help customers evaluate, compare, and select CMS and SEM products to develop approaches toward successful implementation. Product vendors continue to leverage Sanchez’ skills and insights to develop product requirements, to better understand the competitive environment, and to assist in planning and delivering marketing programs.

Sanchez draws on his extensive primary and secondary market research in the architecture, design, evaluation, and selection of enterprise -- e-business computing infrastructures. In consulting engagements, Sanchez often uses the technology frameworks he has developed with corporate IT organizations to help them with architecture and product selection decisions. He frequently works with companies to help them determine product requirements, market and product positioning, competitive analysis, and customer satisfaction. Sanchez has successfully managed company launches, product introductions, and business and product repositioning. He has also developed and documented business plans for raising capital and for mergers and acquisitions.