An Introduction to

eb.search

Search Engine Marketing 101

Opportunity for Eyeblaster

eb.search overview

Search Marketing 101 Search Engine Marketing – A Definition

Search Engine Marketing (SEM) is the function of submitting and positioning listings with the major search engines to attain maximum exposure and return on investment (ROI) for an advertiser.

What is Organic Search?Organic Search involves Search Engine Optimization (SEO): the practice of optimizing and submitting web sites to achieve top search results on the major search engines.

What is Paid Search?In Paid Search advertisers are able to bid on search engine placements on a Pay Per Click (PPC) basis. Using Paid Search, advertisers are able to compete for top position within the premium listings on the major search networks (Google, Yahoo!, MSN & Ask)

Why use Search Engines to Advertise your Business?Search Engines generate billions of visitors researching and purchasing goods and services. 87% of internet users identify search as their primary means for locating websites.

Market Data

In 2006 an estimated $6.5 billion dollars will be spent on paid search.

Paid Search represents over 40% of total online ad spend (by comparison, rich media currently represents about 10%)

PPC search ad spends are expected to grow and average of 15% per year over the next four years.

Google AdWords According to comScore, Google controls 43% of the US search market.

Google’s Paid Search product (AdWords), ranks sponsored results based factors including bid price and “Quality Score”

MSN represents roughly 15% and Ask about 3%

Yahoo! Search Marketing According to comScore, Yahoo! controls 28% of the US search market.

Yahoo’s Paid Search product (YSM) used to be GoTo/Overture and ranks sponsored results based strictly on bid price with an entirely visible bid landscape.

Google Ad Words

Yahoo! Search Marketing

Benefits of Paid Search

Cost Effective

PPC advertising requires very little initial investment to get started and advertisers only pay for the actual clicks they receive from users interested in their product or service.

Measurable

Results of PPC Search are easily measured with accurate counts of impressions, clicks and Click Through Rates (CTR).

Immediate

Self serve paid search campaigns can be live in as little as 24 hours, unlike many other media formats that require much more lead time to launch.

Controlled

Unlike general search results, Paid Search allows control of the messaging in their listing and can be started and stopped as seen fit by the advertiser.

Search Marketing Is Not Easy

Advertising in PPC Search can be a very daunting task:

The average company will have a list of over 17k individual keywords that they are bidding on. Many have tens of thousands.

To get maximum exposure, an advertiser must run on all of the major search networks (Google, Yahoo! & MSN)

The bid landscape, and therefore and advertisers position in paid listings changes constantly

Imagine trying to manually manage:• Tens of thousands of keywords for multiple clients• Intensely competitive and changing bid landscape • Global and domestic campaigns across multiple search engines • Maintaining control over and maximizing your ROI

SE Relationship Diagram

Opportunity for Eyeblaster Revenue opportunity

• Search marketplace is huge and growing• Better equipped to support both brand and direct response

– According to eMarketer, 62% of the online advertising marketplace is DR

Changes the conversation• Eyeblaster offers comprehensive, global digital media management

technology, better serving client needs and market demands.– Integrated workflow solutions

• Takes tedium and frustration out of the process• Saves time, money, headcount

– Complete visibility into performance• Yields maximum benefit to advertisers in brand metrics and ROI

– Total control• Ability to manage all digital campaigns from one interface• Global tools and support services

Positions Eyeblaster to better compete

eb.search Team

Product Marketing

Hava Kelman, Product Marketing Director

US Sales and Account Management

Eric Anderson, Account Manager

William Nann, Sales Manager

Jim Schoenburg, Business Development Director