Trada's Search Alliance Webinar

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November 10, 2010

Welcome and thank you for coming to Trada Webinar:

Navigating the Yahoo/Microsoft Search Alliance


copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Meet Brandon Hess & Patty Baragar

PattyBrandon

Freddie

Barbie


Agenda

Search Alliance – An OverviewSearch Alliance: What does it mean?

Differences in PPC Platforms

Changing metrics: make note

Three PPC Warnings to keep your eye on

Three adCenter tips for success

How Trada Works

Q&A


Search Alliance – Why try Yahoo and Bing now?

POLL:

Are you run paid search now? Where?

An Overview of The Yahoo/ Microsoft

Search Alliance



Search Alliance – What Does it MEAN?!

SearchAllianceOct 27, 2010

Completion of organic & PPC advertising of Yahoo! and Microsoft


Search Alliance Timeline

Summer 2009:Bing entered the PPC market

Fall of 2009:Agreement reached.

Spring 2010:Steps toward final consolidation scheduled with completion date scheduled for November 1st.


Search Alliance – All or Nothing

Did you know?

All Search Alliance campaigns show on Yahoo and Bing


Search Alliance – What Does it MEAN!?

• Handle all large customer service.• Responsible for sales.• Cozy up to your paid search rep. • Yahoo demographics


Search Alliance – What Does it MEAN!?

• AdCenter is official platform for paid search.• Organic results defined by Microsoft organic algorithm. • Bing demographics.

copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.

Platform Differences:Yahoo Search Marketing

vs.adCenter



Platform Differences

• Titles: – 40 characters-long in Yahoo, – Now truncated to 25 characters.

• Description:– Was 71characters in Yahoo, now 70 characters

• Minimum Bid:– Yahoo min bid was 1¢, Search Alliance is 5¢


Platform Differences – Match Types

Bing:

Broad, phase and exact matching.

Yahoo: Basic and advanced

matching.


Changing Metrics:Make Note



Changing Metrics

• Visibility of ads, now represent 34% of PPC market.


Changing Metrics

• Impressions• Clicks• CPC: Cost-per-conversion• CTR: Click-thru-rate• Ad position• O Canada!• Partner Network


Search Alliance – Why try Yahoo and Bing now?

POLL:

What is our biggest alliance concern?


Three Post-Search Alliance Tips



Three Post-Search Alliance Tips

1. CPC/Costs

2. Keyword List Revision

3. Targeting

1. CPC/Costs

2. Keyword List Revision

3. Targeting


Microsoft adCenter: Tips for Today



Tips: Underused Functions in adCenter

1. Download & Install Microsoft Advertising Intelligence



2. Ad Network Settings



3. Download AdCenter Desktop



How Trada Works


You Can Also Use Trada

The problem: Paid search is hard, requires skill and meticulous. Writing and continually optimizing different paid search campaigns for each major ad network is time consuming.

The solution: Get a crowd of experts to work together on your campaign.

Trada makes paid search easy. With Trada’s Marketplace you’ll save time and benefit from the wisdom of the crowd working on your campaign.



You Can Also Use Trada

Trada’s crowdsourced model puts dozens of certified experts to work on your campaigns at the same time.



Questions? Let’s Hear Them!



How to Contact Trada

Patty BaragarMarketing CoordinatorEmail me at [email protected]

Bill AdkinsVP of SalesEmail me at [email protected]


If you have paid search questions or want a copy of the presentation:

If you have questions about working with Trada:

Technology

Trada's Search Alliance Webinar