Adt Capabilites Presentation Final

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CAPABILITIES PRESENTATION

Jeff BarnardCorporate Accounts Manager

[email protected]

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:: About UsAuto Dealer Traffic / People To My Site• Founded 2001 – Pre AdWords• 400+ Clients• Top 20 Search Marketing Agency in U.S. (2006)• Columbus Business First – Fast Fifty (2008)• Alpha and beta testers of new products from Google, Yahoo and MSN • SEO Innovator• Driving Results Through Thought Leadership & Innovation• Best of Breed Technologies & Methodologies

2008 Evolution to a Full Service Agency• Acquisition of Young Isaac and Jim Hern Productions • Deliver 360° Digital Marketing Solutions• Paid Search Marketing Campaign• Display Ads• Search Engine Optimization• Social Media Marketing• Viral Marketing• Email Marketing• Emerging media

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Campaign StrategyMedia Planning

Media BuyingTrafficking

Search Engine MarketingSearch Engine OptimizationKeyword DevelopmentTest & OptimizationBid ManagementCampaign ManagementMetrics and Reporting

Rich Media IntegrationAd ServingMetric & ReportingDigital Ad Production

Media / Creative

SearchEmerging

:: Enterprise Products and Services

Inventory MarketingMobile Marketing

Pay-Per-CallSocial Media Marketing

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• Campaign Design & Architecture

• Landing Page Management & Optimization

• Copy & Creative Development

• Technology Assisted Bid Management

• Keyword Research & Development with KeywordIQ™

• TheSearchProgram.com Reporting

• Full-Service Account Management

:: Paid Search Marketing Services

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:: Paid Search Methodology

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Campaign Goals and Objectives should line up with the profile of the searcher.

:: Paid Search Marketing Approach

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1. Keyword Approach• Local generic, geo-targeted Generic

terms, national and local competitor terms, seasonal Keywords

• Long Tail Keywords: 4,5 & 6 keyword phrases that have low click volume but typically convert better than high search volume keywords.

• Target all phases of a Purchase Funnel

2. Ad Copy• Call-to-action, incentive and branding

ad copy

3. Landing Page Optimization

4. Real-Time Bid Management

:: Paid Search Marketing Approach

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SEO Approach1. Search Engine Friendliness Analysis

Identify major issues that may impact how the search engines are able tocrawl, index and rank your website for targeted keywords.

2. Keyword Research and DevelopmentLeverage our proprietary KeywordIQ™ technology to identify ALL thekeywords your competitors are bidding and indexed and develop anadditional 100,000+ keywords for the campaign

3. Keyword ROI Testing and AnalysisUse your paid search marketing campaign to test and identify keywords thatare producing great ROI.

4. SEO+ and SEO Overdrive™ Select and begin SEO+ and SEO Overdrive program for the keywords that are

converting well in paid search campaigns and delivering a high ROI.

:: SEO Services

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SEO Overdrive ™• SEO Overdrive is People To My Site’s Performance Based Search Engine

Optimization service.• Selected keywords are optimized to obtain a 1st page listing.• Guaranteed Results: If a given keyword does not show up in the 1st

page of results for the month, your keyword is free for that month.

:: SEO Services

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On-site• Title Optimization• Keyword Optimization• Description Optimization• SE Spider Navigability• Internal Link Check / Creation• Keyword Frequency % Optimization, per page.• Content Writing / Rewriting• Database Optimizing Off-site• Link building• Links = Directory, Forum, Relevant site, etc• Active monitoring of rank on major SE’s• Google PR monitor/building Reports• Rank Analysis, then/now• Rank Check for keywords not on plan• Competition• Keyword Traffic• Enhanced Google Sitemap reports

Results• 100% performance driven results

SEO Platform and SEO Overdrive™ Services

:: SEO Services

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:: Display Advertising Services Overview

• Campaign Strategy• Online Media Planning• Online Media Buying• Ad Serving• Campaign Management and Optimization• Metrics & Reporting• CPM, CPC, CPA

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Benefits of Online Display Advertising

Dynamic Visuals Get More Attention

People spend 95% of online time browsing websites with display ads1

Only 5% of time is spent on search engines1

Can reach, influence and engage your target audience before they start “searching” for a solution.

1Source: 2007 Nielsen//NetRatings

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Leveraging Behavioral Targeting and Retargeting to Reach In-Market Consumers

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1. BT observes online consumer behaviors - such as web browsing patterns. 2. Groups them into interest segments.3. Matches ads to interests indicated by recency and frequency of behaviors…

anonymously.

Auto IntenderIn-market car or truck shoppers who are looking for specific makes and models. They read reviews, look at pricing & features, and research financing options.

Auto EnthusiastCar hobbyists who read about the latest models, look for car parts and accessories, or have a keen interest in vintage or high performance automobiles.

What is Behavioral Targeting?

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Behavioral Targeting

End ResultThe Right Message to the Right User at the Right Time

Behavioral Targeting offers many unique targeting capabilities to find an advertiser’s most valued customers, eliminate waste and improve return on investment.

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Large Sample for Modeling

• Huge audience.

• Vast amounts of data.When 70% of the U.S. Internet population surfs across Tier 1 ad networks, they share a lot of data. Each one reveals likes, demographics, research and media consumption activities, all in real time. This data is then extrapolated from all this information to infer product interests and purchase intents.

Why It Works

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Demographics(Registration)

Interests(Declared)

Behavior(Clickstream)

Interests(Inferred)

Shopping(Research/Transactions)

Search Interests(Keywords)

Campaign Response(View/Click)

Attitudinal(Survey)

Geo-location(IP address, Inferred)

Anonymous Data is Used to Pinpoint an Advertiser’s Most Valuable Prospects

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What is it? Our proprietary technology, leveraging artificial intelligence to discover deep dynamic content on your website.

Inventory Marketing™

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What it does! • Makes your inventory immediately “indexable” for the search engines to crawl and consumers to find

•Inventory pages are highly ranked in Search Engines

• Auto-optimizes your inventory rapidly - no client resources required.

• No need to change your web site - no costly web site redesigns or need to replace your website vendor.

• Delivers a High Return On Investment

Inventory Marketing™

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Inventory Marketing 2 Listings on Page 1! Result: Allows you to control 20% of 1st page results on many searches

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Inventory Marketing 2 Listings on Page 1! Result: Allows you to control 20% of 1st page results on many searches

ADT Out-P

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Widget Conversion Tool

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• The “Widget” tool is highlighted with the yellow outline.

• This tool is completely compatible with any website provider.

• It is a nonint4rusive conversion tool for the dealer.

• The message and design can be completely customized to the brand, to the dealer, and to the message.

CONVERSION IS KEY!

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Widget Conversion Tool

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• The “Widget” is outlined by the yellow box.

• This tool is managed by a timer and pushes the website down when the website is loaded.

• If there is no action by the visitor, the widget will collapse and show the original site.

• The widget gives the dealer another opportunity to show the visitor incentives, specials, or any promotions that are currently available.

CONVERSION IS KEY!

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•Total Clicks

•Total Ad Views

•Cost Per Phone Lead (Free Dynamic Call Tracking)

•Cost Per e-Lead

•Average CPC

•Average CPM

•View Through Conversions

•# of Retargeted Consumers

•R/F Report

Return On Investment Reporting

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Tracking: Traffic Analysis:: TheSearchProgram.com – Enterprise Reporting

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Completely LIVE reporting which allows you to track your visitors and measure your ROI.

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thank you!

Jeff BarnardCorporate Accounts ManagerAuto Dealer [email protected]

CONFIDENTIAL

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Adt Capabilites Presentation Final

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