1. Holiday 2010 eCommerce Advertising Survival Guide October 7, 2010 1:00 PM – 2:00 PM (EDT)

2. Who We Are Who We Are Clickable provides a complete, custom solution that makes online advertising across Google, Yahoo, Bing and Facebook Simple, Instant and Profitable™. Peter Chun Senior Director, Clickable Solutions Max Kalehoff Clickable Vice President of Marketing 10/7/10 2

3. Thought Starters What do tough economic conditions mean for online marketing? What role should online advertising play during this uncertainholiday period? What are the best online advertising strategies to drive profitability in these conditions? What are the key watch-outs in a more competitive retail environment? What’s the long-term outlook for online advertising? 10/7/10 3

4. Mixed Holiday Sentiment “Consumers are doing OK, they are not retrenching, but neither are they splurging. This sets us up for a better holiday-shopping season than the past few years. The recovery is on track, but remains lackluster.” - Sal Guatieri, senior economist at BMO Capital Markets Inc. 10/7/10 4 Source: Bloomberg, October 2010

5. Confidence Reflecting Reality 10/7/10 5 Source: Conference Board via CNN Money (2010)

6. Recession Hits Retail Sales 10/7/10 6 Source: U.S. Commerce Department via TheAtlantic (2010)

7. Online Retail Trend 10/7/10 7 Source: comScore (2010)

8. Online Retail Forecast 10/7/10 8 Source: Forrester Research via TechCrunch, March 2010

9. Online Influences Everything 10/7/10 9 Source: Forrester Research via TechCrunch, March 2010

10. 2010 Holiday Retail Forecast $852 Billion (+2%) “Consumers' discretionary funds have dwindled as households remain focused on reducing debt and increasing their savings, while banks continue to limit access to credit and stimulus checks have run out.” - Deloitte Chief Economist Carl Steidtmann 10/7/10 10 Source: Deloitte, September 2010

11. Role Of Search In Shopping 10/7/10 11 Source: PowerReviews 2010 Social Shopping Trends

12. Thrift Looms 10/7/10 12 Source: comScore State Of The U.S. Online Retail Economy 2010

13. Free Shipping, Discounts & Coupons Still Reign Source: Google/OTX State of Shopping, May 2010

14. Timing Is Everything 2009 Holiday Season Online Retail: $27 Billion Nov 26 Thanksgiving $318M Nov 27 Black Friday $595M Dec 14 Green Monday $854M Nov 30 Cyber Monday $887M Dec 15 Green Tuesday $913M Market Share of U.S. Visits To Top 500 Retail Sites 10/7/10 14 Source: Experian Hitwise Holiday 2010 Marketer Report andcomScore News Release

15. How Can You Survive & Thrive This Holiday Season? 10/7/10 15

16. Plan With a Calendar Thanksgiving Black Friday -----------------10% off & Free Shipping Over $50 ------------------- Cyber Monday Sales ---------------- Automatic Free Shipping, $25 off of $150 Minimum ---------------------- Weekend Before Christmas -------Green Monday Sales ------- Last Day: Overnight Shipping Christmas

18. Diversify where you are showing your ads to maximize ROAS or CPA.

19. Continue to find new audiences for your product.

20. Activate campaigns across Yahoo!, Bing and Facebook.

23. Deliver messaging about your brand to connect with target audiences.

24. Engagement & Community Building: Build Fans.

25. Cultivate fans to interact with, drive loyalty, and “like” you.

26. Direct Response: Performance Advertising.

27. Invest in targeted media in order to drive a specific conversion.10/7/10 19

29. What separates you from your competition?

30. Now rephrase that into 70 characters.

31. Write one sentence as to why you are better than your competitors.

32. Create multiple versions.

34. There are different ways to market your value.

35. Customers still love free shipping (upgraded shipping).

36. Include Coupon codes in the Ad Copy.

37. Make sure you include any last minute shipping dates.

39. Do your products have universal SKU’s?

40. Coupon searches increase 38% during the holidays, so incorporate deals and offers.

41. Use Search Query Reports weekly to find targeted traffic and block out unwanted traffic.

42. Maximize Match Types.

44. Do you historically sell certain products faster than others?

45. Be Agile; Create a campaign focused on top sellers for easy management.

46. Have a plan in case you run out of inventory:

47. Create negative keywords to filter non-converting traffic.

48. Create “Other product suggestions” landing pages.

51. Be Found: Activate Campaigns across new networks

52. Go Search and Social.

53. Stand Out & Be a Marketer: Be clear what your value proposition is and be creative writing ads.

54. Coupons, Discounts and Free Shipping still reign.

55. Pre-build Ad Copy in advance and get in the habit of Pausing/Unpausing vs. Create/Delete.

56. Leverage Search Query Reports to maximize traffic.