1. Reach Your Potential Profit By
Improving 3 Major Areas
Reporting
Quantitative
Qualitative
CRM/LTV
Niche Tools
Testing & Personalization
Keywords/Negatives
Text Ads
Keyword Research
Bid Management
Display Research
Account Structure
Competitive Analysis
Landing Pages
Current Profit Research & Campaign Analysis & Site Potential Profit
Planning Management Experience
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
2010 @digitalalex 1

2. We Need to Answer 2 Questions
Which problems can tools solve?
When does it make sense to invest in tools?
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
2010 @digitalalex 2

3. The Paid Search
Technology Maturity Curve
Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 3

4. Start By Identifying Which Types of Problems
Are Holding You Back
• Complementing senior staff • Reducing inefficiency
• Getting junior staff up to • Improving effectiveness
speed
People Process
Technology Analytics
• Simplifying or automating • More complete data
workflow • More accurate data
• Enabling new marketing
activities
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
2010 @digitalalex 4

5. Paid Search Technology Landscape
Keyword Performance
Research Marketing Search Engines
Platforms
A
D
V
E
R
T
I S
S E
E Competitive
A
R Analysis
R
S Niche Tools C
& H
E
A R
G S
E
N Display
CRM/LTV
Analytics Analytics
(Qualitative)
Testing &
(Quantitative) Personalization
C Research
I
E
S
© Copyright 2010 ClickEquations Inc. All Rights Reserved |CONFIDENTIAL
© Copyright 2009 ClickEquations Inc. All Rights Reserved www.ClickEquations.com 5

6. Find Your Place on the
Paid Search Technology Maturity Curve
Investment
in Tools
Differentiator
Core
Competency
Channel
Task
© Copyright 2010 ClickEquations Inc. All Rights Reserved | www.ClickEquations.com
Maturity
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
2010 @digitalalex 6

7. Pick The Right Tools and Education
Based On Your Place On The Maturity Curve
Stage Task Channel Core Competency Differentiator
All previous tools + All previous tools + All previous tools +
Tools • Google Tools • Keyword tools • Performance • Niche tools
– Analytics • Comp. intelligence Marketing Platforms • Home grown tools
– Keyword Tool, tools • Testing &
– AdWords/Editor • CRM/LTV personalization
– Website Optimizer • Qualitative analytics
– Conversion • Quantitative analytics
Optimizer • CRM/LTV
– Ad Planner/
Placement Tool
• SEMRush/iSpionage
• 4Q by iPerceptions
Education • Books • Conferences •Outside Consultants •You’re educating!
• Blogs/Social Media • Online Training
• Newsletters
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
2010 @digitalalex 7

8. Moving From Current to Potential Profit
• Prioritize your problems and understand which ones tools can solve
• Focus first on education and improve methodology
• Pick the right tools based on where you fit on the Paid Search
Technology Maturity Curve
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
2010 @digitalalex 8

9. 43 Paid Search Marketing Tools
1. Keyword Research 5. Niche Tools
– Google Keyword Research Tool - • Mongoose Metrics – www.mongoosemetrics.com
https://adwords.google.com/select/KeywordToolExternal • Optimine – www.optimine.com
– Wordtracker – www.wordtracker.com • MarchEx – www.marchex.com
– Trellian Keyword Discovery - • ClearSaleing – www.clearsaleing.com
http://www.keyworddiscovery.com/ 6. Testing & Personalization
– SEO Book Keyword Tool – • Google Website Optimizer - www.google.com/websiteoptimizer
http://tools.seobook.com/keyword-tools/seobook/ • Omniture Test & Target - http://clck.it/testandtarget
– Wordstream – www.wordstream.com • Monetate – www.monetate.com
2. Competitive Analysis • Sitespect – www.sitespect.com
1. Compete – www.compete.com • Ion Interactive – www.ioninteractive.com
2. AdGooRoo – www.adgooroo.com 7. Analytics – Qualitative
3. SEMRush – www.semrush.com • 4Q – http://4q.iperceptions.com
4. The Search Monitor – www.thesearchmonitor.com • Foresee – www.foreseeresults.com
5. iSpionage – www.ispionage.com • UserTesting – www.usertesting.com
3. Display Research • iPerceptions – www.iperceptions.com
1. Google Placement Tool – Instructions - • KnowClick – www.knowclick.com
http://clck.it/placement-tool 8. Analytics – Quantitative
2. DoubleClick Ad Planner – • Adobe by Omniture – www.omniture.com
http://www.google.com/adplanner/ • Unica – www.unica.com
3. Web Data Extractor - http://www.webextractor.com/ • Google Analytics – www.google.com/analytics
4. Performance Marketing Platforms • Coremetrics – www.coremetrics.com
• ClickEquations – www.clickequations.com • Webtrends – www.webtrends.com
• Kenshoo – www.kenshoo.com 9. Customer Relationship Management (CRM)/Lifetime Value (LTV)
• Marin Software – www.marinsoftware.com • SalesForce – www.salesforce.com
• Acquisio – www.acquisio.com • SAP – www.sap.com
• AdWords Editor – www.google.com/intl/en/adwordseditor/ • NetSuite – www.netsuite.com
• adCenter Desktop - http://clck.it/9JbCPS • Venda – www.venda.com
• Volusion – www.volusion.com
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
2010 @digitalalex 9

10. ClickEquations: Intelligent Paid Search Platform
ClickEquations enables you to
manage all aspects of your accounts
more easily
• Campaign management with bulk
editing and easy-to-use optimization
• Powerful bid management created
with experts from the Wharton School
• Best in class analytics for advanced
and automated reporting
• And ClickEquations makes it all
easy through Segments, Adviser,
and Analyst
www.ClickEquations.com | @digitalalex
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
2010 10

11. ClickEquations – Alex Cohen
acohen@clickequations.com www.ClickEquations.com
484-362-1321
@DigitalAlex www.AlexLCohen.com
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 11

12. The Paid Search
Technology Maturity Curve
Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 12