Let's take a trip back into time to around March of 2007 during the launch of RAY-BAN's NEVER HIDE campaign. Persuading The Marketing Director of Ray-Ban to Invest in Search Engine Marketing.

1. Search Engine Marketing FOR

2. 2 What is the SEM Channel about? The search result position is also important for B2B partnerships. Companies frequently view your position on search engine results pages in order to determine your potential as a possible business partner. While referral traffic has its limits in optimizing a site, SEM strategy can be unlimited which explains why some companies spend 80% of their advertising budget on Google Adwords Campaign alone. In 2004, Neilson/Net Ratings shared strong brand recall for companies who attained listings at or near the top of a results page. These companies are portrayed to be industry leaders and often get clicked on more by users than their competitors holding a lower position on the search engine results page .

3. 3 SO WHY

4. 4 Google’s search engine maintains 65% of the search market share in many markets . Just like the campaign: “NEVER HIDE,” but become available to the traffic and the exposure that Google has to offer!

5. 5 SEM will help you achieve your banding goals. We know that in this campaign, brand equity is extremely important. In 2008 according to iProspect Blended Research Results Study , about 39% of search engine users believe that the companies whose websites are returned among the top search results are the leaders in their field.

6. Basic SEM Assessment of Ray-Ban 6 If a potential client is willing to buy sunglasses and type “sunglasses” in Google UK, you will see the following: As we can notice, only Ray-ban’s competitors appear in the sponsored links. The SEM strategy consist in buy Adwords, words linked to Ray-ban’s industry, like sunglasses, fashion, cheap, designer, etc. So each person who will type one of these Adwords we have bought and will see a Ray-Ban advertising appear on the left side of the page results.

7. What are the benefits of Investing in a SEM channel? 7 > Efficient and cost effective : People using Google are actively searching so it permits to reach interested people directly in a segmented market. You control how much you want to spend base on your budget. > Easy to use : Thanks to several tools like analytics and performer, it is possible to follow and measure the evolution of each Adword and adapt you company’s strategy to it. “ The strange thing about SEM is that it’s a bit like “anti-marketing”. You don’t bother people: they find you when they’re ready to look into a subject.” Andrew Goodman SEM Complements your Digital Brand Awareness Campaign >Establish your brand as a leader by being on the top page of search results pages. >Buying keywords related to your brand and products will attract high traffic to your website and increase your brand awareness (NEVER HIDE). >Brings consumers a few steps closer in making a purchase.

8. SEM Campaign Costs 8

9. Thank You! For more information contact us @ Carlton Bennett Jr. [email_address] Anne Camile Bianchi-Mirasole [email_address] 19 REFERENCES http://www.nielsen-online.com/pr/pr_040318.pdf iProspect Blended Search Results Study, April 2008 Copyright© 2008 iProspect.com, Inc. | All Rights Reserved | 800.522.1152 | interest@iprospect.com | www.iprospect.com