1. Paid Search Strategy Presented by Buck Dossey 3/26/2011

2. 30 Second Intro Name: Buck Dossey Home town: Houston, Texas Spent 3 years at Resolution Media developing paid search strategy 6 years in online media (IAC, Match.com, Yahoo!) Total Computer Nerd: I love writing code and developing websites in my spare time. I also love Pivot Tables. Burnt Orange Blood 3/24/2011 2 Yahoo! Presentation, Confidential

3. Audience Challenge #1: 3/24/2011 3 Yahoo! Presentation, Confidential What is the earliest story you can remember in your life?

4. 3/24/2011 4 Yahoo! Presentation, Confidential My Favorite line I remember: "'When I was working in my laboratory,' Dr. Pasteur said, `I enjoyed the times when I believed in myself. In those days, I didn't always succeed. But even if I didn't, it always felt good to believe that I could.'"

5. Remembered Without Any Help at All… 3/24/2011 5 Yahoo! Presentation, Confidential

6. The Point: Being a Great Storyteller Matters in Human Evolution, as well as Your Career’s Evolution 3/24/2011 6 Yahoo! Presentation, Confidential

7. Audience Challenge #2:What’s the Best Way to Start a Fight at an Ad Agency? Ask what the difference is between Strategy and Tactics.

8. Strategy = Why 3/24/2011 8 Yahoo! Presentation, Confidential Tactics = How

9. 3/24/2011 9 Yahoo! Presentation, Confidential Success in Paid Search means your client has already approved your strategy. The key challenge is to communicate your strategyin a way that resonates with the client and will likely* deliver on client goals.

10. 3/24/2011 10 Yahoo! Presentation, Confidential If you want to have a good strategy, you first have to figure out what your story is.

11. Client Challenge: Sirius XM High Seasonality – 90% in 6 Weeks Client undergoing a dramatic merger and looked to the agency to cut costs and provide marketing strategy Challenge: Develop a Paid Search strategy that will not only capture the huge December volume, but will also eliminate overlap between two distinct brands 3/24/2011 11 Yahoo! Presentation, Confidential

12. Strategy Development Process Independent Research White board Findings “Idea Pen” Good ideas stand the test of scrutiny Develop a Visual Hook that Represents the Best of Group Ideas 3/24/2011 12 Yahoo! Presentation, Confidential

13. The Resulting Strategy 3/24/2011 13 Yahoo! Presentation, Confidential Sirius XM Category Terms “Satellite Radio” “Satellite Radio” Brand Terms “Sirius” “XM Radio”

16. Forcefully drive down market CPCs by lowering bids in both accounts

17. Brand Terms

18. Dominate Search Results pages with multiple ads and multiple domains

19. Housekeeping

20. Clean up accounts

22. Research Tools – Yahoo! 3/24/2011 17 Yahoo! Presentation, Confidential Clues.Yahoo.com

23. Research Tools - Microsoft 3/24/2011 18 Yahoo! Presentation, Confidential Microsoft Advertiser Intelligence Microsoft Ad Labs

24. Research Tools - Google 3/24/2011 19 Yahoo! Presentation, Confidential Insights for Search / Trends Keyword Tool

25. Competitive Tools 3/24/2011 20 Yahoo! Presentation, Confidential SpyFu.com Compete.com

26. 5 Tips for Writing Effective Creative 3/24/2011 21 Yahoo! Presentation, Confidential 1.) Leverage your brand name 2.) Push value propositions 3.) Leverage Psychological cues in Display URLs 4.) Relevance to Keyword – Be careful with broad match 5.) Test and Learn – use even rotation to test which ads have the highest CTR

27. Effective Creative Writing 3/24/2011 Yahoo! Presentation, Confidential Keyword: Free Checking Account 1.) Leverage brand name 2.) Push value proposition 3.) Leverage Psychological cues in Display URLs 4.) Relevance to Keyword – Be careful with broad match 5.) Test and Learn – use even rotation to test which ads have the highest CTR

28. Tools for Efficiency 3/24/2011 23 Yahoo! Presentation, Confidential Google Adwords Editor Microsoft Advertising adCenter Desktop

29. Bid Strategies Third-Party Tools like Dart and Kenshoo offer significant advantages to automate bidding Unrealistic goals will kill your campaign. Use with Caution 3/24/2011 24 Yahoo! Presentation, Confidential

30. Results Dramatically lowered category CPCs Met client goal Cost Per Radio efficiency metric Happy Client during turbulent times Established Client Trust during highly turbulent holiday season 3/24/2011 25 Yahoo! Presentation, Confidential

31. Search is Media, Too It’s not just keywords, creative, and landing pages The Full media planning cycle applies Warm up to the devil’s advocates Tell a Great Story first, the tactics will follow 3/24/2011 26 Yahoo! Presentation, Confidential

32. Parting Thoughts Focus on creating a great story first Tactical plan will flow easily once your story is solid Copy the best creative writers, then do it better Use the tools at your disposal – most are free and will make life easier 3/24/2011 27 Yahoo! Presentation, Confidential

33. Q&A 3/24/2011 28 Yahoo! Presentation, Confidential