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© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex
Reach Your Potential Profit By Improving 3 Major Areas
Current Profit Potential ProfitResearch & Planning
CampaignManagement
Analysis & Site Experience
Keyword ResearchDisplay Research
Competitive Analysis
Keywords/NegativesText Ads
Bid ManagementAccount Structure
Landing Pages
ReportingQuantitativeQualitativeCRM/LTV
Niche ToolsTesting & Personalization
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 2© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex
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 3
Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex
The Paid Search Technology Maturity Curve
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 4© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex
Start By Identifying Which Types of Problems Are Holding You Back
• More complete data
• More accurate data
• Simplifying or automating workflow
• Enabling new marketing activities
• Reducing inefficiency
• Improving effectiveness
• Complementing senior staff
• Getting junior staff up to speed
People Process
AnalyticsTechnology
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 5© Copyright 2010 ClickEquations Inc. All Rights Reserved | www.ClickEquations.com
Paid Search Technology LandscapePerformance
Marketing Platforms
Niche Tools
CRM/LTVAnalytics
(Qualitative)Testing &
PersonalizationDisplay
Research
Competitive Analysis
ADVERTISERS
&
AGENCIES
Keyword Research
Analytics (Quantitative)
SEARCHERS
Search Engines
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 6© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex
Task
Channel
Core Competency
Differentiator
© Copyright 2010 ClickEquations Inc. All Rights Reserved | www.ClickEquations.com
Investment in Tools
Maturity
Find Your Place on the Paid Search Technology Maturity Curve
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 7© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex
Pick The Right Tools and EducationBased On Your Place On The Maturity Curve
Stage Task ChannelAll previous tools +
Core CompetencyAll previous tools +
DifferentiatorAll previous tools +
Tools • Google Tools– Analytics– Keyword Tool,– AdWords/Editor– Website Optimizer– Conversion
Optimizer– Ad Planner/
Placement Tool• SEMRush/iSpionage• 4Q by iPerceptions
• Keyword tools• Comp. intelligence
tools• CRM/LTV
• Performance Marketing Platforms
• Testing & personalization
• Qualitative analytics• Quantitative analytics• CRM/LTV
• Niche tools• Home grown tools
Education • Books• Blogs/Social Media• Newsletters
• Conferences• Online Training
•Outside Consultants •You’re educating!
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 8© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex
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 9© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex
43 Paid Search Marketing Tools1. Keyword Research
– Google Keyword Research Tool -https://adwords.google.com/select/KeywordToolExternal
– Wordtracker – www.wordtracker.com– Trellian Keyword Discovery -
http://www.keyworddiscovery.com/– SEO Book Keyword Tool –
http://tools.seobook.com/keyword-tools/seobook/– Wordstream – www.wordstream.com
2. Competitive Analysis1. Compete – www.compete.com2. AdGooRoo – www.adgooroo.com3. SEMRush – www.semrush.com4. The Search Monitor – www.thesearchmonitor.com5. iSpionage – www.ispionage.com
3. Display Research 1. Google Placement Tool – Instructions -
http://clck.it/placement-tool2. DoubleClick Ad Planner –
http://www.google.com/adplanner/3. Web Data Extractor - http://www.webextractor.com/
4. Performance Marketing Platforms• ClickEquations – www.clickequations.com• Kenshoo – www.kenshoo.com• Marin Software – www.marinsoftware.com• Acquisio – www.acquisio.com• AdWords Editor – www.google.com/intl/en/adwordseditor/• adCenter Desktop - http://clck.it/9JbCPS
5. Niche Tools• Mongoose Metrics – www.mongoosemetrics.com• Optimine – www.optimine.com• MarchEx – www.marchex.com• ClearSaleing – www.clearsaleing.com
6. Testing & Personalization• Google Website Optimizer - www.google.com/websiteoptimizer• Omniture Test & Target - http://clck.it/testandtarget• Monetate – www.monetate.com• Sitespect – www.sitespect.com• Ion Interactive – www.ioninteractive.com
7. Analytics – Qualitative• 4Q – http://4q.iperceptions.com• Foresee – www.foreseeresults.com• UserTesting – www.usertesting.com• iPerceptions – www.iperceptions.com• KnowClick – www.knowclick.com
8. Analytics – Quantitative• Adobe by Omniture – www.omniture.com• Unica – www.unica.com• Google Analytics – www.google.com/analytics• Coremetrics – www.coremetrics.com• Webtrends – www.webtrends.com
9. Customer Relationship Management (CRM)/Lifetime Value (LTV)• SalesForce – www.salesforce.com• SAP – www.sap.com• NetSuite – www.netsuite.com• Venda – www.venda.com• Volusion – www.volusion.com
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 10© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
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 createdwith 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 11© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL
ClickEquations – Alex Cohen
www.ClickEquations.com
www.AlexLCohen.com@DigitalAlex
© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 12
Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex
The Paid Search Technology Maturity Curve