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June 2012

OneSearch Synergy: The Cumulative & Powerful Effect of SEM & SEOA global digital excellence opportunity

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Paid Search

Paid Search

Search Engine Optimization

What is One Search?

A more holistic search strategy designed to own the search engine results page by reaching the optimal paid/organic mix, maximizing conversions while also efficiently investing in PPC

Powerful cumulative performance results from a combined search strategy that maximizes the synergy of SEM and SEO through tactical testing and benchmarking

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The Power of One Search

One Search

PPC

SEO

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Why One Search? One + One = More than Two!

Source: Google “Incremental Clicks Impact Of Search Advertising

Paid search ads increase clicks to your site, even if you have the #1 organic listing on the search results page

A holistic web presence strategy that combines SEM with SEO tactics will ultimately drive more traffic to your site than doing either alone

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Real Wins: Use Case Proof Points

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Real Wins with Honda: Lift in Brand Affinity

What they found:

2.2x lift in aided brand recall when brand is in top SEM and SEO results

Online consumers where 16 % more likely to think of Honda as a fuel efficient car vs. automaker that did not appear on the page

42% more likely to recall Honda if the company appeared in both the top PPC and SEO search results

Side Sponsored

TopSponsored

Top Sponsored & Top Organic

Top OrganicListing

2.2x

1.5x

x

0%

10%

20%

30%

40%

50%

60%

70%

Source: “The Brand Lift of Search” Google/Enquiro SEM/SEO Research

Query: Unbranded (i.e., “fuel efficient cars”)

What they did:

Google tested organic and paid search listing placements for Honda

Honda

Other

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Real Wins with Chevrolet: Conversions up 380%

What we did

• Performics dropped paid positions with a good SEO position to determine if SEO could pick up the slack

What we found:

• SEO traffic did increase, but not enough to offset PPC

What we did:

When SEO ranked well PPC was increased

What we found:

Both channels working together saw dramatic increases across the board

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Real Wins in Retail: Sales Up, Costs DownWhat we found:

Increased Q4 program efficiency Holiday sales increased 7% YoY

Sales on MSN, Yahoo! increased by 133% and 144% YoY

Gained ranking lifts in Google for crucial keywords

Number of relevant links increased by 36%

CPCs down 19%

Click cost down 60%

Sales up 7%

What we did:

Utilizing a combination of SEM and SEO strategies, we drove efficiency across high performing keywords while increasing visibility and relevant traffic for an Internet Retailer 500 brand during the holiday season

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One Search: A Testable Opportunity

Testing to find the optimal paid/organic mix that maximizes conversions while also efficiently spending in SEM is essential to a successful One Search strategy

One Search Value: Testing Opportunity

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One Search Value: A Testing Roadmap

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Goals:• Reach an increasingly broad search

audience• Increase Branding• Lower Cost Per Click• Maximize ROI on competitive

keywords

Test

•Create test and control groups

Measure

•Measure incremental lifts of test performance

Learn

•Apply One Search learning in order to maximize efficiencies & increase ROI

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Thank you!

Appendix

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Why One Search? One + One = More than Two!