Listen as George Michie of RKG discusses online marketing and the future of search.

1. RKG | Rimm-Kaufman Group
Paid Search SEO Social Media
MULTICHANNEL
ATTRIBUTION
Attribution CSEs Display

3. Online Marketing: What’s New?
> Search: trend data, ad formats, and more
> Devices: the challenge and opportunities
> Social Media: the spreading influence
> Personalization: the future?
> Measuring Success: more important than ever
> What’s New at RKG?

4. Paid Search Q1 Benchmarks
> Non-Brand Paid Search
• Ad Spend up 29%, Ad Clicks up 32%, CPC down 2%
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5. Paid Search Q1 Benchmarks
> Non-Brand Click-Through Rate
• Up 25% Year over Year
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6. Paid Search Q1 Benchmarks
> Google Share Increasing
• Controls 84% of clicks, 85% of spend
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7. Paid Search Q1 Benchmarks
> Bing Non-Brand Volume Declines…
…But traffic quality improves.
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8. PLAs have become hugely important
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9. Paid Search Q1 Benchmarks
> Google Product Listing Ads
• PLAs made up 11% of Google clicks, but at an 18%
lower CPC
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10. Organic Search Q1 Benchmarks
> Not Provided Query Level Rises to 21%
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11. Organic Search Q1 Benchmarks
> Engine Share
Google increased its lead in Q1 taking a 76% share
of visits.
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12. Organic Search Q1 Benchmarks
> Keyword Growth Despite (not provided) Impact
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13. Online Marketing: What’s New?
> Search: trend data, ad formats, and more
> Devices: the challenge and opportunities
> Social Media: the spreading influence
> Personalization: the future?
> Measuring Success: more important than ever
> What’s New at RKG?

14. Organic Search Q1 Benchmarks
> Mobile Trends
• Mobile share hit 12% in Q1.
• Bounce rates for mobile run 10-20% higher than Desktop.
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15. Paid Search Q1 Benchmarks
> Mobile Performance
• Mobile accounted for 13% of Q1 clicks
• Google held a 91% share of mobile clicks
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16. The Device Matters
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17. Tablet DNA
> 80% of usage 6 – 9 PM
> 95% of usage over wifi
> Higher traffic value than
desktop/laptop
> Lower cpcs by position
than desktop/laptop
> Huge range of ad formats
> iPad > Kindle Fire
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18. Smartphone DNA
> Significant traffic
> 1/3 Local Intent
> Poor ecom conversion
> Apps pose tracking
challenge
> Drives people to stores
> Drives people in stores to
Amazon
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19. CSS versus M. versus Apps?
> Apps can be powerful
customer retention tools
> Apps are problematic for
new customers
> M. seems a mixed bag
> Google seems to be
betting on smart rendering
“60 % of major brands do not have an
acceptable mobile experience”
-- Jason Spero
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20. Online Marketing: What’s New?
> Search: trend data, ad formats, and more
> Devices: the challenge and opportunities
> Social Media: the spreading influence
> Personalization: the future?
> Measuring Success: more important than ever
> What’s New at RKG?

21. Who wants to be a Billionaire?
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22. Organic Search Q1 Benchmarks
> Traffic from Top Social Domains
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27. “New Girl” on Google
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28. “New Girl” on Bing
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29. Social Impacts on Search
> Increased CTR for liked pages – images
help => Improved Quality Score
> Increased trust therefore conversion rates
after the click, conceivably.
> Organic Search: Social signals replacing
or augmenting links?
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30. Online Marketing: What’s New?
> Search: trend data, ad formats, and more
> Devices: the challenge and opportunities
> Social Media: the spreading influence
> Personalization: the future?
> Measuring Success: more important than ever
> What’s New at RKG?

31. The Goal of Search Engines
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32. It’s really about personalization
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33. Is this the Ultimate Search Engine?
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34. Online Marketing: What’s New?
> Search: trend data, ad formats, and more
> Devices: the challenge and opportunities
> Social Media: the spreading influence
> Personalization: the future?
> Measuring Success: more important than ever
> What’s New at RKG?

35. Better Success Metrics
Cost of Value of
Traffic Traffic
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36. What is Value?
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37. What is Value?
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38. All Orders are Not Equally Valuable
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39. Margin Rates Vary
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40. Return Rates Vary
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41. Customer Lifetime Value Varies
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42. All Leads Aren’t Created Equal
> “Cheap Car Insurance”
> “Car Insurance”
> “Lexus Insurance”
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43. Online isn’t the Whole Picture
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44. Last Touch vs Proper Attribution
Paid
Search
Organic
Brand
Search
Affiliate
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45. Diminishing Marginal Returns
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46. Averages Can Be Deceiving
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47. Incremental View is Scary
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48. Profit Maximization View
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49. Marginal Analysis
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50. Average ROI <> Incremental ROI
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51. Online Marketing: What’s New?
> Search: trend data, ad formats, and more
> Devices: the challenge and opportunities
> Social Media: the spreading influence
> Personalization: the future?
> Measuring Success: more important than ever
> What’s New at RKG?

52. We’re Growing!
> Top 10
Globally
> Gaining
Share
> Technology
Advantage
> Expanding
Services
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53. Great Partnerships with the Engines
Google’s Product Team on Partnering with RKG:
"Quite balanced and very
knowledgeable indeed. It is great to
work with such a savvy team."
"This is a fantastic blog post. They
really get what we're trying to do
with this feature, and all their
commentary and analysis of what it
can and can't do, and how to think
about using it today, I think is spot
on. In other words, it's a typical RKG
blog post. " http://www.youtube.com/watch?v=eAJ6TnXmAUw
Google Interviews RKG on DSA Experience
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54. Marketing Keeps Getting Harder
Paid Search SEO
Comparison Shopping
Affiliates Conversion Optimization
Display Ads
Banner Ads
Display Retargeting
Email
Social Media
Portal Placements Devices/ mobile sites/Ads
In Apps
Marketing Mix?
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56. RKG | Rimm-Kaufman Group
Paid Search SEO Social Media
MULTICHANNEL
ATTRIBUTION
Attribution CSEs Display

57. RKG Acquired AudetteMedia
> SEOs Highly Regarded…by Google!!!
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58. CSEs: Proactive Management
> RKG can drive results quickly and sustainably across
multiple engines with a proactive approach.
Engine Revenue by Month
$16,000
$14,000
$12,000
$10,000 Google
Sales
$8,000 Shopzilla
$6,000 Amazon
Google YOY Growth
$4,000
$14,000
$2,000
$12,000
$-
$10,000
$8,000
Sales
1 year prior
$6,000 RKG
RKG took over management $4,000
in July 2011 $2,000
$0
December January
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59. CSEs: Proactive Management
RKG management began in July 2011
58% increase in YOY revenue, Jul-Dec 2011
92% increase in YOY revenue, Q4 2011
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60. Performance Display Results
“The overall results were
extremely positive; the initial test
revealed a 123% lift in conversion
rates for the Lane Bryant vs.
control ads. The campaign
generated thousands of
additional orders within our ROI
target.“
Chris Kobus
Former Online Marketing Manager
Charming Direct
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61. Display Success
> RKG continues to optimize a client’s Display campaigns,
increasing sales while delivering at a sustainable A/S.
Site Targeting
2.00% 5.0
1.50% 4.0
3.0
1.00%
2.0
0.50% 1.0
0.00% 0.0
Month 1 Month 2 Month 3
ROAS CTR CR
Retargeting
4.00% 12.0
10.0
3.00%
8.0
2.00% 6.0
4.0
1.00%
2.0
0.00% 0.0
Month 1 Month 2 Month 3
ROAS CTR CR
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62. Social Media Awareness Success
4100large scale e-commerce retailer
A fans added in 6 days
Impressions seen of any content
leveraging social ads to amplify the
reach of a national contest: associated with brand during
Fans generate an enormous amount of content. Weekly active user-ship remains
steady following promotion. contest
1500000
1000000
Daily Total
500000 Impressions
0
1 3 5 7 9 11 13 15 17 19
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63. Thank you for your business!
>Q&A
> George Michie
> gmichie@rimmkaufman.com
> (434) 970-1010 x 108
> @georgemichie1
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