1. Advanced Paid Search Marketing Christi Olson Windows Consumer Mktg

2. Introduction Today is all about YOU! Who is here? What was your first online marketing campaign? What do you want to learn today?

3. Agency or In-House SEM mGMT Paid Search Marketing Track:

4. Agency or In-House? Do you need an agency? Choosing an agency Fee structures

5. Do you need an agency? What do you want/need? Are you looking for an agency or a tool set? Will an agency be able to meet your expectations?

6. How to Choose an Agency Define and prioritize your needs before you review solutions Identify a short list of vendors that meet your requirements Check references Don’t just check the names that they give, but use your network to find others that you know who are also using their services Ask for a low priced trial or a test period Negotiate on price

7. Key Requirements Create a matrix of your key requirements for an agency and evaluate the candidates:

8. Pricing Similarly, look at the pricing of the agencies you are evaluating and determine if the costs are inline with your expectations.

9. Agency Pricing – Example 2 Understanding Tiered Fee Structure… and determining the break even points Some agencies negotiate a tiered fee structure. Make sure you get in writing how the agency calculates the fee’s based off of the tiered structure. Make sure you evaluate the pricing structure to find the breakeven point for minimum monthly fee’s.

10. Agency Pricing – Example 2 Understanding Tiered Fee Structure… and determining the break even points Some agencies negotiate a tiered fee structure. Make sure you get in writing how the agency calculates the fee’s based off of the tiered structure.

11. Agency or In-House Key Takeaways Use an agency if you do not have anyone in house with online marketing expertise, or you do not want to spend $ and time training someone. There are good agencies at all price levels However, you usually give up 1:1 time account management w/lower prices Identify and prioritize your needs first Meet with 2-5 agencies that meet those needs Choose based on functionality & price If you are unsure about an agency ask for a 3 month trial period.

12. Testing Methodologies Paid Search Marketing Track:

13. Testing Methodologies A/B vs. Multivariate Testing Planning Getting Started Monitoring & Reporting What’s next?

14. Difference between A/B & Multivariate A/B Testing: Simply comparing one object against another Multivariate Testing: Testing multiple variables simultaneously

15. Difference between A/B & Multivariate A/B Testing: Simply comparing one object against another Multivariate Testing: Testing multiple variables simultaneously

16. A/B Tests Best for: Low to High volume traffic Test the layout and design of a webpage A/B & Multivariate Tests Multivariate Tests Best for: High volume traffic (1,000+ clicks/page views per week) More complex to implement Layout and design stays the same, testing content Change specific parts of the site (headlines, images, copy, logos, footers, etc)

17. 6 Simple Steps for Planning Choose your test page Choose the conversion page Choose the type of test (Multivariate or A/B) Select & Create Content for Experiment Pages Add tracking tags to Experiment Pages Q/A your Experiment Page GO!

18. What should you test? Determine what is the goal of the page? What end action do you want users to take? Is your end action clearly represented on your page? What sections of the page significantly impact a users ability to take that action?

19. What should you test? Determine what is the goal of the page? What end action do you want users to take? Is your end action clearly represented on your page? What sections of the page significantly impact a users ability to take that action?

20. What should you test? Determine what is the goal of the page? What end action do you want users to take? Is your end action clearly represented on your page? What sections of the page significantly impact a users ability to take that action?

21. Windows Landing Page Optimization Test Case Study: Created a custom Search Landing Page to drive users down one of three possible conversion paths: Purchase, Research, & Upgrade. Control Layout Goals: Understand if the layout and design of page could be altered to send more traffic down the conversion funnel. Increase on-page click-thru to 50%

22. Windows Landing Page Optimization Test Case Study: Control Layout Experimental Layout: New Layout showed 89% lift in on-page click-thru Results:

23. Windows Landing Page Optimization Test Next we tested if the location of the pictures influced on page click-thru: Control Layout Experimental Layout: YES! Click-thru saw a 49% lift with new design Results:

24. Measurement & Reporting Don’t get lost in the numbers! Know what you need to look at, ignore the rest Build your own conversion funnel analysis to understand where you are losing people – and how to keep them on the path to conversion Create a forecast for your campaigns Defining quantitative goals in advance give you a measure for success. Change and redefine your goals as your tests become more sophisticated

25. Testing Take-aways Develop a testing schedule Look at least 3 months out Know what to look at, ignore the rest The closer to conversion that you can improve the landing page, the more impact it will have on bottom line Landing page tests are critical Be sure your % breakdowns between the control & experiment pages provide a large enough sample size and confirm your results are statistically significant.

26. Huzzah! Search & Social Workshop Thanks for Attending! Any Final Questions? Christi Olson Huzzah & WOOT Trainer Senior Search Manager, Microsoft 509.869.7545 | ChristiOlson@live.com

27. Appendix

28. A/B Ad Copy Tests A C E G A. Choosing a Computer? Choosing a Computer? Titles Get a PC designed for Work & Play B. Get your Perfect PC Have a good time, anytime, anywhere Microsoft.com/Why-Choose-a-PC C. Get a PC designed for Work & Play Desc. Line 1 A C E H D. Computers for Work & Play Choosing a Computer? Get a PC designed for Work & Play Have a good time, anytime, anywhere E. Have a good time, anytime, anywhere Desc. Line 2 Microsoft.com/PC-vs-Mac F. PCs with Windows 7 do it all! B C E G Get your Perfect PC G. Microsoft.com/Why-Choose-a-PC Get a PC designed for Work & Play Display URL Have a good time, anytime, anywhere H. Microsoft.com/PC-vs-Mac Microsoft.com/Why-Choose-a-PC B C E H Get your Perfect PC Get a PC designed for Work & Play Have a good time, anytime, anywhere Microsoft.com/PC-vs-Mac

29. A/B Ad Copy Tests How many possible combinations can you be testing? Title Description Line 1 A C E G A C E H A D E G A D E H A C F G A C F H A D F G A D F H A E C G A E C H A E D G A E D H A F C G A F C H A F D G A F D H Description Line 2 8 2 4 A. Choosing a Computer? Display URL Titles B. Get your Perfect PC C. Get a PC designed for Work & Play Desc. Line 1 D. Computers for Work & Play E. Have a good time, anytime, anywhere Desc. Line 2 B D F G B C E G B C E H B D E G B D E H B C F G B C F H B D F H B E C G B E C H B E D G B E D H B F C G B C E H B F D G B F D H F. PCs with Windows 7 do it all! 1 6 3 2 G. Microsoft.com/Why-Choose-a-PC Display URL H. Microsoft.com/PC-vs-Mac If you add in Destination URL: 64 combinations