1. Winning Strategies: for Paid Search Sri Sharma. Managing Director 27th April 2010

2. 0 1. Dominate through strategy 02. Fact based decision making 03. Test Test Test

3. Integrated Marketing 1

4. Integrated Marketing Builds awareness and promotes buying Online Channels Organic search Paid Search Display Social Media Email Offline Channels Television Print Radio Direct Mail Outdoor

5. Search & TVAdvertising Search is the vital link between offline and online

6. Approach to Integrated Marketing Understand the offline marketing campaign & objectives Set online Paid Search goals and objectives Model the user journey Integrate planning and scheduling Resonate through messaging Extend reach Multi-channel analysis

7. Offline TV Campaign Brand awareness creation around the X Factor Audience fit targeting Females 16-35 Promote The Perfume Shop brand in conjunction with leading perfume brands Highly specific product targeting and offer driven

8. Approach to Integrated Marketing Understand the offline marketing campaign & objectives Set online Paid Search goals and objectives Model the user journey Integrate planning and scheduling Resonate through messaging Extend reach Multi-channel analysis

10. Approach to Integrated Marketing Understand the offline marketing campaign & objectives Set online Paid Search goals and objectives Model the user journey Integrate planning and scheduling Resonate through messaging Extend reach Multi-channel analysis

11. Standard Integrated

13. Approach to Integrated Marketing Understand the offline marketing campaign & objectives Set online Paid Search goals and objectives Model the user journey Integrate planning and scheduling Resonate through messaging Extend reach Multi-channel analysis

14. Channel Analysis Time of TV ad Impressions Period of Focus

15. “Net Media Planet stand out from the crowd with great PPC strategy and implementation” Results for the client: The Perfume Shop

16. Managing Competitor Threat 2

17. Managing Competitor Threat Drive +15% additional revenue through effective competitor threat strategy and management Monitor competitor activity and automate response Monitor URL hijacking and automate response Insight for competitor strategy

18. BEFORE AFTER

20. Brand Monitoring & Protection Source: Net Media Planet Mercury technology platform

21. Client: Singapore Airlines Challenge 25% reduction in traffic on branded terms Objective Protect the brand and stem competitor leakage Approach Mercury Platform brand monitor and response technology employed to provide email / text alerts and weekend automated positional management. Results Clicks restored to previous levels within 24 hours and technology assures resolution within 30mins of future competitor attack

22. Seasonality & Trend Response 3

23. Seasonality & Trend Response Target the customer with the right products at the right time to drive increased conversion Plan around the seasonal calender Synchronise with promotional calender Recognise trends in the industry or related industries

25. Google insights ‘Summer dresses’ Seasonality

27. Customer Journey Optimisation 1

28. Customer Journey optimisation Analyse the consumer’s journey to improve ROI Analyse the channel journey attribute value Optimise budget allocation Optimise targeting Analyse multichannel Attribute value Optimise budget allocation Optimise focus

29. Insight from the Click Path Lowest conversion rate Lowest days to sale Highest opportunity

30. Results for client: Singapore Airlines Increased brand sales from generic keywords by 23% And some positive feedback: “Net Media Planet are our innovative Paid Search partner and provide great value through their click path analysis insight.”

31. Top 3 Takeaways 0 1. Dominate through strategy 02. Fact based decision making 03. Test Test Test

32. Thank you Do you have any questions? Sri Sharma Managing Director E. sri@netmediaplanet.com T. +44 (0) 203 008 8321 www.netmediaplanet.com