Moderator: Arlene Ang, Regional Managing Director, Publicis Modem Asia Presenters: Reddy Kalluru, Zu

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Moderator Arlene Ang, Regional Managing
Director, Publicis Modem AsiaPresentersReddy
Kalluru, Zuji Robbie Hills, CEO, GroupM Search
Asia Pacific Dr. Matthew McDougall, Group CEO
Executive Chairman, SinoTech GroupLori Sobel,
Head of Sales, Google Southeast Asia
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Discussion Points

• What is a search campaign and why it's important
• Developing Search Campaigns  
• Setting the right guidelines and identifying
  parameters
• Understanding your products and how website
  content affects Search
• Outlining what to measure and track
• Regional benefits and implications in designing a
  search strategy
• The differences between paid and organic search
• Five key steps to get started

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• Internet Advertising was the fastest growing
  category of media spending last year and will
  remain so through 2012
• Search based sales were the key driver of this
  growth
• Global online advertising spend grew 33 to
  US49.5 billion (S68.1 billion) last year
• Total may reach to US 120.4 billion by 2012

The Straits Times Friday, June 20 2008
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Questions

• Developing Search Campaigns
• Q  How is that different in China with Baidu?

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Example

• Baidu's search results, unlike Google's, mix paid
  (or sponsored) results in with organic listings.
• Baidu also offers a separate sponsored listing,
  similar to that of Google.com, with spaces that
  can be rented for a given period
• To rank highly on Baidu a website needs to be in
  the Chinese language and hosted inside China.

Baidu 65 Google (20) Yahoo, Sohu and Sogou
(15)
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Questions

• The differences between paid and organic search
• Q When do we use paid search, when do we use
  organic search?

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• Search Engine Optimization (SEO) is the process
  of creating or adapting web pages so that they
  are easily indexible by Search engine spiders.
• Search Engine Marketing (SEM) is a strategy that
  includes using SEO to be able to get a given page
  to have a high rank within search engine results
  and then to use those results to market a product
  or service.
• SEO and SEM are done for different reasons. SEM
  is by far a much faster- buy keywords. SEO search
  can take some time, especially when only using
  White Hat methods.

SEO and SEM are best done hand-in-hand.
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Questions

• Outlining what to measure and track
• Q What should we track and why? Examples of
  reports templates, what to measure and track

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• Example
• Advertiser has two keywords ('flower delivery'
  and 'fresh flowers') and spends 50 on each. For
  the same 50, the advertiser receives 50 clicks
  for 'flower delivery' and 100 clicks for 'fresh
  flowers'

Based on the data in the table, the keyword
'fresh flowers' seems like the better of the two
because it has a lower average CPC and it leads
to more conversions (sales).
The average profit per sale on the keyword
'flower delivery' is much higher (20) than
'fresh flowers' (5), which justifies the higher
CPC for the keyword 'flower delivery', even in
light of fact that it receives fewer conversions.
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Example

• Examples of reports templates, what to measure
  and track

Any time the Value/cost is greater than 100,
you're making money, and the higher the value,
the more profit you're making. This is powerful
data that can help you optimize
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• Online Offline Marketing Should be Integrated
• Search Should Always Be On
• Test Reiterate
• Invest Internally in Digital
• Leverage Analytical Tools