Search Marketing Panel PPC SEO for Subscription Sites

Search Marketing Panel: PPC & SEO for Subscription Sites in 2007 More data on this topic available from: : Katie Davis Director of Marketing Citrix Systems, Inc. Monday, May 7, 2007

More data on this topic available from: : © 2007 Marketing. Sherpa, Inc. This

More data on this topic available from: : How do you get to the

Build Your Rank Inspire everyone else to talk about and link to you, e. g. , PR Ø Wait. Or plan ahead. Ø Launched Go. To. Webinar pre-site § Higher ranking out of the gate § More data on this topic available from: : © 2007 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 4

Lower Ad. Words Cost Ø Provide compelling and relevant content § Google Quality Score determined by: Your clickthrough rate (CTR) • Relevance of your ad text, keyword, and landing page • § More data on this topic available from: : Rely Less on Affiliates: Help them add value or $10 Max CPCs will drive them off the results page Web Site Optimizer © 2007 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 5

Yahoo Says “Me Too!” Ø Panama: An ad serving platform closely resembling Google Ad. Words More data on this topic available from: : © 2007 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 6

PPC Campaign Management More data on this topic available from: : © 2007 Marketing.

Keyword Research Branded Terms Growing Your Tail Conversions Competitor Terms Industry Specific Terms • Specialized keywords that appeal to a small number of people, thus searched only a few times a day • Searchers in the long tail represent the most qualified Misspellings Vertical Specific Terms Phrase Match Terms Niche Terms More data on this topic available from: : High Volume/Highly Qualified © 2007 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. Low Volume Keywords 8

Landing Page Development Conducted A/B split test of 2 landing pages using paid search traffic for a defined set of keywords Ø The Test LP included a dynamic headline – that would vary depending on the keyword Ø Examples: Ø § More data on this topic available from: : Ø Keyword: “Remote Email Check” … Headline: “Check Email Remotely with Go. To. My. PC” Test LP produced an 8. 5% higher ratio of New Visits to Registrations versus the Control (97% confidence) © 2007 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 9

Dynamic Text Based on Keyword Raises Conversions Test Dynamic Headline Landing Page Control Landing Page More data on this topic available from: : © 2007 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 10

Google Trends for Market Research & Media Buying More data on this topic available

Other Cool Tools Ø Google Position Preference § Learn how your media performs by position – then set the position preference to save time & energy Ø Google Webmaster Tool Used to guide organic search updates § Provides a detailed report of how your site is crawled, linked, etc. § More data on this topic available from: : © 2007 Marketing. Sherpa, Inc. This presentation is not for distribution. Thank you. 12