Agenda

What is search … Today

Who we are

What we do

How we work

Appendix

Increase your digital presence

Hong Kong Market Scene

Case Study

WHAT IS SEARCH … TODAY

Search has become a behavior not a medium

Extra sensory recognitionIncreased targeting and personalization

Cross platform searchSocial graph replacing

link graph

Universal username Hyper-local targeting Rise of analytics Search becoming predictive

Need to Operate as Interconnected Platform

Search Display Mobile Social

Need to Operate as Interconnected Platform

Search Display Mobile Social

WHO WE ARE

Part of An Integrated Network

Creative BrandsMediabrands Specialists Specialist BrandsMediabrands

The Interpublic Group, Inc. (IPG) is a public listed entity on the New York Stock Exchange

Sandbox

Global Footprint, Local Focus

San Francisco

New York

Boston

AtlantaLos Angeles

OSLO

Amsterdam

London

Brussels

Paris

Madrid

Stockholm

Copenhagen

Frankfurt

Milan

Santiago

SAO Paulo

Warsaw

Mumbai

Bangalore

Delhi

Kuala Lampur

Singapore

Sydney

Hong Kong

Tokyo

Beijing

Toronto

• Multi-cultural and local experience

• Flexibility to work with different offices

• Local market insight and intelligence

• Local market skill-set

Our Solution for Leading Brands

Experts in how people seek, share and create content online

Full-service search engine marketing firm

Markets HK Hub Handled

Regional Local

Recognized Industry Leader

2006 Wave Report: “Biggest Break Out Star in Search”

Yahoo! Big Idea Chair 2010, 2011 and 2012

Digital Media Awards 2008 : Best Search Campaign

2006 Agency of the Year: Best Search

Awards

Press

SPEAKING

The reprisemedia Advantage

Single Contact with Regional

Support

Flexible and Scalable

Technology

Global Breadth and Depth

Understanding of your industry

InnovativeSearch

Marketing Strategies

WHAT WE DO

Paid Search Criteria

Paid Search success depends on maximizing the “Quality” of your campaign

Full Campaign Management

Optimization Areas:

Bidding strategy

Keyword buckets

Keyword expansion / deletion

Negative keywords

Match types

Creative Ad Copy

Landing Page

Targeting options

Keyword Performance

Creative Performance

Keyword Variables

Landing Page Variables

Targeting Options

Testing

Alternate Engines and Products

Reprisemedia improve overall campaign quality and performance

Reprise Principles for Search Success

Content

Social

Search

Intent Use search as marketing intelligence

Balance technology and human touch

Integrate data

Flexible in applying common process and technology globally

Continue to innovate

Approach to Search Management

Marketing objectives

DefineArchitecture

Thematic groups

Performance tiers

OptimizePerformance

Testing

Optimization

MaximizeRelevancy

Tailored creative

User experience

RefineBudgeting

Seasonal planning

Promotion spending

Holistic, integrated campaign strategy based on objectives to drive cost-effective results

Drive cost-effective conversions

How we work

Status Check

Constant monitoring of the account to spot

irregularities /opportunities

Adjusting Bids

Bid adjustment policies will be enforced

Query Mining

Locate terms to capitaliseon cheaper CPC’s niche categories which can be

expanded

Negatives

Maintaining quality traffic to the site

Daily

Fortnightly Monthly

LP test

Landing page testing will ensure users are being

placed on the most relevant pages

Ad Testing

Determine what is performing to improve the

click through rate

Trend

Evaluate where opportunities may lie and what portion of budget is

to be allocated

Monitoring

Assists in rationalisingresults and gives an

indication of current share of voice

Appendix

Digital Presence

Maximizing Your Digital Presence

Buying Inventory Buying AudienceVS.

Content as proxy for audience; Demo range;

Content Categories;Flat rate;

% of inventory

For 20% of inventory

Online Users with demonstrated intent

Identity audience target; buy individual impressions at market value on relevant content

Cadreon Display Search

Display + Paid Search = Clout

The campaigning to deliver high volume of impression and reach at a cost effective CPM

The campaigning to deliver high volume of impression and reach at a cost effective CPC. And let the website do the selling.

Online Sales-The campaigning to deliver high volume of impression and reach at a cost effective CPA.

Increasing Brand Effectively

Establish digital audiences and not

assuming environment =

audience

Target key milestone

demographics

Tailored creative to each demographic

Unified analytics platform to build

attribution models

Demographically target mobile users

Multi variatestesting

Hong Kong Market Scene

Four

out of every ten shoppers in Hong Kong expect to make online purchase

(Source: Microsoft Advertising / Aegis Media)

of Hong Kong online users plan to make online purchase on clothing, accessories and shoes

(Source: The Nielsen Company)

25%

of online Hong Kong consumers say they trust online product reviews when they make purchasing decision

(Source: The Nielsen Company)

47%

of Hong Kong shoppers go online to check for store promotions

(Source: Microsoft Advertising / Aegis Media)

40%

Case Study - Langham

12 hotels under our management globally

The Langham, Pasadena

The Langham, Boston

The Langham, London

Langham Place, Hong Kong

The Langham, Yang Tze

The Langham, XinTianDi

The Langham, Yang Tze

The Langham, Hong Kong

Eaton Hotel, Hong Kong

The Langham, Melbourne The Langham,

Auckland

Strategy: Re-structured their campaigns by dividing their

campaigns based on their promotions.

Tested different landing URLs.

Utilized different bid algorithm for each campaign.

Identified and added converting keywords by analyzing path to conversion data.

Results:

Bookings increased by 58%.

Revenue increased by 18%.

25

15

5

80

90

510

15

4045

1 2 3 4 5

Actual Conversion Target Conversion

Increase Conversion Targets by Extending Audience Reach

Index: 7 (2009)

Index: 10 (2010)

Index: 19 (2011)

Q1/09

Q2/09

Q3/09

Q4/09

Q1/10

Q2/10

Q3/10

Q4/10

Q1/11

Reprise Starts

Result - Revenue On the Rise

0

Index: 20

Index: 7 (2009)

Index: 10 (2010)

Index: 19 (2011)

Q1/09

Q2/09

Q3/09

Q4/09

Q1/10

Q2/10

Q3/10

Q4/10

Q1/11

Reprise Starts

0

Index: 20

Result - Revenue On the Rise

Case Study - Microsoft

Objective:

Drive traffic / visits to the 6 products’ key pages

Target audience:

Tech savvy IT decision makers and IT Professionals

Challenge:Derive appropriate search

strategies for the 6 different products as search behaviours for

each product might differ

Solution: Created separate campaigns to ensure

flexible budget management

Utilized long tail keywords (30% of total keywords) to enhance campaign efficiency

Incorporated specific product features and local jargons

Keywords were deep linked to product pages we identified to enhance user experience

Added new ad texts to each ad group based on high performing creatives

Utilized day-parting to pin-point peak conversion periods

Result:The average cost per click for our campaign was

31% below Yahoo! industry benchmark

Thank You