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©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.Page 1
Fundamentals for Managing Internal Competition
Matthew GreitzerDirector of Search Marketing, Avenue A | RazorfishAugust 9, 2006
©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.Page 2
Who We Are
Full-service interactive services firm that helps companies use the online channel as a marketing and business tool
Specialized SEM practice
–Paid Search
–Search Engine Optimization
–Paid Inclusion and Feeds
More thank 60 search marketing clients spanning a range of industries
Representative Clients
©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.Page 3
Fundamentals of Managing Internal Competition
1. Build an organization and service structure to support collaboration
2. Implement unified tracking across campaigns
3. Allocate keyword ownership through testing
4. Protect your brand name
• (yes, I’m talking about affiliates)
©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.Page 4
Structure for Success
•Centralized vision for search marketing strategy
•Unified management of campaigns across divisions– Master keyword list
– Keyword allocation
– Competitive bidding conflicts
Central Marketing Team
Business U
nit 3
Business U
nit 4
Business U
nit 1
Business U
nit 2
Business U
nit 5
Business U
nit 6
©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.Page 5
Unified Tracking Platform
•Visibility into interplay between search marketing campaigns
•Unified view of your customers
Business Unit 2 Business Unit 3
Product 1 Product 2 Product 3 Product 1 Product 1 Product 1 Product 2
1-Jan 173 31 0 29 N/A 9 12 58-Jan 3,416 114 2 57 2,682 72 69 28
15-Jan 4,086 106 1 69 3,209 96 51 2522-Jan 2,822 78 2 36 2,144 67 41 1329-Jan 4,734 133 0 72 3,589 121 97 325-Feb 4,564 133 1 100 3,376 117 74 40
12-Feb 3,110 88 1 53 2,240 142 60 2019-Feb 2,232 96 0 49 1,557 97 44 1826-Feb 3,314 145 0 90 2,372 124 65 26Totals 28,451 924 7 555 21,169 845 513 207
Week Beginning
Total Applicatons
Business Unit 1 Business Unit 4
Unified Keyword Report – Quantifies “Halo Effect” of each business unit’s search marketing efforts
©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.Page 6
Allocate Keyword Ownership Through Testing
Case Study: Retailer with multiple business units vying for relevant keywords
– Challenge: How do we assign keywords to the right business unit?
– Solution: Test comparing individual listings with multiple listings
Average CPC
Average Order Volume
Average Cost per Order
One Listing
$0.20 700 $7.19
Both Listings
$0.28 860 $8.81
18% Lower Cost per Order
23% Higher Order Volume
©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.Page 7
Trademark Protection and Affiliates
•All three major search engines offer some form of trademark protection. Use it.
•Restrict affiliates from bidding on your brand name
CPC and Order Volume Pre and Post Affiliate Bidding on Advertiser's Brand Name
$1.72 $1.80
$0.19 $0.13
$0.00
$0.40
$0.80
$1.20
$1.60
$2.00
Week 1 Week 2 Week 3 Week 4
0
100
200
300
400
CPC Sales Volume
•Average CPC Down 91%
•Order Volume up 104%
•Cost per Sale reduced from ~$75.00 to ~$4.00
©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.Page 8
Review: Fundamentals of Managing Internal Competition
1. Build an organization and service structure to support collaboration
2. Implement unified tracking across campaigns
3. Allocate keyword ownership through testing
4. Protect your brand name
©2005 Avenue A/Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A/Razorfish and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.Page 9
Thank You
Matthew GreitzerDirector of Search Marketing, Avenue A | [email protected]
