© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Measure and Optimize Paid & Organic Search Together Featuring: Adobe SearchCenter+ Conductor Searchlight

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Agenda

1 Paid & Organic Solution Overview

2 Demo

3 Customer Discussion

2

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Presenters Panel

§  Billy Mungovan, Sr. Director, Visitor Acquisition, Adobe

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§  Seth Besmertnik, CEO & co-founder, Conductor

§  Brandon Proctor, Build.com

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Poll: Paid vs. Organic Results

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“62 percent of consumers don't know the difference between paid and organic results.”

— “Search Engine Users” Pew Research Study

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Adobe SearchCenter Manages Over $1 Billion

$1,000MM

$300MM

$100MM

$0

Ad Spend Under Management Adobe SearchCenter

$700MM

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

“I’ve found it annoying that over the years more and more people use SEM to mean paid search,

as if SEM excludes SEO.” — Danny Sullivan

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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

SEM 101: Organic Search vs. Paid Search

Technical process of optimizing your web site

Organic

Auction-based media buying

Paid

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The Problem with Search

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Typical Paid Search guy….

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The Problem with Search

10

Typical SEO guy….

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

“You don’t have paid goals and organic goals – you have Search goals.”

— Josh Palau, razorfish

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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe SearchCenter’s New Approach to SEM

§  Improve share of voice and total conversions from search by optimizing organic and paid search together

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Only Adobe SearchCenter+ Views SEM Holistically

§  Adobe SearchCenter+ SEM strategies: §  Maintain top position for brand terms across

paid and organic §  Automatically increase bids for paid keywords

when competitors gain a higher organic rank §  Automatically decrease bids for paid

keywords when you achieve a high organic rank

§  Optimize bids to achieve a calculated “total conversions” metric

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Use one underlying data set (SiteCatalyst) to make decisions across paid and organic search

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

An Integrated Paid & Organic Solution

SEO WORKFLOW

OPPORTUNITY DISCOVERY

VISIBILITY

SMARTER BID AUTOMATION

Comprehensive Closed Loop Search Marketing Reporting

§  SEO ROI §  SEO Opportunity

§  Traffic §  Share of Search

§  Conversions §  Share of Voice

•  Paid and organic

•  Visits •  Conversions •  Revenue

•  Rank gathering •  Competitive

positioning •  Search volume •  SEO score

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Powering SEO Teams for Over 100 Leading Brands

55+ People - Largest SEO Technology Company in the World

Most Widely Used Enterprise SEO platform

Managing Over $3 billion Worth of SEO Revenue

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

SEO History

SEO Wild West

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

The rise of paid search – companies focus hard

Marketers try SEO with marginal success

Marketing executives realize the “white-space” SEO opportunity

Technology automates paid search

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

26.6 Billion Searches Monthly Across Search Engines 16% YOY

Growth

ComScore 2010

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92% of Search Engine Clicks Originate From Natural Search

ComScore 2010

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Only 8% of Search Spend Goes on Natural Search

ComScore 2010

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78%

18%

4%

Marketing Sherpa 2010

Is SEO more or less important as influencers of business strategy than a year ago?

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

You Competitor

Natural Search is a Zero Sum Game

Investment in SEO required just to maintain position

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

You Competitor

Natural Search is a Zero Sum Game

Reducing investment allows competitors to succeed

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

You Competitor

Natural Search is a Zero Sum Game

Small investments in SEO can have considerable effects

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

0

5 10 15 $

Scale Measure ROI

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Searchlight

Search Engine Competition Discovery

Web Crawling Research

Data Collection

Analysis Outputs Inputs

Inputs Workflow

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+ SEO Cloud

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

SEO Milestones

Success Metrics

Managed SEO Keywords

Search Position

Traffic

Revenue

Adobe Omniture Integration

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Agenda

1 Paid & Organic Solution Overview

2 Demo

3 Customer Discussion

28

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Agenda

1 Paid & Organic Solution Overview

2 Demo

3 Customer Discussion

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

How do you measure paid and organic search today?

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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

How will the Adobe/Conductor solution help your paid search efforts?

31

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

What additional features would you like to see added?

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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Optimizing across SEM channels: Key takeaways

Jointly Optimize Paid & Organic Programs

Use Analytics as the Foundation

Automate paid bids based on paid & organic performance

Increase lift from SEM

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34

See the SEO Cloud in action at the Conductor booth in the main hall or

visit seocloud.com

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Q&A

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