Paid search strategy

1. Paid Search Strategy
Presented by Buck Dossey
3/26/2011

2. 30 Second Intro
Name: Buck Dossey
Home town: Houston, Texas
Spent 3 years at Resolution Media developing paid search strategy
6 years in online media (IAC, Match.com, Yahoo!)
Total Computer Nerd: I love writing code and developing websites in my spare time.
I also love Pivot Tables.
Burnt Orange Blood
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2
Yahoo! Presentation, Confidential

3. Audience Challenge #1:
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What is the earliest story you can remember in your life?

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My Favorite line I remember:
"'When I was working in my laboratory,' Dr. Pasteur said, `I enjoyed the times when I believed in myself. In those days, I didn't always succeed. But even if I didn't, it always felt good to believe that I could.'"

5. Remembered Without Any Help at All
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6. The Point: Being a Great Storyteller Matters in Human Evolution, as well as Your Careers Evolution
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7. Audience Challenge #2:Whats the Best Way to Start a Fight at an Ad Agency?
Ask what the difference is between Strategy and Tactics.

8. Strategy = Why
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Tactics = How

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Success in Paid Search means your client has already approved your strategy.
The key challenge is to communicate your strategyin a way that resonates with the client and will likely* deliver on client goals.

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If you want to have a good strategy, you first have to figure out what your story is.

11. Client Challenge: Sirius XM
High Seasonality 90% in 6 Weeks
Client undergoing a dramatic merger and looked to the agency to cut costs and provide marketing strategy
Challenge: Develop a Paid Search strategy that will not only capture the huge December volume, but will also eliminate overlap between two distinct brands
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12. Strategy Development Process
Independent Research
White board Findings
Idea Pen
Good ideas stand the test of scrutiny
Develop a Visual Hook that Represents the Best of Group Ideas
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13. The Resulting Strategy
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Sirius
XM
Category Terms
Satellite Radio
Satellite Radio
Brand Terms
Sirius
XM Radio

14. The Resulting Strategy
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Combined Funnel
Category Terms
Brand Terms
Rationale
Overlap Category Terms = Cost Savings
15. Brand Terms Preserved

Paid search strategy

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