1. Affiliate Summit East 2010
Uncovering Advanced Paid Search Strategies
Allen Hammock
Director, LookSmart

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Company Overview
LookSmart at a Glance
PPC Search Advertising Network
Search Pioneer: Founded in 1997; IPO in 1999; Ad Network since 2003
Headquartered in San Francisco;represented in New York City and London
NASDAQ (LOOK)
Employees: 70
3. Keyword PPC Search: Market Structure & Opportunity
What is a Search Ad Network?
Keyword Based

PPC Auction

4. Qualified UsersNon-Proprietary Traffic

Syndicated networks

5. No owned-and-operated search engine 6. Monetize traffic that doesnt originate on Big 3 search enginesHighly diverse Traffic Types, Origins, Performance and Value

Intentional: search boxes, toolbars, domain navigation

7. Contextual: web pages, email messages, social media8/12/2010
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8. Keyword PPC Search: Market Structure & Opportunity
Non-Proprietary Search - An Important Part of a Diversified Online Ad Campaign
Source:Based on IDC, March 2009
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9. Keyword PPC Search: Market Structure & Opportunity
How Does Search Fit In?
Versus Display Networks?

Higher effective CPM

10. Targeting advantage, for now 11. Display is adapting (retargeting)Versus CPA Networks?

Higher volume potential

12. Risk shifted to buyer 13. Competing based on CPC, not based on deliveryVersus SEO/Organic Strategies?

Never choose between SEO and SEM

14. Enhance your SEO through SEM 15. Measure the combined effectiveness8/12/2010
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Keyword PPC Search: Market Structure & Opportunity
Where is the Traffic Coming From?

Small Publishers and Search Sites

17. Domains 18. Networks 19. Contextual 20. Email 21. Social