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"Moderator: Jeffrey K. Rohrs, VP, Agency &amp; Search Marketing, ExactTargetPanelists:\nAnton E, Konikoff, Founder and CEO, Acronym Media\nMatt Greitzer, Director of Search Marketing, Avenue A|Razorfish\nScott Greenberg, SVP, Advertising Services, Marchex\nT. J. Kelley, VP, Marketing, LookSmart\nTom Paraboschi, Director of Advertising Sales and Agency Relations, MIVA\nAnton E. KonikoffHow cool is this to be the final session of the show? So, my name is indeed Anton Konikoff. I run Acronym Media in NYC in the Empire State Bldg (55th floor). What we specialize in is keyword driven marketing. What that is it takes the things we\u2019ve all excelled in as far as marketing and keywords, etc. and applies linguistics and sociology.We all know who the Oligarchs of Paid Search are\u2026 being Russian, I know all about Oligarchs. They tend to be rich, good looking (kinda) and content in exile. The big three (Google, Microsoft and Yahoo) are the oligarchs of Search. You\u2019ll note I didn\u2019t include Ask.com\u2026 how many of you consider Ask to be part of the majors? (few hands). Well, I do, but we can argue about that later. So can you imagine the world without those three (plus Ask)? There wouldn\u2019t be much left.So today, we\u2019re declaring June 5 International Second Tier Search Appreciation Day!In addition to the general second tier engines (miva, kanoodle, mamma, etc), there are also vertical engines like business.com, kayak, superpages, etc. Plus there are the foreign engines like Baidu. So when should we consider using second tier engines?\n\u2022\tLarge budgets and not enough inventories on GYMa\n\u2022\tOpportunity to lower blended cost/conversion\n\u2022\tBrand defense imperatives\n\u2022\tClient/boss insists on diversification\n\u2022\tReally good looking search engine reps.So why do I like 2nd tier engines?\n\u2022\tLower CPC than majors (1 cent)\n\u2022\tBetter and unique positioning\n\u2022\tFewer bidders -&gt; more winners\n\u2022\tDifferent footprint\n\u2022\tTap into niche audience segments\n\u2022\tHigh-touch customer supportShare of paid search budgets\n\u2022\t1% of search market share == $100 million in revenue, $1 billion in market cap \u2013 Don Dodge, Microsoft\n\u2022\tat Acronym, we spend 15% (incl International) Important Considerations\n\u2022\tSecondary engines do not typically offer conversion tracking\n\u2022\tLack of APIs and integration with big management tools \uF0E0 manual reporting and optimization is often necessary\n\u2022\tTypically results are not real time \u2013 could be up to 48 hours delay\n\u2022\tDo not always report on same metricsMore aspects to consider\n\u2022\tFeatures: some do not offer geo-targeting, budget options by campaign, landing page testing and multiple ad copy\n\u2022\tDistribution is not always top-notch\n\u2022\tClick fraud potential is thought to be higher\n\u2022\tNot always clear editorial guidelinesCost-Benefit Analysis\n\u2022\tSpend could be too low to justify effort and time for optimizations\n\u2022\tEvaluate based on campaign needs and imperatives\n\u2022\tLook for an create profitable nichesOptimization Techniques\n\u2022\tSearcher behavior and benchmarks likely to be different from Tier 1\n\u2022\tLaunch with volume words that convert well in GYMa\n\u2022\tTest broader keywords that are too expensive in GYMa\n\u2022\tAd copy MUST be very targeted to pre-qualify visitors (tight ad roups)\n\u2022\tTest, test, test\t\n\u2022\tMonitor query-driven v. contextual\n\u2022\tNegatives for Sites/Keywords\n\u2022\tDedicated landing pages?\n\u2022\tShare conversion data, ask vendors for help w/ optimizationSummarize\n\u2022\tTreat Tier 2 as a serious channel, not just a supplement\n\u2022\tMake very few assumptions\n\u2022\tTest, the invest\n\u2022\tRun cost/benefit analysis\n\u2022\tEngage users\nMatt Greitzer\n\t\nI\u2019m going to go through pretty quickly 5 or 10 things and a few of the things Anton talked about.2nd Tier Spending\n\u2022\tWe spent last year (06) $151,000,000\no\tOf that, considerably less than 1% went to 2nd Tier engines2nd Tier Challenges\n\u2022\tOperation Barriers \u2013 bid management tools and other software aren\u2019t always compatible with the second tier engines.\n\u2022\tQuality Issues, Quality Perceptions \u2013 We see very good quality off of 2nd tier engines, but there\u2019s a perception out there that the 2nd tiers are lesser quality and less desirable.\n\u2022\tLow volume \u2013 Do your c/b analysis. Is the amount of benefit you\u2019re going to get from working w/ a second tier engine going to be worth the extra 2-4 hours a week you\u2019ll be spending on it?Success Stories \u2013 Travel Client\n\u2022\tUsed 2nd Tier engines in the past w/o success\n\u2022\tRe-launched in Q1 07 on Miva and Enhance\n\u2022\tDriving to a targeted landing page\n\u2022\tBenefiting from CPCs 50% lower than other engines\n\u2022\tDrive more volume than MSN, and a more efficient cost per lead.Success Stories from Vertical Search\n\u2022\tB2B\no\tBusiness.com (tech, travel)\no\tIndustry Brains (Financial Services)\n\u2022\tTravel \u2013 Trip Advisor\n\u2022\tRetail \u2013 Shopzilla, Pricegrabber, NexTag, Shopping.com\no\t10%-20% incremental volume\no\tFeed management\nScott Greenberg\n\t\nSo with a raise of hands, how many people in here are working with second tier engines? (half dozen hands) Are you experiencing success?Quick Overview of Marchex Search Marketing1.\tPay Per Click Network\n2.\tContextual Network\n3.\tSearch Marketing ServicesMarchex PPC Differentiators\n1.\tFocus on traffic quality\na.\tOur won websites plus top distribution partners\nb.\tUnbilled clicks at 10%-12%\ni.\t(Industry standard: Google 5-10%, Yahoo 10-15%)(Spends a lot of time explaning the history of Marchex, how they got to where they are today, and what they\u2019re rolling out at the end of the month.)\nT. J. KelleyThe LookSmart PPC Network consists of ISPs, Niche Publishers, Mainstream Publishers, Niche Search Sites, LookSmart Consumer Sites, Web Portals, Toolbars, and Meta Search Sites.So I\u2019d like to focus on these three: Niche Publishers, Mainstream Publishers and Niche Search Sites to show you how we\u2019re going about growing our traffic and increasing exposure for our advertisers.(Shows a graph of LookSmart Search Queries for One Day)On our Technology and Services\u2026 our platform is scalable and handles millions of queries a day, and we combine that with our customer support, SEM services, campaign tracking, etc.Tom ParaboschiI\u2019m going to go over a little about what we\u2019re seeing in the industry.PPC beyond the majors \u2013 why do it?\n\u2022\tReach people where they spend the majority of their time online\n\u2022\tIncrease branding potential\n\u2022\tExtend online reach\n\u2022\tCircumnavigate inventory issues\n\u2022\tLow cost of entryQuality not quantity focus\n\u2022\tDrive for vertical specific traffic\nPPC beyond pure acquisition\n\u2022\tSEM used to support PR\n\u2022\tATL integration\nMany advertisers priced out of search network\u2026 and yet reservations still remain\u2026.Vertical transition through the Precision Network\n\u2022\tVertically focused PPC\n\u2022\tSpans 18 specific business categories\n\u2022\tLower volume, higher value leads\n\u2022\tDeveloped in response to advertiser demand\n\u2022\tROI\n\u2022\tFocused\n\u2022\tNow out of betaCase Studies: True.com\nObjectives\nIncrease membership for leading US dating site and help drive brand awarenessStrategy\nPrecision Network campaign developed for the \u2018dating\u2019 vertical. Mix of brand, generic, specific and seasonally focuses keywords.Results\u2026 (pulled the slide down before I could get the text).  Tom emailed us his presentation, you can download it here."^^<http://www.w3.org/2001/XMLSchema#string>
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