YAHOO! SEARCH MARKETINGAugust 31, 2010

2Yahoo! Search Marketing ©2009 All Rights Reserved

Search in the Philippines What are the Netizens Doing?

Search emerging as the top online activity

63 65 6368

58

77

2 3 1 2 3Rank

Email Messenger Search

2009 2010 2009 2010 2009 2010

1

Past Month Usage (%)

Base: Past month Internet users aged 10+ across National Urban PhilippinesSource: Yahoo!-Nielsen Net Index 2010

30

40

34 35

25

31

37

24 24

31 32 33

27

2224

2927

17

Note: 2009 data is based on Q4 sample while 2010 data is based on 12-month rolling sample

It is not just a Metro Manila Phenomenon

Base: Males and Females aged 10+ across all socio-economic classes in National Urban PhilippinesSource: Nielsen Media Index 2009

Total Luzon Visayas Mindanao

Total Age Gender SEC

The Young and the ‘not-so-young’ driving

this trend

Base: Past month Internet users aged 10+ across National Urban PhilippinesSource: Yahoo!-Nielsen Net Index 2010

Entertainment-related content the key driver

Items searched online (%)

Base: Past month Internet users aged 10+ across National Urban Philippines who have used a search engine in the past monthSource: Yahoo!-Nielsen Net Index 2010

Why Marketers Need to Take Search

Seriously

9/3/2010http://adage.com/searchmarketing/article?article_id=108777 7

Radio

Print

Game Kiosk

Web

TV

Mobile

Search

Why Marketers Need to

Take Search Seriously

TV keyword connections

› Many marketers are still nowhere when it comes to

continuing the conversation with the consumer after

running a branding commercial and remaining top of mind

through the buying cycle.

› Search should be the hub of an integrated advertising

campaign.

• The reason is simple - the Internet is where consumers now go to

research and decide about what products they should buy.

• Laptops share the couch as consumers watch TV, according to

a SIMM study that showed 66.2% of consumers regularly use TV

and the Internet simultaneously

9/3/2010Yahoo! Presentation, Confidential 8

Why Marketers Need to

Take Search Seriously

9/3/2010Yahoo! Presentation, Confidential 9

"Marketers are basically used to a spray-and-pray kind of world ... and hope

it reaches the right audience -- and they are taking the same type of

approach online.“

~ Peter Hershberg, Managing Partner at Reprise Media.

Why Marketers Need to

Take Search Seriously

Connect the dots

› Search agencies state that just a minority of marketing

plans include search media.

• No one has yet estimated how many dollars are lost by not

integrating search, but anecdotally the potential hit to marketers

is huge.

• "The risk to marketers is they do a great job creating interest and

awareness...then someone sees a search and doesn't see your

brand, so they go nowhere.”

9/3/2010Yahoo! Presentation, Confidential 10

Why Marketers Need to

Take Search Seriously

9/3/2010Yahoo! Presentation, Confidential 11

"Search is the place where the consumer connects the dots and, if you are

not there, they will not seek you out online and not engage with you offline.“

~ Cam Balzer, Director of search Strategy, DoubleClick.

Yahoo! Search Marketing?

9/3/2010Yahoo! Presentation, Confidential 12

Yahoo! Search Marketing

•Extensive Reach

•Yahoo! Searchers

•Integration between Search and Display

•Integration between Online and Offline

•Worry-free and personal account servicing

who will develop your search strategy and

optimize your campaign for you!

Yahoo! is #1 across all Age Groups

14

Total 25-64 years 35-44 years 45-54 years

% w

ho h

ave

vis

ite

d t

he s

ite

in

th

e p

ast m

onth

25-34 years 55-64 years

Philippines (P30D Reach %)

Source: Synovate PAX Q4 2008 – Q3 2009 (Base: PAX adults aged 25-64 years with Internet access)

* PAX measures approximately the top 20% of adults aged 25-64 years old

Products Offering

CONTENT

MATCH

PRON 2.0 RON 2.0 MESSENGE

R

SPOTLIGHT

Besides Sponsored Search, we also provide powerful positions for you

to advertise. Free impressions, you pay only when your ads is clicked.

Sponsored Search & Content Match

Tap your consumers at their point

of interest for Sponsored Search

Drive additional targeted leads

under Content Match

Reach customers through articles,

reviews & more

3 Steps to Create Ad

3 simple steps will drive you to the

amazing online advertising channel

•Keywords

•Ads creative (T&Ds)

•Bid and Ad position

Step 1: Select Relevant Keywords

Keywords for air ticket :

ticket 、air ticket、airline、plane

tickets …

Keywords for hotel package:

hotel 、 hostel 、youth hostel 、hotel

offers …

Keywords for car rental:

car rental 、 rent cars 、car for hire …

Keyword Selection Strategy

Core Keywords

e.g.

Travel

Campaign Keywords

e.g. Holiday,

lucky draw,

discounted air tickets

Marginal Keywords

e.g. membership

Core Keywords

Campaign

KeywordsMarginal

Keywords

Step 2: Write and Test Effective Ads

Keywords about

air ticket:

Version B:

Keywords about

hotel package:

Version B:

Version A: • Air France Travel Air Tickets

Air tickets at attractive prices. Book now.

Version A:

Version A:

Version A: • Special Hotel Packages on Hotel Club

Choose from a variety of hotel packages and save up to 60%.

Version A: • Air France – Air Tickets on Offer

Book your air tickets today to enjoy great deals and low prices.

• Hotel Club – Special Hotel Packages Rates

Find great deals and hotel packages for all budgets.

Example: Keywords about air ticket

Set daily spend limit and maximum bid of keywords.

The maximum bid is one of the key factors that will effect the ad ranking.

Step 3: Set Budget

Advertisers pay only when

the listing is clicked

CPC - Click Charging Model

Building Brand Based Relationships

Acquire leads and new customers

Take advantage of one of the largest user bases on the net

Bid Management and Tracking

Campaign Reporting

Dedicated Account ManagementData and Research Resources Industry Expertise

Meet Your

Advertising

Objectives

Campaign

Resources

Industry

Leading

Tools

Searching and ShowingWhy the need to integrate with Display?

Lift vs. Control

Hitting Searchers With Display Ads:

Advertising is most effective when someone is exposed to both search & display advertising

Engagement Search & Display

Lift in Share

of pages viewed↑ 68%

Lift in Share

of Time Spent↑ 66%

Lift in Offline Sales ↑ 89%

Lift in Online Sales ↑ 249%

Maximize The Effectiveness of Online Advertising

Search and Display work better together

comScore, Media Metrix and Ad Network Report, U.S., October 2008

comScore, Media Metrix, U.S., September 2008

•Display is able to create further branding and awareness leading to search

Integrating for better sales

•Working with search and display together will bring about a greater impact on the campaign

Source: Y! research – Close the Loop Dec 2006

– Lift vs. Control

Well SearchedCase studies of success

Finance client ran search ads on

Yahoo! Messenger Spotlight

Objective was to get applications for

the client’s financial product

Results

Within 18 hours, client received over

50 applications from the YM!

Spotlight ads

Finance Client

Telco client wanted to promote the

launch of its latest product

Client ran ads on sponsored search,

including placements on PRON

Results

Client maintained a number 1

ranking in search results during the

campaign period

High CTR of over 4% on keywords

Telco Client

Background

Display campaign pushing for the

budget packages of a local airline

focusing on the following countries:

- PH - ID - VN

- TH - SG - HK

-CN - MC

- 2 week duration in December

Results

41,499 Clicks @ CTR of .27% from

15.3 M Impressions

SEA – 36,288 clicks @.36% CTR

Campaign 1Background

Display campaign creating awareness

for the anniversary of an airline.

Included messages for discounted

tickets, mileage program and special

promos. Markets covered:

- PH - SG - HK

- CN - TH - VN

- US - AU

Results

Total Campaign:

Display – 64,973 Clicks @ .64% CTR

Display - 54,534 clicks @ .85% CTR

Search – 12,570 Clicks @ 5.22% CTR

Campaign 2

More than 40% increase in CTR from previous campaign

Airline Client

Summary

Why do people search?

When do people search?

Who are the searchers?

How much is search volume related to my product/service?

What searchers do after searching keywords?

People are seeking for solutions. Search is driven by demand.

When they need the solution or plan for something.

Doesn’t matter. They are interested in solutions (product/services).

Doesn’t matter. You have to capture all. Every search is precious and

means one person interested in your product/service.

30-40% people click ads in Yahoo.

Searchers find solutions they need. Advertisers get high ROI.

A BIG Yahoo! Thank You!