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Approach: ROI focus for Generic KW GA Site engagement focus for Brand KW Results: ERS – 38% Revenue + 20% Av CPC – 10%

We firmly believe every keyword has a role to play whether it delivers direct ROI or site engagement. DoubleClick Search has driven fantastic results with its market leading capability to optimise to Google Analytics metrics. -Paul Kasamias, Flybe Search Performance Director, Starcom UK Google confidential