An Introduction to Google AdSense Sandra Whitney EMEA Manager, AdSense New Strategic Partner Program 8th June, 2010

Agenda

1

Overview

2

User behaviour

3

Solution for Retail

4

Next Steps

5

Success Stories

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Overview

Key Benefits • The smartest technology.

• The largest advertising network.

• Continuous product innovation.

• Account management.

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Successful E-commerce Publishers

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User Behaviour

UK Retail Conversion Rate 3.8% in 2010 Ecommerce site traffic

90%+ of users do not convert

1%-10% of users convert

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From „Next‟ to „Next‟ next

Days 0

next.co.uk

Searches next boots fashion boots uggs

1

next.co.uk instyle additionsdirect.co.uk topshop.co.uk laredoute.co.uk littlewoods.com

uggs topshop next flat boots dolcis

2

littlewoods.com topshop.co.uk next.co.uk

next shoes and boots

uggs miss sixty boots shoes boots next

7

13

Visits

next.co.uk pricerunner.co.uk dorothyperkins.co.uk oli.co.uk asos.com topshop.co.uk next.co.uk kelkoo.co.uk

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From „Next‟ to „Next‟ next

Days 0

next.co.uk

Searches next boots fashion boots uggs

1

next.co.uk instyle additionsdirect.co.uk topshop.co.uk laredoute.co.uk littlewoods.com

uggs topshop next flat boots dolcis

2

littlewoods.com topshop.co.uk next.co.uk

next shoes and boots

uggs miss sixty boots shoes boots next

7

13

Visits

next.co.uk pricerunner.co.uk dorothyperkins.co.uk oli.co.uk asos.com topshop.co.uk next.co.uk kelkoo.co.uk

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Retail Solution

AdSense monetizes non-converting traffic AdSense is the perfect tool to monetize the top of the sales funnel

Ecommerce partners focus on what they do best: Widening the sales funnel, increasing conversion

0

Your core business sales Monitize your post-purchase exiting traffic

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How to target the non-converting traffic? Ads for bottom complimentary Ads at the Ads below content products/services of the listingsexit on typical pages .

Monetizes those users who Monetizes those users at the have seen all the offers and „researching‟ phase were not compelled to of the funnel with related purchase users who have Monetizes products/services purchased and are going to leave anyway Google Confidential and Proprietary

1 3

Two Primary AdSense Products

Adsense for Content Adsense for Search

Targeted to User Search Input

Targeted to Context of Page

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Macy’s – AFS ads example implementation

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Macy’s – AFS ads example implementation

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Laskys – AFC Example

160x600 on top level and product level pages

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Why become an AdSense Strategic Partner?

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2 3 4 5 6

Monetize Unconverted Traffic: Generate new revenue from browsing traffic that doesn‟t naturally convert to sales Offset Your Cost of Advertising: Create a new revenue stream which can then be used to reduce your fixed cost of marketing

Ad controls: Remove major competitors from appearing on your pages, and control the look and feel of your ads

Satisfaction for your users: The user experience is of utmost concern to us. If your users find the ads useful, you win

Flexibility & Simple Implementation: A free product with no lock-in or contracts. Trial AdSense on certain pages, to determine success rate in just one day

Partner Benefits: Account Review, reporting, continual site analysis and optimization, First access to new products and features

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Next Steps

Next Steps • Implementation Phase •

2 - 3 days

•

Decide on where to test and in what formats

• Optimization phase •

4 – 5 weeks

•

Tweaking formats to achieve maximum revenue

• Promotion Phase •

2 – 3 months

•

Promote your site to our larger, big budget advertisers

in

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Success Stories

Hear what E-commerce publishers have to say Case Studies

Directline-Holidays: Used AdSense to monetize exiting traffic

Publisher Quotes “The data invariably shows that traffic will flow to and from websites with similar or exact substitute products. We saw advertising as the obvious way to take control of this situation and benefit from browsing behaviour.” “We‟re very pleased with revenue this is creating for us. It doesn’t appear to have any adverse impact on our profit per visitor which means that we consider all our AdSense revenue as net profit and an entirely new revenue stream.”

“You have the same excellent reporting that you find in AdWords. The entire account interface is focused on providing you with almost any report you could want.” “Try it and test it. It’s easy to set-up and when you do you’ll wish you’d done it sooner…”

Matt Adams – Head of Marketing Directline-Holidays 2008

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Questions?

Appendix

Ad Controls Block unwanted competitors from appearing on your pages - Domain and sub-domain level filtering options - Filter competitors proactively or reactively

Control the look and the feel of your ads - Choose the placement of your ads – above the fold, left sidebar, or below the search results - Choose ad formats from 12 different sizes, and text colors to match your content - Ads that are clicked on can also open in a new window, thus enabling your customers to remain on your site.

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Capitalize on exiting visitors

Traffic acquisition

Search - SEO SEM - Google Adwords Display advertising URL advertising Affiliates Distribution

Search, browse and buy

Searches for items Browses categories Recommendations Transacts

User exits site

URL address bar Search tool bar ADVERTS Closes browser Turns off device

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