This is my presentation that I gave at the MarketingSherpa B2B Lead Gen Summit on Oct 27, 2008

1. Optimizing SEM Strategies from Keyword to Conversion Gary Ware, Web Marketing Manager Overland Storage Monday, October 27, 2008

5. Over 500% lift

6. Seeking continual improvement

7. Optimize campaigns, ad groups and keywords… before during optimized today campaigns 6 15 10 10 ad groups 19 98 69 69 keywords 657 776 523 523 conversion rate .45% 2.47% 3.72% 5.60% avg cost per conversion $309.97 $125.60

9. 4 Takeaways

10. 1. More specific landing pages

11. 2. Match the experience to the search

12. 3. Self-segmentation after the click

13. 4. Keep on testing

14. Optimization Examples

25. Created lot of new landing experiences

26. Created lot of new landing experiences

27. Created lot of new landing experiences

28. Created lot of new landing experiences

29. Created lot of new landing experiences

30. Created lot of new landing experiences

31. Created lot of new landing experiences

32. Created lot of new landing experiences

33. Created lot of new landing experiences

34. Created lot of new landing experiences

35. Created lot of new landing experiences

39. What’s next What’s next Goal: 10% conversion Tighter feedback loops from sales Improve conversion quality Greater interactivity on landing experiences