ELITE SEM OVERVIEW SEM & SEO

1. ELITE SEM OVERVIEW SEM & SEO 212.863.9699 zach@elitesem.com Zach Morrison Vice President

2. AGENDA • Introductions • Agency Background • Search Engine Marketing • SEM Strategic Approach • Sample Reporting and Analytics • Search Engine Optimization • Case Studies • Q&A

3. Elite SEM, a ‘Best of Breed‘ Online Marketing Agency • Recognized by Inc. 5000 as one of the fastest growing Search Engine Marketing agencies in the nation. Our qualified team of experts have been executing large scale SEM campaigns since 2004. We are dedicated to our client’s success and value our team as our #1 asset.

4. We have a passion for what we do, our people are unmatched and, most importantly, our results are unequaled Experienced Industry Experts Everyone at Elite SEM is Google Certifiedand an adExcellence Member too Thought Leaders Members of the Elite SEM team are adjunct professors at NYU covering SEM, SEO and all other facets of online marketing OUR PEOPLEANDPROCESS A Great Culture Elite SEM has had cNO employeeturnover since inception in 2004 Hands-on Client Experience Agency Owner also owns a Top 500 Internet Retailer site. We can consult on all areas of online marketing Technology Agnostic We license the best tools on the market for your needs. Our entire team is certified in various tracking tools including Marin, AKQA/SearchRev, AdGooroo and many other industry tools.

5. SEARCH ENGINE Marketing ONLINEMARKETINGSTRATEGY MOBILEAND TABLET Advertising SEARCH ENGINE OptImization SOCIAL MEDIA Marketing ONLINE MEDIA Buying DISPLAY ADS AND Remarketing Elite SEM offers a full-suite ofSearch Engine Marketing and Online Media services

6. We partner with clients of all sizes and across all verticals

7. What sets us apart: A No Risk Proposition We have a 2-day out clause for all clients Your Long Term Partner Google ranked Elite SEM in the 99th percentile for client retention with 95% overall (industry average is 84%) ELITE SEM’S CLIENT-CENTRIC APPROACH Flexible Fee Structure Aligns our interests to achieve a Maximum ROI Full-service Management Elite SEM manages all aspectsof your online marketing campaign from start to finish

8. What sets us apart: ELITE SEM’S CLIENT-CENTRIC APPROACH Our Work is Yours You will own every aspect of your campaign including keyword research and account history We provide 24/7 Support We are a boutique agency set-up to meet your every need Custom Reporting 100% transparency into results Dedicated Google & Bing Support Team Elite SEM’s established relationship with Google & Bing ensures our clients are taken care of with a full support team

9. Our client retention is strong, our growth is healthy In a recent study by Google, Elite SEM outperformed the Peer Group in terms of client retention and acquisition (Peer Group lost 16% vs. Elite’s 5%). $907K $1M $486K

10. Search Engine Marketing Opportunities (“SEM”)

11. We help our customers improve their SEM efficiency and increase their conversion volume (sales/leads) • Google’s Search Engine Results Pages (SERPs) are broken down into three distinct areas, each with their own strategy for obtaining top placement • Our goal is to diversify efforts across services (both on Google’s Home Page and beyond) to achieve the maximum return from your campaign investment

12. The Social Media Networks continue to roll out more Pay-per-click marketing opportunities to reach an extremely targeted audience FACEBOOK ADS Contextually Relevant to Users Interests

13. The Advertising Networks are taking over more real estate on mobile devices and tablets too • MOBILE ADSThe mobile web provides new pay-per-click opportunities to reach your prospects as they ‘walk’. • Text Ads • “Click to Call” • Extensions Ads with Offers • Hyper Local Ads • Seller Ratings • Ad Site links • Location Extensions (Addresses) ELITE SEM A ‘BEST OF BREED‘ ONLINE MARKETING AGENCY

14. We have a core competency in Google Display Advertising Google measured Elite SEM against the largest agencies in the country. Elite SEM was in the top 10% for spending on display, using display for our clients, and remarketing too. We are head and shoulders above the competition for agencies using Display for acquisition versus branding alone. Contextually Targeted Campaigns Placement Targeted Campaigns ELITE SEM A ‘BEST OF BREED‘ ONLINE MARKETING AGENCY Enhanced Online Campaigns Mobile Display Campaigns YouTube Display Campaigns Remarketing Campaigns

15. The Google Display Network pairs your ads with ‘contextually relevant’ content to reach a targeted audience CONTEXTUALLY RELEVANT TEXT ADS (targets finance) CONTEXTUALLY RELEVANT BANNER AD (targets women interested in ‘style’)

16. Remarketing converts ‘lost’ visitors into leads/buyers REMARKETING– CLOSING THE CONVERSION FUNNEL YOUR OBJECTIVES GOOGLE CONTENT NETWORK SOLUTIONS Huge Reach... and Relevancy Pick your Environment Find Your Enthusiasts Close Known Prospects Keyword Contextual Targeting Placement Targeting Interest Category Marketing Remarketing

17. A Sample Remarketing Ads on Google Display Network

18. Our Strategic Approach Search Engine Marketing

19. Our SEM campaigns can be broken down into six distinct phases: CAMPAIGNDISCOVERY ACCOUNTDEVELOPMENT LAUNCH & POSTLAUNCH TASKS ONGOINGOPTIMIZATION & MANAGEMENT EXPANSION& GROWTH BEYONDTHE BASICS

20. Our SEM campaigns can be broken down into six distinct phases: CAMPAIGNDISCOVERY ACCOUNTDEVELOPMENT LAUNCH & POSTLAUNCH TASKS ONGOINGOPTIMIZATION & MANAGEMENT EXPANSION& GROWTH BEYONDTHE BASICS Brand Discovery SessionWe are the experts in SEM and you are the experts on your own brand. We need to learn as much about your business as possible to understand the goals and objectives for this initiative 100-point campaign auditWe will review over 100 points that impact your ongoing, or upcoming campaign to develop the approach we will take to prepare and launch your SEM efforts

21. SEM/AdWords Audit: 100 Point Analysis SCOPE Elite SEM will conduct a Audit Current SEM Efforts by reviewing their current/past Google AdWords & Google Analytics Accounts. Elite SEM Audit will cover 100 different points that when in line with best practices right can lead to the most optimal results across all of your paid search efforts. Executive summary -High Level Key Takeaways -Areas For Improvement -New Opportunities Quick Wins -Settings -Structure -Performance -Reach -New Opportunities Site Statistics -Historical -Last Month -Current Month 100 POINT Analysis outline -Ad Copy -Keyword Management -Account Settings -Ad Groups -Bid Management -Content (Display) Network -Search Misc. -Landing Pages -Tracking -Analytics

22. Our SEM campaigns can be broken down into six distinct phases: CAMPAIGNDISCOVERY ACCOUNTDEVELOPMENT LAUNCH & POSTLAUNCH TASKS ONGOINGOPTIMIZATION & MANAGEMENT EXPANSION& GROWTH BEYONDTHE BASICS Keyword Research and Ad Copy Development Elite SEM will research and develop all relevant keywords for your products and services. Our ‘negative keyword strategy’ blocks ads from appearing on untargeted keywords. Ad Copy is the one opportunity to convert Search Engine users into website visitors. Having a clear call-to-action with a compelling offer is a key piece of the larger initiative. Campaign Strategy Every aspect of the campaign (Paid Search, Display, Remarketing) requires a unique strategy and approach. We use the information from our initial research to establish internal goals and objectives for each facet of the campaign.

23. Keyword research and Ad Copy analysis using online tools:

24. Our SEM campaigns can be broken down into six distinct phases: CAMPAIGNDISCOVERY ACCOUNTDEVELOPMENT LAUNCH & POSTLAUNCH TASKS ONGOINGOPTIMIZATION & MANAGEMENT EXPANSION& GROWTH BEYONDTHE BASICS Campaign Technology We will work with your team to identify the best technology tools (bid management, reporting and tracking) for your needs. Then we will begin to set-up the system for integrating and launching the campaign. Industry and Competitor Analysis Before, and during, your campaign we will constantly analyze and monitor the industry and your direct competitors using the latest research technologies. ELITE SEM A ‘BEST OF BREED‘ ONLINE MARKETING AGENCY

25. Ongoing industry and competitor research ELITE SEM A ‘BEST OF BREED‘ ONLINE MARKETING AGENCY

26. Our SEM campaigns can be broken down into six distinct phases: CAMPAIGNDISCOVERY ACCOUNTDEVELOPMENT LAUNCH & POSTLAUNCH TASKS ONGOINGOPTIMIZATION & MANAGEMENT EXPANSION& GROWTH BEYONDTHE BASICS A‘phased’ launch The audit data, keyword and ad copy strategy, as well as our industry and competitor analysis will dictate the approach for our launch. Every campaign starts out with a ‘test phase’ to gauge results and test our key assumptions. We will make immediate adjustments based on our reporting and analysis to improve initial campaign performance.

27. A typical ‘phased’ launch

28. Our SEM campaigns can be broken down into six distinct phases: CAMPAIGNDISCOVERY ACCOUNTDEVELOPMENT LAUNCH & POSTLAUNCH TASKS ONGOINGOPTIMIZATION & MANAGEMENT EXPANSION& GROWTH BEYONDTHE BASICS Research, Data Analysis, and Reporting We will closely monitor every aspect of the campaign and continue to analyze, research and report on new trends or a series of key campaign activities. Campaign Optimization With the addition of ‘live data’ we can now optimize the campaign to specific goals for ROI.

29. Typical areas for optimization.Using Elite SEM will improve your financial performance and save time Keyword Selection Measuring click-through rates for performance Landing Page Analysis Reviewing Ad Copy for better conversion Landing Page Testing (A-B split testing) Leveraging Traffic Estimates to identify new keyword areas to explore Tracking Keyword Ranking to dictate strategy

30. Our SEM campaigns can be broken down into six distinct phases: CAMPAIGNDISCOVERY ACCOUNTDEVELOPMENT LAUNCH & POSTLAUNCH TASKS ONGOINGOPTIMIZATION & MANAGEMENT EXPANSION& GROWTH BEYONDTHE BASICS Detailed Campaign Review and Ongoing Keyword Expansion As the campaign progresses, we will expand the campaign using additional keywords and strategies that we identify throughout the life of the campaign. We evaluate actual search queries on the engines to determine new keyword opportunities/trends to expand coverage as well as including additional negative keywords to improve account performance.

31. Review of Keywords with Negative Query

32. Our SEM campaigns can be broken down into six distinct phases: CAMPAIGNDISCOVERY ACCOUNTDEVELOPMENT LAUNCH & POSTLAUNCH TASKS ONGOINGOPTIMIZATION & MANAGEMENT EXPANSION& GROWTH BEYONDTHE BASICS Implement new bidding strategies and multi-variant testing Our bidding strategy is tied directly to hitting specific ROI Goal(s) such as Sales, Email Sign Ups, Store Locator, etc. Multi VariateTesting involves adjusting certain variables such as the best time of day to run your ads along with testing different landing pages for specific groups of keywords to improve the ROI from every aspect of the campaign.

33. Beyond the Basics – Detailed and Advanced Optimization Tactics based on the campaign goals for cost metrics OPTIMIZED SEARCH ADVERTISING

34. TECHNOLOGY, Sample Reporting & Analytics

35. SEM Technology & Tracking – A Key To Ongoing Performance At Elite SEM, we are technology agnostic. We work with the most up-to-date technologies and tools on the market for managing our clients campaigns and bidding strategies. These tools include our exclusive bid management system, Search Rev, and other advanced software packages like Marin, DoubleClick and invite media. These tools guide our team to execute on campaign strategies that will maximize sales and acquisition costs for your business while creating efficiencies in managing your campaigns in a fast and effective way. The parameters we set for your campaign derive from an ROI analysis of all your strategies and keywords to ensure your campaign will reach its goals. Once we implement the listing and bidding strategies, the bid management solution we are using will monitor your accounts 24 hours a day and 7 days a week. Each of our dedicated Account Manager are all certified experts in the tools that they use to manage your campaign.

36. Typical reports include an Executive Summary along with performance by Channel (Search/Display/Mobile, etc.) by Product and by Search Engine

37. Search Engine Optimization Our Strategic Approach

38. Maximizing the return from Search Engine Optimization An effective SEO campaign involves executing on a series of strategies and tactics to improve a website’s position in the ‘organic listings’ on Google’s search engine results pages. A ‘complete SEO effort’ includes a process that can be executed individually or in phases: BASIC SEO AUDIT STRATEGY DEVELOPMENT SEO IMPLEMENTATION CONTENT STRATEGY LINK BUILDING

39. BASIC SEO AUDIT STRATEGY DEVELOPMENT SEO IMPLEMENTATION CONTENT STRATEGY LINK BUILDING The SEO Audit is a thorough, ‘under the hood’ look to isolate areas for improvement. Key areas to review include: Preliminary Factors such as: File naming conventions, the ‘site code’, server speed, Page Rank (a Google factor for indexing the pages), Domain History, and more. Sitemap review and implementation: We will ensure you have a ‘sitemap’ that is optimized to provide Google with a clear ‘roadmap’ through your website for Google’s search engine ‘spiders’ to review your website. User issues and Site Composition: How are each are of the page being used to promote SEO effectiveness. Does your website have the proper information in the ‘source code’ for the Search Engines to properly review and index your pages.

40. BASIC SEO AUDIT STRATEGY DEVELOPMENT SEO IMPLEMENTATION CONTENT STRATEGY LINK BUILDING The SEO Audit is a thorough, ‘under the hood’ look to isolate areas for improvement. Key areas to review include: Other ‘off-page’SEO elements: Social Media SEO, Optimized Press Releases, Video Optimization, Image review, Using affiliate programs and blogs. CompetitorInsights An industry overview of how your competitors are using their own links, site content and architecture, strategies, and various SEO tools. We can always learn from the competitor efforts to identify ‘market gaps’ that we can exploit for better results. Audit Deliverables A detailed report (approximately 50 Pages) that will highlight key areas for traffic opportunities and call attention to specific areas of concern & improvement

41. BASIC SEO AUDIT STRATEGY DEVELOPMENT SEO IMPLEMENTATION CONTENT STRATEGY LINK BUILDING After the Audit we prepare a short, and long-term SEO Strategy and execution plan for the campaign: Specific Strategy Recommendations may include: Technical and Meta Creation/Optimizationchanges to the ‘source code’ of the website to improve optimization Keyword Mappingwhat keyword efforts should be directed to what page Body Content Optimizationchanges to the content (written text) to improve optimization Image Optimizations Local Search Improvement & Optimizations

42. BASIC SEO AUDIT STRATEGY DEVELOPMENT SEO IMPLEMENTATION CONTENT STRATEGY LINK BUILDING Implementing our SEO Strategy involves a series of steps to address our finding from the audit and boost the ‘crawability’ (how Google views your website) and ‘indexing’ (how Google ranks your website in their Search Engine Results Pages ‘On page’implementation New Content Creation Blog Creation/Strategy Blog Posts Landing Page Creation Winnable Keywords Internal Linking Optimizations ‘Off Page’strategies Reputation Management Social Linking PR SEO Content Competition Monitoring Monthly Reporting Consulting Hours

43. BASIC SEO AUDIT STRATEGY DEVELOPMENT SEO IMPLEMENTATION CONTENT STRATEGY LINK BUILDING Following the audit and implementation, we will develop and execute on a strategy to build on-site content for the newly optimized website

44. BASIC SEO AUDIT STRATEGY DEVELOPMENT SEO IMPLEMENTATION CONTENT STRATEGY LINK BUILDING A successful linking process strategically places your new and existing website content on blog, websites, and social media properties to increase exposure for the website. As more people read the interesting and relevant content that ‘links back’ to your website. This process will help improve your overall rankings. Businesses must be very careful with their content and inbound linking strategy. Google may severely penalize anyone using, what they determine, are ‘inappropriate’ strategies to ‘game the system.’

45. BASIC SEO AUDIT STRATEGY DEVELOPMENT SEO IMPLEMENTATION CONTENT STRATEGY LINK BUILDING Elite SEM’s link building efforts secure specific pre-qualified links from sources and websites that we manually target and approve. We also generate new links using timely press releases; direct interaction with other ‘related’ websites; and, appropriate social media efforts too.

46. Complementary Services

47. Landing PageTESTING AND OPTIMIZATION ONLINEMARKETINGSTRATEGY Google Analytics SET-UP & MANAGEMENT WebDesign AND DEVELOPMENT In addition to Search Engine Marketing, Elite SEM offers a complementary suite of full-service online marketing services SOCIAL MEDIA Marketing Mobile-FRIENDLY WEB DESIGN SOCIALMEDIA Customization

48. TESTIMONIALS & Case Studies

49. Over the past 4 years Elite SEM has grown our search engine marketing presence across all of our business lines.Every year pushing the boundaries further than expected. We’ve seen significant increases year over year in inquiries & sales, as Elite SEM always provides a proactive approach to managing campaigns. Based on their irreplaceable expertise in the SEM arena our goals have been surpassed and we continue to be surprised with the growth in online presence we’ve seen. — Edmund MackeyDirector Of Digital Strategy, SERVICEMASTER Client since 2008

50. The Holiday season is by far our most crucial time of the year.Comparing November & December of 2010 to 2011, Elite helped us drive 51% more clicks for 5% less spend. The increased click volume combined with improved conversion rates due to more targeted ads and landing pages led to 65% more orders, 48% more revenue, and a 56% increase in ROAS! – ANTHONY MILANOHUGO BOSS Client since 2010