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Search Marketing SolutionsBoost your presence, build your brand
What We Do.
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ADLIFT CONFIDENTIAL
Search Engine Optimization (SEO) Search Engine Marketing (SEM) Social Media Optimization (SMO)
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Internet Market OverviewIn 2009, there were over 200 Million Internet users in the US & over 1 Billion users in the world.
Source: comScore 2009
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Market Opportunity: Online Ad SpendingSearch Advertising is growing at 30-35% YoY
U.S. ONLINE ADVERTISNG SPENDINGBY FORMAT 2007 TO 2012 (BILLIONS)
$7.15 $8.93$12.43 $14.05 $15.74
$8.81
$11.19
$13.65
$16.11
$18.52
$20.56
$3.75
$4.21
$4.63
$5.00
$5.40
$2.67
$3.04
$3.41
$3.79
$10.72
$3.30
$1.95
$2.30
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
2007 2008 2009 2010 2011 2012
Lead Generations/E-mail
Classifieds
Search
Display
Source: eMArketer August 2008 5
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US Search Spend Growth
TOTAL U. S. PAID SEARCH ADVERTISING REVENUES 2006 TO 2011(BILLIONS AND % CHANGE)
$8.60$11.76
$19.10
$23.63$26.79
$15.52
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
2006 2007 2008 2009 2010 2011
47.2%
36.8%
31.9%
23.1%
23.7%
13.4%
Note: compound annual growth rate (CAGR = 22.8%; includes paid click, paid inclusion and contextualSource: JPG Morgan and Company reports, “Nothing But Net,” provided to eMarketer, January 2, 2008
| Source: eMarketer March 2008 6
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US Search Audience
Searches/Mo 14.3 billion
YOY Growth 33%
Unique Searchers 258 million
| Source: comScore qSearch Data March ‘09 7
ADLIFT CONFIDENTIAL
Web Search Competitive Landscape
Google has a majority of Search market share.
| Source: comScore MediaMetrix qSearch (Share of Indian Searches, June ‘08) 8
ADLIFT CONFIDENTIAL
Search Engine Optimization
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What is Search Engine Optimization (SEO)?
Search Engine Optimization (SEO) is manipulating website content to appear higher in the natural rankings within a search engine results page.
• Goal: Increase traffic from natural search results
• Science: It’s an algorithm
• Art: Algorithm’s a secret …& it’s about consumer demand
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Search Engine Optimization“Organic” or “Natural” Results
PPCPay-per-click advertising
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Search Engine Optimization: Ranking Effectiveness
3. 10%
4. 4%
5. 5%
6. 3%
2. 13%
1. 56%
Going from position #6 to #1 can lead to a 20x increase in traffic
Source: Cornell University Eye-Tracking Analysis of SE Users’ Behavior
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% of Clicks
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SEO Process
SEO Strategy
On Page Optimization
Off Page Optimization
Keyword Analysis
Post Campaign Optimization/Tracking
Competitive Analysis
Site Analysis
Development Implementation
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ADLIFT CONFIDENTIAL
Search Engine Marketing
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ADLIFT CONFIDENTIAL
What is SEM, Why Do it?
The process of buying and managing a paid advertising campaign on a search engine. It involves selecting targeted keywords, writing ads, allocating a budget, and analyzing performance
1. Medium for acquiring traffic
2. Additional source of revenue
3. Brand Recognition
4. Increase visibility to non-SEO friendly pages
5. Low cost / Cost effective Ad vehicle
6. Measurability
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ADLIFT CONFIDENTIAL
Search Engine Marketing: What is involved?
1. Finding keywords2. Bidding on keywords3. Writing ads4. Picking landing pages5. Optimizing landing pages6. SEM Operations7. Measuring performance8. Adjusting bids
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Sponsored Listing
ADLIFT CONFIDENTIAL
SEM Process
SEM Strategy
Optimized Ad Creation
Keyword Selection
Ad Copy optimization
Budget Optimization
Bid Optimization
Post Campaign Optimization/Tracking
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ADLIFT CONFIDENTIAL
Social Media Optimization
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Generation of◦ Customers◦ Leads◦ Fans◦ Followers◦ Buzz◦ Revenue
Quality Traffic Generation◦ The long-tail effect (niche power!)◦ Improves User stickiness
SEO Benefits Reputation/Brand Management Enlargement of Targeted Segment Improve your products/services (feedback)
What can SMO do for your business?
The Social Media Landscape
Case Studies
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4Moles.com - Asia’s 1st golf community site
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The Challenge• 4moles was a new site with very little search engine traffic.• Drive traffic for high quality keywords in the golf vertical (very competitive)
The Plan• Get site SEO friendly• Aggressive vertical specific link-building strategy• Frequent and proactive optimization recommendations.
The Results• First page ranking for 2 competitive keywords.
• “golf news” – Rank #6• “golf courses india” – Rank #8
• 30% increase in traffic within 4 weeks
Traffic Comparison: Before & After
CastleWave – Leading Internet Marketing Agency
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The Challenge• CastleWave’s client - 1fastfoodcoupon.com - is an arbitrage model website – where driving “free” traffic was critical toits business model. Before we started, the website did not have solid web presence and legitimacy that competitors had.• Drive traffic for high quality and high conversion keywordsThe Plan• Get site SEO friendly by creating title and meta tags, sitemap, broken link analysis, and duplicate content analysis. • Aggressive link-building strategy. An increase of in-bound links helped the 1fastfoodcoupon.com site to steadily improve keyword rank until a first page ranking was achieved.• AdLift uses only white-hat practices, ensuring that 1fastfoodcoupons.com rank improvements are search engine approved.
The Results• First page ranking for 4 competitive keywords.
•“fast food coupons” – Rank on Google #2•“taco bell coupons” - Rank on Google #7
• 500% increase in traffic• 24.5 % increase in conversions• Ranks achieved in 45 days
Traffic Comparison: Before & After
Who We Are
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AdLift – About Us
Founded in 2009, AdLift provides niche search marketing solutions -
AdLift enables websites to “boost their presence, and build their brand” with a ROI driven - cost effective strategy that quite simply – works!
AdLift has assembled a world-class team that combines deep industry and operational expertise. AdLift is made up of experienced and committed professionals who were previously with Yahoo!, AT&T and IAC.
In the first months of its inception, AdLift has partnered with some of Asia’s largest web brands including – Komli, VuClip.com, Gaadi.com, 4Moles.com and USA’s leading digital marketing firms including CastleWave and VisiSeek
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AdLift – Our Services
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AnalyticsLog File Analysis / ReportingClick-stream AnalysisCampaign Conversion
TrackingTechnology Integration
Site OptimizationSite ReviewNavigation & Usability DesignApplication DesignLanding Page Optimization
Social Media Optimization
Campaign Planning & StrategyCreative Design & Execution
Search Engine Optimization (SEO)Site Analysis & ConsultingSite Optimization Link BuildingWebsite Ranking & Reporting
Pay Per Click Advertising (PPC)Keyword Research / BuyingBid / Budget ManagementProgram OptimizationCopy Writing / Translation
Affiliate MarketingCampaign Planning & OptimizationAffiliate Program Management Detailed Reporting / Analysis
AdLift – Team
Vivek Pahwa, Co-Founder
Founded DesiMartini (India’s first Social Networking site) in 2006. Sold to HT Media for $10M USD
Named Asia’s best young entrepreneur 2008 by Business Week
Founded a slew of niche websites which grew to become category leaderso Gaadi.com – India’s #2 Auto Portalo SecondShaadi.com - India's #1 site for people looking for a Second
Marriage
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Source: 1 - http://www.startupdunia.com/india-social-networking/ht-media-acquires-desimartini-a-few-thoughts-738 2 - http://www.businessweek.com/globalbiz/content/oct2008/gb20081031_996033.htm
AdLift –Team (Cont.)
Prashant Puri, Co-Founder
Developed IACs(InterActiveCorp’s) first Search Engine Optimization Tool in 2004
Launched AT&T Interactive’s multi-million dollar search marketing campaign in 2007
Spearheaded a team that launched Yahoo! Next generation display advertising platform (APT) in 2008
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The Partnerships.
“SitaGita Ltd, owner of one of India’s oldest women’s portals, SitaGita.com – has partnered with two companies Accentium Web Pvt Ltd” BusinessWeek
“Think cars or bikes. Think Gaadi - a one stop shop for all the information that you would require before getting a car” Startup Diary
“AdLift already works with ViziSense, an audience measurement product from Komli, India’s leading Ad Network, and with 4moles.com – India’s first serious Golfing community site. AdLift is also working with a number of US based publishers” financial express
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Our Clients
AdLift – Our Clients
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• India’s largest growing ad network• Owned by Pubmatic – leading ad network in the US
• India’s first Audience Measurement Platform
• Industries leading digital marketing agency
• Asia’s 1st Social Golfing Website
• India’s #2 Auto Portal
• US’s leading provider of assisted living services
Thank You
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