Part 1: The Paid Search Environment and Attribution

ClearSaleing Confidential 2

.

www.clearsaleing.com

Search, Search, Search

ClearSaleing Confidential 3

Running Shoes

Woman’s Nike Shox

$

Nike Shox Turbo

Woman’s Nike Shox

Poll 1: Is even, first, or last attribution the better rule?

Search Search Search Sale

33.33% 33.33% 33.33%

Search Search Search Sale

100% 0% 0%

AA

Search Search Search Sale

0% 0% 100%CC

Poll 1, Agency Responses

14.81%

14.81%

70.37%

A

B

C

Poll 1, B2B Responses

41.67%

50.00%8.33%

A

B

C

Poll 1, B2C Responses

0.00%

33.33%

66.67%

A

B

C

Poll 1, All Responses

9.40%

25.00%

65.60%

A

B

C

Is even, first, or last attribution the better rule?

Is even, first, or last attribution the better rule?

Segmented by Experience level

Q: Do you currently have tracking technology that tracks all ads clicked?

• Yes and it works well

• Yes but could be better

• No

Poll 1, NO

7.14%

7.14%

85.71%

A

B

C

Poll 1, YES WORKS WELL

15.38%

23.08% 61.54% A

B

C

Poll 1, YES, BUT COULD BE BETTER

8.33%

33.33%

58.33%

A

B

C

Branded Search

ClearSaleing Confidential 7

Running Shoes

Woman’s Nike Shox

Finish Line

$

Poll 2: Do Branded Searches deserve credit?

Search Search Branded Search Sale

33.33% 33.33% 33.33%

Search Search Branded Search Sale

50% 50% 0%

AA

BB

Do Branded Searches deserve credit?

Poll 2, Agency Responses

50.00%

50.00%

A

B

Poll 2, B2B Responses

64.29%

35.71%

A

B

Poll 2, B2C Responses

18.18%

81.82%

A

B

Poll 2, All Responses

47.20%52.80%

A

B

Segmented by Experience level

Q: Do you currently have tracking technology that tracks all ads clicked?

3 levels:

• Yes and it works well

• Yes but could be better

• No

Do Branded Searches deserve credit?

Poll 2, YES, COULD BE BETTER

37.50%

62.50%A

B

Poll 2, NO

58.82%

41.18%

A

B

Poll 2, YES, WORKS WELL

76.92%

23.08%

A

B

ClearSaleing Confidential 11

Comparison Shopping Engine with a Branded Search

Finish Line

$

Poll 3: Comparison Shopping Engine with Branded Search

CSE Branded Search

Sale

50% 50%

CSE Branded Search

Sale

100% 0%

AA

BB

Poll 3, Agency Responses

39.39%

60.61% A

B

Poll 3, B2B Responses

35.29%

64.71%A

B

Poll 3, B2C Responses

23.08%

76.92%

A

B

Poll 3, All Responses

36.40%

63.60%A

B

Comparison Shopping Engine with a Branded Search

Poll 3, YES, COULD BE BETTER

25.00%

75.00%

A

B

Poll 3, NO

45.83%54.17%

A

B

Segmented by Experience level

Q: Do you currently have tracking technology that tracks all ads clicked?

3 levels:

• Yes and it works well

• Yes but could be better

• No

Poll 3, YES, WORKS WELL

35.71%

64.29%A

B

Comparison Shopping Engine with a Branded Search

ClearSaleing Confidential 15

Running Shoes

Nike Shox Women’s

$

Nike Shox Women’s

Same search term used more than once

Search X Search Y Search Y Sale

50% 50% 0%

Search X Search Y Search Y Sale

33.33% 33.33% 33.33%

AA

BB

Search X Search Y Search Y Sale

0% 0% 100%

CC

Poll 14: If the same search term is used is that navigational?

If the same search term is used, is that navigational?

Poll 14, Agency Responses

11.11%

51.85%

37.04%

A

B

C

Poll 14, B2B Responses

28.57%

42.86%

28.57%

A

B

C

Poll 14, B2C Responses

9.09%36.36%

54.55%

A

B

C

Poll 14, All Responses

10.50%

45.60%

43.90%

A

B

C

If the same search term is used, is that navigational?

Segmented by Experience level

Q: Do you currently have tracking technology that tracks all ads clicked?

3 levels:

• Yes and it works well

• Yes but could be better

• No

Poll 14, YES, COULD BE BETTER

23.08%23.08%

30.77%

A

B

C

Poll 14, NO0.00%

37.50%

62.50%

A

B

C

Poll 14, YES, WORKS WELL

11.11%

55.56%

33.33%

A

B

C

Attribution Management Forum

» www.attributionmanagement.com

ClearSaleing Confidential 20

.

www.clearsaleing.com