adchemy peisong cong, begum erdogan, cyrus pinto ms&e 239

AdChemy

Peisong Cong, Begum Erdogan, Cyrus PintoMS&E 239

Redwood City, CA

Founders: Murthy Nukala

Year begun: 2004

Industry: Business and Financial Services

Product/Service: Technology aimed at helping marketers serve more relevant and effective online ads

Investors: Microsoft, Accenture Technology Ventures, August Capital, etc.

Overview

(WSJ Lists Adchemy in Top 50 Venture Backed Companies - March 12, 2010)

Why so hot?

How Adchemy StartedMurthy Nukala

founded Digital Jones,acquired by Shopping.com

Rajeev Motwani

the late Stanford professor & Google adviser

What were the smartest people

doing now?

Batting for suppliers of online ads, like Google

Let’s do the opposite.

Bat for Ads Buyers!

Improve the relevance of ads to consumers' interests

Why don’t we start a company ?

OK.

How They Do It

Use Customer Intent rather than keywords to decide what ads to be displayed and where the customers to be directed.

Developed technology IntentMap to use Advertisers' Data to create Targeted Search, Brand Ads and relevant Landing Pages on the advertisers’ web sites.

(management consulting, technology services and outsourcing company)

Provide Enterprise-Scale Digital Marketing Technologies, Best-Practice Methodologies, Digital Consulting Services.

Provide qualified Microsoft adCenter customers to use the Adchemy IntentMap technology to improve the profitability and scalability of paid search campaigns on and

Partners

• An alternative to the keyword-based system

• Problem: The bigger the company, the more keywords to manage

• Solution: Grouping millions of keywords into manageable “intents”

• 3 million keywords 3,000 intents

AdChemy IntentMapTM

AdChemy IntentMapTM Video

• http://www.adchemy.com/products/

How does IntentMapTM work?

What does IntentMapTM provide?

Industry Standard:

• Tips for choosing the best keywords– Step 1 : Brainstorm all brand and product names– Step 2 : Taylor Ads for each Keyword– Step 3 : Remove any general words in Keywords

• http://www.youtube.com/watch?v=AJoUEBYIniI

Sample Search

Closing Thoughts

• Adchemy is driving the industry forward• IntentMap works, but within constraints• Adchemy values its privacy

Thank you!

Q&A