Executive Summary

Perfect Storm Media was founded with a simple goal in mind; to convert advertising expenses into sales commission on completed sales. Since 2005 we have offered a unique “Pay-per-Sale” search marketing solution based on our proprietary technology built to handle the very long-tail of keyword search terms on Google. Aligning our incentives 100% with the interests of our customers is a powerful proposition that has served us well in a fast-changing online advertising world and the evolving Google ecosystem. We have won awards for innovation and outstanding service.

• Global Business Excellence Awards 2012 - Outstanding Product / Service
• Silver Stevie® Award at the International Business Awards 2012 - Most Innovative Company of the Year in Europe

We work with a number of Europe’s top companies, including Littlewoods, Tesco and Amazon, but we are particularly proud of what we have managed to achieve for Seatwave.

Seatwave is Europe’s leading fan-to-fan online ticket exchange. Fans can always get difficult-to-find tickets for concerts, theatre and sporting events on Seatwave.com. At any given time, Seatwave has tickets available for over 2,100 artists playing in more than 1800 venues in 300 cities across 30 countries.

The Christmas period can often be a difficult time for Seatwave as consumers prioritise spending on gifts and family celebrations. Despite this and the current economic climate, in the final months of 2012 we delivered unparalleled return on investment for Seatwave - smashing all our previous sales records for them.

“Perfect Storm have been working with us for over 6 years using their algorithmic system to drive sales via our “long-tail” search queries. Perfect Storm’s sales volumes have always been significant contributors to our overall sales and at a guaranteed % of sale, so risk-free. They really understand the complexity of our search queries, running millions of ads and keywords dynamically for us.” Bernadette Keogh, Seatwave.

Seatwave Set Us The Following Objectives:

• Work alongside their existing in-house pay-per-click search activities to generate as many incremental sales as possible and at the same time assist them in reducing the effective amount that Seatwave pays to Google.
• Manage a pay-per-sale “long-tail” search campaign that automatically generates ads to precisely match all the millions of possible artist/city/venue/date/ticket type combinations.
• Deliver a system that can respond effectively in real time to changes in Seatwave’s inventory, as from one minute to the next, new tickets become available and events sell out.

Why Our Service Is Innovative and Unique:

• WE OFFER A TRUE “PAY-PER-SALE” SEARCH ENGINE MARKETING SOLUTION THAT IS COMPLETELY RISK FREE - We offer a more efficient and transparent alternative to the ‘pay more, get more’ pay-per-click approach.
  • We do not charge any management fees or start-up fees.
  • We cover all the Google Adwords, MSN Bing click costs.
  • Our clients only pay commission on the leads that convert into sales.
• OUR SYSTEM IS HIGHLY AUTOMATED – Typically advertisers will run tens of thousands of keywords with perhaps thousands of ads, while we will run millions of keywords, each with its own unique ad. Our ability to track online and offline sales allows us to develop highly automated processes, optimization technologies and algorithms; all of which are built to control and manage these risks and increase sales for our clients.

Our Approach To Achieve Objectives:

• AD POSITION – We achieve a higher position for our ads because of the more precise match between our ad and the ad text, therefore achieving a higher “Quality Score” in the Google ranking system, and thus superior economics.
• LONG-TAIL FOCUSED - To avoid interference with Seatwave’s existing pay-per-click campaign, the keyword parameters were limited to (non-brand) “long-tail” search terms.
• REAL-TIME INTEGRATION - The Perfect Storm Media system integrates with Seatwave’s inventory in real time to pause, unpause, and create new ads automatically for the thousands of new keyword combinations that come up every day.
• PRECISION - Each of our new ads has ad text to precisely match the artist/country/city/venue/date combination searched for by a user.
• OPTIMISED FOR CONVERSION - Our system analyses all the available metrics and takes a predictive view on which keywords perform better over time and then bids on them appropriately.

Success and ROI

• SEAMLESS INTEGRATION - From the client’s perspective, the system “runs on its own” without any involvement from Seatwave, apart from ensuring that the inventory feeds are sent to us regularly.
• STRIKING NUMBERS - Because our system is highly automated Perfect Storm Media is able to run over 3 million different ads for Seatwave, each with its own ad text, separate keyword bids, and optimal campaign settings.
• SUPERIOR CONVERSION RATES - Conversion rates to sales are much higher for “long-tail” keywords than for more generic keywords that are commonly used. We are able to deliver thousands of converting leads without encroaching on their own internal pay-per-click campaign.
• GUARANTEED COSTS - The commission paid by Seatwave is lower than the commission they pay for their internal “Pay-per-Click” results over the course of the year. Therefore, in addition to generating additional sales we also helped Seatwave reduce their pay-per-click spend by 10-20%.
• UNPARALLELED SALES AND RETURN ON INVESTMENT - We can’t reveal the % commission Seatwave pay us. But we can tell you... In the final months of 2012 we helped Seatwave achieve some of their highest sales ever. Perfect storm single handily generated revenue of £395, 248 in November and £322, 549 in December.





• SUBSTANTIAL INCREMENTAL SALES - Because our campaign was “long-tail” focused, it did not impede on their internal “Pay-per- Click” campaign thereby delivering valuable incremental sales.

A Final Word

We have all heard that saying, ‘I know 50% of my marketing spend is wasted; I just don’t know which 50%’ - we at Perfect Storm believe this is very much true for the Google Adwords market. There is only one future. The future is pay-per-sale where all advertising will be done on a performance basis.