Analysis of Digital Media Channels & IMC Campaigns Communication 359 Joseph Green 10/22/2013. Search Engine Marketing.
Video : http://www.youtube.com/watch?v=qhdkUYPQ-ew
Used to price online advertisements
Online advertisers will pay Internet Publishers a PPC rate when an ad is clicked onPay-Per-Click
Constant Source of information
Makes Strategic Decisions Based on Facts
Better at Reaching Your Target Audience
Provides Better Word-of-Mouth
Can Increase Conversions MoreUnique characteristics
77% of users surveyed are currently using or evaluating paid search strategies
41% are actively running paid search campaigns
31% of users don't measure their SEM activities at all
Of the ones that do measure, 60% are only measuring basic click-through results and general traffic activity
27% are measuring through to conversion, but only 11% are conducting detailed ROI analysis looking at revenue by search phrase and lifetime valueSearch Engine Marketing ROI
-Use a never ending list of keywords. This ensures that you have an extensive list of keyword information, while adding new keywords to your account's keyword database daily.
-Keep a relevant, exclusive keyword list. Make sure the keywords are highly specific to your business because the information is being pulled from your site.
-Other important factors are relevance, click through rate, better ad position and lower cost.
-If you have an advertisement on Google a quality score is an important factor when determining you’re business’s success.
Keyword Research and Suggestion
Ad Group Creation and Ad Text Authoring
Conversion Rate OptimizationStrategies for an effective marketing campaign
http://www.slideshare.net/BassemGhali/search-engine-marketing-case-studyhttp://www.slideshare.net/BassemGhali/search-engine-marketing-case-studyCase Study: Successful Search Engine Marketing Campaign