analysis of digital media channels imc campaigns communication 359 joseph green 10 22 2013 n.
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Search Engine Marketing

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Analysis of Digital Media Channels & IMC Campaigns Communication 359 Joseph Green 10/22/2013. Search Engine Marketing.

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Presentation Transcript
what is search engine marketing

Wikipedia's definition: "Aform of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising."

    • Buying traffic through paid search listings
    • PPC Pay Per Click
    • Cost Effective
    • Non-organic
  • Google AdWords is a platform to SEM-Shows Advertisements
  • Bing
  • Yahoo
What is Search Engine Marketing?
what is search engine optimization

Wikipedia’s definition: "The process of affecting the visibility of a website or a web page in a search engine's 'natural' or un-paid ('organic') search results.“

    • Organic in nature
    • Keywords are critical and allow the display of the most relevant results.
    • More likely to be on top of search results

Video :

What is Search Engine Optimization?
pay per click

Used to price online advertisements

Online advertisers will pay Internet Publishers a PPC rate when an ad is clicked on

unique characteristics

More Measureable

Constant Source of information

Makes Strategic Decisions Based on Facts

Better at Reaching Your Target Audience

Provides Better Word-of-Mouth

Can Increase Conversions More

Unique characteristics
search engine marketing roi

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 value

Search Engine Marketing ROI
strategies for an effective marketing campaign

-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.


Web Analytics

Keyword Research and Suggestion

Keyword Grouping

Ad Group Creation and Ad Text Authoring

Campaign Publishing

Conversion Rate Optimization

Strategies for an effective marketing campaign