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Search Engine Marketing

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

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Search Engine Marketing

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

  2. 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?

  3. 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 : http://www.youtube.com/watch?v=qhdkUYPQ-ew What is Search Engine Optimization?

  4. Used to price online advertisements Online advertisers will pay Internet Publishers a PPC rate when an ad is clicked on Pay-Per-Click

  5. 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

  6. 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

  7. *SEA

  8. Evolution of SEM

  9. Demographics

  10. Gender

  11. Demographics Contd….

  12. Psychographics

  13. -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. More….. 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

  14. Unsuccessful Campaign

  15. http://www.slideshare.net/BassemGhali/search-engine-marketing-case-studyhttp://www.slideshare.net/BassemGhali/search-engine-marketing-case-study Case Study: Successful Search Engine Marketing Campaign

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