INTERNETSEM – SEO and AD-Servers

Comunicaciones Integradas de Mercadeo

Presentation by: Casper Jul NielsenDaniela Peter

3rd November 2010

Introduction

Agenda

SEM – and SEO1

AD-SERVERS2

Return on Investment3

Explanation of Search Engine Marketing (SEM) and Search Engine Optimization (SEO)

What is SEM?

What is SEO?• Part of Online-Marketing

• Promoting websites by increasing their visibility

• Use of SEO, paid advertisements

• Aspects of SEM that are not considered to be SEO:

• Paid Inclusion • Traditional Ads • Pay-Per-Click (PPC) Advertising

• Expression to create better placement on Search engine

search engines will assign a good rank to the site for specific search terms • Improving visibility of a

web page in search engines via “natural” and “unpaid” search result

• Optimizing webpage

1

2

Source: www.online-marketing-solutions.com

What is AD-SERVERS ??

• Server or Software used for measuring success for online advertisement • Places advertisement on different websides

• Companies provide software to websides:

count clicks/ visitors monitor progress of different advertising campaigns plan and control campaigns choose the ads that will

make the website or advertiser most money

Source: www.en.wikipedia.org/wiki/Ad_serving

Google accounts for 57% of total AdServer market share

Source: www.seekingalpha.com/article/113716-google-s-total-ad-server-market-share-a-dominant-57 UU= unique users

.

What is Return in Investment (ROI) ??

Return on Investment

ROI = (Gain from Investment – Cost of Investment) Cost of Investment

= % or ratio

ROI Formula

Source: www.investopedia.com/terms/r/returnoninvestment.asp

Definitionregarding

SEO

• The amount of money an advertiser earns from their ads compared to the amount of money the advertiser spends on their ads

• Performance measure used to evaluate efficiency

Example of Return on Investment

│ slide 8

100 new visitors per day x 20% new customers = 20 new customers

20 new customers x $10 (spending) = $ 200 per day

$200 per day x 30 days = $ 6,000 per month

Acquiring new customers through SEO

??

SEO is all about bringing in more visitors, and turning visitors into customers!

Now let us assume you will spend $ 2,000 in a month for SEO services.

Source: www.neostead.com/internet-marketing/cost-vs-roi.htm

??

$2,000 out of $6,000 = one third of your profits for SEO

THANK YOU VERY MUCH FOR YOUR ATTENCION!!!

Presentation by: Casper Jul NielsenDaniela Peter

3rd November 2010