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SEARCH ENGINE MARKETING
Analysis of Digital Media Channels & IMC CampaignsCommunication 359
Joseph Green10/22/2013
WHAT IS SEARCH ENGINE MARKETING?
Wikipedia's definition: "A form 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 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 : http://www.youtube.com/watch?v=qhdkUYPQ-ew
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
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
*SEA
EVOLUTION OF SEM
DEMOGRAPHICS
GENDER
DEMOGRAPHICS CONTD….
Google Demographics
Age: 18-29 year-olds
Income: Household income of $90,000 or greater
Education: College graduate and above
Gender: Not much of a statistical difference between men and women and men
PSYCHOGRAPHICS
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.
More….. 1. Web Analytics2. Keyword Research and Suggestion3. Keyword Grouping4. Ad Group Creation and Ad Text Authoring5. Campaign Publishing6. Conversion Rate Optimization
UNSUCCESSFUL CAMPAIGN
CASE STUDY: SUCCESSFUL SEARCH ENGINE MARKETING CAMPAIGN
http://www.slideshare.net/BassemGhali/search-engine-marketing-case-study