promoting and marketing your site module 8: web publishing and maintenance lesson 8

Promoting and Marketing Promoting and Marketing Your SiteYour Site

Module 8: Web Publishing and Maintenance

LESSON 8LESSON 8LESSON 8LESSON 8



Lesson OverviewHow can you promote your Web site?

In this lesson, you will learn: How businesses use sponsored links on search engine results pages How search engines charge for the sponsored links service How a designer can use a Web site to promote or market their site or

another Web site



Guiding Questions How can you promote your Web site using the Internet? How can you use your own site to promote or market other Web sites?



What Are Sponsored Links? A listing of specific Web sites related to search results The owner of a Web site pays the search engine to display the link Search engine targets Web sites to match them to a specific search



Targeting of Sponsored Links Sponsored links are targeted by the keyword entered into the search

engine

Can be country specific



Exploring Country-Specific Sponsored Links Open the Web page www.live.com and complete a search for

“horse.” What sponsored links are listed?

Click on “United States” at the top of the page or the country listed. Now choose Canada from the country listing. What sponsored links are listed?

Click on “Canada” at the top of the page. Now choose Australia from the country listing How do all the sponsored links compare?



Why Do Search Engines Use Sponsored Links? For financial support

The search engine sells the sponsored links using the following systems: Pay-per-click (PPC) Pay-per-impression (PPI) Pay-per-thousand (PPM)



What Do the Pay-Per Systems Mean? Pay-per-click (PPC)

The search engine is paid each time someone clicks on the link to the sponsoring site.

Also used for banner ads Pay-per-impression (PPI)

The search engine is paid a fee for each time an image of the site is displayed to a viewer.

Pay-per-thousand (PPM)

The search engine is paid per thousand images of the site shown to viewers.



Where Can You Learn More About Sponsored Links?

Microsoft Live Search adCenter - http://advertising.microsoft.com/search-advertising?s_int=adcenterlearnmore

Google Adwords - https://adwords.google.com/select/Login Yahoo! Search Marketing -

http://www.search--marketing.com/freepayperclick JumpFly (a service offering all three) - http://jumpfly.com



How Can You Use Your Web Site to Generate Revenue?

There are online resources that match up advertisers with Web sites willing to host advertising

Google Adsense – https://www.google.com/adsense/login/en_US

Yahoo! Publisher Network – http://publisher.yahoo.com Offer similar payment plans as discussed earlier



Assignment Study your notes from Lessons 1 – 8 Quiz during the next meeting over Lessons 1 – 8



Lesson Review

Explain how a search engine can be used to promote your Web site.

What is meant by each of the following:

PPC

PPI

PPM

How can you generate revenue from your Web site without selling a product?

promoting and marketing your site module 8: web publishing and maintenance lesson 8

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