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-oldsIncome: 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