Search Engine Marketing & Online

AdvertisingJuan Raul Relloso

Ateneo de Naga UniversityJanuary 27, 2014

Objectives

Search Engine Marketing

Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through optimization and advertising

Why high rankings are important?

•Most people don’t read through the entire pages of search results•Others don’t even bother to scroll down•So if you want to be seen – and get clicks- you have to rank in the top five or ten…

How are they ranked?

• Own particular algorithm for ranking pages• For Google, there are three primary components to its results rankings:

1) Text analysis. Google looks not only for matching words on a web page, but also how those words are used.

2) Links and link text. Google then looks at the link (and the text for those links) on the web page, making sure that they link to pages that are relevant to the searcher’s query.

3) PageRank. It determines a page’s importance by counting the number of other pages that link to a page, the higher that page’s PageRank-and the higher it will appear in the search results.

How SEM and SEO work?

•They don’t accept money for placement.•You can’t just buy your way to the top.• If you have the right content and site design, users searching for a given topic will see your website among the top search results.

How SEM and SEO work?

• A typical search takes less than half a second to complete• The searching takes place on the search engine site’s own web servers.• Database of web pages are maintained by search engines, it holds billions of individual pages.

ONLINE ADVERTISING

It is a paid display of promotional message – online.

TARGETED PLACEMENT

When you are advertising online, you place your ad on a web page.

IMPROVED TRACKINGYou can track when an ad is clicked. This ability to track ad results clearly distinguishes online advertising from its offline brethren.

EFFICIENCY OF INVESTMENTThe combination of relevant placement and improved tracking makes online advertising a much more efficient investment than other types of advertising.

Different Payment Models• Cost-per-Thousand (CPM) – Pay a certain price to get your ad in front

of a thousand eyeballs.• Cost-per-Click (CPC) – The advertisers pays only when a user clicks on

ad. • Cost-per-Action (CPA) – “Commission model” Payment is typically in

the form of a commission or percentage of the final sales price.• Cost-per-Order (CPO) – Pay a set fee for the completion of a

customer order resulting from a click to your ad.• Cost-per-Lead (CPL) – Pays the host site for the acquisition of

customer names or contact information.

Types of Online Ads

• Text Ads. The text ads typically consist of three or four short lines of text but no images.• Display Ads. They are the visual opposite of text ads-ads that display

images, animation, and even videos. • Interstitial Ads. It appears between web pages-that is, in the

transition from one page to another.• Pop-Up Ads. Appears in a small window that pop up over the user’s

main window

End of Presentation