PROS:

* Clicks are Free

* Most People Click on Top Organic Links

CONS:* Takes Time to See Results

* Limited Control

* Clicks are Free but SEO efforts are Not

PROS:* Immediate Results

* Total Control of How and Where Displayed

* Can Test and Change Daily

CONS:* Costs Money Each Time Someone

Clicks

* Very Competitive

* Need Knowledge to Avoid Wasted Spending

Pay-Per-Click (PPC) Advertising

*Total of 95 Characters Allowed:*Title = 25 Characters*2nd line = 35 Characters*3rd line = 35 Characters

*Select a Landing Page URL that matches the product or service discussed in the ad.

*Should be as Specific as Possible.

*Include the Key Selling Points. Such as “No Signed Contract”

*Keywords + Ad Text = Ad Group

*Make your Ad Groups Very Focused

*Each Group Should be About 1 product*HP laptop in a different group than HP printer

*No More than 50 Keywords in Each Ad Group (can have up to 2,000)

*Google Keywords Tool

• Google Determines which Advertisers want to Show up for a Keyword Each Time a User Searches.

• Google will Rank the Advertisers based on 2 things:

(1) The Amount of Money They Bid

(2) Their Quality Score

• Quality Score is Based on Relevancy of Keywords and Ad as Well as Other Factors

• Bottom Line = The More You Pay the More You Show Up.

Search Engine Optimization

(SEO) - Organic Listings

*Page Title = Max of 66 Characters

*Meta Description = Max of 160 characters.

*Page Titles and Meta Descriptions should be different on each page of your website. *Clear Url with keywords in it.

*Keywords Used in Ad Should Relate Directly to Product/Service Described on That Page

* Combination of These Elements:

(1) Content on Your Website (Both Quantity and Quality)

(2) Meta Description, Keywords & Titles

(3) Number of Inbound Links

(4) What Your Domain Name is and How Long it has Been Around

Website &

Landing Page

Design

*Consistency from start to finish is key(a) Search Query (b) PPC Campaign (c) Landing

Page

*Customize your messaging so that it appeals to how the user is searching.

*In the example below you can see the message “Digital Music Service” is used every step of the way

(a) Search Query (c) Landing Page

(b) PPC Campaign

*You only have 2 seconds to tell your story.

*Tell users they have found what they are looking for.

*Always use clear, concise and relevant headline.

*Include testimonials, awards, certification.

• Have a clear call to action

• No flash intros! Don’t be too creative!

• Eliminate unnecessary navigation.

• SEM is combination of SEO and PPC internet marketing types.

• You are not forced to do them both at same time – it all depends on your goals and when we talking about ppc , your bugdet.

• Best prictice is to measure seo and ppc to let them «work in team».

SEM : en.wikipedia.org/wiki/Search_engine_marketing

SERP: http://en.wikipedia.org/wiki/Search_engine_results_page

SEO : http://en.wikipedia.org/wiki/Search_engine_optimization

PPC : http://en.wikipedia.org/wiki/Pay_per_click

SEO vs PPC: http://www.mikesquarter.com/seo-vs-ppc-the-pros-and-cons-378/

SERP : http://en.wikipedia.org/wiki/Search_engine_results_page

Adwords : https://adwords.google.com/support/aw/?hl=en

Meta Data : http://searchenginewatch.com/2167931

Bounce Rate : http://en.wikipedia.org/wiki/Bounce_rate