SEARCH ENGINE MARKETING • Definition – “Marketing to internet users through natural search engine result page listing and paid advertising placement.” (WordStream) • Advantages – Lowest cost per customer acquisition (Flannagan, 2015) – Drive targeted traffic to site (Dourdrick, 2013)
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SEARCH ENGINE MARKETING
• Definition– “Marketing to internet users through natural
search engine result page listing and paid advertising placement.” (WordStream)
• Advantages– Lowest cost per customer acquisition (Flannagan,
2015)– Drive targeted traffic to site (Dourdrick, 2013)
SEARCH ENGINE MARKETING
• Type of SEM– Search Engine Optimization• “It is the process of getting traffic from the “free,”
“organic,” “editorial” or “natural” search results on search engines.” (Third Door Media, Inc, 2015)
– Paid search marketing• “Advertise within the sponsored listings of a search
engine or a partner site by paying either each time your ad is clicked (pay-per-click –PPC) or less commonly, when your ad is displayed (cost-per-impression-CPM)” (Ratcliff, 2013)
PAID SEARCH MARKETING
• Pay Per Search– “ The rate advertiser agreed to pay for every 1000 vies of
the particular advertisement” (Inc, 2015)• Pay Per Click– “Online advertiser will pay Internet Publishers the agreed
upon rate PPC when clicked on, regardless if a sale is made or not.” (Beal, 2015)
• Pay Per Action– “Online advertising payment model in which payment is
based solely on qualifying action” (Organized Shopping, LLC, 2015)
Paid Search Marketing
• Pay Per Click– Traditional Pay Per Click– Display or banner Ads– Animated, popup & Interstitial Ads
• Pay Per Action– Cost per Acquisition– Cost per lead– Cost per engagement– Cost per sale
Opt-in E-Mail Marketing
• Definition– “Renting e-mail list or placing ads in third-party e-
newsletters or the use of an in-house list for customer activation and retention” (Chaffey, et al., 2010)