2. Why Search Engine Marketing
(SEM)?
As a way for traffic building to company’s webpage.
Building awareness
Optimizing online promotions
Is it same as online promotion activities?
Some terms
Cost per thousand impression (CPM)
Click through rate (CTR)
Conversion rate (CR)
Click stream (CS)
Useful Link:
www.hbsp.harvard.edu/multime
dia/flashtools/webmetrics/index.
3. The Difficult Battle for Web
Traffic
Value and Scarcity
Online content, attention, and the Diamond-Water
paradox
Novelty no longer generate traffic
Spending on traffic building
4.
5. Sources of Web Traffic
Branding Choices
Affiliate Program
Online Promotion
Banner Advertising
Mass Media Advertising
WOM
Publicity
Search Engine
17. Traffic Building Goals
Best traffic with least cost
Maximize profit
Short-term
Long-term
Minimize cost-per action
Maximize actions
18. Maximize Profit
Customer lifetime value vs. unified visit value
Acquire traffic as long as cost per visit is less than
unified visit value.
Spent on traffic sources that maximize the difference
between unified visit value and cost per visit.
19. Minimize Cost-per Action
A certain no. of new visitors
A certain no. of new registered users providing email
address
A certain no. of visitors enquiring about a product
A certain no. of new customers
A certain no. of returning customers
20. Maximize Actions
Online promotional / engagement activities
Online / social networks site polls / quizzes
21. Search Engine Marketing
Site Optimization (Search Engine Optimization)
The power of “Above the Fold”
Search Engine Awareness
Use Meta-Tags to Flag Important Concepts
Structure website Content
Keyword density
Cultivate External Links
Inline links
22. Keyword Advertising Evaluation
Step 1: Identify possible keywords
Review weblogs
Keyword length (1/2/3/4 words)
Step 2: Expand the list
E.g. Google adwords keyword tool
Step 3: Testing keywords
Keywords and their corresponding CTRs and CRs
Step 4: Bid, trim and track
Bid-based listing
CTR based listing