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Search Engine Marketing

Lecture on Search Marketing

Ricky Young

on 1 August 2013

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Transcript of Search Engine Marketing

Search Engine Marketing
What is a Search Engine?
Search Engines are programs that search documents for specified keywords and returns a list of documents where the keywords were found
Search Engine Marketing
What is Search Marketing?
Search Engine Optimization
Email Marketing
Direct Marketing with a commerical message to a group of people using email. Refers to sending email messages with the purpose of enhancing, advertsing, and acquring new customers
Social Media Marketing
Content Marketing
Referral Marketing
Social Media Marketing refers to the process of gaining website traffic or attention through socia media sites.

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.
Content Marketing refers to any marketing format that involves the creation and sharing of media and publishing content to aquire customers.
Referral marketing is a method of promoting products or services to new customers through referrals, usually through word of mouth.

Referral Marketing does this by encouraging, promoting and rewarding customers if they share information on the company's products, services and suppliers.
Search Engine Marketing
Form of internet marketing that involves the promotion of websites by increasing their visibility in search engine result pages through paid advertising.
Pay per Click
Cost per Impression
Cost per Action
Internet advertising model used to direct traffic to websites, in which advertisers pay the publisher when the ad is clicked.
Cost per click is calculated by:
Flat Rate Click:
Advertisers and publishers agree upon a fixed amount that will be paid for each click.
Bid Based PPC:
Advertisers signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher, or more commonly an advertising network.
Cost per Click ($) = Advertising Cost / Ads Clicked
Cost per Impression refers to the cost of internet marketing or email advertising campaigns where advertisers pay for every time an ad is displayed
Cost per Impression is derived by the formula:
Cost per Impression = Advertising Cost - Number of Impressions
Impression vs. Page View
Impression is the display of an ad to a user while viewing a web page. A single web page may contain multiple ads. A single pageview would result in one impression for each ad displayed.
Cost per Action is an online advertising model, where the advertiser pays for each specified option (ie. a purchase, a form of submission) linked to the advertisement.
Keyword Research
Keyword Research ensures that your site can be easily found search engines. Finding the most relevant and popular keywords for the site and its products will generate more leads and convert more traffic.
What are AdWords?
How much presence a website has on search engines can be analyzed through the number of pages of the site that are indexed on search engines, and how many backlinks the site has.
It requires pages to contain keywords people are looking for and ensure that they rank high enough to search engine ranking. Most search engines include some form of link popularity in their ranking algorithms.
Analytic Tools
Includes web analytic tools and HTML validators, which provides data on a website and its visitor and allows the success of a website to be measured.
They range from simple traffic counters to tools that work with log files, to more sophistical tools that are based on page tagging such as putting JavaScript or an image on a page to track actions.
Industry Statistics
Adwords is Google's main advertising product which includes local, national, and international distribution.

Google's text advertisements are short, consisting of one headline of 25 characters and two addition text lines of 35 characters each.
In a broader perspective, SEM is part of a wider discipline called "Search Marketing" which includes both paid search results (SEM) and organic search results (SEO).
Path to Success
Market Share of Search Engines 2013
Entering the Workforce
Starting from the Bottom
Internships to Entry Level
Meet John and Susan,
John is a graduating college student, with little to no experience in SEM.
Susan is an university graduate with many years of experiences in digital marketing.
Looking in the Future
Salaries Expectations
Questions and Answers
In a broader perspective, SEM is part of a wider discipline called “Search Marketing.” Search Marketing includes both paid search results.
Full transcript