Online Advertising

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Online Advertising

  1. 1. “Because its purpose is to create a customer, the business has two and only  two functions: marketing and innovation. Marketing and innovation  produce results.  All the rest are costs.” – Peter Drucker
  2. 2. What is Search Engine  Marketing (SEM)? • SEM has 2 components: – Paid Search aka Pay Per Click  (PPC) – Search Engine Optimization  (SEO) aka Natural Search 2
  3. 3. Search Engine Optimization Search engine optimization (SEO) is the process of improving the volume and  quality of traffic to a web site from search engines via "natural" ("organic" or  "algorithmic") search results.  Typically, the higher a site's "page rank" (i.e, the earlier it comes in the search  results list), the more visitors it will receive from the search engine.  SEO can also target different kinds of search, including image search, local  search, and industry‐specific vertical search engines. 3
  4. 4. SEO Ranking Explained  So how does a web site get “ranked”?  Achieving a higher rank 4
  5. 5. SEO Best Practices  Onsite Best Practices  Offsite Best Practices 5
  6. 6. Optimize your Web Site in 5  easy steps 1. Select the right keywords.  Your entire SEO strategy depends heavily on selecting  the right keywords.  2. Content, content, content 3. Use Title and Meta Tags on every page. 4. Sitemaps and Robots.txt 5. Sign up for a Google Webmaster Tools account 6
  7. 7. Paid Search  Also known as “pay per click” (PPC), “sponsored ads”, “paid inclusion” and “paid placement”.  Google is the predominant search engine with 67% share of the market.   Yahoo! and MSNSearch have a 28% market share which gives the top 3  engines a 95% share.  ROI is easily tracked because most of the activity occurs on the web. 7
  8. 8. Creating Compelling Ads in 95 Characters or  Less Ad #1 Line 1: HEADLINE 25 characters including spaces. Google Online advertising. Line 2 & 3: DESCRIPTION Google's online advertising program.  35 characters including spaces for adwords.google.com key benefits and call to action. Ad #2 Line 4: DISPLAY URL Online Advertising 35 characters including spaces for landing Improve your website ROI. Sign up page URL. for AdWords. Show ads today. adwords.google.com  Keep the message short and simple.  In the example above, assume the search query was “online advertising” 8
  9. 9. Measuring Performance  Track everything  Test and Learn 9
  10. 10. Good Resources for Search Engine Marketing  Information   SEO  www.seomoz.org  www.seobook.com  www.seochat.com  Paid Search  www.searchengineguide.com  www.sempo.org  www.searchenginewatch.com 10

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