My name is GhizlaineMallek and today I will be discussing the implications of online advertising, how it works and the different types of strategies used by advertisers.
Search Engine Marketing, or simply known as SEM, is a set of internet marketing strategies aimed at promoting a website’s visibility and web traffic. SEM is a continuous process meaning it must be consistently updated in order to keep up with the fast paced and dynamic nature of the Internet. SEM’s primary goal is to get your web page on the first page of the search engine’s results page because the majority of searchers only look at the first page of results, as depicted in the chart. There are two types of search engine marketing strategies, search engine optimization and paid search, or pay-per-click advertising.
Before examining the two types of search engine marketing strategies, we must first understand how search engines work and why it is so important for advertisers to appear on the search engine results page. Search Engines have automated indexing programs that travel the internet through links and index websites to the search engine’s database. Webmasters can embed keywords within a website’s HTML coding for the spiders to read. These spiders determine how relevant the keywords are to the content on the page and to the search terms used by the searcher in order to determine the page’s ranking on the results page. Because the majority of searchers only look over the results that appear on the first page, it is imperative to advertisers to have their web pages show up on the first page of results. Be sure to click on the black box to view a video for further explanation on how search engines work.
Depending of the strategy used, either SEO or Paid search, the results on the search engine results page will appear differently. There are two types of results: organic search results and paid search results. Organic results appear when SEO is used. These results appear below the ads and are considered organic because the Google algorithm naturally believes that the page is relevant to the search term. Paid search results only appear when the keywords specified by the advertiser are used in the search term. The advertisers only owe Google money when their page Is clicked on. Over 90% of Google’s revenue comes from paid search.Nearly 60% of the population cannot tell the difference between organic and paid search results even though Google uses a faint peach box to distinguish between the two.
Search engine optimization is the process of optimizing a webpage to have it show up in the search engine results when searchers use relevant search terms when looking for a service, product, or information that the webpage offers. The goal is to make it easier for spiders to crawl, index, and understand the content on a webpage. With SEO, search engine rankings are determined organically through the search engine’s algorithm. For example, Google’s algorithm uses hundreds of elements in order to determine how a site is ranked. Google determines the ranking based on the on-page factors, such as how keywords are used in the content of the webpage and how clear content is, and on the off-page factors, such as the quantity, quality, and context of links to the webpage.
Optimization involves placing the selected keywords in various places on the webpage, such as the title tag, meta description tag, URL, header tags, link tags, and the body copy.Here we see that the keywords: blog backlink quality are used in the title tag, in the url, and in the meta description. Google bolds the keywords that are used in the content to provide indication of relevance to the searcher.
In order to make a website SEO-friendly, the content must be valuable to users and must be enticing enough for them to share it on their own webpage or through social media. This will increase the number of links pointing towards your website, which indicates to the spiders that your content is useful to many users. In order to promote traffic to your webpage, it must be user friendly and have high quality design. Remember, you must structure your website with the user in mind! We then must ensure that spiders can easily crawl and index the content on the page and that no two pages on our website have the same URL. It is important that each page have its own unique URL in order to be properly indexed by the spiders. Use a broad and shallow website architecture to ensure that deep pages can be easily reached by both users and spiders. Lastly, be sure to select keywords that your target audience is likely to use in their search terms. These keywords must be naturally used within your content, otherwise the spiders may detect overused keywords intended by the webmaster to increase rankings. If the spiders believe this is the case, the webpage will be penalized and will not be indexed by the search engine.
Paid Search, also known as Search advertising, is an advertising platform that can be used to drive traffic and increase online visibility of a website or webpage. It generally follows a pay-per-click model, which means the advertisers only owe the Search Engine money when their ad is clicked on by a searcher.An advertiser must first set up an account with a search engine platform offering this service, such as Google AdWords. They then must put together a pool of relevant keywords that they believe searchers will use when looking for their product. Advertisers must then create advertisements that include keywords within their copy in order to increase relevancy. All keywords vary in their value to advertisers. Some keywords are worth more because they are searched for more often or are worth more because they are highly relevant to the webpage. Google sets a minimum bid and allows advertisers to bid up keywords that they want to associated with their webpage. When searchers use one or more of these keywords in their search terms, the ad may appear. This is called an impression. True to the pay-per-click model, advertisers only owe Google money when their ad is clicked on. If it appears in the results but the searcher does not click on the ad, the advertiser doesn’t owe Google a penny.
Advertisers have the ability to choose where their ads show up. If using Google AdWords, they can choose between the Google network, Google search partners network, or Google’s display network. In the google network, ads will show up when people search the selected keywords on google.com or on other affiliated google websites, such as google maps or google images.In the google search partners network, ads show up on all Google websites and on Google’s search network partners, such as AOL and ask.comIn the google display network, ads show up on a collection of websites that have partnered with Google such as Youtube, The New York Times, and Gmail. This is not the best place to display ads because people are usually engaged in other activities when they visit these websites and are less likely to click on an ad.
Ads are constructed within GoogleAdWords and must include a headline up to 25 characters long, a display and destination URL, and two description lines up to 35 characters each. The display URL is different from the destination URL in that AdWords allows the advertiser to customize the destination URL to include the selected keywords. The advertiser can enter a URL that they would like to be displayed in the ad. However, the display URL must be within a 35 character limit whereas the destination URL can be up to 1,024 characters. The destination URL is the actual web page that users will land on after they click on the ad.
It is important to note that both strategies should be equally done in order to increase a website’s visibility and traffic. Here we see the search results page for the search term “patagonia.” We can tell that both search engine optimization and paid search are used in conjunction to promote the website because a paid search result for the patagonia website appears at the very top of the paid results in the peach box and the website is listed first in the organic results. Used together, Patagonia’s website is extremely visible to searchers and thus, will increase traffic to the website. The primary difference between the two results depends on whether the searcher will click the paid search result, costing Patagonia an advertising fee or if the searcher will click on the organic result, virtually costing Patagonia nothing.
From my presentation, you should now be able to differentiate between organic and paid search results, understand how search engines work, understand the differences between search engine optimization and paid search, and the implications of using either strategy. Thank you for your time and I hope you enjoyed the presentation.
1. Online Advertising SEO versus PPC By GhizlaineMallek
2. Search Engine Marketing •Two Types of SEM Strategies:•Internet Marketing Strategies •Search Engine Optimization•Visibility and Web Traffic •Paid Search•Continuous Process
3. The Basics•Spiders•Indexing•Relevant Keywords
4. Organic and Paid Search Results Paid Search ResultsOrganicSearchResults
5. What is Search Engine Optimization?•Process of optimizing a webpage to show up on the searchengine results page•Easier to crawl, index, and understand a website’s content•Based on the search engine’s algorithm•Ranking determined by: •On-Page Factors •Off-Page Factors
6. What is Paid Search?•Pay-Per-Click Model•How It Works: •Google AdWords Account •Select Keywords •Create Relevant Ads •Bid on Keywords •Ads are displayed •Advertiser pays when ads are clicked on
7. Where Do My Ads Show Up? The Google Network The Google Search Partners Network Google’s Display Network
8. How to Construct AdsHeadline – 25 charactersURL (Display & Destination)Description Line 1 – 35charactersDescription Line 2 – 35characters
9. Thank you for your time! I hope you enjoyed the presentation.