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  1. 1. Search Engine Marketing Online Branding, SEO, Online PR, PPC Advertising, and Analytics.
  2. 2. The Four P’s Online <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><ul><li>Web site that is fully integrated into the overall company strategy. </li></ul></ul><ul><li>Promotion </li></ul><ul><ul><li>Online Marketing verse traditional advertising, sales promotion, public relations, and personal selling. </li></ul></ul>06/04/09 [email_address]
  3. 3. A Brief History <ul><li>AOL Was The Original Portal . </li></ul><ul><li>Organic Search Results From Google . </li></ul><ul><ul><li>AOL Search is mostly used by AOL users. </li></ul></ul><ul><li>Paid Placement Results From Google AdWords . </li></ul><ul><ul><li>Optimize for Google and you get AOL. </li></ul></ul>06/04/09 [email_address]
  4. 4. Yahoo! <ul><li>The Original Directory . </li></ul><ul><li>Acquired Organic And Paid Search Companies. </li></ul><ul><ul><li>Inktomi </li></ul></ul><ul><ul><li>Overture </li></ul></ul><ul><li>Today Is A Full-Service Portal. </li></ul>06/04/09 [email_address]
  5. 5. Microsoft <ul><li>MSN Was Introduced As An Alternative To AOL. </li></ul><ul><li>Organic Search Results From MSN Search . </li></ul>06/04/09 [email_address]
  6. 6. Today <ul><li>Universal Search </li></ul><ul><ul><li>Search results include news, images, maps… </li></ul></ul><ul><li>Evolution of the Portal. </li></ul><ul><ul><li>Yahoo! > Browse </li></ul></ul><ul><ul><li>Google > Search </li></ul></ul><ul><ul><li>Facebook > Share </li></ul></ul>06/04/09 [email_address]
  7. 7. Search Engine Marketing (SEM) <ul><li>Why Do It? </li></ul><ul><ul><li>To get into the Consideration Set , if a new customer cannot find you online, they cannot buy from you. </li></ul></ul><ul><li>SEM Is Everything You Do To: </li></ul><ul><ul><li>Get into the consideration set. </li></ul></ul><ul><ul><li>Get users to click through to your web site. </li></ul></ul><ul><ul><li>Reduce landing page abandonment rate and increase hang time . </li></ul></ul>06/04/09 [email_address]
  8. 8. Search Engine Marketing (SEM) 06/04/09 [email_address] Search Engine Marketing (SEM) Directories Search Engine Optimization (SEO) Pay-Per-Click-Advertising (PPC) Yahoo! Google Google AdWords
  9. 9. Market Share <ul><li>Google 55% </li></ul><ul><li>Yahoo! 24% </li></ul><ul><li>Microsoft Sites 12% </li></ul><ul><ul><li>Source: comScore </li></ul></ul>06/04/09 [email_address]
  10. 10. Search Engine Marketing (SEM) Basics <ul><li>Online Branding </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><ul><li>Choose Keywords </li></ul></ul><ul><ul><li>Optimize Content </li></ul></ul><ul><ul><li>Get The Site Indexed. </li></ul></ul><ul><ul><li>Linking Strategy </li></ul></ul><ul><li>Online Public Relations </li></ul><ul><li>Pay-Per-Click (PPC) Advertising </li></ul><ul><ul><li>Google Adwords </li></ul></ul><ul><li>Web Site Analytics </li></ul><ul><ul><li>Google Analytics </li></ul></ul>06/04/09 [email_address]
  11. 11. Search Engine Optimization “ Location, Location, Location!”
  12. 12. What Is Search Engine Optimization (SEO)? <ul><li>SEO Is The Process of Writing, Designing, Coding, And Your Web Site So That Your Web Pages Will Get The Best Visibility In Both Search Engines And Directories . </li></ul><ul><li>Search Engine Visibility </li></ul><ul><ul><li>Being listed towards the top of search results. </li></ul></ul><ul><ul><li>Organic searchers who click through are qualified visitors. </li></ul></ul><ul><li>Directory Visibility </li></ul><ul><ul><li>Vertical Directories becoming popular. </li></ul></ul><ul><ul><li>Search engines spider all the major directories. </li></ul></ul>06/04/09 [email_address]
  13. 13. How Search Engines Work <ul><li>The Search Engine Spider Starts With A Search Index . </li></ul><ul><ul><li>A database that holds a list of all of the words on all of the pages on the web that have been indexed so far. </li></ul></ul><ul><li>Within The Search Index There Is A Seed List of URLs, That Include Directories , That The Spider Starts With. </li></ul><ul><li>Matches The Search Query </li></ul><ul><ul><li>The search engine analyzes the “key words” the searcher typed in and picks the pages matches those words. </li></ul></ul>06/04/09 [email_address]
  14. 14. Ranks The Matches <ul><li>Ranks The Matches </li></ul><ul><ul><li>The search engine then sorts the matched web pages so the most “useful” results are displayed at the top. </li></ul></ul><ul><li>The Spider Follows Links To URLs. </li></ul><ul><ul><li>The spider records “reads” a list of words and phrases found on that URL. </li></ul></ul><ul><ul><li>Determines a word or phrases “weight” By using a mathematical algorithm. </li></ul></ul><ul><ul><li>Stores URL, title , and a descriptive snippet . </li></ul></ul>06/04/09 [email_address]
  15. 15. Deep Crawls <ul><li>Google Does A Deep Crawl of The Web Approximately Once A Month Looking For New or Changed Content. </li></ul><ul><ul><li>This deep crawl takes more than a week, and an undisclosed amount of time to index new or changed content . </li></ul></ul><ul><ul><li>Google also skims the web regularly with less intensive fresh crawls of important seed list web sites. </li></ul></ul><ul><li>Google Sitemaps </li></ul><ul><ul><li>Provides fast updates to a web sites most popular pages with a direct data feed to Google through a XML based sitemap. </li></ul></ul>06/04/09 [email_address]
  16. 16. SEO Basics <ul><li>Online Brands </li></ul><ul><li>Choose Keyword Phrase. </li></ul><ul><li>Optimize Content </li></ul><ul><li>Get The Site Indexed. </li></ul><ul><li>Attract Inbound Links To The Site. </li></ul>06/04/09 [email_address]
  17. 17. Online Brands <ul><li>Simple, Memorable, And Easy To Spell. </li></ul><ul><li>Intuitive Meaning That Attracts The Attention Of The Targeted Customer. </li></ul><ul><li>Use Keywords Or Keyword Phrases If Possible. </li></ul><ul><li>Test Your Brand Online Before Committing To See How Strong The Competition Is. </li></ul>06/04/09 [email_address]
  18. 18. Choose Target Keyword Phrases <ul><li>Create A List of Keyword Phrases . </li></ul><ul><ul><li>You are an expert, your customers are not. </li></ul></ul><ul><ul><li>WordTracker, </li></ul></ul><ul><li>Local Search </li></ul><ul><li>Test List </li></ul><ul><ul><li>What is the competition doing? </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Don’t pick keywords that are too hot. </li></ul></ul>06/04/09 [email_address]
  19. 19. Free Resources <ul><li>Research List </li></ul><ul><ul><li>Google Suggest </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Google AdWords Keyword Tool </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Yahoo! Keyword Selector Tool </li></ul></ul><ul><ul><li> </li></ul></ul>06/04/09 [email_address]
  20. 20. Good Content Trend <ul><li>Major Search Engines Are Now Measuring: </li></ul><ul><ul><li>How often users visit you site, how long they are staying, entry and exit paths, if they bookmark a page, and how often they return. </li></ul></ul><ul><ul><li>The information is recorded by the Google Toolbar. </li></ul></ul><ul><li>Good Content Is Also Part of Making Your Site “Link Worthy.” </li></ul><ul><li>Unique or Helpful Content Is An Additional Thing A Directory Editor Also Looks For. </li></ul>06/04/09 [email_address]
  21. 21. Optimize Content <ul><li>Keyword Prominence </li></ul><ul><ul><li>Title, subheading, first sentence, and throughout the page. </li></ul></ul><ul><li>Keyword Density </li></ul><ul><ul><li>Approximately 7%. </li></ul></ul><ul><li>Emphasized Text </li></ul><ul><ul><li>Bold, italic, larger font size, and color. </li></ul></ul><ul><li>Term Rarity </li></ul><ul><ul><li>High weighted value for rare words. </li></ul></ul><ul><li>Term Proximity </li></ul><ul><ul><li>Keywords close to each other. </li></ul></ul>06/04/09 [email_address]
  22. 22. Clean And Simple Layout <ul><li>Each Category Page Is A Potential Entry Point For Searching. </li></ul><ul><li>Page Style </li></ul><ul><ul><li>Newspaper </li></ul></ul><ul><li>1,000 Words or Less </li></ul><ul><ul><li>Strong topic sentence. </li></ul></ul><ul><ul><li>Effective us of keywords. </li></ul></ul><ul><ul><li>Call to action. </li></ul></ul>06/04/09 [email_address]
  23. 23. Layout 06/04/09 [email_address]
  24. 24. 06/04/09 [email_address]
  25. 25. Home Page <ul><li>The Objective of the Home Page Is To Overview The Company, It’s Products, And Services. </li></ul><ul><li>By Far The Most Important Page For Customers , Search Engine Spiders , And Directory Editors . </li></ul><ul><li>The First 100 To 250 Words Are Critical. </li></ul><ul><ul><li>Use the keywords in the domain name (if possible), in the title (bold), sub-title (italic), topic sentence, first paragraph, throughout the text, and in the conclusion. </li></ul></ul>06/04/09 [email_address]
  26. 26. Title Tags <ul><li>Title Tag </li></ul><ul><ul><li>Title Tag <html><head><title> Google News </title> </li></ul></ul><ul><ul><li>Use keywords if possible. </li></ul></ul><ul><ul><li>Searchers spend 30% of their decision time scanning the title tag before deciding to click the link. </li></ul></ul><ul><ul><li>Source: Human-Computer Interaction Group Cornell University </li></ul></ul>06/04/09 [email_address]
  27. 27. Snippets <ul><li>The Two To Three Line Page Excerpt That Search Engine Use to Show Where The Query Words Were Found On The Page. </li></ul><ul><li>Typically the Search Engine Takes The First Full Sentence of Page Text That Contains The Keywords. </li></ul><ul><li>Searchers Spend 43% of Their Decision Time Looking At The Snippet Before Deciding To Click The Link. </li></ul><ul><ul><li>Source: Human-Computer Interaction Group Cornell University </li></ul></ul>06/04/09 [email_address]
  28. 28. Meta Tags <ul><li>Google Rarely Uses The “Meta” Description Tags For Snippets But Yahoo! And MSN Search Still Frequently Do. </li></ul><ul><li>Place Your Important Keywords Together At The Beginning of The Description Tag. </li></ul><ul><ul><li>Snippets are typically 100 to 150 characters. </li></ul></ul><ul><ul><li>Balance quality traffic verse quantity traffic. </li></ul></ul><ul><ul><li><*meta name=“description” content=keyword in your description”> </li></ul></ul>06/04/09 [email_address]
  29. 29. Anchor Text <ul><li>The Words That Are Shown On The Page In The In The Hypertext Link. </li></ul><ul><li>Search Engines Use Anchor Text To Infer The Subject Matter of The Page Linked To. </li></ul><ul><li>Keywords In Anchor Text Significantly Improve Click Through Rate. </li></ul>06/04/09 [email_address]
  30. 30. California Online Privacy Protection Act <ul><li>Privacy Statements Are Required By Law In California As Of 07/04 For Any Web Site That Collects Information About California Residents. </li></ul><ul><li>Basic Requirements: </li></ul><ul><ul><li>Conspicuously post. </li></ul></ul><ul><ul><li>Disclose the type of data you collect and share. </li></ul></ul><ul><ul><li>Provide information to consumers on how to opt out. </li></ul></ul>06/04/09 [email_address]
  31. 31. Local Search <ul><li>Google Has Pioneered Local Search Using IP Addresses, Zip Codes, And City Names To Allow Consumers To Locate Local Small Businesses. </li></ul><ul><li>Online Yellow Pages Trends </li></ul><ul><ul><li>66% of web surfers use search engines rather than Internet based yellow pages. </li></ul></ul><ul><ul><ul><li>Source: ComScore </li></ul></ul></ul>06/04/09 [email_address]
  32. 32. Local Search Strategy <ul><li>Google Local/Maps </li></ul><ul><ul><li>Getting your SMB listed in Google Maps is an essential part of a local search strategy. </li></ul></ul><ul><li>Yahoo! Local </li></ul><ul><ul><li>Indexes InfoUSA. </li></ul></ul><ul><li>MSN Local </li></ul><ul><ul><li>Indexes Citysearch. </li></ul></ul><ul><li>Industry Specific Directories </li></ul><ul><li>Infospace </li></ul><ul><ul><li>Indexes Verizon and </li></ul></ul>06/04/09 [email_address]
  33. 33. Online Yellow Pages <ul><li>Yahoo! Yellow Pages </li></ul><ul><li>MSN </li></ul><ul><ul><li>Indexes Verizon </li></ul></ul><ul><li>Verizon </li></ul><ul><li>AOL Yellow Pages </li></ul><ul><ul><li>Yellow Pages ads from SBC/Bell South joint partnership. </li></ul></ul>06/04/09 [email_address]
  34. 34. Directories Directories Use Human Editors.
  35. 35. How Directories Work <ul><li>Directories Don’t Index Web Pages, They Index Web Sites. </li></ul><ul><ul><li>Sites are assigned to categories, categories contain web site title and basic description information. </li></ul></ul><ul><ul><li>The original idea was customers could browse through categories like an online yellow pages, then “drill down” on the most interesting site descriptions. </li></ul></ul><ul><li>Most Directories Today Are In Fact Hybrid Directory/Search Engines. Hybrids Get There Primary Results From A Directory And Its Secondary Results From A Search Engine. </li></ul>06/04/09 [email_address]
  36. 36. Home Page Design – Directories <ul><li>The Most Important Keyword Page For Search Engine Spiders As Well As The Most Important Credibility Page For Directory Editors . </li></ul><ul><li>Include These Credibility Pages For Directory Editors: </li></ul><ul><ul><li>Company name, logo, and tag line prominently displayed. </li></ul></ul><ul><ul><li>A link to Company Contact page. </li></ul></ul><ul><ul><li>A link to About The Company page. </li></ul></ul><ul><ul><li>Privacy Statement, Customer Service Section, Money Back Guarantee, Return Policy, Customer Feedback, FAQ… </li></ul></ul><ul><li>Additional Things A Directory Editor Also Looks For Unique Content. </li></ul>06/04/09 [email_address]
  37. 37. Get The Site Indexed <ul><li>Directories Are On The Seed List Of All Search Engines. </li></ul><ul><li>Yahoo! </li></ul><ul><ul><li>Paid Inclusion </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Open Directory Project </li></ul><ul><ul><li>Volunteer Editors </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>MSN </li></ul>06/04/09 [email_address]
  38. 38. Submitting URLs <ul><li>Submit Only The Home Page, Your Site Map Will Allow The Spider To Find Everything Else. </li></ul><ul><li>Google/AOL </li></ul><ul><ul><li> </li></ul></ul><ul><li>MSN Search </li></ul><ul><ul><li>Primary results from Overture, Inktomi, LookSmart, and Alta Vista. </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Ask Jeeves/Teoma </li></ul><ul><ul><li> </li></ul></ul>06/04/09 [email_address]
  39. 39. Vertical Search <ul><li>Search > Local Search > Vertical Search </li></ul><ul><li>Focused Essential Verse Exhaustive Results. </li></ul><ul><ul><li>Alternative to multiple keywords. </li></ul></ul><ul><ul><li>Organized by content and audience, example LookSmart. </li></ul></ul><ul><li>The Web is Starting To Organize Itself. </li></ul><ul><li>Creates The Opportunity For Communities To Form. </li></ul><ul><ul><li>View most popular. </li></ul></ul>06/04/09 [email_address]
  40. 40. Linking Strategy PageRank
  41. 41. Why Is Linking Important? <ul><li>Web Pages With High PageRanks Appear Closer To The Top of Google’s Search Results. </li></ul><ul><ul><li>Google maintains the quality of it’s search results by focusing on web pages that have Backlinks pointing to them as essentially endorsements of the site. </li></ul></ul><ul><li>Link Popularity Measures Both PageRank And Adds A Relevance Factor. </li></ul><ul><ul><li>Just like with keyword spamming, the Google algorithm penalizes you for numerous non-relevant links . </li></ul></ul>06/04/09 [email_address]
  42. 42. Why Is Linking Important? <ul><li>Getting Listed In Google Is Much Easier And Faster By Pursuing A Linking Strategy Than By Submitting The Site To Google or The Open Directory Project. </li></ul><ul><li>With No Incoming Links You Are An Unreachable Island As Far As The Google Spider Is Concerned. </li></ul><ul><li>Estimates Are That About 25 High Quality Back Links To Your Site Will Significantly Increase Your Search Rankings. </li></ul>06/04/09 [email_address]
  43. 43. Who Are Other Sites Linking To? <ul><li>Start With Searches Based On You Keyword Phrases And Check Their Backlinks. </li></ul><ul><li>Google Back Links Tool </li></ul><ul><ul><li>Advanced Search > Links </li></ul></ul><ul><ul><li>Google Toolbar > i > Backward Links </li></ul></ul><ul><li>Google Will Only Count And Display The Highest Quality Pages In Its Index That Are Linked To The Page. </li></ul>06/04/09 [email_address]
  44. 44. Linking Opportunities <ul><li>Suppliers </li></ul><ul><li>Strategic Partners </li></ul><ul><li>Business Associations </li></ul><ul><li>Business Directories </li></ul><ul><li>Media Coverage </li></ul><ul><li>Vertical Directories </li></ul><ul><li>Government Publications </li></ul>06/04/09 [email_address]
  45. 45. Contact The Linking Partner <ul><li>Why You Like Their Site. </li></ul><ul><li>What They Should Link To You. </li></ul><ul><li>How The Link Helps Their Visitors. </li></ul><ul><li>Exactly Where The You Think The Link Should Be On Your Site. </li></ul><ul><li>Suggest Keywords To Use In The Link Anchor Text. </li></ul><ul><ul><li>Consider sending the actual HTML for the link. </li></ul></ul>06/04/09 [email_address]
  46. 46. Online Public Relations Credible, Free Promotion
  47. 47. Public Relations 101 <ul><li>What Is It? </li></ul><ul><ul><li>The proactive management and placement of information in the media to enhance a brand or reputation. </li></ul></ul><ul><li>Why Do It? </li></ul><ul><ul><li>PR can achieve your promotion objectives at a fraction of the cost of paid advertising. </li></ul></ul>06/04/09 [email_address]
  48. 48. Additional Advantages of PR <ul><li>PR Has More Credibility Than Advertising. </li></ul><ul><ul><li>The audience does not think of it as a sales pitch. </li></ul></ul><ul><ul><li>Like advertising, PR is effective in it’s ability to motivate a desired behavior. </li></ul></ul><ul><li>In An Extremely Cluttered Advertising Environment, PR Is Very Effective At Breaking Through The Clutter. </li></ul><ul><li>PR Is Win/Win. </li></ul><ul><ul><li>Helps busy journalists get their jobs done, and the same companies are usually chosen to be quoted when articles are written about their field of expertise. </li></ul></ul>06/04/09 [email_address]
  49. 49. Online PR Strategy <ul><li>Use BusinessWire For High Priority Press Releases. </li></ul><ul><li>Use PRWeb For Low Priority Press Releases. </li></ul><ul><li>Email Press Releases To A Targeted Media List. </li></ul><ul><li>Press Releases Need To Be Optimized For Search Engine Visibility. </li></ul><ul><li>Press Web Page Is Part Of Backlinking Strategy. </li></ul>06/04/09 [email_address]
  50. 50. Press Friendly Web Page <ul><li>Effectively Serves Secondary Audiences: </li></ul><ul><ul><li>The Press </li></ul></ul><ul><ul><li>Strategic Partners </li></ul></ul><ul><ul><li>Potential Investors. </li></ul></ul><ul><li>In The News Article Library. </li></ul><ul><li>Press Release Library. </li></ul><ul><li>Press Kit </li></ul><ul><ul><li>Company fact sheet. </li></ul></ul><ul><ul><li>Product information and images. </li></ul></ul><ul><li>Complete Press Contact Information. </li></ul>06/04/09 [email_address]
  51. 51. PR Linking Strategy <ul><li>Always Ask Reporters For Links To Your Site For Articles That Are Going To Be Published On The Web. </li></ul><ul><li>Hyperlink References To You Company And Product Back To Your Site. </li></ul><ul><li>The Number of Links To This Particular Type of Content Is Not As Important, The Content Is Expected To Be New And Has No Time To Gather Links. </li></ul>06/04/09 [email_address]
  52. 52. Online Press Release Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><ul><li>SMB </li></ul></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><ul><li>PR clipping service. </li></ul></ul>06/04/09 [email_address]
  53. 53. Google AdWords Targeted Advertising And Measurable ROI.
  54. 54. Three Types of Online Ads <ul><li>Search Linked Ads </li></ul><ul><ul><li>Google AdWords </li></ul></ul><ul><ul><li>Sponsored Links, Promoted Ads </li></ul></ul><ul><li>Context Linked Ads </li></ul><ul><ul><li>Google AdSense </li></ul></ul><ul><ul><li>Linked by textual analysis. </li></ul></ul><ul><li>Banner Ads </li></ul><ul><ul><li>Loosely related to the content. </li></ul></ul>06/04/09 [email_address]
  55. 55. Ad Performance <ul><li>Rank = CPC x CTR </li></ul><ul><li>Bid Price (CPC) </li></ul><ul><ul><li>AdWords Discounter, you pay the minimum necessary to keep your position. </li></ul></ul><ul><li>Click-Through Rate (CTR) </li></ul><ul><ul><li>Clicks divided by impressions. </li></ul></ul><ul><ul><li>The higher your CTR the lower your CPC for the same position on the page. </li></ul></ul><ul><li>Hang Time </li></ul><ul><ul><li>If searchers exit your site to fast you get penalized for irrelevance. </li></ul></ul>06/04/09 [email_address]
  56. 56. Keyword Phrases <ul><li>Look At Both Popularity And Competition . </li></ul><ul><li>Computer </li></ul><ul><ul><li>Too expensive. </li></ul></ul><ul><ul><li>Strong competitors. </li></ul></ul><ul><li>Computer Hardware </li></ul><ul><ul><li>Less expensive. </li></ul></ul><ul><ul><li>Weak competitors. </li></ul></ul>06/04/09 [email_address]
  57. 57. Keyword Matching <ul><li>Broad Match </li></ul><ul><ul><li>Default setting. </li></ul></ul><ul><ul><li>Display’s ad whenever the keyword appears anywhere in the user query. </li></ul></ul><ul><ul><li>Shows ads for similar terms, including plurals and synonyms. </li></ul></ul><ul><ul><li>Best For: Multi-word keyword phrases. </li></ul></ul><ul><ul><li>Advantage: Expanded reach. </li></ul></ul><ul><li>Phrase Match </li></ul><ul><ul><li>Display’s ad when search term matches the phrase’s exact sequence. </li></ul></ul><ul><ul><li>Manually assigned using quotation marks. </li></ul></ul><ul><ul><li>Best For: Keyword phrases including general terms. </li></ul></ul><ul><ul><li>Advantage: Allows your ad to appear when additional terms precede or follow the keyword phrase. </li></ul></ul>06/04/09 [email_address]
  58. 58. Keyword Matching <ul><li>Exact Match </li></ul><ul><ul><li>Displays ad only on the exact keyword or phrase. </li></ul></ul><ul><ul><li>Advantage: Reaches precisely targeted viewers. </li></ul></ul><ul><li>Negative Match </li></ul><ul><ul><li>Do not display ad if query contains negative keyword for a campaign or ad group. </li></ul></ul><ul><ul><li>Advantage: Fewer impressions and higher click through rate. </li></ul></ul><ul><li>Embedded Match </li></ul><ul><ul><li>Used Phrase or Exact Match with Negative Match keywords. </li></ul></ul><ul><ul><li>Displays ad for every variation of the keyword phrase except the exact match of that keyword phrase. </li></ul></ul>06/04/09 [email_address]
  59. 59. Location/Language Targeting <ul><li>IP Address </li></ul><ul><ul><li>Includes location information. </li></ul></ul><ul><li>Internet Domain </li></ul><ul><ul><li>By country. </li></ul></ul><ul><li>Query Location </li></ul><ul><ul><li>Query parsing, for example “hotels in Los Angeles”. </li></ul></ul><ul><li>Language Preference </li></ul><ul><ul><li>You can write English ads and have them target Chinese language preference users. </li></ul></ul>06/04/09 [email_address]
  60. 60. Web Site Translation <ul><li>Start With The Just The Home Page. </li></ul><ul><li>Keyword Phrases </li></ul><ul><ul><li>Translation </li></ul></ul><ul><li>Strategic Rethinking </li></ul><ul><ul><li>Cultural Customization </li></ul></ul><ul><li>Technical/Business Specific Translators. </li></ul><ul><li>Localization of Content: </li></ul><ul><ul><li>Translation of HTML. </li></ul></ul><ul><ul><li>Resolution of text expansion/contraction. </li></ul></ul><ul><ul><li>Adapt graphics. </li></ul></ul><ul><ul><li>Maintain links. </li></ul></ul>06/04/09 [email_address]
  61. 61. Google Analytics <ul><li>How Visitors Interact With Your Web Site. </li></ul><ul><li>Integrated Into Google AdWords. </li></ul><ul><ul><li>Conversion Tracking </li></ul></ul><ul><ul><li>CPC is more important than CTR. </li></ul></ul>06/04/09 [email_address]
  62. 62. In 7 Seconds They Stay or Go. 06/04/09 [email_address]
  63. 63. Split Testing <ul><li>Use Ad Variations </li></ul><ul><li>Rotate Equally </li></ul><ul><li>Test Results </li></ul><ul><ul><li> </li></ul></ul>06/04/09 [email_address]
  64. 64. Search Engine Marketing SEM
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