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Search Engine Marketing

Search Engine Marketing



Last presentation of Group A at Digital Marketing Class

Last presentation of Group A at Digital Marketing Class



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  • Concept: , the fee covers an annual subscription for one webpage, which will automatically be catalogued on a regular basis web crawling. Others such as Google do not let webmasters pay to be in their search engine listing (advertisements are shown separately and labeled as such).

Search Engine Marketing Search Engine Marketing Presentation Transcript

  • Master in International Management Digital Marketing Search Engine Marketing Group A  Andrea Arenas  Estevam Sa da Bandeira  Hugo Latorre  Leticia Salama  Matthias Holland-Cunz  Natalie Jadalla  Paola Martinez  Tomas Junquera
  • What is SEM? Search Engine  Promote websites through Marketing enhancing their visibility in the result  Form of Internet marketing Goal pages of a Search engine (like  Contains all means to generate traffic Google) Paid Inclusion Paid Placement & Contextual Advertisement
  • Paid Placement & Contextual Advertisement
  • Paid Placement & Contextual Advertisement  Form of targeted advertisement Goal: Guarantee prominent position on a search engine result page.  Advertisers specifies words intended to trigger their web pages  When person is using a particular search engine: A query is conducted and advertized homepage is selected based on: - Quality Score - Advertisers bid price
  • Paid Placement & Contextual Advertisement  Partially premise to be considered by search Flat Rate engine  Flat Rate Model: - Agreement between advertiser on fix price per click Pay per Click Bid Based Model: - Automated action between advertisers - Basis: Maximum Price for particular word established by advertiser  Payment of established price based on number of Pay per View times advertised website is displayed in sponsored links section
  • Paid Placement & Contextual Advertisement High control over position of advertised website on search engine result pages Offers possibility of paying only when effective visit & conscious perception of website occurs (PPC) High accuracy of targeting possible Click fraud (if PPC): Imitation of a user via person or computer program; Illegitimate cost to the advertiser Advertisers of new websites : Disadvantage since no established click-through rate Why?:Click-through rate is cirteria for positioning on reslut page
  • Paid Inclusion
  • Paid Inclusion  Paid inclusion is a SEM product where the company charges fees for the inclusion of websites in their search index.  SE uses a “spider” Payment  Annual Fee depending on number pages and website that incorporates new web pages  Period of 6 Months
  • Paid Inclusion Pros & Cons Ability to custom web site's information on the search engine Better user experience with accurate alternatives and recommendations Is questionable: cost/ benefit Limited reach Searches return results based on the economic standing rather than relevancy
  • Largest SEM Vendors 4.20% 5.90% 12.50% 77.40% Google Yahoo MSN Others Paid Search Engines Paid Inclusion Placement.
  • Thank You Group A