Bartek Krzemień prezentuje temat dla Norwegów na AE Katowice

1. What should you know about search engine
marketing if you are working
at a university?
Bartek Krzemień, Divbi Sp. J.

2. Agenda
 Why search marketing should interest your students?
 How can you use search marketing activities while
teaching?
 How can search marketing be dangerous for you?
 Q&A

3. Lets put search in context.

6. Why search engine marketing is so powerful?

7. Online Ad Spend
Source: IAB Europe/PwC

8. Growth in 2008
Source: IAB Europe/PwC

9. John Battelle
The Database of Intentions

10. The aggregate results of every search ever entered, every
result list ever tendered, and every path taken as a result. It
lives in many places, but three or four places in particular hold
a massive amount of this data (ie MSN, Google, and Yahoo).
Source: http://battellemedia.com/archives/2003/11/the_database_of_intentions

11. This information represents, in aggregate form, a place holder
for the intentions of humankind - a massive database of desires,
needs, wants, and likes that can be discovered, subpoenaed,
archived, tracked, and exploited to all sorts of ends.
Source: http://battellemedia.com/archives/2003/11/the_database_of_intentions

12. Such a beast has never before existed in the history of culture,
but is almost guaranteed to grow exponentially from this day
forward. This artifact can tell us extraordinary things about who
we are and what we want as a culture. And it has the
potential to be abused in equally extraordinary fashion.
Source: http://battellemedia.com/archives/2003/11/the_database_of_intentions

13. OK then, how do you know if SEM works?

14. Primo:
Business Goals

15. Secundo:
Web Analytics

16.  Business goals usually mean conversions
 A conversion is an action desired by the advertiser. Such
action should be undertaken by visitors coming to the
site due to the ad campaign.
 Conversions affect the most important performance
indicator - ROI.

17. Conversion types
 visits
 a visit lasting longer than specified time
 a visit with certain amount of page views (or more)
 business leads
 contact forms
 site sign-up
 newsletter sign-up
 download a document
 download software
 create some content (UGC)
 purchase

18. Nothing out there offers comparable
measurement scale!

19. This sounds interesting. How can I get students
involved?

20. Try Google Online Marketing Challenge!

21. GOMC
 Global competition, focused on AdWords PPC
campaigns.
 Students work with real businesses!
 No admission fees – Google gives $200 for each team.
 Choose three consecutive weeks between January and
May.
 More at google.com/onlinechallenge/ or ask Artur :).

22. Organize your own competition.

23.  Encourage students to create websites on a given topic.
 Brainstorm some keyword ideas.
 Ask them to define measurable goals for site's audience
and assign value to each goal.
 Ask them to use Google Analytics or any other tool, and
measure where are their visitors coming from.
 Ask them so check if their sites were indexed and if yes,
on which place are they in search engines.

24. So far so good. Is there anything dangerous
when dealing with search engines?

25. Spam.

26. Some people doing search engine marketing like
to spam or even hack .edu domains to get links
from them.

27. levitra site:.edu

31. Q&A?
Thank you :).
Please feel free to email me with any
questions: bartek@divbi.com