MARKETING, SEARCH,
ANALYTICS
DSC488/DSC588 eBusiness

Agenda

Search Engine Types
3
Directories

Directories are search engines compiled by human beings.

 Web sites are placed under relevant categories, such as
Recreation > Cars & Autos

Yahoo! Directory (http://dir.yahoo.com) and Open

Directory (http://www.dmoz.org/) are examples.
Crawlers

Crawler-based search engines automatically visit web

pages to compile their listings.
 Google and Windows Live are examples.

Google’s PageRank algorithm
4
• Google interprets a link from page A to
page B as a vote, by page A, for page B.
• Votes cast by pages that are themselves
\"important\" (have a high PageRank)
weigh more heavily and help to make
other pages \"important.\"

Google: Other ranking factors
5
Capitalization of Heavier
Font size of Position of
words or letters weighting if
words in target words in target
in target search term in
document document
document selected tags
URL
Towards the top
of the document
Title
Relative to ebusiness
other text in the versus
document EBUSINESS
For multiple Meta tag
word
searches, how
proximate are Anchor text (link
the words? to another page)

Search Engine Optimization
6
The process of designing a site to improve its rankings with search

engines on relevant search terms. Some optimization techniques:
Have other (popular) sites link to your site.

Make sure your target keywords appear in the crucial locations on your

web pages.
Your page's HTML title tag is most important.

Use META tags (now mainly for search engine result listings)

<meta name=\"description\" content=“The DSC development server\" />

<meta name=\"keywords\" content=“eBusiness, University of

Oregon, Lundquist College of Business\" />
Search engines may also penalize pages or exclude them from the

index, if they detect search engine \"spamming.\"
Source:

http://searchenginewatch.com/webmasters/article.php/2168021

Discussion
7
Based on the previous slides, how will you increase

the ranking of your project website on Google?
 Provide specific examples.

Internet advertising
8
Search engine optimization will carry your site only

so far.
You usually need to combine search engine

optimization with paid internet advertising to
increase your site’s exposure.

Internet advertising formats
9
Search E-mail Rich Media Broadband video
•Fees advertisers pay on-line •Banner ads, links or advertiser •Advertisements that integrate •TV-like advertisements that
companies to list and/or link sponsorships that appear in e- some component of may appear as in-page video
their company site domain mail newsletters, e-mail audio, animation and/or commercials or before, after, or
name to a specific search word marketing campaigns and other interactivity during content in a player
or phrase. commercial e-mail environment
communications. Includes all (video, animation, gaming, etc.)
types of electronic mail
(e.g., basic text or HTML-
enabled).

Internet Advertising formats (cont’d)
10
Classifieds and
Display ads Sponsorship
auctions
• Advertiser pays an • Advertiser sponsors • Fees advertisers pay
on-line company for targeted Web site or Internet companies
space to display a email areas to list specific
banner or logo on (e.g., entire web products or services
one or more of the site, site area, an (e.g., online job
on-line company’s event, parts or all of boards and
pages. an email message). employment
listings, real estate
listings, automotive
listings, auction-
based listings, yellow
pages).

Internet advertising pricing models
11
CPM (Cost-per-thousand) Performance
• The cost of 1,000 impressions - an • CPC (Cost-per-click)
advertising pricing model in which • Cost of advertising based on the
advertisers pay based on how many users number of clicks received.
were served their ads. • CPL (Cost-per-lead)
• Also known as Pay-per-Impression • Cost of advertising based on the
number of database files (leads)
received (e.g. completion of a web
form).
• CPS (Cost-per-sale)
• An advertising pricing model in which
advertisers pay agencies and/or media
companies based on how many sales
transactions were generated as a direct
result of the advertisement.

CPC Search Examples
12
Google AdWords Yahoo Search Marketing
(http://searchmarketing.yahoo.com/srch/?mkt=us)
(https://adwords.google.com/)
Yahoo allows sites to \"bid\"
Google's self-service
on the terms they wish to
AdWords program charges
appear for. You agree to
a per click fee based on
pay a certain amount each
how much you bid plus a
time someone clicks on
$5 activation fee.
your listing.

Cost-per-click averages
13
The average cost-per-click in

search by vertical in the U.S.
for March 2008 compared to
the prior month. Data and
research are provided by
Efficient Frontier. \"Total
finance\" includes auto
finance, banking, credit, finan
cial
information, insurance, lendi
ng, and mortgage. Each
vertical contains data from
multiple advertisers.
http://searchenginewatch.co

m/showPage.html?page=362
9032

Web metrics
14
One important component of promoting and

maintaining a site is collecting web metrics.
 Number of hits and unique visitors (unique IP
addresses).
 Search terms used to find your site.
 Other web sites referring (sending) visitors to your
site.
 Web browser software used to view your site.
 Screen size used to view your site
 Default language of browser used to view your site.

Example metrics page
15

Useful metrics
16
look-to- click-to- basket-to- look-to-
click rate basket rate buy rate buy rate
what
how many how many how many percentage
of product
product click- basket
impressions
impressions throughs placements
are
are are are
converted converted converted eventually
converted
to click- to basket to
to
throughs. placement. purchases.
purchases

Business questions for look-to-click
17

Discussion
18
Similar to the previous slide, generate general

business questions for:
 Click-to-basket
 Basket-to-buy
Which of the metrics discussed today will be most

relevant for your project site?
 Explain your answer.