Search Engine Marketing


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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

    1. 1. 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
    2. 2. 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
    3. 3. Paid Placement & Contextual Advertisement
    4. 4. 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
    5. 5. 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
    6. 6. 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
    7. 7. Paid Inclusion
    8. 8. 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
    9. 9. 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
    10. 10. Largest SEM Vendors 4.20% 5.90% 12.50% 77.40% Google Yahoo MSN Others Paid Search Engines Paid Inclusion Placement.
    11. 11. Thank You Group A