The document discusses the pros and cons of pay-per-click (PPC) advertising and search engine optimization (SEO). PPC advertising allows for immediate results and total control over ad placement but costs money per click. SEO takes longer to see results but clicks are free. The document provides tips for effective PPC campaigns, on-site SEO, and landing page design to improve click-through rates and user experience. Search engine marketing (SEM) combines PPC and SEO strategies.

4. PROS: Clicks are Free Most People Click on Top Organic Links CONS: Takes Time to See Results Limited Control Clicks are Free but SEO efforts are Not PROS: Immediate Results Total Control of How and Where Displayed Can Test and Change Daily CONS: Costs Money Each Time Someone Clicks Very Competitive Need Knowledge to Avoid Wasted Spending

5. Pay-Per-Click (PPC) Advertising

6. Total of 95 Characters Allowed: Title = 25 Characters 2nd line = 35 Characters 3rd line = 35 Characters Select a Landing Page URL that matches the product or service discussed in the ad. Should be as Specific as Possible. Include the Key Selling Points. Such as “No Signed Contract”

7. Keywords + Ad Text = Ad Group Make your Ad Groups Very Focused Each Group Should be About 1 product HP laptop in a different group than HP printer No More than 50 Keywords in Each Ad Group (can have up to 2,000) Google Keywords Tool

8. Google Determines which Advertisers want to Show up for a Keyword Each Time a User Searches. Google will Rank the Advertisers based on 2 things: The Amount of Money They Bid Their Quality Score Quality Score is Based on Relevancy of Keywords and Ad as Well as Other Factors Bottom Line = The More You Pay the More You Show Up.

9. Search Engine Optimization (SEO) - Organic Listings

10. Page Title = Max of 66 Characters Meta Description = Max of 160 characters. Page Titles and Meta Descriptions should be different on each page of your website. Clear Url with keywords in it. K e y words Used in Ad Should Relate Directly to Product/Service Described on That Page

11. Combination of These Elements: Content on Your Website (Both Quantity and Quality) Meta Description, Keywords & Titles Number of Inbound Links What Your Domain Name is and How Long it has Been Around

12. Website & Landing Page Design

13. Consistency from start to finish is key (a) Search Query (b) PPC Campaign (c) Landing Page Customize your messaging so that it appeals to how the user is searching. In the example below you can see the message “Digital Music Service” is used every step of the way (a) Search Query (c) Landing Page (b) PPC Campaign

14. You only have 2 seconds to tell your story. Tell users they have found what they are looking for. Always use clear, concise and relevant headline. Include testimonials, awards, certification.

15. Have a clear call to action No flash intros! Don’t be too creative! Eliminate unnecessary navigation.

17. SEM is combination of SEO and PPC internet marketing types. You are not forced to do them both at same time – it all depends on your goals and when we talking about ppc , your bugdet. Best prictice is to measure seo and ppc to let them «work in team».

18. SEM : en.wikipedia.org/wiki/Search_engine_marketing SERP: http://en.wikipedia.org/wiki/Search_engine_results_page SEO : http://en.wikipedia.org/wiki/Search_engine_optimization PPC : http://en.wikipedia.org/wiki/Pay_per_click SEO vs PPC: http://www.mikesquarter.com/seo-vs-ppc-the-pros-and-cons-378/ SERP : http://en.wikipedia.org/wiki/Search_engine_results_page Adwords : https://adwords.google.com/support/aw/?hl=en Meta Data : http://searchenginewatch.com/2167931 Bounce Rate : http://en.wikipedia.org/wiki/Bounce_rate