This document discusses search engine marketing (SEM) and strategies for building web traffic. It begins by explaining what SEM is and some key terms. It then discusses the challenges of gaining web traffic and different sources of traffic like branding, affiliate programs, online promotions, and search engines. Next, it covers analyzing traffic patterns, volume, and costs. The document concludes by providing goals for traffic building and strategies like search engine optimization, online promotions, and evaluating keyword advertising.

1. SEARCH ENGINE
MARKETING

2. Why Search Engine Marketing
(SEM)?
 As a way for traffic building to company’s webpage.
 Building awareness
 Optimizing online promotions
 Is it same as online promotion activities?
 Some terms
 Cost per thousand impression (CPM)
 Click through rate (CTR)
 Conversion rate (CR)
 Click stream (CS)
Useful Link:
www.hbsp.harvard.edu/multime
dia/flashtools/webmetrics/index.

3. The Difficult Battle for Web
Traffic
 Value and Scarcity
 Online content, attention, and the Diamond-Water
paradox
 Novelty no longer generate traffic
 Spending on traffic building

5. Sources of Web Traffic
 Branding Choices
 Affiliate Program
 Online Promotion
 Banner Advertising
 Mass Media Advertising
 WOM
 Publicity
 Search Engine

6. Traffic Volume and Pattern
 Typical Visit Pattern
 Wine glass plot tool
 Star-field tool

9. Wine Glass Pattern

10. Wine Glass Pattern

11. Star-field tool

12. Star-field tool

13. Traffic Volume and Pattern
 Typical Visit Pattern
 Wine glass plot tool
 Star-field tool
 Cost per action

14. Cost-per Action

15. Traffic Volume and Pattern
 Typical Visit Pattern
 Wine glass plot tool
 Star-field tool
 Cost-per Action
 Web Visibility and Competitive Analysis

16. Web Visibility and Competitive Analysis

17. Traffic Building Goals
 Best traffic with least cost
 Maximize profit
 Short-term
 Long-term
 Minimize cost-per action
 Maximize actions

18. Maximize Profit
 Customer lifetime value vs. unified visit value
 Acquire traffic as long as cost per visit is less than
unified visit value.
 Spent on traffic sources that maximize the difference
between unified visit value and cost per visit.

19. Minimize Cost-per Action
 A certain no. of new visitors
 A certain no. of new registered users providing email
address
 A certain no. of visitors enquiring about a product
 A certain no. of new customers
 A certain no. of returning customers

20. Maximize Actions
 Online promotional / engagement activities
 Online / social networks site polls / quizzes

21. Search Engine Marketing
 Site Optimization (Search Engine Optimization)
 The power of “Above the Fold”
 Search Engine Awareness
 Use Meta-Tags to Flag Important Concepts
 Structure website Content
 Keyword density
 Cultivate External Links
 Inline links

22. Keyword Advertising Evaluation
 Step 1: Identify possible keywords
 Review weblogs
 Keyword length (1/2/3/4 words)
 Step 2: Expand the list
 E.g. Google adwords keyword tool
 Step 3: Testing keywords
 Keywords and their corresponding CTRs and CRs
 Step 4: Bid, trim and track
 Bid-based listing
 CTR based listing