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