1. Measurement &
Research Issues
Leo Concepcion
Comm 455

2. California Fitness Hong Kong
• http://www.californiafitness.com/
California Fitness, a subsidiary of 24 Hour
Fitness Worldwide, opened their first gym
in Hong Kong in July 1996. They
pioneered the mega gym concept in the
region, and after the success of their first
gym in Lan Kwai Fong, they opened other
branches in Hong Kong and in other cities
in Asia.
California Fitness, a subsidiary of 24 Hour
Fitness Worldwide, opened their first gym
in Hong Kong in July 1996. They
pioneered the mega gym concept in the
region, and after the success of their first
gym in Lan Kwai Fong, they opened other
branches in Hong Kong and in other cities
in Asia.

3. California Fitness Hong Kong

4. SEM Objectives
• To increase the traffic of the website and
analyze the contents that keep the visitors
engaged
• To increase lead generation through
website online forms and online contacts

5. SEM METHODS
California Fitness

6. SEM Methods
• Keyword research and analysis – use
keyword tools
• Optimize website content and assets
(texts, images, etc.)
• Search engine optimization through
website coding (meta tag names)
• Ad placement in a search engine’s
sponsored links (pay per click)
• Analysis of site visits and ads

7. • Find the terms that are the most relevant
to the business. Don’t just look for the
most searched general terms. Look for the
“long tail keyword phrase”.
• Meticulous keyword research can move
one ahead of competition, both for paid
and organic search
• Most important and crucial step for search
engine marketing campaign
Keyword research & analysis

8. • Google AdWords Keyword Tool
Keyword research & analysis

9. • Google AdWords Keyword Tool
Keyword research & analysis

10. • Optimize and compete for the most searched
keywords
• Get number 1 for smaller terms
Keyword research & analysis

11. Optimize contents on the web
pages
URL structure, anchor
text, title texts and
descriptive tagging are
factors for optimizing
images for search
engines; make sure to
include keywords

12. Search engine optimization
through website coding
Every page can have an HTML title tag, but how that
tag is used can vary. Most browsers will show the title
in the reverse bar at the top of the browser window.

13. Search engine optimization
through website coding
Use meta tags on the html codes
of each page
Use meta tags on the html codes
of each page

14. Organic Search Results

15. Ad placement in a search
engine’s sponsored links (PPC)
• used to direct traffic to websites, where
advertisers pay the publisher (typically a
website owner) when the ad is clicked
• Advertisers bid on keywords where the
banner ad will appear as a keyword result

16. Ad placement in a search
engine’s sponsored links (PPC)
• Top banner ads

17. Ad placement in a search
engine’s sponsored links (PPC)
• Side banner ads

18. SEM MEASUREMENTS
California Fitness

19. Web Traffic Analysis
- a free or premium service offered by Google that
generates detailed statistics about the visitors to a
website
- aimed at marketers instead of to webmasters
and technologists
- most widely used website statistics service
- currently in use on around 55% of the 10,000
most popular websites
- a free or premium service offered by Google that
generates detailed statistics about the visitors to a
website
- aimed at marketers instead of to webmasters
and technologists
- most widely used website statistics service
- currently in use on around 55% of the 10,000
most popular websites

20. Web Traffic Analysis

21. Web Audience Measures
• Site centric data – through Google Analytics
– Most frequently requested pages
– Number of visits
– Pages viewed per visit
– Most popular visit times
– Length of visit
– Popular paths followed throughout the site
– Browser used (Internet Explorer, Safari, Firefox, Chrome, etc.)
– User Computer Platform (desktop or mobile)
– Domain and Host of the User
– Referring URL
– User Entrance Page and Exit Page

22. Web Audience Measures

23. Web Audience Measures
• Audience Centric data
– Through Nielsen Online Measurement
• analyze consumer behavior and trends, advertising
effectiveness, brand advocacy, social media buzz
and more to provide a 360 degree view of how
consumers engage with online media.

24. Web Audience Analysis

25. Exposure Based Measures
• Exposure-based Measures
– Number of site visits (Site impressions)
– Number of Unique Users (Site Reach)
– Number of Page Views (Page Impressions)
– Number of Ad Views (Ad Impressions)
– Average Frequency of Exposures to an ad vs. page

26. Interest/Interaction Measures
• Interest/Interaction Measures
– Click-through Rate - % of total impressions that resulted in click-
through (Cost per Click)
– Time spent interacting with the site or the ad - measure of
interest generated by the advertisement

27. Response/Action-based
Measures
• Response/Action-based Measures
– Subscription generated
– Number of generated inquiries received online
– Membership acquisition

28. Thank you!