Search Engine Marketing Brief

What is SEM ?

• Search engine marketing is an inclusive term for all techniques used to market a website via search engines, including Pay-Per-Click advertising and Natural Search Engine Optimization.

• SEM is a series of online tactics that, when combined with SEO, help to attract consumers, generate brand awareness and build consumer trust.

What (2)

• The act of marketing a web site via search engines, whether this be improving rank in organic listings, purchasing paid listings or a combination of these and other search engine-related activities.

• marketing and advertising online. How you position your website online.

SEM

• Paid SEM

– Different Vendors

• SEO ( Search Engine Optimization

– White Hat SEO

– Black Hat SEO

Paid SEM

• PPC

– Pay per click

• CPM

– Cost per impression

– Pay per impression

Paid SEM Vendors

• Google Adwords

• Yahoo Search Marketing

• Microsoft adCenter

Paid SEM in U.S

• Adwords

– More than 70 percent of budget

• Impossible to ignore

– Yahoo Search Marketing

– Microsoft adCenter

Paid SEM in China

• Baidu

– More than half

• Adwords

– Less than half

• Ignore

– Yahoo Search Marketing

– Microsoft adCenter

Paid SEM in Turkey

• Google usage is more than %96

• Since google usage far more then competitors

Paid SEM = ADWORDS

Adwords

• Check Adwords Slide For more information

SEO

Aims to improve organic visibility of your Website

• White Hat Seo

– Depens on your website

• Black Hat Seo

– Mainly External websites

White Hat SEO

• Aims to improve your website coding

• Aims to improve your content

• Aims to improve your organic

• Legal

• No worries about Google Ban

Black Hat Seo

• Breaks the search engine rules and regulations

• Back Link Based

• On site techniques

• illegal

• Google may Ban

İllegal / Legal

• Google Guidelines http://support.google.com/webmasters/bin/answer.py?hl=tr&answer=35769

• Yahoo Guidelines http://help.yahoo.com/kb/index?locale=en_US&page=content&y=PROD_SRC

H&id=SLN2245&pir=H3iOonlibUnvsWSyGVpSq7E1ZhH6n_2EJI2Hf3_RFslbM6fWIiNFXWpmOve2H53fq4k-

Important Terms of SEM

• CTR "click-through rate" – The ratio of clicks to impressions. If a campaign

has 5 clicks and 100 impressions, its CTR is 5%

• Above the Fold – area of content viewable prior to scrolling.

• Adsense – Contextual advertising programme of google

– Content owners monetize their content via adsense

Important Terms of SEM

• Breadcrumb Navigation

– Navigational technique used to help search engines and website users understand the relationship between pages.

– Home > Marketing > Digital Marketing

• Bid Management

• CPA ( Cost Per Action)

– Cost for filling the contact form