By James Colborn
ISBN-10: 0080457886
ISBN-13: 9780080457888
ISBN-10: 0750666188
ISBN-13: 9780750666183
Seek advertising concepts makes a speciality of tips on how to take advantage of from the hunt engine undefined. targeting the strategic point instead of the procedural method, the writer demonstrates find out how to adapt the tactical suggestions, reminiscent of paid seek, website facet optimization and analytics programs, into seek suggestions for you to in attaining advertising and marketing or company goals resembling branding, revenues and consumer acquisition. * specializes in seek business plan instead of seek optimization* Acts as a toolkit for adapting tactical ideas into seek thoughts* Written for retailers, hence the respect of the subject of seek is fully correct for the promoting functionality
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Extra resources for Search Marketing Strategies: A Marketer's Guide to Objective Driven Success from Search Engines (Emarketing Essentials)
Sample text
Qxd 08/27/2005 11:27 PM Page 49 Search Marketing Techniques the cost is greater than my return threshold then I must either eliminate it or, in some instances, reduce the overall CPC. ● Deletion of keywords due to performance – very similar to the technique mentioned above, the removal of keywords due to cost, this is based upon performance. However, depending upon the performance the singular keyword may not be associated with cost. For example, should a keyword portfolio contain 500 phrases that don’t perform against return metrics but only drive a single click each, is the problem about cost of keyword or performance?
If a goal is to achieve a certain traffic number then a target CPC must be found; similarly if the goal is to achieve a conversion (such as a sale or lead generated), the amalgamated cost of all keyword clicks must be at the investment number for a desired return. 00 was spent on clicks, $5 must be made back from the clicks in order to achieve the goal. qxd 08/27/2005 11:27 PM Page 54 Search Marketing Strategies This is a simple principle but, in the PFP, one that is extremely hard to achieve, the reason being that the market controls the price and not the search engine and as such a conversion parameter (such as that 5-fold return cited above) can change from one hour to the next.
Websidestory. com) ● ClickTracks: ClickTracks is a browser-based, or log file-based, analysis tool that studies the logs of a website and provides reports based upon activity. ClickTracks also offers server-based solutions and has a unique interface showing reporting superimposed over a website’s actual pages. com. Additionally, most of the SEM companies provide analytics and the major engines, such as Google and Overture. Within each of the chapters on objectives (Chapters 6, 7 and 8) the involvement of tracking components will be highlighted and techniques around their use detailed.