Andrea Arenas Estevam Sa da Bandeira Hugo Latorre Leticia Salama Matthias Holland-Cunz Natalie Jadalla Paola Martinez Tomas Junquera

Search Engine Marketing

Master in International ManagementDigital Marketing

Group A

What is SEM?

Search Engine Marketing

Form of Internet marketing

Contains all means to generate traffic

Goal

Promote websites through

enhancing their visibility in the result

pages of a Search engine (like

Google)

Paid Inclusion Paid Placement & Contextual Advertisement

Paid Placement & Contextual

Advertisement

Paid Placement & Contextual Advertisement

Advertisers specifies words intended to trigger their web pages

Form of targeted advertisement

Goal: Guarantee prominent position on a search engine result page.

When person is using a particular search engine:

A query is conducted and advertized homepage is selected based on:

- Quality Score - Advertisers bid price

Paid Placement & Contextual Advertisement

Flat Rate

Pay per Click

Pay per View

Partially premise to be considered by search engine

Flat Rate Model:- Agreement between advertiser on fix price per click

Bid Based Model:- Automated action between advertisers- Basis: Maximum Price for particular word established by advertiser

Payment of established price based on number of times advertised website is displayed in sponsored links section

High control over position of advertised website on search engine result pages

Offers possibility of paying only when effective visit & conscious perception of website occurs (PPC)

High accuracy of targeting possible

Click fraud (if PPC): Imitation of a user via person or computer program;Illegitimate cost to the advertiser

Advertisers of new websites :Disadvantage since no established click-through rate Why?:Click-through rate is cirteria for positioning on reslut page

Paid Placement & Contextual Advertisement

Paid Inclusion

Paid Inclusion

Paid inclusion is a SEM product where the company charges fees for the inclusion of websites in their search index.

Payment Annual Fee depending on number pages and website SE uses a “spider” that incorporates new web pages

Period of 6 Months

Paid Inclusion Pros & Cons

Ability to custom web site's information on the search engine

Better user experience with accurate alternatives and recommendations

Is questionable: cost/ benefit

Limited reach Searches return results based on the economic standing rather than relevancy

Search Engines Paid Placement. Paid Inclusion

Largest SEM Vendors

77.40%

12.50%

5.90%4.20%

Google Yahoo MSN Others

Thank YouGroup A