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Analysis of Digital Media Channels & IMC Campaigns Communication 359 Joseph Green 10/22/2013.

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Presentation on theme: "Analysis of Digital Media Channels & IMC Campaigns Communication 359 Joseph Green 10/22/2013."— Presentation transcript:

1 Analysis of Digital Media Channels & IMC Campaigns Communication 359 Joseph Green 10/22/2013

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3  Wikipedia's definition: "A form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising."  Buying traffic through paid search listings  PPC Pay Per Click  Cost Effective  Non-organic  Google AdWords is a platform to SEM-Shows Advertisements  Bing  Yahoo

4  Wikipedia’s definition: "The process of affecting the visibility of a website or a web page in a search engine's 'natural' or un-paid ('organic') search results.“  Organic in nature  Keywords are critical and allow the display of the most relevant results.  More likely to be on top of search results Video :

5  Used to price online advertisements  Online advertisers will pay Internet Publishers a PPC rate when an ad is clicked on

6  More Measureable  Constant Source of information  Makes Strategic Decisions Based on Facts  Better at Reaching Your Target Audience  Provides Better Word-of-Mouth  Can Increase Conversions More

7  77% of users surveyed are currently using or evaluating paid search strategies  41% are actively running paid search campaigns  31% of users don't measure their SEM activities at all  Of the ones that do measure, 60% are only measuring basic click-through results and general traffic activity  27% are measuring through to conversion, but only 11% are conducting detailed ROI analysis looking at revenue by search phrase and lifetime value

8 *SEA

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12 Google Demographics Age: year-olds Income: Household income of $90,000 or greater Education: College graduate and above Gender: Not much of a statistical difference between men and women and men

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14  -Use a never ending list of keywords. This ensures that you have an extensive list of keyword information, while adding new keywords to your account's keyword database daily.  -Keep a relevant, exclusive keyword list. Make sure the keywords are highly specific to your business because the information is being pulled from your site.  -Other important factors are relevance, click through rate, better ad position and lower cost.  -If you have an advertisement on Google a quality score is an important factor when determining you’re business’s success.  More….. 1. Web Analytics 2. Keyword Research and Suggestion 3. Keyword Grouping 4. Ad Group Creation and Ad Text Authoring 5. Campaign Publishing 6. Conversion Rate Optimization

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16  h-engine-marketing-case-study


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