2 Search Engine Marketing What, why and how? IAB Peru, 01.10.2009
3 Search Marketing is not new! Online Search Drove Nearly 10 Million UK Travel Purchases between December 2005 and February 2006 (LONDON, July 25, 2006 – comScore Media Metrix)
4 Why Search? For the users Carry out an active search on name, products or category Get an overview over a ”market” Information For the companies Sale A need for qualified traffic Not always being ”top of mind” on the web Visibility on the web.
15 Right keywords? dvd 151.000.000 searches dvd rental 673.000 searches dvd rental london 1.000 searches hotel 506.000.000 searches hotel peru 165.000 searches hotel miraflores 33.100 searches Google global searches August 2009 Google Keyword Tool (adwords.google.com/select/KeywordToolExternal)
16 Link Building Very important for ranking! Link Strategy is key You link build primarily for pages Directories Online magazines Specialized websites
20 Never stop testing, and your advertising will never stop improving. 99 percent of advertising doesn't sell much of anything. (David Ogilvy 1911-1999) The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.