The quick way to get noticed Session Agenda Intro to Search Engine Advertising The SEA Process Tactics amp Strategy SEA Metrics Key Concept Search Engine Advertising is a contextual form of advertising which improves ID: 567518 Download Presentation
MBA 563. WEEK 5 . Today’s class will cover:. Search Engine Advertising: Methods of pay-per-click contextual advertising used in search engines. How to set up a Google AdWords campaign. Display advertising.
Jonathan Hollingshead. Terms used in this presentation. Web page or page – a single document . on the Internet, typically with a single topic. Web site or site – a collection of individual web pages interconnected by hyperlinks.
Managed Marketing Service . Karen Levy Newnam and Liz DiSaia. Agenda . Why Search Engine Marketing?. The Role of Your Website in an Effective Strategy. Making Sense of Search Engine Marketing Acronyms.
Daniel Kauffman. Agenda. What is a Search Engine?. Examples of popular Search Engines. Search Engines statistics. Why is Search Engine marketing important?. . What is a SEO Algorithm?. Steps to developing a good SEO strategy.
Ryen W. . White, Matthew Richardson, Mikhail Bilenko. Microsoft Research. Allison Heath. Rice University. User Loyalty. Users are generally loyal to one engine. Even when engine switching cost is low, and even when they are unhappy with search results.
Standard 4. The role of digital advertising is to increase sales or improve brand awareness.. Types of Ads. Banner. – Image-based advertisements that often appear in the side, top, and bottom sections of websites.
What is Search Engine Optimization?. Search engine optimization. (. SEO. ) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results..
com ABSTRACT An important problem in search engine advertising is key word generation In the past advertisers have preferred to bid for keywords that tend to have high search volumes and hence are more expensive An alternate strategy in volves biddin
The quick way to get noticed. Session Agenda . Intro to Search Engine Advertising. The SEA Process: Tactics & Strategy. SEA Metrics. Key Concept . Search Engine Advertising is a . contextual . form of advertising which improves .
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Search Engine Advertising Operations
Presentation on theme: "Search Engine Advertising Operations"— Presentation transcript:
(Clicks/Impressions) - Efficiency of Ad Copy(Targeting)
- Cost Per Click
- Advertiser Performance Metric
Conversions - completed goals Value - Gross Profit (no advertising costs included)Net Profit - Profit minus Advertising CostsROAS - Return on Advertising Spend (Needs to be above 1.00 for positive return)
SEA Metrics (performance)Slide13
Simbound SEAIt’s all about the Quality (score).
Tip: Search Online for ‘
A peek inside Simbound's Quality Score Algorithm’
to get insight into the in-game search engine Baigoo Slide14
Simbound SEAFast Fixes for Campaigns
Low amount of Impressions
average Keyword Search Volume 2.Check CPC bids 3. Add New Keywords Few amount of clicks