PPT-Search Engine Advertising Operations

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 . SRadar National Radar Help Thats Me 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. Bhanu C. Vattikonda, . Vacha. . dave. , . Saikat. . Guha. , Alex C. . Snoeren. Organic . results. Sponsored. results. Query. 2. Huge and growing industry. 20%. 3. Source: . IAB/PwC Internet Ad Revenue reports. 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. 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. 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. 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. 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.. journals, but not in full like academic databases Read more about the deep Web Lately, the large search engines have begun to index parts of scholarly databases and e-journals, so that you can How much of the total web are you able to searchFreshness How often do their crawlers update the copies of the web pages you are searchingCompleteness of textIs the database really full text or only p Search engine marketing firms are getting increasingly popular. They are being used by online firms to increase their success. One should go with the flow. The digital world is always evolving. Keeping up with current techniques and strategies is difficult. It is an information retrieval system designed to help find information stored in a computer system. Evolution of Search Engine. - A Timeline - . 1990. 1991. 1992. 1993. 1994. 1995. LookSmart. (active) - Competed with Yahoo but became a pay-per-click provider later on.. COMP 475. Spring . 2009. Dr. Frank McCown. Class objectives. Understand how the Web is organized. Understand characteristics and limitations of web search. Implement our own web crawler, indexer, and retriever.