SEO (Search Engine Optimization) vs SEM(Search Engine Marketing)
Search Engine Marketing Presentation
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Transcript of Search Engine Marketing Presentation
Organic SEO: Improve content so that it has a greater relevance for your customers and prospects.
No one can pay to rank more favorably using Organic SEO.
Search Engines determine website rank on search engine results pages (SERP) based on website content, meta tags and terms.
Website owner bids on and advertises specific keywords within a SERP.
When a visitor enters a search term that matches the advertiser’sKeywords, a text ad appears on top, bottom, or side of the SERP.
Advertisers are charged the bid fee when a user clicks on the ad andAdvances to the linked landing page (called Pay-Per-Click).
When visitors access your website via a paid ad, they are directed to a mirror website (copy of actual site). The mirrored site tracks all ad clicks and includes a “proxy line”, a unique telephone number not found elsewhere.
Any phone calls made to the proxy telephone line roll over to the advertiser’s dedicated line, but are tracked and recorded. This makes it easy to measure results.
How much does the ad cost?
Visionary does as part of our services. We work closely with you to select keywords that resonate with your target audience.
The cost is dynamically calculated by search engines. The bid depends on the degree of competition for keywords, the “quality score” of the ad and the website, and on other lesser factors.
Who designs the ads?
How much do I spend?Your budget is entirely up to you. Visionary will help you budget so that your project clicks are available throughout the day, for your entire campaign.
For instance, if a click is projected to cost you $2, you may consider budgeting $30 a day so that you have about 15 clicks availalble daily. The cost for a month, then would be about $900. Unused clicks roll over into the next month.
How many clicks can I expect?
What is the average click-to-call ratio?
The number of clicks depends on several factors, including keyword selections, ad position, industry type, ad content, website content and frequency of keyword query.
Every industry is different, but historical data shows that click-to-call ratios should be expected to range between 3% and 30%. Lower ratios often can be remedied by adjustments in content.
