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Page 1: Help for assignment 6. Copyright © 2010 Pearson Education, Inc. Search Engine Advertising Almost 50% of online ad spending in 2009 Types: – Paid inclusion

Help for assignment 6

Page 2: Help for assignment 6. Copyright © 2010 Pearson Education, Inc. Search Engine Advertising Almost 50% of online ad spending in 2009 Types: – Paid inclusion

Copyright © 2010 Pearson Education, Inc.

Search Engine Advertising

• Almost 50% of online ad spending in 2009• Types:– Paid inclusion or rank• Inclusion in search results• Sponsored link areas

– Keyword advertising• E.g., Google AdWords

– Network keyword advertising (context advertising)• E.g., Google AdSense

Slide 7-2

https://www.google.com/accounts/ServiceLogin?service=adwords&hl=en_US&ltmpl=regionald&passive=false&ifr=false&alwf=true&continue=https://adwords.google.com/um/gaiaauth?apt%3DNone%26ugl%3Dtrue&error=newacct
https://www.google.com/adsense/static/en/Publishertools.html
https://www.google.com/adsense/static/en/Publishertools.html
Page 3: Help for assignment 6. Copyright © 2010 Pearson Education, Inc. Search Engine Advertising Almost 50% of online ad spending in 2009 Types: – Paid inclusion

Copyright © 2010 Pearson Education, Inc. Slide 7-3

http://www.billhartzer.com/pages/user-centric-results-of-eye-tracking-study-google-versus-bing/

http://www.billhartzer.com/pages/user-centric-results-of-eye-tracking-study-google-versus-bing/
http://www.billhartzer.com/pages/user-centric-results-of-eye-tracking-study-google-versus-bing/
Page 4: Help for assignment 6. Copyright © 2010 Pearson Education, Inc. Search Engine Advertising Almost 50% of online ad spending in 2009 Types: – Paid inclusion

Copyright © 2010 Pearson Education, Inc.

Search Engine Advertising

• Issues: – Appropriate disclosure of paid inclusion and

placement practices– Search engine click fraud

• Who’s Clicking the AD?– Ad nonsense

• For a Small business Search Engine Optimization, SEO, is the best “bang for your buck”– http://www.searchenginejournal.com/55-quick-seo-tips-even-your-moth

er-would-love/6760/

– http://www.seocopter.com/ – http://back-links.org/category/seo-tutorials/ Slide 7-4

http://www.searchenginejournal.com/55-quick-seo-tips-even-your-mother-would-love/6760/
http://www.searchenginejournal.com/55-quick-seo-tips-even-your-mother-would-love/6760/
http://www.seocopter.com/
http://back-links.org/category/seo-tutorials/
Page 5: Help for assignment 6. Copyright © 2010 Pearson Education, Inc. Search Engine Advertising Almost 50% of online ad spending in 2009 Types: – Paid inclusion

SEO Keywords

• Keywords are key– Think of the search terms your customers will be using– Use as Meta-tags, imbed in the online content and in the domain name – Examples Biker, Maine Biker, Maine Custom Chopper, Bobber, Old School

Bikes, Aroostook County Choppers

• Group brainstorming & focus groups• Tools

– Google key word tools• http://www.google.com/sktool/# • https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c

=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none

• http://www.wordstream.com/keyword-niche-finder/

Copyright © 2010 Pearson Education, Inc. Slide 7-5

http://www.google.com/sktool/
https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none
https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none
http://www.wordstream.com/keyword-niche-finder/
Page 6: Help for assignment 6. Copyright © 2010 Pearson Education, Inc. Search Engine Advertising Almost 50% of online ad spending in 2009 Types: – Paid inclusion

Get more (free) links to your page

• Register with search engines – http://www.google.com/addurl/?continue=/addurl – http://www.bing.com/webmaster/SubmitSitePage.aspx

• Get linked in directories– http://www.dmoz.org/docs/en/add.html – Industry specific – Geographic specific

• Use social networking Sites Put URL on walls• Blogs start your own blog• Forums use URL in your posting • Provide content that other sites will index

Copyright © 2010 Pearson Education, Inc. Slide 7-6

http://www.google.com/addurl/?continue=/addurl
http://www.bing.com/webmaster/SubmitSitePage.aspx
http://www.dmoz.org/docs/en/add.html

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