Last presentation of Group A at Digital Marketing Class

1. Master in International Management
Digital Marketing
Search Engine
Marketing
Group A
 Andrea Arenas
 Estevam Sa da Bandeira
 Hugo Latorre
 Leticia Salama
 Matthias Holland-Cunz
 Natalie Jadalla
 Paola Martinez
 Tomas Junquera

2. What is SEM?
Search Engine  Promote websites through
Marketing
enhancing their visibility in the result
 Form of Internet marketing Goal
pages of a Search engine (like
 Contains all means to generate traffic
Google)
Paid Inclusion Paid Placement & Contextual Advertisement

3. Paid Placement &
Contextual
Advertisement

4. Paid Placement & Contextual Advertisement
 Form of targeted
advertisement
Goal: Guarantee
prominent position on a
search engine result page.
 Advertisers specifies
words intended to trigger
their web pages
 When person is using
a particular search
engine:
A query is conducted
and advertized
homepage is selected
based on:
- Quality Score
- Advertisers bid price

5. Paid Placement & Contextual Advertisement
 Partially premise to be considered by search
Flat Rate engine
 Flat Rate Model:
- Agreement between advertiser on fix price per click
Pay per Click Bid Based Model:
- Automated action between advertisers
- Basis: Maximum Price for particular word
established by advertiser
 Payment of established price based on number of
Pay per View times advertised website is displayed in sponsored
links section

6. Paid Placement & Contextual Advertisement
High control over position of advertised website on
search engine result pages
Offers possibility of paying only when effective visit
& conscious perception of website occurs (PPC)
High accuracy of targeting possible
Click fraud (if PPC): Imitation of a user via person or
computer program;
Illegitimate cost to the advertiser
Advertisers of new websites :
Disadvantage since no established click-through rate
Why?:Click-through rate is cirteria for positioning on
reslut page

7. Paid
Inclusion

8. Paid Inclusion
 Paid inclusion is a
SEM product where
the company charges
fees for the inclusion
of websites in their
search index.
 SE uses a “spider” Payment  Annual Fee depending on number pages and website
that incorporates new
web pages
 Period of 6 Months

9. Paid Inclusion Pros & Cons
Ability to custom web site's information on the
search engine
Better user experience with accurate alternatives
and recommendations
Is questionable: cost/ benefit
Limited reach
Searches return results based on the economic standing
rather than relevancy

10. Largest SEM Vendors
4.20%
5.90%
12.50%
77.40%
Google Yahoo MSN Others Paid
Search Engines Paid Inclusion
Placement.

11. Thank You
Group A