Management and Organizational Studies 3325A/B Lecture Notes - Lecture 9: Search Engine Marketing, Adwords, Online Advertising

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3325A/B
• Professor: Adam Caplan

Document Summary

Pay-per-click: bid on keywords from search engines such as yahoo!, google or msn, only charged when text as is clicked on serp, ranking based on max bid + ctr, targeted by geography. Ppl| the traffic source will receive a fee based on the number of click-through visitors who consent to providing e-mail, contact or some form of demographic data. Ppa| online advertising payment model in which payment is based solely on qualifying actions such as sales or registration. Keyword research is one of the most important, valuable and high return activities in the search marketing field. Through the detective work of puzzling out you market"s keyword demand, you not only learn which terms and phrases to target with seo, but also learn more about your customers as a whole . If the answer to all of these questions is a clear yes , proceed.