Archive for the 'SEM (Search Engine Marketing)' Category
“SEM” (Search engine MARKETING)
SEO - Search Engine Optimization
SEO allows for a higher “natural” or “organic” listing, as opposed to a pay per click campaign that focuses on the paid inclusion/ listings. It is important to track the ROI of SEO vs. PPC differently to effectively manage the overall cost effectiveness of your Internet marketing efforts.
PPC – Pay-Per-Click
The Search Engine method devised by Google and now imitated by Yahoo and MSN. You pay for qualified traffic, your listings show up under the “sponsored” links within the search page. Each time your ad-listing is clicked, you are charged a pre-determined fee for the traffic.
CPA – Cost-Per-Acquisition
Based on the PPC campaign, the CPA is a metric used to define how much it costs to achieve one conversion. A conversion can be an actual sale or a lead depending on the primary focus of the web site.
CPC – Cost-Per-Click
Based on the PPC, this is the average cost for each click. Your campaign will have a variety of costs, this is the average.
“KEI”- Keyword-Effectiveness-Index
This is a metric to track how effective a keyword is in converting traffic to customers, based on cost, search frequency and competition.
Adapted Marketing Mix
An international marketing strategy for adjusting the marketing mix elements to each international market; bearing more costs but hoping for a larger market share in return.
Alternative Evaluation
The stage in the buyer decision process in which the consumer uses information to evaluate alternative native brands in the choice set.
Viral Marketing
The Internet version of “word-of-mouth” marketing, email messages or other marketing events that are so infectious that customers will want to pass them along to friends and family.