SEM-Antics™
Abstract
A general overview of the
basics of SEM is provided in the Discussion section below covering
PPC, CPM and related online advertising concepts.
Discussion
Search Engine Marketing [SEM]
has been defined in many ways by many different people. We
define SEM as the process by which an organization, or person,
identifies and constructs any form of online advertisement, pays for
that advertisement, has the tools to evaluate that advertisement and
then iterates that advertisement for optimized success.
At Seonometrics™
we call our process of researching, creating, testing and re-testing
online advertising SEM-Antics™ because, to be successful, one must
have a multi-faceted and varied approach that can - well - look a
little like chaos. It is not chaotic, just a little crazy -
crazy like a fox in that we shorten the time from ad inception to
success by using a multivariate approach.
Many
SEM firms will explain their services using Pay Per Click [PPC]
methods such as Google AdWords. Those PPC programs are valid
and can be of great benefit to an organization. However, your
success is not dependent just on PPC. Within PPC programs
there are many elements and those elements are often based on your
organizational goals. In other words, what works for one
organization will not work for another. The method of
advertising [Is it Search or Content?] is important. The style
of advertising [Is it Text or Graphical or Both?] is
important. Where you place the ad [Is it on a site about Motor
Bikes or Bicycles?] is important.
Within the PPC world, there are many aspects that one does does see
commonly covered in typical SEM materials. However, beyond PPC
is the related concept of CPM [Cost per Mil or Cost per iMpression].
This is the cost of your ad being seen 1,000 times on a particular
site [or network of sites]. This form of advertisement can
still be segregated into text, or graphical or banner. If
using a Banner ad, should one use Flash technology to improve the
ad's effectiveness? If so, can I use that on each site or do
some sites have limitations?
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