Bob Evan Promotion - Marketing Consultant McClellan 1 Bob...

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Marketing Consultant McClellan Bob Evans / BOBE (Promotion) 1 Victoria McClellan Promotion EMKT340-E1WW Professor Joyce Brooks Due 02/07/2016
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Marketing Consultant McClellan Bob Evans / BOBE (Promotion) 2 Bob Evans (Overview) Search marketing is an important part of the promotion mix. Define and describe in laymen’s terms the various aspects of search marketing as well as the degree of importance it plays in the promotion mix. Work from general concepts to specific terminology and examples. All of this will serve as background information for the senior executives to understand the remainder of your report. In laymen’s terms Search Marketing is a set of marketing methods to increase the visibility of a website in search engine results pages (SERPs). The three main methods of SEM are Search Engine Optimization, Pay Per Click Advertising, and Paid-for-inclusion. Search Engine Optimization (SEO) and/or link-building can be gained by doing, keyword research like we did in the keyword knock game where we found the most highly used traffic words to describe our Business; this allowed us to maximize Google and Yahoo etc. search traffic to our website. For example we can code in our website meta-tags words that will describe keyphrases about Bob Evans like (home cooked restaurant, farm fresh meals, sausages made fresh) and these key words will lead consumers to our Bob Evans site. Pay-per-click (PPC) search marketing which is a Paid Search Advertising that is advanced search advertising bid tactics. As the Internet Marketing Book bring out Pay-per-click is when a company pays for text ads to be displayed on the search engine results pages when a specific keyphrase is entered by the search users. The marketer pays every time the hypertext link in the ad is clicked on. Pay-for- inclusion –is a form of search advertising ; it is where the ads placed by the advertiser specifies pages with specific URLs for incorporation into a the search listing . There is typically a fixed set- up fee and then also a PPC arrangement when the ad is clicked on. According to Marketing Mix websites marketing mix is part of your marketing plan. It defines product, place, price and promotion. The promotion mix targets raising product or brand awareness, communicating the unique value proposition of your product and gaining acceptance of your products. The
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