Forms of Search Engine Marketing:
Search Engine Optimization (SEO): success seen over months rather
than immediately. 10% of total SEM spend.
Paid Placement: Auction Model, best potential for high rankings, though
for popular keywords costs exceed benefits. 70% of total SEM spend.
Paid Search 5
Managerial Decisions for Paid Search Listings
Campaign level specifications: Daily budget, Location, Language,
Network for visibility, Platform, Day-part.
Keyword Specification including match type. Organize keywords into ad
Ad copy. One (though possibly more) per ad group. The ad copy consists
of the title, the text, the stated web address, the landing page, and
optionally some ad extensions content which will appear at the
discretion of the search engine.
MaxCPC (the most that the advertiser is willing to pay). Can be specified
at the keyword level, though often inherited from what is specified for
the ad group.