Professional Documents
Culture Documents
3 Demonstrații
Termeni esențiali
SEM
Acronym for “Search Engine Marketing.”
A form of internet marketing that seeks to promote websites by increasing
their visibility in search engine result pages (SERPs).
SEM methods include: search engine optimization (SEO), paid
placement, contextual advertising, digital asset optimization,
and paid inclusion.
http://www.sempo.org/learning_center/sem_glossary/
SEO
Acronym for “Search Engine Optimization.” This is the process of editing
a web site’s content and code in order to improve visibility within one or
more search engines.
When this term is used to describe an individual, it stands for “Search
Engine Optimizer” or one who performs SEO.
PPC Advertising
Acronym for Pay-Per-Click Advertising, a model of online advertising in
which advertisers pay only for each click on their ads that directs
searchers to a specified landing page on the advertiser’s web site. PPC ads
may get thousands of impressions (views or serves of the ad); but, unlike
more traditional ad models billed on a CPM (Cost-Per-Thousand-
Impressions) basis, PPC advertisers only pay when their ad is clicked on.
For example, if an ad has 100 impressions and 6 clicks, the CTR is 6%.
The higher the CTR, the more visitors your site is receiving;
CTR also factors into you advertiser search engine Quality Score and,
therefore, your minimum keyword bids on Tier I engines.
Conversion Rate
Conversion rates are measurements that determine how many of your
prospects perform the prescribed or desired action step. If your prescribed
response is for a visitor to sign up for a newsletter, and you had 100
visitors and 1 newsletter signup, then your conversion rate would be 1%.
Typically, micro-conversions (for instance, reading different pages on
your site) lead to your main conversion step (making a purchase, or
signing up for a service).
Termeni esențiali
pentru SEO
Crawler
Automated programs in search engines that gather web site listings by
automatically crawling the web. A search engine's crawler (also called a
spider or robot) “reads” page text contents and web page coding, and also
follows links to other hyperlinked pages on the web pages it crawls. A
crawler makes copies of the web pages found and stores these in the
search engine's index, or database.
Index
A search engine’s “index” refers to the amount of
documents found by a search engines crawler on
the web.
Search Query
The word or phrase a searcher types into a search field, which initiates
search engine results page listings and PPC ad serves. In PPC advertising,
the goal is to bid on keywords that closely match the search queries of the
advertiser’s targets. See also Query.
SERP
Acronym for Search Engine Results Page, the page delivered to a searcher
that displays the results of a search query entered into the search field.
Displays both paid ad (sponsored) and organic listings in varying positions
or rank.
Termeni esențiali
pentru PPC
Ad
Advertisements a searcher sees after submitting a query in a search
engine or web site search box. In PPC, these ads are usually text format,
with a Title, Description and Display URL. In some cases, a keyword the
searcher used in his or her query appears boldfaced in the displayed ad.
Ads can be positioned anywhere on a search results page; commonly they
appear at the top – above the natural or organic listings – and on the right
side of the page, also known as “Right Rail.”
Quality Score
A number assigned by Google to paid ads in a hybrid auction that,
together with maximum CPC, determines each ad’s rank and SERP
position. Quality Scores reflect an ad’s historical CTR, keyword
relevance, landing page relevance, and other factors proprietary to
Google. Yahoo! refers to the Quality Score as a Quality Index. And both
Google and Yahoo! display 3- or 5-step indicators of quality evaluations
for individual advertisers.
http://www.youtube.com/watch?v=K7l0a2PVhPQ
Ad Rank
Ad Rank = CPC bid × Quality Score.
Your maximum cost-per-click (CPC) is the highest amount that you are
willing to pay for a click on your ad. You can set a maximum CPC at the
keyword- or ad group-level. The AdWords Discounter automatically
reduces this amount so that the actual CPC you are charged is just one
cent more than the minimum necessary to keep your position on the page.
• Search Network
• Content Network
• Campaign, Ad Group
1
Motoarele de căutare sunt
cea mai importantă
sursă de trafic
Ce
Cepondere
pondereare
aretraficul
traficuldin
din
motoarele
motoarelede
decăutare?
căutare?
Ce pondere are traficul din
motoarele de căutare?
50
48
46
44
42
40
38
Aug/09 Sep/09 Oct/09 Nov/09 Dec/09 Jan/10 Feb/10 Mar/10 Apr/10 May/10 Jun/10 Jul/10 Aug/10 Sep/10
• Motoarele de căutare sunt “responsabile” pentru mai mult de
40% din traficul siteurilor românești
35
30
25
20
15
10
0
1 cuvânt 2 cuvinte 3 cuvinte 4 cuvinte 5 cuvinte 6 cuvinte 7+ cuvinte
Număr de expresii diferite formate
dintr-un anumit număr de cuvinte
Număr de expresii diferite formate
dintr-un anumit număr de cuvinte
Număr expresii
30000000
25000000
20000000
15000000
10000000
5000000
0
1 2 3 4 5 6 7 8 9 10 10+
Cât trafic îmi aduce prima poziție in Google?
Sursa: http://techcrunch.com/
2
Vreau sa ocup cat mai multe
poziții pe prima pagină
Acum / Cu ceva timp in urmă
Și totuși...
Ceva s-a schimbat între timp!
... (sau a început sa se schimbe)
Exercițiu:
Cum putem ocupa 10 locuri pe prima pagină cu un
singur business?
3
Voi obține rezultate mai bune
daca îmi stabilesc obiective si
daca urmăresc indicatorii de
performanță
Exemple de obiective – recent auzite
• Vreau pe prima pagină în Google; cu varianta...
• Vreau pe primul loc in Google
• Vreau mai mult trafic din Google
• Vreau sa da 10.000 de euro pe AdWords
• Vreau in primele 3 rezultate, cunoscut și sub numele de “aicea
sus”
Obiective SMART
– Specific
– Măsurabil
– Abordabil
– Relevant
– încadrat in Timp
KPI – Indicatori cheie de performanță
PI – Indicatori de performanță
- KPI (Key performance indicators) sunt acei indicatori cheie de aflați în
legătură directă cu obiectivele strategice
- PI (Performance indicators) – Sunt mai specifici. Se află în legatură cu
obiective tactice și uneori strategice
De reținut (KPI):
- CTR anunț
- Quality Score
- Diferenta intre nr de clickuri si nr de vizite
- Bounce rate
- Rata de clickuri care nu ajung pe landing page
- CPC
- Ad Rank
- Cautarile organice vs cautarile pt care apari
- Numarul de search queries vs numarul de cuvinte cheie din cont
Un calcul pe care îl fac mereu la AdWords...
Rată de conversie = 2%
• Folosește:
– trafic.ro/tools
– Google Keyword Tool
vs Fight!
Pentru ce cuvânt să optimizez siteul?
Se incarca…
Pentru ce cuvânt să optimizez siteul?
cautari cautari
210.193 89.395
Întrebări?
Multumesc!
bogdan.aron@trafic.ro
@bogdanaron