Search engine marketing
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Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. [ 1 ] Web analytics is not just a tool for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a web site. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views.
Search analytics is the analysis and aggregation of search engine statistics for use in search engine marketing (SEM) and search engine optimization (SEO). In other words, search analytics helps website owners understand and improve their performance on search engines. Search analytics includes search volume trends and analysis, reverse searching (entering websites to see their keywords), keyword monitoring, search result and advertisement history, advertisement spending statistics, website comparisons, affiliate marketing statistics, multivariate ad testing , et al.
Cost per impression , often abbreviated to CPI , is a term used in online advertising and marketing related to web traffic . [ 1 ] It refers to the cost of internet marketing or email advertising campaigns where advertisers pay for every time an ad is displayed. Specifically, it is the cost to offer potential customers one opportunity to see the advertisement. [ 2 ] [ edit ] Purpose Cost per impression, along with cost per click and cost per order , is used to assess the cost effectiveness and profitability of online advertising. [ 2 ] CPI is the closest online advertising strategy to those offered in other media such as television or print, which sell advertising based on estimated viewership or readership. CPI provides a comparable measure to contrast internet advertising with other media.
Pay-per-click ( PPC ) (also called cost per click ) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. Farris et al have defined it simply as “the amount spent to get an advertisement clicked.” [ 1 ] With search engines, advertisers typically bid on keyword phrases relevant to their target market . Content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites or search engine results with related content that have agreed to show ads.
Search engine marketing ( SEM ) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. [ 1 ] SEM may use search engine optimization (SEO), that adjusts or rewrites website content to achieve a higher ranking in search engine results pages or use pay per click listings. [ 2 ] [ edit ] Market In 2012, North American advertisers spent US$19.51 billion on search engine marketing. The largest SEM vendors were Google AdWords and Bing Ads (Yahoo!