Digital Portfolio: Analytics and Search Portfolio



365760365760Digital Portfolio: Analytics and Search PortfolioJessica Ferguson; n9190368Tutor: Julia BannermanDigital Portfolio: Analytics and Search PortfolioJessica Ferguson; n9190368Tutor: Julia Bannerman-1028700-11430000Justification of a search strategySearch Engine Marketing (SEM) is the process of gaining website traffic and visibility through unpaid efforts and by purchasing ads on search engines CITATION Sea16 \l 1033 (Search Engine Land, 2016). SEM encompasses Search Engine Optimisation (SEO): earning traffic through unpaid or free listings and Paid Search or Pay Per Click (PPC): buying traffic through paid search listings. SEM generally only relates to the paid ads you see on a search engine, not the organic listings (Kelly, 2016). SEM platforms (Google AdWords and Bing Ads) use a cost-per-click bidding system, meaning you only pay when someone clicks on your ad (Kelly, 2016). Google AdWords is the most commonly used SEM platform in Australia, with 93% market share (Kelly, 2016). PPC marketing is worthwhile to any business as you only pay when an interested person clicks on the ad, the budget is very flexible and can be set to control costs, you can reach users while they are searching for terms relevant to your business and you can see results faster than if you were to invest in SEO CITATION Pau14 \l 1033 (Jakober, 2014). For Gerard Bucas, president and CEO of Scala, Inc., effective search engine marketing means understanding buyers and creating compelling content using keywords and phrases that are the same terminology as the target market you are wishing to attract CITATION Dav13 \p 372 \l 1033 (Scott, 2013, p. 372). For Active Life Fitness, SEM would be greatly beneficial in adding value to the business. According to Diane Chour, head of Paid Growth, “Adwords have always given us new and innovative ways to reach audiences that will drive maximum value for our business” CITATION Thi14 \l 1033 (Think with Google, 2014). Adwords, in particular, will help Active Life Fitness successfully target the audiences they want to reach while restricting the campaign to the SEM budget of $15 000. The budget needs to be stretched over the 6-month campaign period, between the dates of July 1 and December 31. Therefore, the approximate daily spend is $81.50. According to Google Trends, there are peak periods in the year for terms relating to gyms (Google Trends, 2016). Searching the high search volume keywords of ‘gym’, ‘fitness’, ‘Brisbane boxing’, ‘yoga’ and ‘personal trainer Brisbane’ there were significant peaks in early January, possibly due to New Year resolutions. There were also peak periods at the start of the month in August, September and October, possibly due to the lead up to summer. It is recommended to Active Life Fitness to increase spending in these time periods in order to reach the highest volume of users searching terms relevant to the business. It is also recommended to decrease spending in time periods when there are low search numbers, as the budget is not being spent strategically. Using SEM, specifically PPC, Active Life Fitness will be able to determine an accurate return on investment, making the campaign extremely measurable. Furthermore, Active Life Fitness can effectively reach their target market and utilise the SEM budget, without the risk of overspending. -57150091440000Appendix: Search Volume Estimates and budget breakdown screenshotBibliographyGoogle Trends. (2016). Compare Search terms. Retrieved from BIBLIOGRAPHY Jakober, P. (2014, December 29). 5 Incredibly Practical Reasons To Do PPC In 2015. Retrieved from , L. (2016). AMB330 Digital Portfolio: Workshop 1 Slides [Assessment material]. Retrieved from , D. (2013). The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly [EBL version]. Retrieved from Engine Land. (2016). What Is SEM & Paid Search Marketing? Retrieved from with Google. (2014, August). Why Airbnb Takes a Customer-Centric Approach to AdWords. Retrieved from ................
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