Internet Marketing in SEO and SEM
We live in times when we are not surprised by the momentum with which online marketing operates. More and more companies and brands operate only in the virtual world. Competition is growing day by day, which is why conscious website administrators reach for the possibilities of positioning and SEO and SEM optimization. They target their customers, providing them with content that translates into profits.
Many confuse SEO and SEM , using these words country code +852, hong kong phone numbers synonymously. However, this is a fundamental mistake, because SEO focuses on organic, free searches of users. SEM is a much broader concept that reaches into SEO, but also to paid channels, such as PPC advertising . These are primarily sponsored campaigns.
When planning your marketing strategy, you should use all available tools. They are interconnected, and spreading your activities across individual fragments will help you achieve better results.
Marketing channels
How to lead to a purchase? How to create a shopping experience for the customer? The brand purpose should be matched to the forms of promotion. It is therefore worth reaching for several marketing channels to increase your reach, drive the value of messages, and also optimize marketing campaign expenses and higher ROI. When choosing the type of channels, you have to be where your customers are. So you have to define your target group.
What should be taken into account?
Cost of running a campaign
Reception
Campaign duration
Types of channel
Company website
Forums
Blissful
Emails
Paid Advertising (PPC)
No single channel will provide 100% of reaching your target audience. For this reason, they must work together to increase conversions. You have to fight against huge competition, so each channel is worth its weight in gold.
For each of them, you should consider the length of the campaign, its format, and size, in order to match the medium to the content. So create a plan (calendar) that will allow you to distribute the intensity across channels and systematize the work.
Attribution – what is it all about?
This is the assignment of user actions to a specific marketing channel. A particular model determines the amount of conversion to a particular channel, i.e. to organic search results and paid ads. Simply put, a model is a list of rules for where and when a user will encounter your content. If the model is chosen incorrectly, it will result in a decrease in the number of conversions.
The concept of an attribution model includes:
social media campaigns,
email campaigns,
links,
paid and free searches.
The main goal is to optimize the meeting place. So when and how does the contact occur?
Types of models according to Google
There are many steps to a successful advertising campaign. Attribution models allow you to distribute website traffic and user click-throughs. They can be used to reach potential customers, test strategies tailored to the brand's character, and optimize advertising costs.
First interaction
In this case, the algorithm gives 100% conversion to the first interaction with the page, regardless of how it was found. So if you are planning a larger campaign, this is a good solution to reach the largest audience.
Linear model
If a user had to take multiple steps in the conversion funnel to get to the page, they’ll get 20% of the conversion for each step. This is called a “fair model,” and works best in subscription competitions and places with long decision-making processes.
Last interaction
In this case, you can again count on 100% conversion to the last interaction with the page. This is the most common model that works well for short promotional campaigns.
Taking into account the position
This model guarantees 40% conversion of the first and last interaction, and 20% is divided between other traffic sources. It differs from the linear model in the distribution of conversion percentages.
Last indirect click
This model views conversion as an interaction through indirect user contact.
Google Ads Last Click
This model is similar to the previous one, except that the conversion is attributed to values from Google Ads.
Time distribution model
The algorithm assigns value to the sources that are closest to conversion.
Summary
