Liz Gray Speaks About Search Engine Marketing
"If you build it, they will come" does not apply to e-business. Seventy percent of all online transactions originate from a search query, so being found on the internet should be a top priority in any e-commerce strategy. In the U.S. alone, over 10 billion search engine queries are executed each month. Any business whose target market is likely to search should be visible on the search engine results page (SERP) whether they are selling online or not.
Search engine marketing (SEM) is an effective way of being found and it's how Google makes its billions. In fact, Google reported revenue of $16.6 billion in 2007. Over 98% of their revenue is generated through paid placement advertising.
SEM involves selecting and organizing relevant keywords, crafting pay per click advertising copy, designing effective landing web pages, creating and monitoring a bidding structure that maximizes ad exposure within a given budget, monitoring performance against a variety of metrics, and adjusting copy, websites, and bids accordingly. SEM is one of the most cost effective ways to advertise today. It's measurable, accountable and highly targeted.
More and more organizations today are redistributing marketing dollars to include search engine advertising. In fact, U.S. search engine paid placement expenditures reached $8.7 billion in 2007 - up 30% over 2006 U.S. figures.
Gray will discuss how SEM has evolved, ways to effectively integrate it into a communications strategy and the key success factors to executing great pay per click campaigns.
About the speaker:
Liz Gray is a faculty member with the Lawrence Kinlin School of Business at Fanshawe College and teaches Search Engine Marketing. She was one of the first in North America to gain Google's support in the delivery of their Professional Advertising Program curriculum. Her course is one of very few that enables students to run live advertising through the AdWords system. Liz has previously been employed with Sundance Media, a firm specializing in new media marketing where she created search engine marketing campaigns for clients in the finance, retail, and service sectors. In 2008 Liz was honoured with the Fanshawe College Distinguished Faculty award and was a member of the 2008 Distinguished Team award.
Click here to register for the luncheon ($25 - students and IABC members; $35 - non-members).
Date: Thursday, January 29, 2009
Time: 12:00 - 1:30 p.m.
Location: Regency Room, Best Western Lamplighter Inn
Speaker: Liz Gray, School of Business Management, Fanshawe College