Search Engine Marketing in Small and Medium Companies: Status Quo and Perspectives
Publikation: Beiträge in Sammelwerken › Kapitel › begutachtet
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E-Business Managerial Aspects, Solutions and Case Studies. Hrsg. / Maria Cruz-Cunha; João Varajão. Hershey: IGI Global Publishing, 2011. S. 206-221.
Publikation: Beiträge in Sammelwerken › Kapitel › begutachtet
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TY - CHAP
T1 - Search Engine Marketing in Small and Medium Companies
T2 - Status Quo and Perspectives
AU - Alby, Tom
AU - Funk, Burkhardt
PY - 2011
Y1 - 2011
N2 - Search Engine Marketing (SEM) is one of the most effective online advertising channels which let companies efficiently acquire new and reactivate existing customers at low acquisition costs. In this chapter the authors briefly review the scientific literature on SEM with respect to managerial decision problems along the levers of SEM, mainly bid optimization, keyword selection, and adCopy creation. Based on a case study they discuss challenges of SEM campaigns operated by small and medium enterprises (SME). After briefly describing the technical requirements for effectively controlling SEM campaigns the authors focus on keyword selection and how to address the long tail issue in SEM. A/B-Tests are shown to be an appropriate measure for optimizing the combination of ad copies and landing pages. Finally they discuss bid optimization at a keyword level taking into account spill-over effects between keywords.
AB - Search Engine Marketing (SEM) is one of the most effective online advertising channels which let companies efficiently acquire new and reactivate existing customers at low acquisition costs. In this chapter the authors briefly review the scientific literature on SEM with respect to managerial decision problems along the levers of SEM, mainly bid optimization, keyword selection, and adCopy creation. Based on a case study they discuss challenges of SEM campaigns operated by small and medium enterprises (SME). After briefly describing the technical requirements for effectively controlling SEM campaigns the authors focus on keyword selection and how to address the long tail issue in SEM. A/B-Tests are shown to be an appropriate measure for optimizing the combination of ad copies and landing pages. Finally they discuss bid optimization at a keyword level taking into account spill-over effects between keywords.
KW - Business informatics
UR - http://www.scopus.com/inward/record.url?scp=84887729262&partnerID=8YFLogxK
U2 - 10.4018/978-1-60960-463-9.ch012
DO - 10.4018/978-1-60960-463-9.ch012
M3 - Chapter
SN - 978-1-60960-463-9
SP - 206
EP - 221
BT - E-Business Managerial Aspects, Solutions and Case Studies
A2 - Cruz-Cunha, Maria
A2 - Varajão, João
PB - IGI Global Publishing
CY - Hershey
ER -