Search Engine Marketing in Small and Medium Companies: Status Quo and Perspectives

Research output: Contributions to collected editions/worksChapterpeer-review

Authors

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.
Original languageEnglish
Title of host publicationE-Business Managerial Aspects, Solutions and Case Studies
EditorsMaria Cruz-Cunha, João Varajão
Number of pages16
Place of PublicationHershey
PublisherIGI Global Publishing
Publication date2011
Pages206-221
ISBN (print)978-1-60960-463-9
DOIs
Publication statusPublished - 2011