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 Search Engine Marketing (SEM) |
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Also commonly known as Sponsored Links, Sponsored Ads, Pay Per Click, or PPC.
Companies do not pay for impressions; this means that Google and Yahoo are giving you free online ad space. Advertisers only pay when a searcher expresses interest in your business by clicking onto your ad. |
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| Search Engine Optimization (SEO) |
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| Search Engine Optimization involves increasing your unpaid links (also known as organic links) on search engine results pages. Unlike sponsored ads, companies are dependent on the ranking of search engine spiders. Google and Yahoo typically change their search algorithms every 3 – 6 months, which means that SEO has to a continuous, year-long effort with results seen only after 3 months. |
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| Web Analytics |
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| Google Analytics is a free, user-friendly tool. However, installing the tool correctly, customizing it and interpreting the information to make business decisions require time, experience and knowledge. |
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| Media Buying, Planning & Reporting |
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