The practice of search engine marketing

Robyn L. McGuiggan; Varun Mudgil; Yi-chen Lan; Geoffrey Lee; Daniela Spanjaard; Sara M. Denize; Neeru Sharma

The practice of search engine marketing

Robyn L. McGuiggan, Varun Mudgil, Yi-chen Lan, Geoffrey Lee, Daniela Spanjaard, Sara M. Denize, Neeru Sharma

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

With over 3 billion documents on the World Wide Web, 85% of consumers use search engines to find information. Search engines assist consumers' external search by matching customised content to user query at minimum cost. The immense scale and complexity of the Web requires firms to proactively market themselves online to attract suitably qualified traffic, with search engine marketing (SEM) a key valuable strategy to achieve this objective. Current academic marketing research on SEM is limited and thus this paper seeks to develop a model of SEM and describe its implementation. The model proposes that SEM has three interrelated constructs: web metrics, pay-for-performance and search engine website optimisation. Each construct informs on the other to provide synergy within an SEM strategy.

Original language	English
Title of host publication	Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.
Publisher	Promaco Conventions for the ANZAM 2008 Conference
Number of pages	7
ISBN (Print)	1863081445
Publication status	Published - 2008
Event	Australian & New Zealand Marketing Academy. Conference - Duration: 3 Dec 2012 → …

Conference

Conference	Australian & New Zealand Marketing Academy. Conference
Period	3/12/12 → …

Keywords

Internet marketing
web sites
marketing
electronic commerce
webometrics
search engines

Cite this

McGuiggan, R. L., Mudgil, V., Lan, Y., Lee, G., Spanjaard, D., Denize, S. M., & Sharma, N. (2008). The practice of search engine marketing. In Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W. Promaco Conventions for the ANZAM 2008 Conference.

@inproceedings{622efb60f72c4bcda51a341cd0cff516,

title = "The practice of search engine marketing",

abstract = "With over 3 billion documents on the World Wide Web, 85% of consumers use search engines to find information. Search engines assist consumers' external search by matching customised content to user query at minimum cost. The immense scale and complexity of the Web requires firms to proactively market themselves online to attract suitably qualified traffic, with search engine marketing (SEM) a key valuable strategy to achieve this objective. Current academic marketing research on SEM is limited and thus this paper seeks to develop a model of SEM and describe its implementation. The model proposes that SEM has three interrelated constructs: web metrics, pay-for-performance and search engine website optimisation. Each construct informs on the other to provide synergy within an SEM strategy.",

keywords = "Internet marketing, web sites, marketing, electronic commerce, webometrics, search engines",

author = "McGuiggan, {Robyn L.} and Varun Mudgil and Yi-chen Lan and Geoffrey Lee and Daniela Spanjaard and Denize, {Sara M.} and Neeru Sharma",

year = "2008",

language = "English",

isbn = "1863081445",

booktitle = "Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.",

publisher = "Promaco Conventions for the ANZAM 2008 Conference",

note = "Australian & New Zealand Marketing Academy. Conference ; Conference date: 03-12-2012",

}

McGuiggan, RL, Mudgil, V, Lan, Y , Lee, G, Spanjaard, D, Denize, SM & Sharma, N 2008, The practice of search engine marketing. in Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, Australian & New Zealand Marketing Academy. Conference, 3/12/12.

The practice of search engine marketing. / McGuiggan, Robyn L.; Mudgil, Varun; Lan, Yi-chen et al.
Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, 2008.

Research output: Chapter in Book / Conference Paper › Conference Paper

TY - GEN

T1 - The practice of search engine marketing

AU - McGuiggan, Robyn L.

AU - Mudgil, Varun

AU - Lan, Yi-chen

AU - Lee, Geoffrey

AU - Spanjaard, Daniela

AU - Denize, Sara M.

AU - Sharma, Neeru

PY - 2008

Y1 - 2008

N2 - With over 3 billion documents on the World Wide Web, 85% of consumers use search engines to find information. Search engines assist consumers' external search by matching customised content to user query at minimum cost. The immense scale and complexity of the Web requires firms to proactively market themselves online to attract suitably qualified traffic, with search engine marketing (SEM) a key valuable strategy to achieve this objective. Current academic marketing research on SEM is limited and thus this paper seeks to develop a model of SEM and describe its implementation. The model proposes that SEM has three interrelated constructs: web metrics, pay-for-performance and search engine website optimisation. Each construct informs on the other to provide synergy within an SEM strategy.

AB - With over 3 billion documents on the World Wide Web, 85% of consumers use search engines to find information. Search engines assist consumers' external search by matching customised content to user query at minimum cost. The immense scale and complexity of the Web requires firms to proactively market themselves online to attract suitably qualified traffic, with search engine marketing (SEM) a key valuable strategy to achieve this objective. Current academic marketing research on SEM is limited and thus this paper seeks to develop a model of SEM and describe its implementation. The model proposes that SEM has three interrelated constructs: web metrics, pay-for-performance and search engine website optimisation. Each construct informs on the other to provide synergy within an SEM strategy.

KW - Internet marketing

KW - web sites

KW - marketing

KW - electronic commerce

KW - webometrics

KW - search engines

UR - http://handle.uws.edu.au:8081/1959.7/45234

M3 - Conference Paper

SN - 1863081445

BT - Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.

PB - Promaco Conventions for the ANZAM 2008 Conference

T2 - Australian & New Zealand Marketing Academy. Conference

Y2 - 3 December 2012

ER -

The practice of search engine marketing

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Keywords

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