Search Engine Marketing
for dummies
THE BASICS
Zoe Olivera Middelkoop
, Chapter 1: Introduction
This E-book is written for people who want to know all the basics about
paid advertising for your, or for a business. The book explains what SEO,
SEA, SEM and how paid advertising in general works. Furthermore it talks
about how to measure the effectiveness of your paid campaign and what
kind of keywords you can use and what the keyword categories are.
Chapter 2: Organic searches and paid searches
It is important to understand that there are two kinds of search methods.
The very first one is organic searches, these searches are all the unpaid
appearances on the search engine result page (SERP) which can be
optimized by using the correct Search Engine Optimization (SEO) strategy.
On the other hand we have paid searches, this speaks for itself and it
means that these are your paid advertisements that show up on the SERP.
What the paid and organic search have in common is that they both rely
on the use of the right keywords, meaning that if someone is looking for a
specific product they will type in a keyword or multiple keywords to find
what they are looking for, thus if your SEO (organic) or SEA (paid) has
those keywords, your webpage will show up on the SERP.
Chapter 3: Cost of paid advertising
The cost of paid search/advertising depends on your strategy. When
starting a campaign, you can choose from CPC (cost per click) / PPC (pay
per click), CPM (cost per impression) or CPE (cost per engagement). It is
important to have the know-how about paid advertising before you can
choose from one of these cost strategies. Developing advertisements
requires you to first understand all the basic terms that you will come
across while creating an ad for your business. The terms will now first be
explained:
1. Keyword
1
for dummies
THE BASICS
Zoe Olivera Middelkoop
, Chapter 1: Introduction
This E-book is written for people who want to know all the basics about
paid advertising for your, or for a business. The book explains what SEO,
SEA, SEM and how paid advertising in general works. Furthermore it talks
about how to measure the effectiveness of your paid campaign and what
kind of keywords you can use and what the keyword categories are.
Chapter 2: Organic searches and paid searches
It is important to understand that there are two kinds of search methods.
The very first one is organic searches, these searches are all the unpaid
appearances on the search engine result page (SERP) which can be
optimized by using the correct Search Engine Optimization (SEO) strategy.
On the other hand we have paid searches, this speaks for itself and it
means that these are your paid advertisements that show up on the SERP.
What the paid and organic search have in common is that they both rely
on the use of the right keywords, meaning that if someone is looking for a
specific product they will type in a keyword or multiple keywords to find
what they are looking for, thus if your SEO (organic) or SEA (paid) has
those keywords, your webpage will show up on the SERP.
Chapter 3: Cost of paid advertising
The cost of paid search/advertising depends on your strategy. When
starting a campaign, you can choose from CPC (cost per click) / PPC (pay
per click), CPM (cost per impression) or CPE (cost per engagement). It is
important to have the know-how about paid advertising before you can
choose from one of these cost strategies. Developing advertisements
requires you to first understand all the basic terms that you will come
across while creating an ad for your business. The terms will now first be
explained:
1. Keyword
1
