BUS320: E-Commerce and E-Business

Search Engine Marketing and Advertising (1 of 2)

Search engine marketing (S E M)

Use of search engines for branding

Search engine advertising

Use of search engines to support direct sales

Types of search engine advertising

Paid inclusion

Pay-per-click (P P C) search ads

Keyword advertising

Network keyword advertising (context advertising)

Copyright © 2020, 2019, 2018 Pearson Education, Inc. All Rights Reserved

1

Search Engine Marketing and Advertising (2 of 2)

Search engine optimization (S E O)

Google search engine algorithms

Social search

Utilizes social contacts and social graph to provide fewer and more relevant results

Search engine issues

Paid inclusion and placement practices

Link farms, content farms

Click fraud

Copyright © 2020, 2019, 2018 Pearson Education, Inc. All Rights Reserved

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