Search engine marketing is a set of techniques that individuals use to gain higher rankings in search engine results pages. Search engine marketing consists of search engine optimization (SEO) and search engine advertising.
Search engine optimization, also known as natural search engine optimization, is the process by which individuals modify their web pages so they receive the highest rankings for relevant keyword searches.
Search engine advertising, also known as paid search, is when search engine marketers bid for their advertisements to appear for specific keyword searches (e.g. see the “Sponsored Links” section on a Google search results page). This advertising is also known as pay-per-click (PPC) or cost-per-click (CPC) since the advertiser only pays when a user clicks on the ad and is directed to the advertiser’s web site.
Keywords, or search terms, are the words that a user types into the search engine. In search engine advertising, marketers “buy” keywords which will display their advertisements when users search based on those keywords.
Banner and video advertising allows advertisers to embed an advertisement or video into a third-party’s web page. Each time the ad is displayed, it is called an “impression”. When a user clicks on an ad, they are directed to the advertiser’s web site.
Conversion is when a customer performs a desired action or behavior on your web site (e.g. requesting a brochure, purchasing a product or joining the mailing list).
No. We run all the software on our servers. All you need to do is let Yield know your web site address and who your competitors are. Yield will then guide you step-by-step through the process of modifying your web pages for tracking and analysis. After that, just sit back and relax.
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