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30 Minuten fur effektives Suchmaschinenmarketing by Cornelia Klem, Sibylle Klem

By Cornelia Klem, Sibylle Klem

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33 2 2. Suchmaschinenmarketing Kosten und Konkurrenz Der Rest verteilt sich auf Milliarden verschiedener Suchphrasen und -begriffe. Dieser praktisch unendlich lange Schwanz („Long Tail“) besteht aus frei assoziierten Wörtern, Phrasen, neuen Wortbildungen bis hin zu kurzen Sätzen oder Fragen. Manche Assoziationen tauchen immer wieder in neuer Variation auf, sodass diese Nachfragemuster recht gut im Voraus ermittelt werden können. Ein weiterer Teil des „Long Tail“ kann durch eine zielgerichtete Recherche ermittelt werden.

Sogenannte SEM-Agenturen (SEM = Search Engine Marketing) haben sich darauf spezialisiert, durch die geschickte Auswahl der geschalteten Keywords eine möglichst hohe Konversionsrate bei möglichst geringen Kosten zu erreichen. Neben diesen Keyword-bezogenen Kampagnen bietet Google AdWords auch Website-bezogene Kampagnen. Auch hier wird der maximale Preis im Vorfeld festgelegt. Der CPM-Wert (CPM = Cost per 1000 Impressions, Preis-pro-1000-Einblendungen) legt fest, wie viel 1000 Einblendungen der Anzeige maximal kosten dürfen.

Handy“) unspezifisch ausgedrückte 61 3 3. Die Methoden des Suchmaschinenmarketings Interesse wird über den Erkundungskanal abgefangen und in die nächste Phase kanalisiert. 4 Die Werbemittel für Suchmaschinenmarketing im Überblick In der Praxis werden Werbemittel miteinander kombiniert und hinsichtlich ihrer Wirkung und Kosten laufend optimiert. Nachfolgend die wichtigsten Unterscheidungskriterien im Überblick: Suchmaschinenmarketing (SEM) Suchmaschinen- Suchmaschinen- Kanalisierung werbung optimierung von Suchan(SEO) fragen per e-Channelling Kosten Meist Verrechnung nach Fixpreis pro Preis per Klick Aufwand und Werbekanal (PPC) Dienstleister Listung Im AnzeigenIm Bereich der „echten“ bereich des Suchergebnisse, nicht als Anzeige Suchmaschinen- gekennzeichnet ergebnisses Position Je höher, desto Gemäß Suchmaschinenalgorithmus teurer; der Werbe- abhängig von einer Vielzahl unterplatz wird nach schiedlicher Faktoren, die sich Höchstgebot pro ändern können Klick versteigert (bei Google ca.

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