Search Engine Marketing, Inc.: Driving Search Traffic to Your Companys Web Site [Electronic resources] نسخه متنی

Summary

We have covered a lot of ground in this chapter. You chose the scope of your search marketing program, decided what strategy to adopt, and estimated the costs involved. All of these points are critical to your next step: convincing the rest of your organization to approve your program.

In Chapter 7, you chose your first search marketing campaignone that you believed would be high impact and relatively easy to do. Your first campaign lets you start small, show success, and build from there. Recall that your alter egos at Snap chose digital cameras. We can itemize the costs of Snap's first campaign in Chapter 7 to analyze the opportunity across the scope of the program that we chose in this chapter. For Snap Electronics, we calculate the revenue opportunity for all U.S. products.Chapter 9, we go beyond the numbers to close the deal. How do you convince all the members of your existing Web team (your extended search team) to change their jobs to include search marketing? And how do you persuade the toughest audience of allyour executivesto part with the cash you need to get started? In the next chapter, we show you how to convince your organization to take a chance on a search marketing program.