A01 chaf6542 06 se fm indd

 Traffic‑  building 

campaign

The use of online 

and offline promotion 

techniques to increase 

the audience of a site 

(both new and existing 

customers).

Search engines

Provide an index of 

content on registered 

sites that can be 

searched by keyword.

Figure 9.8

An example of effectiveness measures for an online ad campaign

REACH of e-communications

Attraction

efficiency

Results

21,700,000

Ad impressions

Website VISITS

Site conversion

efficiency

50,000

Clicks (approximately equivalent

to visitors)

LEADs or opportunities generated

Lead conversion

efficiency

16,700

Opportunity response

Number of OUTCOMES delivered

1,770

Sales

£395.58

Cost per sale (CPS)

£700,000

Media cost

£14.00

Cost per click (CPC)

£41.92

Cost per opportunity (CPO)

0.23%

Clickthrough rate

£32.26

Cost per mille/thousand (CPM/CPT)

33.40%

Conversion rate (Click to quote)

10.60%

Conversion rate (Opportunity to sale)

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Part 2  Strategy and applications

Some methods tend to work best continuously; others are short term.  Short-  term cam-

paigns will be for a site launch or an event such as an online trade show.

How does Google work?

It can help managers of search marketing campaigns to understand the technology behind 

Google which it discloses in many patents and in its Webmaster guidelines (

www.google.

com/webmasters

). Figure 9.9 shows that search technology involves these main processes:

1 

Crawling. The purpose of the crawl is to identify relevant pages for indexing and assess 

whether they have changed. Crawling is performed by 

robots

 (bots), which are also 

known as 

spiders

. These access web pages and retrieve a reference URL of the page for 

later analysis and indexing.

Although the terms ‘bot’ and ‘spider’ give the impression of something physical visiting 

a site, the bots are simply software processes running on a search engine’s server which 

request pages, follow the links contained on that page and so create a series of page refer-

ences with associated URLs. This is a recursive process, so each link followed will find 

additional links which then need to be crawled.

2 

Indexing. An index is created to enable the search engine to rapidly find the most relevant 

pages containing the query typed by the searcher. Rather than searching each page for a 

query phrase, a search engine ‘inverts’ the index to produce a look-up table of documents 

containing particular words.

The index information consists of phases stored within a document and also other infor-

mation characterising a page such as the document’s title, meta description, page rank, trust 

or authority, and spam rating. For the keywords in the document additional attributes will 

be stored such as semantic markup (