清华社数字营销：战略、实施与实践（第7版）教学课件_pp09.pptxVIP

Chapter 9 Marketing communications using digital media channels;Chapter 9 Marketing Communications using digital media channels;Search Engine marketing (SEM);Figure 9.3 Popularity of different Google Search features for a selection of 10,000 keywords;What is SEO? Improving positions in the natural listings. ;Figure 9.4 Click-through rates depending on position in the natural search results;Figure 9.5 Stages involved in producing search engine listing for the natural listing;Advantages and disadvantages of SEO ;Best practice in SEO: ;Paid search marketing ;Figure 9.7 Google Ads campaign struct