University of Twente Student Theses


Search engine marketing: an introduction for small business owners

Scholten, J. (2013) Search engine marketing: an introduction for small business owners.

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Abstract:With the rise of the internet in the past two decades new possibilities for marketing strategies became available. Online marketing already is an important part of the marketing strategy for 82% of registered businesses in The Netherlands (Centraal Bureau voor de Statistiek, 2009). This paper aims help small business owners with making decisions on their online marketing strategies. First off, the paper will describe conventional marketing strategies. Then, the basics of building and maintaining a website are explained in a literature study. At some point these two topics will submerge up to the point where business to consumer marketing (B2C) theories are applicable to online marketing. This results in an amended marketing model suitable for online marketing. This proposed model will be accompanied by business case examples. It’s explained that the clickthrough-rate is an important variable on the price of a search engine advertisement campaign. This paper proves two additional relationships between the clickthrough rate and its influencing factors, which have not been proven before in earlier researches. Next to the already known factors, also the correlation between the search words and the text of the ad and the amount of search results influence the clickthrough rate.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration BSc (56834)
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