ABSTRACT

This chapter explains how the digital marketer can optimise the results of search engine advertising and aims to indicate how the digital marketer can optimise the results of display advertising, the roles of the different players within display advertising and the pros and cons of the applied pricing models. The customer acquisition process is comprised of defining target markets and acquiring new customers. Customer acquisition consists of four steps: marketing communications to draw attention to the brand and connect to the customer, the sales process for convincing those customers to actually buy the product and finally agreeing on the price of the product. Paid recruitment of visitors for online sales and communication channels can be done using search engine advertising, display advertising, social media advertising and affiliate marketing. Relevance is in the interest of all parties involved: search engine users can easily find whatever they are searching for, advertisers can address only target segment and Google maintains their market position.