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Writing for the Web:
Session II
Richardson
July 2011
Using SEM
 Broad
term for online marketing that
seeks to drive viewers directly to
your site for commercial purposes

“instant qualified traffic”
Example: World Vision
 Is
strengthened when links drive
viewers to a special landing page
with direct, relevant information


World Vision sponsorship page
World Vision home page
Methods for SEM
 Traditional
advertising
(side or banner)
 Pay-for-Placement

Requires good keywords
 Pay-Per-Click

advertising
Flat rate vs. click rate
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