Web Marketing Optimization (WMO)
Sanko Lan
Ph.D. in EE, Stanford University
Associate Professor, National Taiwan University of Science and Technology
Founder, Allproducts.com
Web Marketing Optimization (WMO) is a methodology to optimize the Return On Investment (ROI) of web marketing activities. The goal is to find the best resource allocation among different web marketing channels to acquire effective traffic at the lowest cost.
Using a single number to indicate the effectiveness of a company’s web marketing activities has the advantage that enterprises can evaluate and compare their marketing effort efficiencies easily. Possible web marketing channels include but not limited to: online marketplace, search engine optimization, and online advertisement. Online ads can be further classified into banner ads, keyword ads, content ads etc. If the promoted target is a product instead of a brand name, average Cost per Click (CPC) on the destination page is a good index to measure the effectiveness of the web marketing activities. Where the destination page is a page usually only targeted customers will visit.
The optimum is usually a combination of multiple marketing efforts. For example, the average CPC after joining a marketplace and purchasing search engines optimization service is usually lower than the average CPC of doing only one of them. This is because joining a marketplace also improves the ranking at search engines.
Allproducts.com has 10 years of experiences in providing marketplace and search engine optimization services before it becomes the first authorized reseller of Google AdWords in Taiwan. More than 90 employees are Google Authorized Professionalists (GAP) of online ads.
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