Discussion Post

1. One of your clients suddenly experiences a significant drop in traffic from organic search afteroutsourcing many of its SEO needs to an offshore company. What might explain this sudden change and what actions might you take to address it?

2. Create a paid search strategy based on the following client details. You have a budget of $1000 permonth, the brand name has an average cost-per-click of approximately $0.10 and half of these clicks result in a purchase. The brand name gets on average only about 300 searches per month. More generic keywords relating to the product cost on average about $1.20, and there are thousands of these searches every month. Only 10% of the clicks from generic keywords result in a purchase. Create a smart way to split your monthly budget in order to maximise the amount of purchases for your brand.

3. Find examples of advertising claims or slogans that are based on puffery rather than substantiatedclaims. Discuss whether you feel these advertising claims can be defended on the basis of puffery.