Any e-commerce venture using a website as main shop-front should invest in marketing
their website. Previous empirical evidence shows that most Search Engine Marketing
(SEM) spending (approximately 82%) is allocated to Pay Per Click (PPC) campaigns
while only 12% was spent on Search Engine Optimisation (SEO). The remaining 6% of
the total spending was allocated to other SEM strategies.
No empirical work was found on how marketing expenses compare when used solely for
either the one or the other of the two main types of SEM. In this study, a model will be
designed to guide the development of a dual SEM strategy.