Comprehensive Model for Evaluating Search Engine Marketing Effect

Search engine marketing (SEM) , as one of the network marketing tools, is very important in enterprises´ network marketing. Therefore, it´s necessary to evaluate its effect. Based on the four goal level of SEM, we then construct an evaluation system for evaluating SEM effect, and apply the analytic hierarchy process to establish a SEM effect comprehensive evaluation model. Calculation and analysis show that the index judgment matrix of the model has passed the test of consistency check, and the model is available. Finally we conclude that the model provides scientific basis for decision-making on application of SEM.