Search Engine Marketing: A Game-Changing Strategy for Business Growth

This article discusses the importance of search engine marketing in growing businesses and attracting customers. It explores the Simbound game and its impact on digital marketing strategies.

Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Discussion on topic......................................................................................................................1
Search engine marketing.................................................................................................................1
Simbound.....................................................................................................................................4
CONLUSION..................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Search engine marketing is the type of internet marketing which includes promotions of
business via various websites by increasing their visibility in search engine pages by the paid
advertising. It is the process for generating websites for purchasing ads on search engines. For
example, google is the search engine which advertise companies by broadcasting ads on software
(Alghizzawi, 2019). It refers to all marketing activities which is used in search engine technology
for the marketing process so that people can know about firms goods and services. Everything is
depends upon marketing at this time as marketing is the process of attracting customers in that
manner so that they can buy firms goods. Marketing can be for business and for any activity.
Firms done their marketing as by advertising, direct sales, social media etc. as it already
mentioned it is an internet marketing which helps advertise the things via internet. As this report
is about game which is known as Simbound team. This report is about experience of individual
about this game. This game has five rounds each round has different activity and according to
them TIM decided to spent money for it. For formulating this game it gives advertisement via
web sites so that individual can play it and invest on it for winning surprise gifts and money. In
this game students sells tablets of different brand in two different geographic market which
contains different search engine dynamics and customers behaviours. These rounds covers tasks
which offers realistic view of search engine marketing. This shows marketing budget, search
engine marketing plans, campaigns, ads, key words, research, competition etc. This report covers
topics such as survey of current practices using this game and individual experience of the
Simbound game to illustrate answers for it.
Discussion on topic
Search engine marketing
This tool is very effective ways to grow the business rapidly that become necessary in
competitive marketplace (Chaffey and Smith, 2017). As, due to development of digitalisation in
current market there are many business which were coming online to promote their products and
services for the growth in business. Search engine marketing is practice of marketing, where they
used paid advertisement that show on search engine results pages or SERPs. The best feature
about this tool is it offers advertisers to show their ads in front of costumer who are ready to buy
1

at that price and who are ready to make a purchase from that advertiser. So, eventually this
become so effective tool to grow any business.
Keywords are foundation of search engine marketing. To choose that which keywords to
use in this campaign, it require to conduct keyword management strategy and for that there some
free keywords tools that an individual can get relevant keywords suggestion for their business
services (Chaffey, 2019). As, increasing in the number of costumer researching and rapidly
growing online marketing strategy and majority of new visitors to website find by query in
search engine. In the order to improve the website, ranking in organic search results. Search
marketing reaches consumers at exactly right time unlike the majority of digital advertising, PPC
advertising and results are prompt with SEM and it is fastest way to get the traffic on website.
There are numbers of benefit and how it play important part to play its role in digital marketing-
 Reach clients- This helps to describe google paid search ads and this techniques is now
widely used as short term strategy to bring fast visibility to products (Dover and Dafforn,
2016). As compared to search engine optimisation this tool is useful to receive faster
results to reach your targets. As, in the website this tool helps in reaching out more
costumer as it get the profit of 3119 pounds and cost is 5491.09 pounds which is good
figure according to results.
 Brand awareness- In google search ads allow advertisers to expose their brand name in
headlines (Chester and Montgomery, 2017). Display and extension links. These paid
search ads promote the brand awareness and often appear on top google search results.
 Easy and quick- Paid search are more benefited from free one and allow the users to use
it and create it as per the required needs and easy to manage. As google allow to set
schedule that facilitates an user to run and stop the campaign whenever it want. It is also
helps in providing the budget that could be specify and speed up campaign that will be
useful in bring more traffic in short period of time and beneficial for company in many
ways (Jansen and Spink, 2016).
 Targeting right audience- It perform according the intentions of business and helps to
reach in specific and target costumer (Confos and Davis, 2016). As ads will be visible to
those who are were using similar keywords for search and it rightly appear to triggered or
targeted costumer and create highly optimised ads to costumer. As, in Simbound Website
2

it is proof successful as there are satisfied results as they receive good amount of profit
from this tool.
Techniques used by Search engine optimization are as follows-
 Search engine optimisation- It involves using the techniques to find the top rank in
website in organic search results. If website rank on google that it will be easy to
returned in good traffic results (De Pelsmacker, Van Tilburg and Holthof, 2018). It
become important nowadays and used by many companies in order to get better results .
 Pay per click advertising (PPC)- As SEO has no charges, but pay- per-click are ads
where you run on search engine find and rank your website and pay for each time when
someone clicks on it. In PPC advertising, an individual bid that amount willing to pay
per click. It is kind of bid that use that the more you bid, the higher ads will appear in
search engine results (de Ruyter, Keeling and Ngo, 2018). The most widely used tool is
Google AdWords that many companies has implemented where they effectively used
this to shoe their ads and can make good amount of money. Although it is difficult to
manipulate but at the same time it will be difficult for individual but can achieve desired
results. Anyone can use Google Ad Sense to make good amount of money and other
similar programs.
 Local search- If business wants to target a particular area in which it lives than an
individual can get listed by city in search engines through directories and yahoo who
offers many services like this (Girchenko and Kossmann, 2017). It will be beneficial for
those who are finding their business online and ideal for those who do not want to use
phone book any more. Many residents are using this methods to do their business and
achieve their goal to open business online.
 Infographics- This is powerful link strategy in search engine marketing that deals with
varois visual content marketing. Creating infographics can cost a bit but when an
individual adds these infographics in its adds then its efficiency increased more like
write unique descriptions, real data sources and attractive design and keep information
short and crisp. Using effective statistics will help the costumer to gain more attractions
and help in building social networks and create lot of creativity to make campaign more
reachable and successful on online platform (Fulgoni, 2018).
3

 Site design- It refers to how amazingly an individual design its site to attract the visitors
and making it more visible online in order to get more online business expansion. Mainly
big companies using site developer to build effective site and this include various factors
like details and view and much more focus on quality content and accordingly design the
site.
Simbound
Simbound is business marketing simulation game where an individual can easily use
practice solution that create the understanding of online advertising medium and develops sets of
skills which is useful for e-marketers. A marketer simulation game is business simulation
software that perform in marketing landscape and in short it is educational software that shows
the challenges faced by marketers in gaming world (Hanlon, 2019). It facilitates in knowing
marketing strategies and to gain real life situations and it is serious game concept that make learn
about marketing game. I learned online marketing that simulates real life digital marketing
experiences and how we can mange to develop various budget, assess marketing campaign and
solving the most difficult task that could be faced with real marketing industry. It very effective
methods to use by individual who wants to get command on it and learn about certain tactics. It
helps in sharpening the skills that are essential to perform in marketing platform. It represent the
real world business scenario that will be useful in playing the interactive game and those for who
are seeking to improve their knowledge in field. Some big players use this to play professional
games and maintaining the skills set and at the same time facilitates them to lean overall about
gaming industry. Some of the platforms were build for learners to learn about more about
simulation but Simbound proof as effective way to learn about online gaming and use it
effectively.
I played this Simbound simulation game and has different experiences and learnt a lot
from this game we had one home page for 4 different landing pages and each has separate
campaign for each landing page and being allocate the money for each money. We as a team
decides to full take experience of real game and also made strategies and advertisement of them
to attract the traffic on website. We make design of each page and focused on providing the
information of each specific product that are Apple, Samsung, Lenovo and Sony. These were
represent each landing page and our aim to convert the traffic into direct sales and that will be
our only strategies to be achieved.I figured out broad approach to brand targeting as my website
4

name is Simbound game where the top tablets from apple, Sony and Samsung. I navigate the
campaign manager I listed keywords and target in my ad campaign and initially thought of
eliminate the risk but at the same time less relevant keywords. After keywords research I set up
an landing page for my products. I had certain budget and choose bidding price that will be best
for me. As I understands the importance of PPC and then able to perform better first time and
confident that I will continue it more longer period. After I learned to take risk and wait for the
right time and stuck at one level and try new things and tools that will be useful in learning these
simulation techniques. As, it was new for me but at the same time interesting that I got to know
more about some fundamentals. I stick to safe choices and not willing to make big amount from
that as I know it will take some time to reach at better place (Key, 2017). It all require patience
and techniques that how can someone could be use to play simulation as it as some fundamentals
that need to be follow by beginners who has just stared there career in this business. For every
beginners it is essential to learn about PPC to stick in this game and needs to apply these lessons
to learn real PPC campaign and eventually it become important to learn these skills effectively. I
and the whole Simbound team were focusing on trying out different keywords and failed to
enhance it but after round 3 we try to score more better and at the end of round 6 the sales and
conversion are not good and satisfactory and could not achieve what we planned to do. We try
search engine optimisation and it is effective to use and to increase our sales and as the budget of
each campaign is 300 pounds each for different pages. Through this method the result is we got
10959 clicks on website and CTR is 6% and impressions are 189403. To achieve this figures we
spend 6965.03 pounds and the profit is 4811 pounds. Through this we learned the importance of
search engine marketing and there are many techniques that need to be understand while
implementing them on real time. If an individual is able to make efficient PPC landing page
for the website then it will be more beneficial and effective as if there is more pay clicks as per
the visitors on page and it is dedicated to them to attract and it more useful nowadays to use this
more often. I learned the importance of building PPC landing page and it need some tools to
make it more creative and attractive like impactful headlines, catchy and simple tag lines and
quality content and trust symbols and clear call to actions and some related images. For showing
these pictures an individual must use emotional side of graphics to make them engage in site. As,
it helps the site to convert the visitors into leads and it s different from other pages on website as
it follow both the criteria that exchange desired offer and allow to capture visitors informations.
5

Through Simbound it will be beneficial to attract the more visitors as much as we can. To drive
traffic in landing page Simbound website needs to reach people from email marketing and
through optimization n of landing page for SEO and reach out to influencers and enjoy the
freedom of social media an increase the harness the public relations (Kannan, 2017). If I have
used PPC landing page effectively on my Simbound website than I cab get more better leads and
through Simbound I get an idea of how real life online marketing strategy and coming up with
certain values and idea and that will be useful for my future learning experiences that is essential
to learn about them. As a learner I have learned specific techniques and understanding of how
things goes on digital marketing and able to use it real life situations of learner. As, due to
increasing the number of various users in market. Many big players are there on digital platform
and many needs to use certain fundamentals techniques that must be used by all beginners and I
have experiences major changes after using this on real website. It is necessary to implement
them on right time at right place and must be properly used by user as I have learned this
thoroughly that their uses are key ways to success in this situation.
I had work on improving the conversions and CTR and developing the proper strategies
and marketing campaign is needed to be done in proper mannner. After trying the Search engine
marketing, we try Email marketing and for that we sent around email campaign to 43454 leads.
Apart from that 429 recipients unsubcribed from our e-mails and 1599 opened email and 131
clicks it. Through this we achieved 19 conversion into sales which is very low figure as
compared to search engine marketing. I and the team were focusing on improving our email
campaign for more traffic and conversions and that needs very time and effots as compared to
other method. Our main aim is to increase the profit and user base through certain tactics and
strategies to improve the performance of the campaign. I and the team had design the whole the
campaign accordingly the our features of different search engine marketing and e-mail marketing
methods as well as techniques.
CONLUSION
From the above report it has been concluded that marketing is the process of attracting
customers for buying firms goods and services. Marketing has various sources includes search
engine marketing, social media marketing, digital marketing, email marketing, your tutor etc.
search engine is the source of marketing, in this marketing is done by internet ads, the marketing
is done by web sites which gives ads via search engine so that customers use this. It is the
6

process for generating websites for purchasing ads on search engines. Simbound is the web
marketing activities which carries games like an environment. It provides content and simulation
on online with various games mechanics on the topic of internet marketing and digital commerce
includes websites analytics simulations, search engine marketing simulation, email marketing
simulation. There are various techniques for search engine marketing includes improve use
experience, voice search, design for mobile, contents, budgets, ads, campaigns etc. The
techniques which are used in search engine marketing includes search engine optimisation, per
click advertising, local search, side design, infographics etc. Simbound includes landing pages
and websites management for its simulation, it help in learning how to built efficiency in order to
play search engine games.
7

REFERENCES
Books and journals:
Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A survey. Int. J. Inf.
Technol. Lang. Stud. 3(1). pp.24-31.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Chester, J. and Montgomery, K.C., 2017. The role of digital marketing in political campaigns.
Internet Policy Review. 6(4). pp.1-20.
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72.
pp.47-55.
de Ruyter, K., Keeling, D. I. and Ngo, L. V., 2018. When nothing is what it seems: A digital
marketing research agenda. Australasian Marketing Journal (AMJ). 26(3). pp.199-203.
Dover, D. and Dafforn, E., 2016. Search engine optimization (SEO) secrets. Wiley publishing.
Fulgoni, G. M., 2018. Are You Targeting Too Much? Effective Marketing Strategies for
Brands. Journal of Advertising Research. 58(1). pp.8-11.
Girchenko, T. and Kossmann, R., 2017. Implementation and development of digital marketing in
modern banking business. European Cooperation. 12(19). pp.68-85.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Jansen, B. J. and Spink, A., 2016. How are we searching the World Wide Web? A comparison of
nine search engine transaction logs. Information processing & management.42(1).
pp.248-263.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Key, T. M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
8