Search Engine Marketing: An Effective Tool for Digital Marketing

This report discusses the importance and benefits of Search Engine Marketing (SEM) in digital marketing. It explores various SEM practices and the use of Simbound simulation tool in relation to SEM. The report also highlights the factors that affect SEM and provides examples of effective SEM strategies.

Assignment

Table of Contents
INTRODUCTION..........................................................................................................................3
Overview....................................................................................................................................5
Search Engine Marketing works effectively which are included various examples .................7
Discussion of Simbound in relation to SEM..............................................................................8
CONCLUSION.............................................................................................................................11
REFRENCES ...............................................................................................................................13
Books and Journal ...................................................................................................................13

INTRODUCTION
Digital marketing includes all the promotional techniques used by an organisation which
involve the usage of digital medium namely email, social media applications, webpages and
websites and search engine as a way to connect with the target customer segment and increase
the brand visibility in order to gain profit and accomplish all organisational objectives. As most
of consumers use internet for making purchase, gathering information about an organisation and
using relevant data before making any purchase related decisions, digital marketing is an
indispensable aspect of organisations marketing plans. The importance of digital marketing for
surviving in the present-day business environment is showcased through high usage of internet
services by more than 4.4 billion consumers for conducting their daily tasks and purchasing
various goods or services for fulfilling their needs. The use of digital marketing as a primary
marketing tactic provides the organisation various advantages which include vast quantity of
substance related to the consumers liking, current market trends, their needs and products which
attract large number of consumers. This information helps the organisation bring appropriate
modification in their products or services which draw large number of consumer and give them
competitive edge in the industry. Several tools used by corporations in order to effectively
market their products or services in digital mediums include email marketing, programmatic
advertisements, content creation, display retargeting, search engine marketing(SEM) and many
others. Search engine marketing is one of the most popular digital marketing tools which
involves enhancing presence of organisation when users search words associated with the
company in various search engine. This tool allows the organisation to reach large number of
consumers in short period of time and increase their online earnings by suggesting the user
product sold by the organisation. This report describes various SEM practices currently used by
various organisations along with their advantages and factors which affect SEM with
appropriate data from the industry and is based upon nuclear sized electronic retail outlet
situated in Bloomsbury, London . Furthermore experience of using SimBound digital marketing
simulation tool in relation to SEM with suitable evidence is given in this report.

Overview
It is process which refers to they are utilising various tools and techniques in order to
promote the products and services. Search engine is important techniques or tool which
providing result pages as well as paid advertisement. Most of organisation using this tool in
order to their give advertisement on corporate website so it is easy to show on search options
(Doyle, 2016) . It is effective and efficient tool which refers to organisation implementing in
order to easily show the advertisement due to attracting large numbers of customers. It is
developing very attracting advertisement in order to customer easily buying products and
services on single click. It includes they are shows the advertisement in layman language as well
as customer easily watching online ad and purchasing that product and services . It considered
as they are providing suggestions related products and services so it is very convenient platform
such as google search engine. It involves most of organisation spend huge amount of money in
order this tool because promote their products and services. It is process which refers to various
search engine such as organisation shows their advertisement on Google, Yahoo and many
others. For example of retail industry in order to most of products and services are delivering
through online so they promotes various products with the help of this tool (Aggrawal and et.
al., 2017) . It includes various key words which are used my organisation in order to utilised
search engine so which are discussed below.

Impression-: It includes this words refers to easily visible on screen so they are easily
accessible for each and every customers. It is keyword in order to easily find out the various
options such as website and many others. It is application and search engine which refers to
customer easily find out the solution and suggestion of problem (Doyle, 2016) .
Clicks-: It includes customer visit the organisation website so they only single click and
know the detail of products and services.
CTR-: It is process which are organisation shows the advertisement on corporate website
and then calculate ratio in order to that much of customer response on advertisement as well as
helps to increasing the sales ratio (Kamps and Schetter, 2018) . It is tool and technique which
refers to they are analysed performance of advertisement accordingly spend amount on promote
products and services.
Cost-: It is process which refers to single click by customer and only visit site of
company so they incurred heavy cost.
Conversion-: It includes customers visit corporate website and providing suggestion so
on that basis it helps to conversion into sales and effectively utilising search engine.
Importance of Search Engine Marketing
There are ample numbers of benefits which refers to utilising by most of organisation in
order to enhancing productivity and sales revenue. In present environment, it involves most of
organisation used digital platform to promote their products and services (Boshnakova and
Goldblatt, 2017) . Search engine marketing is tool which used by most of organisation in order
to developing brand image at marketplace. There are various importance which are mentioned
below.
Conversion-focused-: The main aim of this in order to attracting large numbers of
customers as well as conversion of customers into buyers. It includes organisation providing
various discounts and offers for customers so they increasing sales.
Enhanced brand awareness-: Most of organisation using this SEM in order to
developing brand awareness and providing information relating products and services. It is
greatest strength which attracting large numbers of customers.

Generating immediate outcomes-: Search Engine Marketing which refers to customers
easily accessible in order to providing recommendation and suggestion in just one click. It is
process which refers to organisation effectively implementing in order to easily promote
products and services (McGruer, 2019) .
Search Engine Marketing works effectively which are included various examples
It is an effective tool and techniques in order to promote the products and services of an
organisation. It includes organisation implemented effectively which refers to they are providing
various benefit for an organisation in order to developing awareness of products and services. It
is process which refers to attractive advertisement on corporate website so organisation targeting
large numbers of customers (Shi and Trusov, 2020) . For example, it is tools and techniques
which refers to individual easily getting the information related for products and services as well
as individual providing their suggestion on particular concern. It includes organisation spending
huge amount on this kind of advertisement so effectively providing relevant information
regarding products and services. On that basis customer's needs and wants are essential for
organisation so they are providing as suggestion with the help of this process. It includes various
customers suggestion which are discussed below.
 Customers providing their opinion, view and idea relating to products and services on
the corporate website.
 It is essential for customer all the information shows on screen and display products so
customer effectively taking decision in order to which product are purchased.
 It is tools and techniques which are using by most of organisation in order to increasing
online sales as well as customer engagement.
From the above it has been analysed organisation used Search Engine Marketing in order
to they are attracting large numbers of customers (Sponder and Khan, 2017) . It is effective
digital platform which are companies easily promoting products and services through online. It
is process which refers organisation shows ad on website and customer just in click purchasing
products and services.
There are ample numbers of factors which are affect on Search Engine Marketing which
are mentioned below.

Keywords within meta description tag-: This kind of key word refers to HTM features in
order to easily find out the summary of web page so individual search on specific content so
they providing the information on just one click (McMurtry, 2017) .
Canonical tag-: This is process which refers to organisation implementing effectively
this techniques in order to they are easily show the advertisement as well as link are providing
so only they get the information relating products and services. It includes canonical tag which
refers to increasing visibility of particular website.
The above is showing advertisement group which refers to Samsung, Lenovo and many
others. It is kind of operating system which are used by most of organisation in order to
showcase ad as well as including many factors such as cost per click, cost, and many others
(Frost and Strauss, 2016) .
Discussion of Simbound in relation to SEM
Simbound is a digital marketing simulation which allows the organisation to effectively
gain insight about their digital marketing strategy during the introduction of an new product for
the consumers in order to formulate digital marketing policies which enhance their profitability
and ensure the success of their product during the initial stage of introduction to the market.
Many corporations use such simulation games for construction and implementation of
successful digital marketing plans (Aggrawal and et. al., 2017) . It is worth noting that

simulation games are not similar to games which are used for entertainment because they
provide the company a platform to showcase their goods or services to their target consumers
and accomplish objectives associated with digital marketing strategies. One of the advantages of
using such simulations as part of digital marketing strategy is that these games accessible to
consumers of every demographic and are in popular usage among young consumers and
children. This benefits the organisation as it gives them the ability to grab the attention of large
portion of consumers in their market (Kamps and Schetter, 2018) . The cost for using such
simulations is lower when compared to orthodox marketing approaches which is one of the
reasons for increase in it's usage by various enterprises to effectively promote their products or
services. Google AdWords efforts is also a user of such digital marketing simulations which
aims to promote their services with effective usage of keywords and captivating signs and
symbols to draw clients. This method enables the conglomerate to effectively express their
business operation to a large number of consumers and attain their chief objective of perpetual
growth of the company by increasing their overall incomes. An organisation gains the ability to
effectively accomplish the social responsibility of using ecologically sound practices to promote
their goods as this method is sustainable way of marketing (McGruer, 2019) .
Simbound simulation game gives the corporations control of making decisions related to
construction of their digital advertisement which increases the passibility of getting desired

results (Boshnakova and Goldblatt, 2017) . This game helps a company obtain competitive edge
over their opponent as it influences all the phases which a person experiences before making
decisions related to purchase of a product and analysis different marketing schemes adopted by
the opponent corporates. This practice requires negligible investment as practical information
and market competition is present which reduces any demoralized influence. This helps the
participants gain advantage from their rivals. Various levels present in this game with different
difficulties and barriers help the user understand realistic conditions by analysis of several
factors and application of critical thought process (Shi and Trusov, 2020) . Different levels
which are constructed with the aim completing objectives in an competent way and a user is
able to reach successive round only after completing necessitate of the previous round. The
primary task of this simulation is to accomplish various objectives by developing strategies,
completing relevant market research during the completion of assessment and proper utilization
of marketing methods by taking aid from digital techniques like SEM , email marketing, content
creation and others.
Several websites and search engine allow the organisation to spread their promotional content to
target consumer base trough emails (McMurtry, 2017) . Other methods and advertisement
portals are used to successfully market the products in digital medium. Different digital

simulation instruments provide the organisation ability the most favourable promotional and
marketing decisions which enhance the overall profit of the organisation. In addition to this they
also aid the company reach their predefined goals in decided time which maximises possibility
of success in marketing endeavours (Doyle, 2016) . Substitutes are easily examined in such
simulations and position of each employee in accordance with their performance is showcased
which affects overall output and completion of goals in timely manner. Moreover, Simbound
simulation gives the company assistance required to increase their presence in the mind of the
consumers and enhance awareness related to their current operations which is reflected in
positive earnings of the company. Management is required here as marketing plans and schemes
need to be developed which attract the attention of large amount of consumers and direct them
to purchase goods sold by the company. The impact of terotechnological factors on different
aspects influences increase in net income of the organisation.
The home page showcases the substance which is available on the website. Improved
webpages provide aid to uncover the location of website on search engine outcome webpage of
the Baigoo website. The usage of suitable keywords provides assistance for effective utilisation
of the digital simulation (Chaffey and Smith, 2017) . Construction of appropriate budget
related to digital marketing provides the company required aid in offering various well-defined
activities and the chief factor for this is to enhance the amount of clicks gained by an
organisation in SimBound simulation game . Usage of popular keywords by the company
escalates their CPC which boosts all the operations associated with overall procedure of
marketing their goods or services.
The compensated promotional movement on Google AdWords depict webpages which
are separate from expiatory codes and instrumentation. Online promotional tools provide
information about total number of clicks for every payment and overall users that have seen the
webpage of the organisation (Aggrawal and et. al., 2017) . PPC promotional content is used to
connect users to the keywords which are similar to the questions asked by them and they are
given distinct PPC according to their needs.
CONCLUSION
From the above report it is determined that SEM is an effective tool that is being utilised
by various organisation to enhance the effectiveness of their digital marketing tactics. SEM is

defined as purchasing advertisements in order to gain priority position in search engine
outcome webpage of the targeted consumer base. This method enables the organisation to
suggest their products to possible consumers and enhance income of the company. As this
method allows the company to increase their consumer base it gives the company perpetual
sources of traffic on their websites and enhances awareness about their operations.
Effective usage of keywords along with attractive language on the home page of the
website gives the company required tools to increase the possibility of success related to
marketing efforts conducted by the organisation. One of the primary advantages a company is
able to gain through search engine marketing is that this method gives the company total control
over their promotional choices which allows the organisation to suggest their products to the
consumers after conducting market research about the characteristics of their consumers. This
research allows the company to use search engine marketing in order to gain favourable
outcome . This is a distinct advantage provided by the search engine marketing is not present in
other digital marketing techniques.

REFRENCES
Books and Journal
Doyle, 2016. A dictionary of marketing. Oxford University Press.
Frost and Strauss, 2016. E-marketing. Routledge.
Aggrawal and et. al., 2017. Brand analysis framework for online marketing: ranking web pages
and analyzing popularity of brands on social media. Social Network Analysis and
Mining, 7(1). p.21.
Kamps and Schetter, 2018. Performance marketing. Springer Fachmedien Wiesbaden.
Boshnakova and Goldblatt, 2017. The 21st century meeting and event Technologies: Powerful
tools for better planning, marketing, and evaluation. CRC Press.
Shi and Trusov, 2020. The path to click: Are you on it?. Marketing Science.
McMurtry, 2017. Marketing for Dummies. John Wiley & Sons.
McGruer, 2019. Dynamic digital marketing: master the world of online and social media
marketing to grow your business. John Wiley & Sons.
Sponder and Khan, 2017. Digital analytics for marketing. Routledge.
Chaffey and Smith, 2017. Digital marketing excellence: planning, optimizing and integrating
online marketing. Taylor & Francis.