Digital Marketing: Search Engine Marketing and Simbound Game Experience

This report explores the importance of search engine marketing in digital marketing and discusses the tools and techniques used in implementing search engine marketing campaigns. It also provides insights from the Simbound game experience, highlighting the benefits of using search engine marketing in real-life scenarios.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
SURVEY OF CURRENT PRACTICES AND TOOLS AND EXPERIENCE OF SIMBOUND
GAME .............................................................................................................................................1
Search engine marketing..............................................................................................................1
Own experience of Simbound game............................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing refers to advertising the through digital channel such as search engine,
website and social media. From this online media channels, digital marketing is the method
through that companies sell and advertise their goods and services and brands (Chaffey and Ellis-
Chadwick, 2019). Nowadays there are companies which are using this platform to increase their
profits and sales and its importance is increasing day by day. Their many other tools and
techniques used in digital marketing that help the organisation to use in their promotion such as
Paid social media, Email marketing, Website testing, Search engine marketing and search engine
optimisation. In this report Search engine marketing tool has been used, it is most effective ways
to grow and business and increase competitive marketplace. It is kind of practice of marketing
business using paid advertisement that show on search engine results pages (SERPs). Companies
and used bid on keywords that users of services such as Google and Bing. It offers the
advertisers an opportunities to advertise its ads on the platform to motivated costumer who were
ready to purchase at any moment. It also known as paid search marketing where companies pays
Google to present their ads in search results. In this tool Keywords are foundation of search
engine marketing and play vital role in this advertising strategy. Apart from that it has discussed
about techniques of search engine marketing and how it is benefited to digital marketing.
Simbound simulation game experience using the Search engine marketing tool is used and the
way in which many three campaigns were introduced for the website named as Tablet world
website without losing and winning of real money in the game.
SURVEY OF CURRENT PRACTICES AND TOOLS AND EXPERIENCE
OF SIMBOUND GAME
Search engine marketing
Search engine marketing includes the process of getting traffic from search engines
organically and through paid. There are two types SEO (Search engine optimisation) and PSA
(Paid search advertising). In SEO is method to get free traffic by achieving high rankings in
SERPs and paid search ads is the process of paying to appear in search engine results (Chaffey
and Smith, 2017). Its main goal is to increase the visibility in search engine by gaining higher
rankings in search engine results pages for ad placement. Its importance is increasing in number
of ways and business is using it number of ways to achieve the success of their growth. It is
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necessary to understand they difference between SEO, SEM and PSA. In search engine
marketing it gives you framework, tools and process to gain better results by getting higher
position, so in online business both are powerful tools in digital marketing. To run SEM
campaign successfully, it requires special skills and experience and hard work. Some
professionals are there who possess such skills and companies used to hire them to take the
advantage of it and attaining the results as fast as possible. In today's scenario no online business
could survive without using this tools and techniques.
There are some benefits of Search engine marketing to digital marketing-
 Flexibility- As, it is paid advertising in search engine and it is most likely to visible and
viable online marketing strategy which offers business a great amount of flexibility. It
also provide control over advertising campaigns (Chester and Montgomery, 2017). This
could be temporary, seasonal or long term marketing strategy.
 Helps in increasing visibility- It offer the business to make brand more visible to their
costumer and enhancing the awareness of brand. Apart from that it facilitates in
increasing the traffic, clicks and conversion and it is proven as efficient way to tell
consumers about the product.
 Targetting consumer- When costumer are actively looking for the solution and open
search engine app to find the product and then that ads are visible to them. So this helps
the business to target their consumer on right place at right time and that trigger them for
longer period of time. This will boost the chances in the growth of sales and profit of
company. Many companies are using this tool to attract more targetted costumer and
influence them attractive ads campaigns.
 Monitors the effectiveness- An individual or company can track the ads performance
and enables them to judge that hoe effectively they could attract potential customers
(Confos and Davis, 2016). There are some options where an individual is able to track
that how many people have seen their ads or not through clicking it, asking for directions
or having phone calls. Gives results faster than SEO- Every company want to enhance their performance on
online platform and credibility. In SEO it takes time to get organic results and doing
proper optimisation of web pages will bring the good results but to achieve it is tedious
task. But, through SEM companies will much faster results by proper bid amount and
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keywords research will bring great ROI and in shorter period they able to achieve desired
results in short period of time.
Tool and techniques used in search engine marketing and how they worked in real life
situation are as follows-
 Keywords research- It is main part of search engine marketing strategies and
successfully completion of this will be beneficial for companies. It is treated as part of
keywords management strategy before choosing efficient keywords. Because of proper
keywords research it is high commercial intent or strong indication. A proper structures
account contains five elements that are Ad campaign, Ad group, Keywords, Ad text and
landing pages (De Pelsmacker, Van Tilburg and Holthof, 2018).
 Competitors backlinks- To find out best and top competitors in market will help in
knowing the quality links and targetting them. It will facilitates them in seeking the
targeted keywords and best way to target the costumer that how to make strategy and
facilitates in building better backlinks in the comparison of competitors.
 PPC Advertising- This technology in search engine marketing will enable advertiser to
bid on keywords and ensuring ads appear with the results of search engines. After
developing the this, the cost is increasing under high competition. The more advertisers
are willing to pay more on clicks, the higher will be ranking and it leads to higher traffic.
It create cost for business and it will be beneficial for those who wants more return on
investment (ROI) in PPC campaign. It gives the experience of “test and learn” and
precisely targetting geographical location and start display in search results quickly.
 Web analytics- It facilitates in monitoring the traffic counts in much deeper context and
through that it controls eventually every performance of website. It will be useful in
focusing the goals and guide the individual to know what is status of their online
business.
 Designing of site- This is important aspect of search engine marketing as through proper
development of site will help the costumer to reach more quickly towards the beautiful
website. It act as first impression is last rule with costumer where they attracted and most
likely to visit on the website (Vieira and et.al., 2019). It become more necessary to focus
on building quality content and essential for business to put informative details on their
site so that viewer will get benefit from it.
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 Infographics- It deals with visual content marketing and powerful link building in search
engine marketing. Building infographics cost a bit to develop self infographics and some
of the points that need to be consider while creating effective infographics such as writing
unique description, real data sources, catchy and pleasing design, using information
precise and keep sharing on social networks (Dwivedi and et.al., 2020). As, getting
costumer's attention is quite difficult so, to grab their attention will help through this
techniques.
 Costumer's centric site- To achieve better results and highest rank in search engine it is
necessary to think about the perceptive from costumer. If business is unable to attract the
costumer then it will not able to convert the leads into sales, as ultimately costumer will
click on the advertisement and make a purchase.
Own experience of Simbound game
Simbound is e- marketing experience that provide no real risk to learned and wants to
bring change in online or digital marketing learning platform. It include game component design
for e-marketing an other digital courses (Hanlon, 2019). It is first product of the business
simulation genre that addresses the improve comprehension digital marketing skills that include
cost/benefit analysis, budget administration and how to target audience, decision reasoning and
many more skills. It comes with the concept of developing analytical mindset that helps the
student to explore the opportunities for relevant marketing learning experience. This proof as
best method to grasp the online marketing campaign and setting up the email marketing and
provides risk free environment to learners where they can learn by doing their own and through
many experiences during this game. I have own experience of Simbound simulation game where
in 1st round, I build the website in the name of Tablet world website, one landing page for
Samsung android and other one for Apple iPad and home page for all products. In this round the
results is god results with 66 sales and no profit. In 2nd round, where I run three campaigns with
the budget of 400pounds, 700pounds and 400pounds each and get good numbers of impression
but small numbers of leads and achieve the profit of 193 pounds which is better than 1st round I
didn't receive any profit. In 3rd round, I used email marketing where I got the profit of 954
pounds which good amount and it sent to 5518 and opens 156 which is quite satisfactory and in
which 2 out of 4 versions were successful. In this campaign I used the subject of “Massive
discount for Samsung and Android tablets” that was used with A/B testing. This testing allow
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individual, teams and companies to make changes while collecting data on results. It builds the
hypothesis and then create variations and able to run experiment. It gives analyse results and
helps in getting better growth in leads and conversion for company (Herhausen and et.al., 2020).
In 4th round the there is big changes in results where profit has significantly increases from 954
ponds to 3365 pounds. In 5th round after allocating 1100 pounds to Samsung and 400 pounds to
Home page marketing campaigns and adding some more details and description about the
product to encourage the visitors to buy. Through this, profit is increased with cost so there is no
benefit in this round. In 6th round the web results overview the organic rank is 4th and in Direct
rank the website got 4thin Payed ranks and in email ranks is 9th place. So, by using search engine
marketing in 5th round the profit is 3365 pounds and cost is 3726.67 pounds from the clicks of
6608 and conversion rate is 222. The main point in this that it has equal amount of profit and cost
so there is no beneficial for me. The overall results is from the Web is 917 sales and leads is 334
and from mail there is 37 sales (Kannan, 2017). The better results I got from ads in which the
profit is 4384 pounds which is higher from both the results. So, the experience is very good and
learned a lot from while doing this Simbound simulation game and that gives me an idea about
thing goes to achieve better results. So, if I create new marketing campaigning will require to do
all activities again and switching the region is right option as it needs to be focused. Spending
much time and efforts on niche topic will help to grow more better, but it take time to build that
traffic and generating the leads. As, it will be beneficial to add more landing page because they
help in building potential costumer interactions that comes through paid search and organic
search. They are vital touchpoint and leaves good impressions and helps in generating more
leads and conversion, promotions of goods and services and create the credibility. They are
being used as more search traffic and achieving in business goals. If I linking new email
campaigning with new landing pages will rapidly grow my simulation game and I am able to
target more costumer and my leads and profit will enhance through this step (Kingsnorth, 2019).
It will develop new base of website and ultimately the audience will increase and using other
techniques also in this might give outstanding results that are present in digital marketing. In
using search engine marketing effectively I will able to achieve the desired results, some
techniques are as follows such as PPC advertisement, proper using of Keywords research,
infographics and many other. To use all this tools and techniques one should posses all this skills
and must know how to use it in order to get better results. From all this experience I learned a lot
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about the different tools and techniques prevailing in other marketing campaigns and I studied
that what kind of strategies could be use (López García and et.al., 2019). In respective rounds I
faced low profit and sales and in some rounds I faced good profit and from that I learned few
tactics that I must use in these campaigns like proper site design, infographics keeping the
costumer needs in mind while formulating search engine marketing tool in marketing campaign.
CONCLUSION
From the above report it is concluded that Digital marketing is best way to promote
goods and services through many website, social media, mobile apps. It's importance is
increasing in competitive world where all business using this platform to sell their products. In
this report the effective tool of digital marketing has been discussed that is Search engine
marketing and where its importance in nowadays and tools and techniques of it through which is
used in implementing many marketing campaigns. It is very effective tool and also known for
paid search results and helps the business to increase their profit and enhance their productivity
through targetting right costumers, flexibility and increasing in visibility on search engine
platform. Apart from Simbound simulation game has been played which is new way of learning
real life experience of digital game without loosing or gaining of real money. In this game a
website is developed where three marketing campaigns were run and from that some rounds has
been played. During that overall experience of that game has been done and what are the tactics
and other methods could be use to enhance the performance of game has been discussed and
suggestions were being made to implement in the simulation game.
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REFERENCES
Books and Journal
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
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.
Dwivedi, Y. K. and et.al., 2020. Editorial introduction: Advances in theory and practice of
digital marketing.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Herhausen, D. and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management. 90. pp.276-290.
Kannan, P. K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing. 34(1). pp.22-45.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
López García, J. J. and et.al., 2019. Digital marketing actions that achieve a better attraction and
loyalty of users: An analytical study. Future Internet. 11(6). p.130.
Vieira, V. A. and et.al., 2019. In pursuit of an effective B2B digital marketing strategy in an
emerging market. Journal of the Academy of Marketing Science. 47(6). pp.1085-1108.
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