Search Engine Marketing: How it Works and its Importance

This article provides an overview of search engine marketing (SEM), including how it works, its importance, and the benefits it offers. It also evaluates Simbound, a web marketing game that helps in understanding SEM. The article covers topics such as keyword research, ad campaigns, and the impact of SEM on brand awareness and conversions.

Digital MarketingDigital Marketing

Table of Contents
Introduction......................................................................................................................................2
Overview......................................................................................................................................2
How SEM does works and illustrates this by making use of appropriate examples...................5
Evaluate Simbound and way in which it assisted within acknowledgement of SEM.................8
Conclusion.....................................................................................................................................11
References......................................................................................................................................13
1

Introduction
The digital marketing strategies that are being utilised for enhancing the visibility of
website within SERPs (search engine results pages) is referred to as search engine marketing. It
implies form of internet marketing which comprises of promotion of website by enhancing
visibility by making use of paid advertising (Bhandari and Bansal, 2018). It can be merged with
SEO (search engine optimisation) which rewrites or adjust content for attainment of higher
ranking within result pages for enhancing listings via pay per click. Example is Bing Ads,
Google AdWords and Yahoo Search Ads which are being used by firms. With enhancement
within number of customers shopping online products, SEM (search engine marketing) has
become an essential marketing strategy for enhancing reach of company. Along with this, it
renders businesses with enhanced brand awareness, generation of quick revenues, individuals
can be reached at right time & place and furnish a competitive edge within the marketplace.
Simbound denotes a web marketing operations that are carried out within a game-like
environment and is utilised by management from distinct industries as well as for businesses of
different sizes (Bala and Verma, 2018). It is liable for rendering online and content simulations
via distinct game mechanics for digital commerce along with internet marketing. This comprises
of e-mail marketing, website analytics and search engine marketing simulations. In this context
businesses can opt for writing ads, building up websites and sending e-mail campaigns. The
report is based on small electronics retail outlet which is delivering their services in Bloomsbury,
London. This report comprises of Simbound game along with crucial information related with
search engine marketing.
Overview
Search engine marketing comprises of steps which are being taken for enhancement of
traffic into the website of firm via higher rankings of search engines. This tool assist marketers
for managing as well as optimising paid search ads which will assist users to set budget, research
keywords, act on intelligent bidding and execute paid ad campaigns. Apart from this, it will aid
within generation, analysis as well as forecasting of outcomes (Ali, 2018). The rationale behind
making its use is to bring in target audiences to website for peculiar keywords to be at top on
organic results. For this tools like Bing ads and Google ADWords can be utilised. Search engine
marketing makes use of paid advertisement for making sure that business services and products
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are visible when individuals search within search engine result pages. For an instance, when user
types certain keywords, SEM will enable firms to appear when any specified query is made by
individuals (Chheda, 2019). The important words associated with search engine marketing have
been illustrated beneath:
 Impressions: This implies the number of times ad was made visible on the screen. This
do not means that it was seen by person. For an instance, when user search like what is
search engine optimisation and clicks on any website then along with content there will
be advertisements displayed with impelling words so that users may click on them but it
do not imply that whether they have seen it or not.
 Clicks: It denotes how many users clicked on specific advertisement which is displayed
on the page or website (Qurratu'Aini and Hapsari, 2019). CTR: This denotes click through rate which implies ratio of users who have clicked on
specified link to the total number of users who have viewed advertisement, page or email.
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Illustration 1: Search Engine Marketing

Basically, it is utilised for measuring success of online advertising campaign for peculiar
website. Cost: It can be referred to as cost per click which implies that how much is being paid
when someone clicks on ad (Fulgoni, 2018). Conversions: This means how many sales have been occurred through usage of search
engine marketing.
Importance & Benefits of Search Engine Marketing
For both small as well as large firms SEM can be utilised as, it will furnish them with a
technique or a tool that can be utilised for reaching maximum number of individuals. The
significance or search engine marketing has been illustrated beneath: Conversion-focused: SEM acts as crucial conversion driver within marketing campaigns
for any type. The rationale behind this is that paid ads are associated with conversion-
focused landing pages that are liable for moving web traffic via sales funnels (Medell,
2018). Paid ads are associated with them (landing pages which implies web page that
serve entry point for website). Enhance brand awareness: This is taken as bottom-funnel marketing channel and as per
Google, search ads increase the awareness of brand by around 80%. In case, if clicks are
not received then also brand names are clearly visible when user see ad. Generates immediate outcomes: They tend to be long game strategies that are liable for
generation web traffic as a immediate result. When ad is launched the process for getting
more clicks as well as sales begins and it is one of the fastest ways of bringing in traffic
strategies. Acts as a consistent source of traffic: Every business anticipate that there has to be
consonant web traffic for maintaining visibility as well as sales but for this, it is crucial to
formulate plans, forecast and an appropriate budget (Rathaur and Agarwal, 2019). Search
ads can be utilised for generation of consistent traffic for specific keywords as well as
assist within controlling the traffic which comes into the site.
 Brings more qualified leads: The aim is not just to generate traffic but to have
appropriate traffic. It is always not possible to control who is viewing organic search
results but through the usage of search engine marketing firms can have custom audience
who will be likely to see as well as engage with ads.
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These are some benefits as well as importance of SEM which can be utilised by firms for
having a good chance to be at top of SERPs to have high quality score.
How SEM does works and illustrates this by making use of appropriate examples.
Search engine makes use of complicated algorithms for making sure that they attain
significant outcomes which are returned for every search and comprises of all the important
information. This paid search advertisement works in such a manner that sponsored ads are
available at top or beside the results which have been searched by users (Ghazie and Dolah,
2018). This leads to furnish advertised website enhanced visibility along with prominence above
other websites in comparison to other organic search engine marketing. An example can be taken
to understand this aspect like when certain services or products are looked for via online medium
then user will go to specified search engine as well as type the specified keyword like what is
being required by them. Within the search result page various ads will be shown from distinct
firms whose keywords must match with words that have been entered within the search box.
The ads must be found on the prominent locations within search engine result page along
with the search listings which will match with the keywords that have been entered. These paid
listings acts as most significant to specified search which have been entered thus, there is high
probability that individuals will click on it (Ritz, Wolf and McQuitty, 2019). An instance can be
taken into consideration like if users search for laptop offered by Apple then the advertisement
will be shown on this which is about Dell, Hp or any other brand which provides same services.
The reason behind this is that it will provide them with a higher probability option by which
users may click on them depending upon the keywords which have been mentioned on the ads.
This implies that the content of ads will act as a crucial asset for captivating the interest of users.
These paid listings will act as most significant for most specified search which has been entered.
In this way, SEM works from the view point of their customers. The other perspective of
working from advertiser's view point has been specified below:
 Select a list of specified keywords which are associated with website or product which
they have to advertise (Lubis, 2019).
 Along with this, select a geographic location in which they have to advertise that ad like
the advertisement will appear only on the UK only if firms want that. For an instance, if
firm want to sell their product within the market of US only then it will appear on there
website only.
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 A significant text based ad will be displayed on search engine result page as per the
services and products offered by firm.
 Bid will be made on the basis of price amount which they will be paying for clicks that
are made on their ad (How does search engine marketing work?, 2019).
From the perspectives of firms it has always been easy to formulate text based ads as it
involves entering headline which is being followed by text and take appropriate actions but link
must be mentioned in this so that customers can be redirected to the website of organisation.
Factors that affect SEM:
There are certain factors which will be creating impact on the ways in which search
engine marketing, these are illustrated below: Keyword within meta description tag: They involves HTML attributes that are liable for
rendering brief summary related with web pages. For an instance when something is
searched on Google then with content some details are provided, they serve as a summary
of specified website or link (Hoque, 2018). Similarly, it goes with SEM this will furnish
users with relevant information so that users can click on this. Canonical tag: The algorithm will be affected when different links are present within
this, reason behind this is that when multiple links will be available within algorithm it
might become complex to redirect to home link. It is better that only link for home page
is provided so that users can know what peculiar firm delivers. But there must be a single
link in case if others do not work but must point to other page of website. They may act
as two identical pages providing same information.
An example can be taken into consideration like campaign was carried out for delivering the
services via online medium (Araujo, 2018). The instances below shows the campaign which
have been conducted and presents a clear statistics. Email campaign can be considered as a tool
through which maximum of people can be made aware about services offered. Basically, both
are the ways for furnishing ads. This will provide organisation with a view by which they can
enhance their ads through which they can captivate more number of users towards their services.
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Illustration 2: Search Engine Marketing Campaign
Illustration 3: Email Campaign

The email campaign clearly states the number like how many users have clicked on the
ad, opened this, sent this message to others and who have unsubscribed. Through this firm can
acknowledge the interest of users and can send them identical ads (Bui, 2018). Basically, it can
be said that data mining will be used for extraction of patterns in which user behave for specified
information and accordingly information can be provided to them.
Evaluate Simbound and way in which it assisted within acknowledgement of SEM.
The first product of business simulation genre which addresses online as well as digital
marketing subject within a functional manner is referred to as Simbound. It is a simulation game
that depends on online marketing. Here, games can be played by selling out tablets via online
means within the markets of UK and US. This is being out through usage of virtual search engine
by creation as well as launch of ad campaigns (Rakhmetzhan and Medukhanova, 2018).
Generally, this implies a simplified simulation for executing Google Adwords campaign. This
involves everything from carrying out research for words, formulating copies of writing ad and
creation of landing pages. Simbound had made the processes simple by compiling aggregation of
all the probable keywords as well as removing those who are least profitable. Basically, it
renders risk-free environment which all revolves across learning by doing things.
Illustration 4 Statistics of Ads
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Simbound game allows users for creation of marketing among peers and look for the
influence which is being created on decisions. Here, any kind of investment is not made and
prevent risks creating any negative impact on brand (Bhandari and Bansal, 2018). By making its
use competition can be joined and compete with other advertisers just like in a real scenarios.
There will be different rounds depending upon they have been configured by instructor or the
users. Each have their own set of challenges as well as condition in which individual has to reply
by analysing different aspects, innovative thinking and precise implementation. Each round is
completed when deadline has attained and outcomes will be achieved instantly. The goal of the
game is carry out research, formulate plans, create, carry out evaluation and optimise content of
marketing through the assistance of Simbound digital tools.
Illustration 5Keywords Used
A channel in which this content is being distributed is website and search engines via e-
mail newsletters. By making use of different online promotional tools objectives can be attained
by which cumulative profit can be achieved via entire simulation. The different rounds of
simulation unfold means through which input can be given with respect to decisions before
deadline is attained for getting enhanced results (Bala and Verma, 2018). Team rankings attained
will lead to motivate other participants so that position within distinct rounds can be altered.
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There is high probability that rankings will alter depending upon simulation which takes place
while carrying out activities with other teams. Simbound will render fast as well as measureable
methods for enhancement of awareness for sales proposition. It will lead individuals to have
experience within planning, management and measurement of online outreach campaigns (Ali,
2018). Along with this, through this different aspects can be measured as well as sales can be
improvised via marketing technology operations. Furthermore, it will enable to interpret
operational metrics for unlike online marketing channels.
Landing pages contains progress bar which indicates degree to which content section of
webpage has completed. Better page will furnish enhanced exposure in context of position of
website within Baigoo search result pages. Search engine marketing campaign comprises of
keywords and it is important to acknowledge simulation keywords. The goal is attainment of
different responses which can be attained from through virtual visitors along with this; it will
furnish appropriate indicators that will yield with engagement plans as well as budget allocation
(Chheda, 2019). The competition level will also be indicated (which will illustrate how many
advertisers have targeted the peculiar keyword). Furthermore, the average search volume implies
how popular is specified keyword is and it will also provide details related with approximate
(CPC) under each round search trends. SEM campaigns will assist within creation as well as
management by making use of Simbound tools that aids within speeding up the entire process.
PPC landing page implies a standalone web page which intends to utilise paid campaigns
on Bing, AdWords or something similar to this. This implies a dedicated page in which visitors
land after they have clicked on the pay-per-click ad. PPC denotes internet advertising model that
is being utilised for driving traffic to websites where advertiser is liable for paying to publisher
when they click on ad (typically website owner, search engine, network of websites or any
other). Within these advertisers pay bid on keyword phrases which are significant for their target
market. Websites makes use of PPC ads that will illustrate advertisement when keyword query
match with advertisers keyword list that have been added within distinct ad groups or within the
content site (Qurratu'Aini and Hapsari, 2019). Basically, pay-per-click is defined as a critical
digital channel which illustrates relevant opportunity for digital marketers to grow their
conversion as well as traffic metrics. They are of three types:
Text ads: It comprises of written copy formulated by advertiser. This involves character
and format limits which are dependent on PPC platform. Along with this, they are triggered by
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the usage of search network when users search on Bing or Google for the campaign that is being
held by PPC campaign.
Display ads: They are being shown within a format of motion graphic or image. PPC
platform which furnish display advertising often have content as well as size requirements which
must comply when visual content is created (Fulgoni, 2018). They are available and show up for
advertising placement within the website across internet.
Shopping ads: They are being delivered when searcher submits query by making use of
shopping engine or search engine. Generally, these ads comprises of image of products, their
prices along with their major specifications.
Various benefits are laid by PPC marketing which can be utilized within price per
click. They have been illustrated beneath:
Speed: Advertisers can quickly drive a significant amount of traffic to their website.
If managed effectively, PPC marketing is one of the fastest digital marketing strategies to
drive traffic and conversion growth (Medell, 2018).
Precision: Creating a highly-targeted audience to show your ads to is
straightforward and especially on Search and Shopping Networks.
Agility: Performance data is available almost immediately, which makes it easier to
quickly make adjustments to improve your chances for a successful campaign.
Measurement: With effective conversion tracking, advertisers can see the ROI of
their ads (Rathaur and Agarwal, 2019).
Conclusion
From above it can be concluded that, search engine marketing is effectual way to grow
business within continuously competitive market. With the wide range of business, individuals
are vying their eyeballs as it has never been more crucial for advertising online. In this context,
search engine marketing acts as an effectual way for promotion of growths of business. SEM is a
business practice which makes use paid advertisements that become visible on the search engine
result page. Advertisers makes bid on keywords which users of services like Bing and Google
may enter while searching for specified service or products that is liable for giving advertiser an
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opportunity for ads so that they appear alongside outcomes for these search queries. These ads
are known by pay-per-click ads within the distinct formats.
Some are text-based and others might be like product listing ads commonly known by
shopping ads or PLA. They are product based and visual advertisement which assist individuals
to see crucial information like reviews and price. The major strength that is being rendered by
search engine marketing illustrates that advertisers furnish opportunities for putting their ads in
front of users who are ready to buy accurate moment so that they can make purchase
accordingly. This can’t be offered by other advertising mediums this is the reason that search
engine marketing renders effectual as well as powerful way for growth of the business.
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References
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Fulgoni, G. M., 2018. Are You Targeting Too Much? Effective Marketing Strategies for
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Rathaur, K. S. and Agarwal, A. K., 2019. Impact of Digital Advertising Post-Demonetization in
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Online
How does search engine marketing work?. 2019. [Online]. Available through: <
https://www.seobasics.net/how-does-search-engine-marketing-work/>.
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