Search Engine Marketing: How it Works and its Importance

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
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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