An Analysis of Search Engine Marketing Strategies

This assignment provides an in-depth analysis of search engine marketing (SEM) strategies, including keyword research, online advertising, and analytics. It covers various studies and publications on SEM, such as the role of keyword popularity in consumer behavior, the power of search engine ranking for tourist destinations, and the effects of inbound marketing communications on brand equity. The assignment also includes discussions on digital inbound marketing, video ads, and wordstream online advertising. It aims to provide a comprehensive understanding of SEM strategies and their applications in different industries.

DIGITAL MARKETING/ SIMBOUND
GAME

Table of Contents
INTRODUCTION...........................................................................................................................1
DISCUSSION..................................................................................................................................1
CONCLUSION................................................................................................................................9
RECOMMENDATIONS...............................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the managerial process or set of instructions that creates value for
consumers. It is the tool that aids in developing strong relationship with target customers. In the
modern era firms are using digital marketing technologies which support them in spreading
brand image of the firm across the world (Moran and Hunt, 2014). Email marketing, search
engine marketing, social media marketing are great examples of digital marketing tools. Present
study is based on search engine marketing (SEM). It is considered as one of the most effective
way through which entities enhance their business performance. SEM is the promotional activity
through which companies try to get higher rank in the search engine traffic.
Search engine marketing (SEM) is the promotional efforts of an organization that assist
in promoting website in paid and organic searching listing (Shih, Chen and Chen, 2013). SEM is
considered as internet marketing tool that helps in promotion of websites and supports in
increasing visibility of the web page. Some of the most popular SEM are such as Paid search,
pay per click, etc. There are various techniques that are used by most of the firms in order to
market their products through search Engine marketing strategy. These are such as search engine
submission, search engine optimization, pay per click etc. It is statistical fact that approx 30%
traffic comes from google searching. It is the great tool that helps firms in capturing attention of
mass audience. By this way traffic at website gets increased. It also helps in increasing brand
awareness among people through which entity can generate high revenues (Pan, 2015).
Current assignment will discuss own experience of Simbound game. Effectiveness of
search engine marketing in promotion of blue website will be described in this report. At the end
of the study recommendations will be given for effective implementation of digital marketing
elements.
DISCUSSION
Theories
Search engine marketing is the technique that is used by companies to increase their
ranking. Marketers collect statistical data related to prior search engine queries, that helps them
in determining the effective keywords that can be helpful in promotion of the website and
increasing its ranking as well. Search engine optimization is the tool that supports in increasing
visibility of the users. For instance web designers include some texts at home page of the website
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with preferred keywords. Whenever individual write these keywords on search engines such as
google, etc. then these websites get opened.
Pay per click is another type of search engine that is used as internet advertising model.
Advertisers pays amount to the publisher whenever the presented add is being clicked by the
user. Cost per impression is the benefit of pay per click technique that helps in identifying
effectiveness of advertisement. Cost per impression (CPI) is the traditional online marketing, In
this advertisers pay for add when ever it is being clicked by the users. CPI is the most effective
method that helps in identifying cost effectiveness and profitability of the advertisement on
online platform. Cost per lead (CPL) is another technique, in such type of tool client pay to the
advertiser when clicks turn into lead.
Search Engine Optimization is the systemic process that helps in determining the process
of interaction between system and processes. Content of search results are determined on the
bases of ranking criteria, indexing criteria. It helps in measuring quality of search results and
focus more on user's satisfaction.
In the competitive environment companies have to use effective digital marketing tactics
in order to attract consumers and retaining them in the organization for longer duration. Search
engine marketing has been applied by the Blue website team. Impression is considered as single
display of the advertisement on web page (Jerath, Ma and Park, 2014). Success of the tactic
depends upon the number of impressions or number of clicks. When Blue team has applied this
strategy then in round 1 there were 23K impressions. Till round 4 number of impressions were
approx same but in round 5 it got increased. In round 1 there were approx 43K clicks received by
the team. Till round 4 clicks were decreasing but in round 5 click gets increased. It shows that at
the initial phase advertisement which was displayed in the website was not that much effective
but later on small improvements have increased number of click and more users have seen this
add. Company has received 2662 click, CTR rate was only 2% and cost of entire marketing was
1567. But when it comes to conversion rate then it is found that conversion rate was only 117.
That means average people have been converted finally (Berkhin and et.al, 2014). Overall profit
made by blue team through this campaign was 2258.
Happy advent campaign in the search engine marketing strategy was not worthwhile. In
this camping clicks, impression, CTR %, conversion was completely zero. On other hand
company has also launched X-mass is coming. It was successful event because in this movement
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total clicks were 2587. Impression received by the business was 130817, CTR% was 2% and 116
was the conversion (Pàmies-Estrems, Castellà-Roca and Viejo, 2016). That shows that it was
much better movement as compare to other previous events. Search engine marketing strategy is
the great promotional tool that assists the firms in meeting with their objectives and converting
the people those who have clicked on the advertisement. For example Addison Lee has
introduced new marketing campaign with the name heavyweight ad campaign, redesigned app
and new website. It the largest minicab firm, marketing tactics of the firms has supported it in
making a leading brand in taxi industry (Kerpen and et.al, 2015). Cool, clam and collected
advertisement campaign was launched on its website in which Addison Lee has explained
simplicity and comfort travelling benefits with the organization.
Illustration 1: Search engine analytics of Addison Lee
Source: (Improve Your Results By Focusing on Quality Traffic Over Quantity, 2017)
It shows that total clicks on this campaign was 1625609 whereas total impression were
49209966. Average CTR rate was 3.3% which was good as compare to blue website team. On
other hand average click through rate (CTR) in B2B industry is 2.14% , in e-commerce business
it is 1.66%. in real estate it is 2.03% whereas in travel and tourism it is 2.18%. So if blue website
has got CTR% rate of 2% in its X-mass is coming campaign then it is good (Leeflang and et.al,
2014). Company is able to perform well. This campaign is being seen by many people and many
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people have clicked on it. Whenever user search for any keyword then related adds display at top
and right hand of the user. If user click on it and look at the website then it shows the
effectiveness of the campaign. Companies are required to prepare their content in such manner
so that people can take interest after looking at this add and they get converted after looking at
the advertisements (Miles, 2014).
Table android was the as group of blue website it was related with the X—mass is
coming campaign. In this click total click have been done 253 and impressions received were
12604. At that time CTR rate was 2.01%. Cost of the entire campaign was 145.33 and
conversion was 3. It shows that it was the successful event because there were high click but due
to inefficiency of content or display the conversion was low. Otherwise, if firms display their
campaign and advertisement in appropriate manner then it can support in attracting new
customers towards the brand (Royo-Vela and Hünermund, 2016).
Search engine advertisement is the tool that help in gaining high success to the business
unit because by implementing it in effective manner entities can utilize their resources well and
can promote their products across the world. It helps in increasing profitability of the business
unit to great extent. Another ad-group was table Samsung which was related with the X-mass is
coming campaign. Total click of this ad-group were 1703 and impression were 81797. CTR rate
of this ad-group was 2.08% and conversion was 80. It was the great success for the blue website
team (Opreana and Vinerean, 2015). Because in this ad-group business has used best content and
has explained the features in effective manner. This has supported in attracting users towards the
advertisement. By this way maximum number of people have clicked this ad and they have been
converted for the product. This shows that it was successful and it has supported the blue website
in accomplishing their objectives. Ad-groups are defined as one or more ads, thee main agenda is
to share set of keywords. Company can set prices for keyword uses within its ad-groups. These
ad-groups are generally applied to organize ads in a common theme patterns. By this way firms
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can advertise their products and services as per their own ideas (Matthews and et.al, 2017).
Keyword listing supports in attracting more customers towards the brand.
Blue website team has also used tablet iPad ad-group for its X-mass is coming campaign.
Default CPC for this ad-group was 0.77. In this keyword ad-group thee were only 5 clicks have
been done. Impression of this theme was 366 and CTR was 1.37%. Though company cost for
this ad-group campaign was 3.27 but conversion was 0 (Improve Your Results By Focusing on
Quality Traffic Over Quantity, 2017). It shows that in this marketing technique applied in this
event was not good, it was unable to meet with the requirements of consumers. That was the
main reason that most of the people have clicked it but due to inefficiency of the material
conversion rate was negligible.
Illustration 2: Wordstream online advertisement
Source: (WordStream online advertising made easy, 2017)
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Most of the search engines first look at the ad group organization and accordingly they
decide that how much response they will get through this advertisement display. These ad groups
has much important stuff. Proper structure and planning support in identifying from where
visitors can be taken and what kind of people will click on it. This supports in identifying the
appropriate target market for the same (WordStream online advertising made easy, 2017).
Company can decide whom to target and what needs to be said in the advertisement in brief.
Apart from this it is essential to make the content in proper manner. Pitch and keywords uses in
the display needs to be appropriate. This supports in converting people to buy this product of the
organization.
In order to get desired results company is required to pay attention on integration,
consistency, cost and conversion. In the Simbound game digital marketing simulation is being
compared with other teams (Video Ads: Money For Nothin’ & Clicks For Cheap, 2017). It is
essential to make the correct choice which product business wants to promote. In the absence of
optimal product mix business may face issues in accomplishing their objectives. Companies
have to ensure that they quickly create keyword-targeted landing pages in order to increase web
traffic. Entire landing page is being scored on the bases of relevance of key word. Apart from
this entity needs to look at the keyword research, key performance indicators and competitor
research. It supports in making great content and display add in effective manner so that
maximum users will click on it and they will get converted (Opreana and Vinerean, 2015).
It has been experienced that tablet Samsung add has maximum clicks and impressions. Its
conversion rate is also high as compare to other ad-groups. On other hand tablet blackberry was
another ad-group in was second highest in click ranking and impression. Tablet was the highest
CTR that shows that maximum people have clicked on the advertisement after seeming this ad of
blue website team. Text of advertisement impact on the consumer's mind to great extent. In the
tablet for everyone, blue website has used text such as all size range available, iPad, Samsung
etc. In this add total 253 clicks were received and impression was 12604 but CTR of this ad was
only 2.01%. Cots of entire advertisement was 14533 and conversion was 3 (Kerpen and et.al,
2015). It shows that text has not attracted consumers, it was very basic detail and people have not
taken interest on it. On other hand, free next day delivery ad text of tablet Samsung ad-group was
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quit successful. In this add team has received 1703 clicks and impression were 81797. The CTR
was 20.08%. Average Ad- position of this marketing display was 3.8. It was very successful
because through this ad-text blue website team has become able to get conversion of 80. It shows
that correct ad-group and correct text can support in changing perception of clients. After that
they click on add and take more interest to read the entire advertisement. It supports in
converting maximum people (Pàmies-Estrems, Castellà-Roca and Viejo, 2016). By this way
overall revenues of the firm can be increased and entity can increase sales volume of its products
and services.
Apart from this, there were many other ad-text were displayed such as iPad makes a
change, your resolution is here. It was the campaign of find your new year. In this only 21 clicks
have been done and 938 impressions were there (Opreana and Vinerean, 2015). In this ad-text
team gets failed to convert single person as buyer. Thus, it is essential that firms get to know
about the best keyword that can attract maximum traffic to the website. It can be done by looking
at the cost and text used. If firm keeps its cost of per click down then maximum people will look
at the advertisement and it will support in increasing profitability of the entity (Leeflang and
et.al, 2014).
By looking at the results it is experienced that Samsung tablet was the best converting
keyword. Its conversion was 68. On other hand second converting keyword was blackberry
tablet, conversion rate was 33. Samsung galaxy tablet keyword gets clicks of 261, impression
19891 and CTR was 1.31%. Conversion was of this keyword 12. It shows that keywords were
not used properly and no keyword researching is being done before implementing it into the
search engine marketing for the Blue website team (Jerath, Ma and Park, 2014). Conversion of
ASUS tablet android, Sony android tablet, Android tablet 2.2 were zero. People have clicked
over this keyword but they did not find any interesting thing in this advertisement so they do not
get converted.
For tablet keyword competition is very high in the US market and average search volume
is 90500. Approx cost per click (CPC) is 3.91. On other hand android tablet competition is also
high and its average search volume is same as tablet. But approx cost per click is quit low as
compare to tablet, CPC is 1.55. That is the main reason that conversion rate of this keyword is
high. If company keeps low click cost then it can help in attracting more people and increasing
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traffic on the website but if cost is high then nobody will take interest in it. Wacom tablet is
facing high competition in the US market (Moran and Hunt, 2014). Average search volume of
this keyword is 18100 but approx CPC is 0.54. On other hand window tablet is also has same
searched volume 18100 but cost per click is 1.11. When it comes to Lenovo keyword then it has
been experienced that search volume of this keyword is 12100 and approx CPC is 0.50. Android
tablet apps has search volume of 12100 but CPC of 1.04 (Jerath, Ma and Park, 2014).
Illustration 3: industry analytics
Source: (Video Ads: Money For Nothin’ & Clicks For Cheap, 2017)
There were many team involved in the Simbound game and all these have
implemented various search engine marketing strategies in order to promote their brand well. In
the absence of effective digital marketing strategy company may get failed to meet with their
objectives. Survey of current practices of various team has shown that green team has gained
competitive advantage through its impressive search engine marketing tactics. Value/ cost or
market share of the team is 8.31 (Matthews and et.al, 2017). Conversion rate of green team is
428 and its value is 15408. Team has earned total profit of 13553.08 through its impressive
keywords, correct ad-groups and presentable advertisements. This has supported green team in
increasing web traffic towards its website. On other hand performance of orange team was in the
rank 2. Conversion rate of this team was 427, value of the team was 14148 but total cost of the
search engine marketing strategy was 8368.62. Purple team conversion was only 98, its total cost
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was 648.69 and total profit was 2286.31. It was in the fifth position (Video Ads: Money For
Nothin’ & Clicks For Cheap, 2017).
Illustration 4: Comparison of performance of different teams
When it comes to blue team then it is experienced that conversion rate of this team was
98. It shows that team search engine marketing strategies were not that much impressive. Its cost
was too high and it was not using appropriate keywords. Total cost of blue team was 1567.44
whereas it has earned profit of 2257.56 (Leeflang and et.al, 2014). That shows that digital
marketing strategy of the team was not that much good as green and organize team but it was
average as compare to red and navy blue team. Blue team was in the position of six number
among all teams. The best campaign of green team was smart technology which has helped the
team in gaining 424 conversion. On other hand Best Quality, Smart Samsung galaxy and Apple
tablet of Sky blue team was also included in the top campaign )Pan, 2015(. Its conversion was
258. Blue team's x-mass is coming campaign was successful and it is included in the top
campaigns. Conversion of X-mass is coming was 116.
CONCLUSION
From the above study it can be concluded that digital marketing is the key element that
can support organizations in gaining success. Effective implementation of these digital marketing
tools entity can perform well and can gain competitive advantage. In the Simbound game there
were many teams were involved but team performance in respect to search engine marketing
strategy green had performed well. Its cost per click, costing and ad-text were appropriate. It has
supported this team in gaining positive results. Blue team performance was comparitivley
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average, there is requirement to make some changes in its existing search engine marketing
strategy in order to accomplish its goal soon,
RECOMMENDATIONS
Search engine is the marketing practice that supports the firms in increasing web traffic
on its websites. This is the great tool through which entity can get desired results and can gain
competitive advantage. But it is important to use elements well otherwise it may create problem
for the organization. Blue team needs to adopt some ways for effective implementation of digital
marketing. Recommendations for improvement are as following:
 Before using any keyword into the search engine marketing campaign, blue team should
carry out comprehensive research. This will help in identifying needs of consumers. By
using Wordstream's free keyword tool team can identify the correct and appropriate
keywords and can apply it into the search engine marketing strategy. This tool helps in
identifying variety of valuable information about search volume. By this way marketing
officer can make correct decision of using appropriate keywords.
 Optimization of website content is another way through which blue team can effectively
implement this search engine marketing strategy. This is the great tool through which
team can improve its marketing tactics and can increase traffic. Minimum clicking cost is
another best way through which web traffic can be increased. If click cost is low then
maximum people will take interest and entity will be able to generate high profit.
 Website of the firm should have link with another page. That helps in getting valuable
information to the user and it lifts ranking site. Use of strong anchor text is the way
through which effective implementation of search engine marketing is possible.
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REFERENCES
Books and Journals
Berkhin, P. and et.al., 2014. Bid optimization in search engine marketing. U.S. Patent 8,712,832.
Jerath, K., Ma, L. and Park, Y. H., 2014. Consumer click behavior at a search engine: The role of
keyword popularity.Journal of Marketing Research. 51(4). pp.480-486.
Kerpen, D. and et.al., 2015. Likeable Social Media, Revised and Expanded: How to Delight Your
Customers, Create an Irresistible Brand, and Be Amazing on Facebook, Twitter, LinkedIn,
Instagram, Pinterest, and More. McGraw-Hill.
Leeflang, P. S. and et.al., 2014. Challenges and solutions for marketing in a digital era.European
management journal. 32(1). pp.1-12.
Matthews, D. A. and et.al., 2017. Search tool using multiple different search engine types across
different data sets. U.S. Patent 9,703,893.
Miles, J., 2014. Instagram power: Build your brand and reach more customers with the power of
pictures. New York, NY: McGraw-Hill Education.
Moran, M. and Hunt, B., 2014. Search engine marketing, Inc.: Driving search traffic to your
company's website. IBM Press.
Opreana, A. and Vinerean, S., 2015. A new development in online marketing: Introducing digital
inbound marketing.Expert Journal of Marketing. 3(1).
Pàmies-Estrems, D., Castellà-Roca, J. and Viejo, A., 2016. Working at the web search engine
side to generate privacy-preserving user profiles. Expert Systems with Applications. 64.
pp.523-535.
Pan, B., 2015. The power of search engine ranking for tourist destinations. Tourism
Management. 47. pp.79-87.
Royo-Vela, M. and Hünermund, U., 2016. Effects of inbound marketing communications on
HEIs’ brand equity: the mediating role of the student’s decision-making process. An
exploratory research. Journal of Marketing for Higher Education. 26(2). pp.143-167.
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Shih, B. Y., Chen, C. Y. and Chen, Z. S., 2013. Retracted: an empirical study of an internet
marketing strategy for search engine optimization. Human Factors and Ergonomics in
Manufacturing & Service Industries. 23(6). pp.528-540.
Online
Improve Your Results By Focusing on Quality Traffic Over Quantity, 2017. [Online]. Available
through <https://blog.conversionfanatics.com/improve-results-focusing-quality-traffic-
quantity/>
Video Ads: Money For Nothin’ & Clicks For Cheap, 2017. [Online]. Available through
<https://searchengineland.com/video-ads-money-nothin-clicks-cheap-229302>
WordStream online advertising made easy, 2017. [Online]. Available
through<https://www.wordstream.com/ad-groups>
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