Search Engine Marketing Assignment

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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