Search Engine Marketing in Digital Marketing

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Table of Contents
Introduction......................................................................................................................................2
Overview......................................................................................................................................2
Working of SEM along with examples.......................................................................................4
Evaluation of Simbound..............................................................................................................6
Conclusion.......................................................................................................................................9
References......................................................................................................................................11
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Introduction
Search engine marketing refers to digital marketing strategies which are being used for
improvising visibility of website in search engine results page (SERPs). This denotes internet
marketing that involves promotion of website through enhancement of visibility via usage of
paid advertising (Rathaur and Agarwal, 2019). This can be integrated with search engine
optimisation through which higher ranking of the website can be attained via pay per clicks. For
an instance Yahoo Search Ads, Bing Ads and Google Adwords can be used by organisation. This
denotes that by usage of SEM firms has the option to appear on top of search of individuals.
With increasing number of customers preference for online shopping, search engine marketing
has became crucial marketing strategy through which reach of organisation can be enhanced.
Apart from this, SEM furnish businesses with improvised brand awareness, individuals can
reach at right place and time, generating enhanced revenues along with attaining competitive
edge in market.
Simbound implies web marketing operations which are being carried out in game like
environment and this is used by management from different businesses which belongs to distinct
industries as well as might be of unlike sizes (Ghazie and Dolah, 2018). This is responsible for
furnishing online as well as content simulations through different game mechanics for
conducting digital commerce via internet marketing. It involves website analytics, search engine
marketing and e-mail marketing simulation. With respect to this, firms can opt for developing
website, creation of ads and sending of e-mail campaigns. This report is based on search engine
marketing along with Simbound.
Overview
Search engine marketing encompasses of various steps that are taken up for
improvisation of traffic within websites of organisation through enhancements within ranking of
sites. This technique aids marketers for management as well as optimisation of paid search
advertisements which will help users to formulate budget, carry out research for keywords,
implementation of paid ad campaigns and intelligent bidding. Along with this, it will assist
businesses within carrying out forecasting along with analysis of results (Ritz, Wolf and
McQuitty, 2019). The purpose behind its usage is to bring within target audiences to their
website for specified keywords which are present on the top of organic outcomes. To carry out
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this, tools such as Google AdWords, Bing ads, etc. can be used. Within search engine marketing,
businesses makes use of paid advertisements for ensuring that products and services rendered by
firms which are visible when users search for specified keyword in search engine result page. An
example can be taken to understand this, when individuals look for specified keyword within
browser then through the usage of SEM firm will be appeared on the top along with this if they
search for same product from other brand then also an ad will pop up on the screen or on the
specified site (Lubis, 2019). This may capture a new customer for products and services rendered
by them. There are certain words related with search engine marketing, they are specified
beneath: Clicks: This implies number of individuals who have clicked on specified advertisement
that is displayed while reading something or going through anything. Cost: This implies cost per click which means that what is being paid when user clicks
on the peculiar ad. CTR: It denotes click via rate that entail ratio of individuals who have clicked on
particular web link to the entire number of users who have seen that advertisement, email
or page. Generally, it is utilised for determination of success of online advertisement
campaign for specified website (Hoque, 2018).
 Impressions: This denotes that peculiar number of times advertisement can be screen on
the screen but it do not imply that it was seen by individuals. For an example, when user
looks for something on search engine then by clicking on any of the specified web link,
advertisement will be shown along within the page. They might be visuals or impelling
words so that users might click on them but does not means that they have seen it.
Significance and benefits of SEM
For both large as well as small organisations, search engine marketing can be used; this
will render them with tool which can be utilised for reaching ample of individuals. The benefit as
well as importance is depicted below: Conversion-focused: Search engine marketing acts like a decisive conversion driver in
marketing campaign irrespective of data or information contained within this (Araujo,
2018). The purpose for this is that a paid advertisement includes conversion-focussed
landing pages which are responsible for moving web traffic through the usage of sales
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