Search Engine Marketing in Digital Marketing

This document provides an overview of search engine marketing (SEM) in digital marketing. It explains the working of SEM, its benefits, and the evaluation of Simbound. The importance of SEM in improving website visibility and generating more traffic is also discussed.

Search EngineSearch Engine
Marketing in DigitalMarketing in Digital
MarketingMarketing

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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funnels. Paid ads are related with landing pages that serves as an entry for any webpage
linked with them. Strengthens brand awareness: This is considered as bottom funnel marketing channel
and ad leads to brand awareness at a higher rate. But even in case if individual do not
click on the links still then name of the brand can be seen clearly. Generates immediate results: This implies game strategies which are liable for
generation of web traffic like an immediate outcome. When advertisement is launched,
the process associated with attainment of more clicks is started so that overall sales can
be enhanced (Bui, 2018). This acts as one of the strongest strategy by which traffic on
website can be increased. Reliable source of traffic: Each and every business looks forward for continuous source
of web traffic for maintenance of visibility along with enhancement within the number of
sales which incur. It is important for development of plans and anticipation of budget.
Apart from this, search ads can be used for generating reliable traffic for peculiar
keywords and aids them to control the traffic which comes within the site. Brings in qualified leads: The attempt behind is not only generation of traffic but the aim
is to have an appropriate traffic. This is not always possible for controlling what
individuals are looking for within the organic search results (Rakhmetzhan and
Medukhanova, 2018). Firms can opt for making use of search engine marketing which
will enable them to customise audiences who visit their websites and engage them with
ads given.
The importance along with their benefits has been specified above and can be used by
organisations to have adequate results as well as be at the top of search engine results page.
Working of SEM along with examples.
Search engine marketing makes use of distinct and complex algorithm to ensure that apt
results are delivered in each search as well as renders crucial information. It is a paid search
advertisement which involves sponsored ads that are present beside or at the top of results that is
being searched by individuals (Hanlon, 2019). This will provide enhanced visibility of website as
compared to others organic marketing via other search engines. An instance ca n be taken into
consideration such as when user look for particular service online then by going through the
specific keyword then keyword will be matched and apt results will be shown to them and ads
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will be there with respect to those who furnish same products. The ads can be seen on the
prominent locations in search engine result page as well as within search listings that will
compare the keyword entered. These paid listing are one of the most prominent way to illustrate
the search which has been made by an individual’s a there is higher probability that user will
click on them. An example can be taken like individual search for smartphones then ads of
different companies will appear as there is high chance that user may click on them as they need
it. When there are different options and unique features are mentioned within the ads then there
are higher possibilities that individuals will click on it (Pandey, 2018). This denotes that content
which is written advertisements will play important role for attracting users or impelling them to
click on them. The paid listing acts like a relevant asset when search is made by individuals. This
is the working of search engine marketing from the perspective of customers or users.
Workings from the view point of advertiser’s have been illustrated in this section. Here,
the list of keywords associated with products, services and content available on website will be
made that firm has to advertise. In addition to this, they select the geographic location with
respect to availability of products furnished by them or they can make available to customers
from peculiar country (Shaikh, 2018). For this, a relevant text based advertisement will be
displayed within the landing page or search engine result page according to the keyword entered
by users. Along with this, bids will be made with respect to price that will be paid for clicks
which are being made on their advertisement. This will enhance the ranking of website on search
engine result page and the specified website may appear at the top of results. In context of
organisations, it is always easy develop text ads as this comprises of entering headline that is
followed by texts and relevant actions can be taken like links must be provided through which
user can be directed to the website (Rangaswamy, 2018).
Factors affecting SEM:
There exist various components which creates an influence on the ways in which search
engine marketing operates and renders its purpose. They have been specified beneath: Meta description tag: It comprises of HTML attributes which are responsible for
delivering enhanced summary of website like services and products delivered by
specified website or firm. Like when users search for something on Google then along
with links some detail is mentioned in 2 to 3 lines. This implies the primary information
associated with the keyword entered by user.
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 Canonical tag: The SEM algorithm will be impacted in case more than one link is
present on advertisement. The cause behind this is that when various links are available
then it might be difficult for algorithm to redirect to which link (Ghosal, 2019). An
instance can be taken like user has clicked on ad and redirected them to specified address
or link but that was not working due to any reason again the user press on the add and
same link was opened. This will frustrate individual on they won’t look for that specific
ad. This will be confusing for algorithm. It is important that link must direct to home
page where individual can have all the information, they are looking forward for. There
can be two identical landing pages so that if one link might work then the other must also
take to the same website but it might not be home page.
An instance can be taken into consideration such as user search for a keyword tablet then
different options will be appeared (Duke and Ashraf, 2019).
Figure 1 Keywords
Firms can accordingly formulate strategies with respect to pay per click so that they can
withstand their competitors. Along with this, it will aid them within formulation of content for
advertisement.
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Evaluation of Simbound.
The business simulation genre that is liable for addressing digital as well as online
marketing subject in functional way is defined as Simbound. This implies a simulation
game which is dependent on online marketing (Heiskanen, 2018). In this case, games are
being played by selling of products like tablet through online means in market of United
States and United Kingdom. This is being carried out by making use of virtual search
engine and formulating ad campaigns. Basically, it denotes a simplified simulation for
implementation of Bing and Google Adwords campaign. It comprises of everything from
searching out for keyword, formulation of ads along with creating landing pages.
Simbound made the process easy by compilation of all possible keywords along with
eliminating the one which are least searched.
Simbound game furnishes risk-free environment that revolves around learning by
carrying out distinct things. This aid individual within formulation of marketing with
peers as well as analyzes a different factor which creates impact on decisions and
performance of sales (Rathaur and Agarwal, 2019). In this case any kind of pessimistic
influence is not created instead it will assist within identification of risks. By making use
of Simbound game competitors can be joined as well as compete with one other identical
to real time scenarios. Distinct rounds will be taken up depending upon users and
instructors. Each round possesses different conditions along with certain challenges
associated with them. With respect to this, individuals will be able to develop innovative
thinking in context of different aspects and carry out their execution. Each round is
accomplished when it reaches its deadline and attains the required outcome instantly
(Ghazie and Dolah, 2018). The rationale behind playing this game is that it will assist users
within formulation of plans, react to the situations prevailing and execute their strategies
by making use of Simbound digital techniques.
Landing pages comprises of progress bar that illustrates degree up to which content
section of webpage have been accomplished. Enhanced page will renders optimized
exposure with respect to positioning in search engine results pages in Baigoo. Search
engine marketing campaign involves simulation keywords which aim at attaining distinct
responses from virtual visitors (Ritz, Wolf and McQuitty, 2019). This will yield suitable
indicators with engagement plans and allocation of budgets in an appropriate manner.
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Along with this, level of competition will also illustrated like number of persons targeting
the specified keyword. Average search volume denotes the popularity of peculiar keyword
along with this it will render details associated with it. Simbound tools will speed up
overall process related with search engine marketing.
The standalone webpage which tends to make use of paid campaigns on Adwords,
Bing or any other tool is referred to as PPC lading page. It denotes a dedicated page where
users lands on after clicking on advertisement or paid-per-click ad (Lubis, 2019). Basically,
PPC implies internet advertising model which is being used for attracting traffic to
websites in which advertisers are responsible to pay to publisher when click is made on
the ad Here, bids are made on each keyword phrases depending on the market and it is
being carried out by advertisers. Websites utilizes PPC as it will show ad when user will
search for particular keyword like when searching for tablet all the advertisements related
with tablet will be shown in the screen. It is a critical digital channel which is responsible
for growing traffic metrics along with their conversions. Different benefits are provided
by PPC, they have been illustrated in the following section.
Advertisers will be able to drive in huge amount of traffic into their sites which are
being depicted by their speed. PPC marketing acts as one of the fastest growing strategy
that is being utilized by organization. Along with this, precise outcomes will be yielded as
ad provides a straightforward method which is related with keyword for which individuals
are looking forward for. Performance data can be attained immediately that enables to
make alterations accordingly and improvise chances for carrying out campaigns, this
denotes agility of PPC. Through effectual conversion tracking can measure ROI of
advertisements which is being given of firms (Hoque, 2018).
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. 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 (Araujo, 2018). Along with this, through this different aspects can be
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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.
Figure 2 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 (Bui, 2018). Through this
firm can acknowledge the interest of users and can send them identical ads.
Conclusion
From above, it has been observed that, search engine marketing is an effective way for
growth of business in an evolving market. With the enhancement in technology, firms have the
different ways through which they can carry out their operations like via giving online
advertisements maximum number of customers can be attracted towards products delivered by
them. With respect to this, search engine marketing will provide alternative way for carrying out
promotional activities of business. SEM denotes a business practice in which paid
advertisements are being utilised that makes the search visible on search engine result page. For
this, advertisers make bids on keyword that users of services such as Google Adwords and Bing
enter while searching for peculiar products or services which are responsible for furnishing
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advertisers with a prospect for giving ads which appears along with the queries result page. They
are denoted by pay per click ads in distinguished formats.
There are different advertisements which are being utilised by firms and are referred to as
PLA or shopping ads. Basically, they are text-based, visual based and product dependent
advertisements that will aid individuals to have glance of essential information related with
prices of products along with their specification and prices for the same. The crucial asset that is
being provided by search engine marketing is that it exemplifies advertisers with different
opportunities for keeping ads within front of users so that they can buy products and have precise
details associated with this accordingly. Search engine marketing furnishes powerful as well as
enhanced way for growth of business.
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References
Books & Journals
Araujo, A. V. F., 2018. DIGITAL MARKETING STRATEGIES FOR NEXT-GENERATION
FILM DISTRIBUTION. International Journal of Film and Media Arts. 3(2).
Bui, V., 2018. Digital marketing guide for B2B start-up. Case Circology.
Duke, L. and Ashraf, A., 2019. Aligning Analytics with Marketing Strategy: Using Analytics to
Drive Marketing Strategy with New Media Applications. In Aligning Business Strategies
and Analytics (pp. 177-194). Springer, Cham.
Ghazie, D. A. and Dolah, J., 2018, November. How Digital Marketing Affects Consumer
Behavior. In 3rd International Conference on Creative Media, Design and Technology
(REKA 2018). Atlantis Press.
Ghosal, I., 2019. Assessment of Digital Marketing in Promoting the Enrolment System in B-
Schools: An Empirical Study in Kolkata. Available at SSRN 3308684.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Heiskanen, H., 2018. Developing guidelines for a startup company’s content marketing strategy.
Hoque, M., 2018. The opportunity of digital marketing in Golpo Communications.
Lubis, A. H., 2019. Does Information Technology Help Fish Marketing? A Review for A
Preferability Fish Marketing in North Sumatera, Indonesia.
Pandey, N. P. K. K., 2018. Internet Search Engine: Performance Evaluating the Google, Yahoo
and Bing Web Search Engine based on their Searching Capabilities.
Rakhmetzhan, A. and Medukhanova, L., 2018. The influence of digital marketing on consumer
behaviour. International Relations and International Law Journal. 78(2). pp.123-130.
Rangaswamy, A., 2018. The Two Stars of Marketing Analytics: Automated and Directed
Systems. Handbook of Advances in Marketing in an Era of Disruptions: Essays in
Honour of Jagdish N. Sheth, p.401.
Rathaur, K. S. and Agarwal, A. K., 2019. Impact of Digital Advertising Post-Demonetization in
India. In Application of Gaming in New Media Marketing (pp. 215-235). IGI Global.
Ritz, W., Wolf, M. and McQuitty, S., 2019. Digital marketing adoption and success for small
businesses: The application of the do-it-yourself and technology acceptance
models. Journal of Research in Interactive Marketing.
Shaikh, S., 2018. Business adoption of digital marketing dashboards.
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