Search Engine Marketing: Overview, Benefits, and Working

Simbound Simulation
Game

INTRODUCTION
Search engine marketing is the tool of digital marketing which is used to increase the
visibility of the website. It is the most effective way to grow the business and to attract the target
audience. These are the type of paid ads that the business uses to enhance the visibility and
awareness of the products and services which they offer. It increase the reach of the company
and uses complex algorithm so that most relevant results are being showed to the appropriate
audience. In search engine marketing when the users enters any related keyword then the
advertisement for the most suitable products and service comes on the search engine result page
(Terrance, Shrivastava. and Kumari, 2017). Through search engine marketing generates high
qualified traffic in short period as compared to organic one also it helps in generating huge
conversions.
These ads come up at the top of search engine result page. It is a technique of the
business to create and edit the website so that it ranks higher than other pages. Search engine
marketing aids the business to acquire online market to increase their brand presence (Miklosik,
2019). It is alternatively known as pay per click ads. There are various aspects which are to be
kept in mind while doing search engine marketing such as keywords, ad group, landing page,
impressions, quality score and many more. The report revolves around selling different brand
tablets, PC's on two distinct geographical markets that have different search dynamics and
customer behaviours.
In the further report the ways businesses uses search engine marketing as a part of their
digital marketing techniques and the reason for which the techniques are being used. Also, the
benefits of using the techniques will be discussed. Focus will be put upon the ways techniques
work. Lastly discussion will be done on Simbound and evaluation will be done.
Search Engine Marketing
Overview of Search Engine Marketing
Search engine marketing refers to a technique of marketing in which businesses utilise a
paid advertisement that shows on results of search engine page (Aswani and et.al., 2018). In this
strategy advertisers focus on keywords that users are likely to use when they are searching for a

certain products and services. This provides opportunity to advertisers for their advertisements to
show in results for search. These advertisements that are often known as pay-per-click
advertisements are also available in different formats. In this advertisements are small texts
advertisements and some are also known as products listing advertisements and are also said to
be shopping advertisements. In shopping advertisements are more visible and in this
advertisements that are product-based allows consumers to see important information easily on a
screen including price and reviews. In other words, search engine marketing is marketing that is
motivated by search and every search requires organisation to pay and is a system where
businesses pay search engines to show their advertisements for the results in search.
This technique is used because search engine marketing helps in promoting website’s visibility
using paid search, contextual advertisements and organic search ranking.
Some of the benefits of Search Engine Marketing are as follows-
 SEM has a benefit as it allows organisation to reach their clients instantly. This means
that search engine marketing allows client to make search and then getting to information
of business
 This is beneficial as this allows for increasing brand awareness as this allows businesses
to expose their name in headlines of brand and this way increases brand awareness
 Search engine marketing also helps in creating geo-targeting search advertisements
(Clarke and et.al., 2018).
 Search engine also helps in targeting right audience through optimised advertisements
 Helps in increasing traffic through advertisement visibility
How does Search Engine Marketing work
Search engine marketing is concerned with developing and increasing visibility of
business on search engines when users search on the basis of terms that are related with
particular business. There are different categories in search engine marketing and these
categories are-
Organic search (SEO) - In this when audience or viewers type keyword in search engine, organic
results are displayed in result page of search engine. In this optimizing site of the organisation,
business can improve their ranking.