Search Engine Marketing: Methodology and Application

This report provides insights into the methodology and application of search engine marketing (SEM) for promoting goods and services. It covers the working of SEM, its importance in digital marketing, and the benefits it offers to businesses. The report also discusses the factors that affect SEM and introduces Simbound, a simulation game for measuring SEM effectiveness. It concludes with a discussion on SEM strategies and techniques for promoting goods and services.

Simulation and Report
using SimBound

Table of Contents
INTRODUCTION ..........................................................................................................................3
Overview.....................................................................................................................................3
How does SEM works appropriate examples.............................................................................5
Measure Simbound and how it aids within addressing search engine marketing.......................7
CONCLUSION .............................................................................................................................10
REFRENCES.................................................................................................................................11
Books and Journal:....................................................................................................................11

INTRODUCTION
Digital marketing is one of the most effective marketing that gives many benefits to the
organisation as their reach is very wide range (Prastianto, Julian and Safitri, 2019). Digital
marketing is more benefited as compared to traditional marketing methods. Because it is less
expansive and their reach of people is high. In nowadays, almost all organisation choosing digital
marketing strategy that helps to give benefits such as attracting of people that leads to
accomplishment of goals and targets of organisation. There are many kinds of digital marketing
tools that helps to accomplishment of targets and goals. These are search engines marketing,
social media marketing, email marketing, etc. All of these have special role in digital marketing.
The decision is depend on nature of marketing that organisation want for promoting their goods
and services. For a small electronic retail outlet, SEM is better for promoting their goods and
services in the market. SEM is acronym of search engine marketing that promotes goods and
services through digitalisation. It is the most effective tool and technique for promoting goods
and services in this competitive world. This report is based on methodology and application of
SEM for promoting goods and services.
Overview
It is the marketing tool that help to promote their goods and services on search engine
result pages with the paid advertisements. In this tool or marketing strategy, organisation give
their advertisement on websites in which it shows on search options. It is the most effective tool
because the advertisement shows on every search engine. It gives suggestions and advices to the
potential customers so that they can purchase their goods and services with just one click. In
layman language, it is the type of marketing tool in which organisation gives their ads in online
platform such as google search engine in which it shows their suggestion of relatable products
and services. It becomes expansive for organisation because they have to pay a large amount for
promote their goods and services (Saputra, 2017). It is based on with specific key words that help
to show their ads on Google, Yahoo and Bing ads. It is analysed that SEM is used majorly paid
advertisements that effectively promote their goods and services. There are some important
keywords that helps to search their suggestions and advices:
 Impressions: It is word in which can be visible on screen by every time, but it is not
necessary that it can be seen by anyone or individual. In this keywords, when person can

find on search options of any websites for example, an individual search application of
SEM than it give the answer and suggestions to the customers.
 Clicks: It gives relevant knowledge to organisation that how many times their
advertisements was clicked by individual. It gives the basic knowledge to organisation so
that they can expected and predicted their sales. CTR: It refers to a ratio in which organisation see their advertisement response that how
much their advertising are adopted and appreciated. In CTR, organisation can easily
access their performance on advertisement and number of respondents that give some
response to advertisements from the total visitors. Cost: It is the cost per click that occur from clicking on particular advertisements that
given by organisation.
 Conversions: It is the conversion of suggestions into sales of organisation that create
from search engine marketing strategy.
Importance of Search Engine Marketing
It is founded that SEM gives many benefits to the business organisation that helps to
grow their business market with promotion of goods and services (Vaccaro, 2016). For small
entrepreneur, SEM plays an important role because they have no much more brand value that
helps to promote their products and services. There are some benefits that occur due to the
application of SEM mentioned below:

 Conversion-focused: The main focus is on conversion of viewers of advertisement into
potential buyers with their creative ads that attracts customers through offers and
discounts.
 Enhance brand awareness: It enhances and encourages brand awareness with the help
of digital marketing through SEM. For example, a person who want to search about
electronic straightener then with the help of SEM particular organisation show their ads
in suggestions to customers where they find or search on website. It helps to increase
brand awareness of their organisation with promotion of goods and services.
 Generates immediate outcomes: In SEM, customers can easily click on suggestions
where the ads are showing and directly click on link that increase number of outcomes. It
takes less time as compared to other tools and techniques of promotion of goods and
services.
 Acts as a consistent source of traffic: It acts like constant source of traffics that create
and originated with the help of SEM (Williamson, 2016).
 Brings more qualified leads: It is very obvious in which organisation shows their main
objective that they wants to generate their profits so that they can sustain and survive in
marketplace.
From the above discussion, it is analysed that there are many benefits the get from
application of search engine marketing to the organisations.
How does SEM works appropriate examples.
SEM is the marketing tool that helps to promote organisation goods and services in the
marketplace. It is very crucial for organisation that they should know the application of this
marketing tool in the market so that they can apply in a right way that give benefits to
organisation. It works in a effective way because of paid advertisements that help to accomplish
their goals and targets. For example, in generally when individual search some things on website
in search engine then they go for google search that give relevant information to individuals. So
when they search something then it gives many options that give suggestions related to particular
search topic (Urban, Gosline and Lee, 2017).
It is very important for organisation that they give their suggestions through
advertisements on right place so that customers are easy to access and they can directly purchase
through on click. Paid advertisements are very effective because advertisers have responsibility

to show their advertisements. It basically based on customer's desires because their history gives
suggestions of ads that what type of products and services they want. It based on customers point
of view in which organisation give their suggestions to customers that they want to sale products
and services. Below give discussion of customer's point of view:
 Choose most appropriate words list that are combined with goods and service on websites
for advertising purpose.
 Select most appropriate location or place that helps to decide market segment for
accomplish their goals and targets of particular targeted market. Like an advertisement of
UK that shows in a website only for UK people. It is not necessary for organisation that
they shows their ads on UK location, they can be show on other websites also.
 Important and necessary information is displayed on screen so that individual can get
information through SEM with their advertisement and take decision of purchasing
(Kannan, 2017).
It is analysed from the above discussion that organisation should know the application of
search engine marketing so that they can apply appropriate digital method that help to promote
their goods and services. It is found from the brief discussion of application of search engine
marketing that organisation pay some amount to advertisers so that they can advertise their
products and services. SEM is paid tool that shows organisation products and services ads on
website in the suggestion. It is important techniques that helps to promote goods and services
easily and reach of people is very high.
Factors that affect Search Engine Marketing
The factors that impact SEM in various ways are described below:
Keyword within meta description tag: The use of these keywords are mainly focusing on
HTM attributes that helps to generate summary that is in relation to web page. Additionally
people are able to get the content on google related to what the organisation has offered on the
websites. SEM gives information to the users on every click.
Canonical tag: Under this whenever there is advertisement a hyper link is present that takes the
customer directly to the website but when there are various links then it is problematic.
Sometimes when affirmative aspects then customers can click the link later. This canonical tag
then they may take the people to peculiar window as that will help to enhance the visibility of the
website.

It can be explained further with an instance, that is a campaign was launched via online
mode under which customers were given tablets. This online campaign was to sell tablet to the
customers of UK.
The above instance is showing the ad group of firms like Samsung, Lenovo etc. Different
operating systems are also part of this. It also includes visualisation also illustrates, number of
clicks that have been made, cost per click, cost, clicks and various other factors. This helps the
organisation to know about what customers are looking for, by using identification of patterns
and data mining techniques. This helps to know about the information and use the data.
Measure Simbound and how it aids within addressing search engine marketing.
Simbound means acknowledging different aspects with help of online and digital structure
when a new product is launched. Generally, simulation game is based on online marketing of
services that are furnished by the organisation. These games are different from normal games
and they use online ways to render online services in market of United States and United
Kingdoms (El Junusi, 2020). By making and launching online campaigns the use to virtual
search engine marketing is used. It helps to spread awareness about the services that are offered
by the firm and let them know about what is offered by the firm. It can also be said that
simplified simulation is used by Google Adwords campaigns and that takes each stage under
consideration that involves finding out keywords and making the copies that are used for writing
and landing of pages. The process is easier due to compilation of aggregation due to use of all of

the keywords that is used by individuals that helps in eliminating words that are not used by
them. This will help to help in risk free environment that helps in learning new things.
Simbound game helps the users to create marketing campaigns and make decisions related
to that. It is explained further with an example like the user will go through various stages and
then analyse the strategies that are used by competitors. And that helps the to gain advantage
over competitors. Under these cases there is no need of investments by the user but there is only
practical information and the competition that is in the market. It also shows that there is
pessimistic influence is not created (Chaffey and Smith, 2017). By using these the peers are able
to provide competitive advantage argue with other advertisers. it is also similar with what in
going on this scenario. There are many rounds according to which the users are understanding
the real scenario. Additionally all the stages come with their own challenges and the individuals
are trying examine unlike aspects, strategic thinking. When one round is over then there is
another round and that helps to achieve the goals effectively. It is important that another rounds
after fulfilling the requirements of the first round. The main task to achieve the objectives and
goals by doing proper research and and planning while carrying optimisation and assessment of
marketing that helps to be attained by digital tools like email campaign, search engine marketing
and others.

Search engine and website are used as tools that helps the content to to get distributed to by using
e-mail letters. They use different channels to promote the goals and achieve them Also one cant
neglect the fac6t that the usage of simulation helps to improve the profitability. As well as there
are various stimulation tools that are liable for unfolding and deals in stimulus that can be
furnished. That is also responsible for making decisions that help in attaining deadlines on time
and makes the business successful. Alternatives are also identified so as to achieve the goals on
time. This helps to motivate the employees and this indicates the ranking of team. this also
encourages the zeal of using these and doing the next round better. The operations are effective
due to simulation and the chances of profitability are higher (Brindle, 2017). Simbound game
also helps in providing the methods through which the customers are more aware about about the
marketing activities and it is helpful kin increasing the sales of the organisation. By this the use
of management comes into picture as there is need of making strategies and developing plans
through which the campaigns can be achieved. It is important to analyse the strategies that can be
used to attract and influence more and more customers. Also by use of technology different
aspects are taken out that helps to measure the sales. Interpretation of online metrics is helpful to
achieve the goals.
The landing pages shops about the content that is shown on websites. The better pages
help to disclose the position of website on Baigoo search engine result pages. The use of

appropriate keywords is helpful and that helps to make use of stimulation. Formation of proper
plans and making budget is helps to deliver distinct activities. The main rationale behind this is
to increase the number of clicks under Simbound games (Baltes, 2016). The more the famous
keywords are used the more is beneficial for the organisation and CPC round is evaluated this
helps in speeding the entire process that are associated with the marketing activities.
Paid campaigns on Google adwords denotes stand alone web pages. The internet
advertising tools are are used in and that shows click per pay and shows the visitors that landed.
PPC ads are used in websites and the quires are matched by keywords of the websites. The users
are given different PPC according to their requirements.
CONCLUSION
From the above report it can be concluded that search engine marketing is an effective
tool that is used in digital marketing. Different industries use methods and attract more
customers. It is a platform through which paid advertisements that result in search engine. This
helps to make advertisements according to the standards. Using SEM provides opportunity of
putting the ads that are desirable for users at the specific moments. This also provides benefits to
the users as as that help them about what they search. It is so beneficial and has wide reach so
able to influence more customers.

REFRENCES
Books and Journal:
Baltes, L. P., 2016. Digital marketing mix specific to the IT Field. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.33.
Brindle, F., 2017. The impact of digital marketing disruption on the localization
industry. Multilingual. March, pp.44-47.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
El Junusi, R., 2020. Digital Marketing During the Pandemic Period; A Study of Islamic
Perspective. Journal of Digital Marketing and Halal Industry, 2(1), pp.15-28.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Prastianto, E., Julian, F. and Safitri, D., 2019. Komunikasi Marketing Web Series Melalui Digital
Traveloka. Kanal. 8(1). pp.16-21.
Saputra, A. Y., 2017. Penentuan strategi digital marketing sebagai teknik komunikasi yang
(Studi kasus: Ban Motor X) (Doctoral dissertation, Widya Mandala Catholic University
Surabaya).
Urban, G. L., Gosline, R. and Lee, J., 2017. The power of consumer stories in digital
marketing. MIT Sl
Vaccaro, G., 2016. The use of digital marketing to export and advertise the made in Italy brand
by small and medium enterprises.
Williamson, D., 2016. Using lift-testing to measure the true value of digital marketing in the
cross-device world. Applied Marketing Analytics. 2(2). pp.105-110.