Effectiveness of SEM Marketing Campaigns

This assignment provides an in-depth examination of the effectiveness of Search Engine Marketing (SEM) campaigns. It explores the use of Simbound software to simulate SEM marketing campaigns and analyzes the results to gain insight into how new businesses can achieve success. The assignment also recommends proper marketing research and the use of Simbound with updated tools to enhance marketing environments. It concludes by emphasizing the importance of mitigating risks in online marketing campaigns for selling electronic products on an online basis.

SIMULATION AND REPORT
USING SIMBOUND
SOFTWARE

Table of Contents
INTRODUCTION...........................................................................................................................1
Survey regarding current practice referring to industry examples .............................................1
CONCLUSION AND RECOMMENDATIONS............................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
The simulation is an act of imitating operations of real-world scenario. It requires model
to be developed representing characteristics, behaviour and functions of selected abstract system.
This helps firm to check and test its viability which will be same in real-world situation as well.
Computer models are developed which is virtually based on real life situation and it provides
clarity to firm in making decisions whether product will be fruitful in business environment or
not. UK consumers are becoming comfortable using mobile devices for retail purchases. Retail
m-commerce market in the UK is forecasted to be worth £58.50 billion by the end of 2021. UK
tablet market is likely to be buoyant for the future.
Online promotions through search engine marketing will provide small electronics retail
outlet to attain more tablet customers as electronics sector is growing at a rapid rate. Moreover,
since, due to high price of commercial rental property, entrepreneur cannot afford and as a result,
search engine marketing will be beneficial. Report will discuss about simulation game by
considering two components such as PPC (Pay-per click) and SEO (Search Engine Optimisation)
for getting into account, market situation for UK tablet market and attain customer's attention in
the best manner possible. Real-life industry example will be based on simulation game applied
and furthermore, results of game will be used to arrive at conclusion.
Survey regarding current practice referring to industry examples
The search engine marketing is termed as a form of marketing done by using internet
involving promotion of websites by effectively maximising their visibility in search engine pages
of results. It can be analysed that search engine marketing is primarily done through paid
advertising. It has two main components such as Pay Per Click (PPC) and Search Engine
Optimisation (SEO) which provides promotion on the internet quite effectually. PPC is termed as
an advertising model which is used for directing traffic on website through which advertiser pays
publisher when ad is clicked (Agarwal and et.al., 2018). This is quite useful as star ratings are
allotted to websites and they occur on right at the top of results when customers' visit the internet
and thus, price is paid by owner or advertiser pays amount to publisher with regards to click.
On the other hand, SEO is procedure adopted to affect online visibility of web page or
websites in search engine's unpaid results which are referred to 'natural', organic or not earned
results. In simple words, when people search for something on the web, more frequent researches
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are done, more visitors it will receive from users, these frequent visitors can be turn into or
converted into customers. It means that firm will be able to target customers in the best manner
possible as they are converted into target market. SEO targets various kind of research such as
image search, video search and academic search and industry-specific research etc. It can be
traced down from the industry examples such as when customer searches for online furniture,
then it provides top results on the first web page. In this category, pepperfry.com comes at top in
effective manner (Daniels and et.al., 2018). Moreover, next link comes to hometown.in, it clearly
highlights that when more visitors are frequently searches for product, top results come and as a
result, advertiser pays payment to publisher for online promotion of websites.
The insurance industry can be referred to. When car insurance is searched by people, on
the basis of star ratings, result comes. In this sector, coverfox.com has 4.7 ratings and next comes
is reliancegeneral.co.in which has 4.5 ratings. This means that customers can be converted into
potential one by providing them with goods. Another industry example is when people search for
best retail firms, at the top comes Walmart, followed by Kroger, then Costco and so on. This
means that through the use of search engine marketing components such as SEO and PPC, online
promotions can be done in the best way possible. This leads to attainment of more customers
which can be targeted by people and as a result, target market can be accomplished. Moreover,
through online promotion, firm is able to attain attention of people who can be converted into
potential customers quite effectually. Thus, search engine marketing is quite useful modern
marketing technique. This helps to attract customers and make them loyal towards company and
boost online promotions.
Another example of consumer electronics sector is of Samsung PLC which uses SEO for
advertising its galaxy mobile phones in effective manner. With more ratings and frequent visits
of people on web pages, online promotions are easily made leading to attainment of more profits
in the best manner possible. It can be analysed PPC is also used by Samsung PLC as when
customer's types Samsung galaxy S8, PPC helps to steer away traffic from rivals highlighting
that web user is convinced that smartphone they have searched is the best. It is useful for
enhancing PPC campaign in order to promote new range of phone (Green. 2017). It helps to push
back competition from stealing traffic which customer's has searched for new phone of Samsung
PLC. When page of galaxy S8 is opened, landing page is provided to web user highlighting
stunning looks of new phone and as a result, customer's are attracted to purchase.
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Another PPC electronic industry based example is of Ferguson Electronics headquartered
in the UK. It provides in small electronic items such as radios and set top boxes which also uses
PPC and pays money to publisher in the best manner possible. This helps to attract customers
and they are not directed to other rival business. Hence, it can be said that PPC is quite useful for
online promotion of goods and services of company in order to attain more profits and
customer's attention in effective manner (Lambrech and Tucker, 2018). Moreover, it is also cost-
effective and more customers are attracted to see online availability of products leading to good
promotion of commodities through digitisation.
It can be analysed that Morphy Richards is another electronic brand which uses PPC and
SEO for marketing its products quite effectually. With the help of PPC, visitors on web page
takes into account products of Morphy Richards such as toasters, hair dryers, bread makers and
other consumer electronics. Amount is paid to publisher which promotes new products on web
and as a result, adequate promotions are done quite effectively. Content sites normally charges
fees on per click basis rather than using bidding system. Advertising models are developed in
order to attain online marketing of range of products of company.
The SEO model targets searches in accordance to image search, video search etc. It
completely differs from local search engine optimisation as in that latter is focused on
maintaining and optimising online presence of business so that when search is made by users for
local purposes only. However, former is more reliable and focused on national and global
searches. Search engine marketing is effectively used by various companies in electronic market
sector and also used by other industries which are reflected in real-world examples quoted. SEO
is useful and may help in generating good amount of profits. This will be helpful in attainment of
good return on investment. Search engines can change their algorithms which may impact
website's placement resulting in loss of traffic on website.
PPC, on the other side, can be calculated by dividing advertising cost by number of clicks
made on an advertisement (Sun, Sun and Strang, 2018). In addition to this, there are two models
used for computing PPC such as flat-rate and bid-based. Advertiser must consider potential value
of click generated from the source. Hence, by considering this, appropriate value of PPC is
arrived at. Another example from electronic industry is that Amstrad which is engaged in
electronic field also produces Sky UK interactive boxes and uses PPC and SEO for effectively
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attaining online promotions. PPC amount is paid by firm to advertisement publishers and
promotions are accomplished. On the other hand, SEO optimises most frequent visitors and
transform them to potential customers. It provides firm with higher amount of profits and as a
result, costs is saved on traditional marketing.
It can be assessed that search engine marketing is quite beneficial for the small electronic
firm in Tottenham Court Rd, London. The costs on traditional marketing will be saved and
higher sales will be attained in a better manner (Ferguson, 2018). Moreover, with the help of
digital marketing tool such as search engine marketing, payments will be made to publisher on
web page and as a result, profits will be attained by getting customer's attention in company in
effectual manner. It can be said that by referring to simulation, real life situation can be easily
ascertained which helps in accomplishment of scenario where product will reach in the market.
Moreover, number of clicks generated on advertisement can be converted into customers of firm.
Hence, search engine marketing is quite significant for getting promotions done through digitised
way.
Simbound Software Implementation
The simbound software is helpful for artificial marketing environment for assessment of
marketing activities in the best manner possible. It is required that marketing environment should
be analysed in artificial world so that retail outlet in the location may be analysed in a better
manner. It can be assessed that simbound software is an online simulation game which provides
real-world work upon the marketing activities. It is useful for providing smart, reliable and
responsible online communications quite effectually.
The strategic marketing simulation exposes participants with regards to all aspects of
modern marketing. It allows business to develop and execute complete marketing strategy with
the help of which firm may be able to attain marketing campaign on online basis and derive
benefits out of the same (Aswani and et.al., 2018). Brand design, media placement, sales force
management can be taken on artificial basis so as to get benefit in effective manner for up
scaling electronic business through online communications. Business is able to get information
upon consumer needs and feedback along with satisfaction level. Discovering actions which will
induce firm's profitability will help to prepare projections regarding sales and adjust marketing
strategy for staying ahead of competition.
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Keywords Research
The keywords are required to be made so that online campaigns may be fruitfully
achieved in effective manner. List of keywords are needed with the help of which potential target
in advertisement campaigns are accomplished. Simbound is helpful tool with regards to
keywords as it simplifies process by already making compilation of possible keywords
combination in simulation environment in order to target. This makes keyword research easier by
implementation of simbound software as more focus can be made on most profitable ones and
ignoring the least profitable by filtering keywords combination (Hassan and Dadwal, 2018).
Less relevant keywords are automatically eradicated which helps to pick right keywords.
In addition to this, keywords left divided between broad search term with large search volume or
specific term with even low search volume. The specific low search volume seems better enough
to convert for targeting market quite effectually. It is helpful for brand targeting and evenly
spread to focus on two of such groups until feedback is taken. Thus, it can be said that targeting
keywords in simulation game is useful in simbound so as to get desired digital marketing
campaign to entrepreneur for operating electronics outlet in London.
Campaigns
Campaigns are part of the simulation game which help business to effectively get into
account desired promotions during online communications. It comes after work of keywords
research is completed and writing basic ad copy and then setting up 'landing page' for electronic
products in the best way possible. With the initial budget of £15,000 for setting digital marketing
campaign, different products are to be divided for better results. By initiating budget, £6000 will
for ads, £5000 will be spend for UK campaigns and remaining £4000 would spend for meeting
PPC ads paid to advertiser. It will help to take into account proper marketing strategy and
formulating appropriate bidding strategy after getting results from the game.
It can be analysed if stuck in between applying marketing strategy, it is always preferable
to use competitors' strategy for easing-off the game (Yi and et.al., 2018). The campaign can be
compared with that of competitors in order to make digital marketing campaign a success and
removing loopholes if any with ease. By copying ad copy of rival, specific keywords and market
which entrepreneur wants to target gets simplified. It is a helpful tip for making campaign
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successful and attain more SEO for getting internet traffic on website for accomplishing target
market.
Advertisements
The quality score is helpful performance metric which measures how effectively ads,
keywords and landing pages are to people who have clicked ad. In relation to this, quality score
is important element for Search Engine Marketing (SEM). Quality score is two decimal figure
making game more dynamic as results are arrived at implementing precise system. The
advertisement is impacted because of quality score as CTR (Click Through Rate) gets increased
for already contained keywords in ads and as a result, it will improve upon conversions for such
keywords. Moreover, if there are short ads, then, it would get lively response with ease.
Quality score will provide clear view with regards response received from public
(Havriliuc. 2012). This will lead to carry out results of digital marketing campaign whether it
had provided fruitful results to business or not. The keywords contained in the ad which are not
relevant must be ignored as it affects overall business marketing performance up to certain
negative manner. It is required to get rid of such keywords if any in campaign for improving
performance in effectual way. Thus, it can be said that with the help of PPC and SEO, two main
components of SEM, entrepreneur will be able to initiate marketing campaign by effectively
following budget and attain success. Hence, digital marketing campaign will be applied.
CONCLUSION AND RECOMMENDATIONS
Conclusion
Hereby it can be concluded that SEM marketing is useful for making online digital
marketing campaign. In order to implement the campaign, use of simbound software has been
taken. Results of such simulation game offers useful insight that new business will gain success
in implementing marketing campaign. Moreover, SEM campaign is not getting in touch with set
of technical terms but it is ability for adapting changes and such experience can be gained by
interacting in virtual environment.
Recommendations
It can be recommended that proper marketing research must be implemented for
enhancing marketing environment in real-world on the basis of virtual scenario. Simbound which
offers complex system to learn and manage digital marketing campaign must be used with latest
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updates and tools inscribed in it. The risk prevails in area of ability of user to understand about
mechanics behind behaviour of visitor for making enhanced decisions. Thus, for mitigating such
risk, all mechanics should be properly analysed in a better manner before starting online
simulation game. Thus, online marketing campaign may be easily met by entrepreneur for selling
electronic products on online basis. Hence, sales and desired profits will be accomplished.
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REFERENCES
Books and Journals
Agarwal, A and et.al., 2018. Methods and apparatuses for pay-per-call advertising in
mobile/wireless applications. U.S. Patent Application 10/074,110.
Aswani, R., and et.al., 2018. Search engine marketing is not all gold: insights from Twitter and
SEOClerks. International Journal of Information Management. 38(1). pp.107-116.
Daniels, F. J. and et.al., 2018. Pay-per-click fraud protection. U.S. Patent Application
10/007,917.
Ferguson, C., 2018.Systems and methods for generating web pages for database search and
search engine optimization. U.S. Patent Application 10/068,021.
Hassan, A. and Dadwal, S. S., 2018. Search Engine Marketing: An Outlining of
Conceptualization and Strategic Application. In Digital Marketing and Consumer
Engagement: Concepts, Methodologies, Tools, and Applications (pp. 843-858). IGI
Global.
Lambrecht, A. and Tucker, C. E., 2018. Algorithmic bias? An empirical study into apparent
gender-based discrimination in the display of STEM career ads.
Sun, Z., Sun, L. and Strang, K., 2018. Big data analytics services for enhancing business
intelligence. Journal of Computer Information Systems. 58(2). pp.162-169.
Yi, W. and et.al., 2018. Engineering design optimization using an improved local search based
epsilon differential evolution algorithm. Journal of Intelligent Manufacturing. 29(7).
pp.1559-1580.
ONLINE
Green. 2017 Samsung Galaxy S8- Analyse A Real PPC Campaign [Online] Available Through:
<https://ppc.org/samsung-galaxy-s8-analyse-a-real-ppc-campaign/>
Havriliuc. 2012 [Online] Available Through:<http://simbound.com/blog/a-peek-inside-
simbounds-quality-score-algorithms>
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