Digital Marketing Report: SEM strategies, factors and working examples

This report provides a comprehensive overview of Search Engine Marketing (SEM) within the context of digital marketing. It begins with an introduction to digital marketing, emphasizing the role of SEM in enhancing website visibility through paid advertisements, and its integration with SEO. The main body delves into SEM's core components, including impressions, clicks, CTR, and conversion rates. The report highlights the importance of SEM for both small and large businesses, focusing on its conversion-focused nature, brand awareness improvement, and ability to generate leads. The report explains how SEM works, using examples of paid search results, and outlines the factors affecting SEM, such as keywords, canonical tags, and email campaigns. The report also examines the working method of advertisers, including keyword selection, geographical targeting, and ad creation. The conclusion reiterates SEM's effectiveness in a dynamic business environment, emphasizing its role in online advertising, and its potential for business growth by reaching wider markets and increasing the customer base through targeted advertisements.

DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Overview.....................................................................................................................................1
SEM working with examples......................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Digital marketing is a tool which is used by organisations to promote their offerings and
spread awareness in public by effective understanding and use of internet and social media. The
digital marketing techniques and strategies are utilised for improving the visibility of company's
website on the SERP's (Search Engine Results Pages) which are also known as search engine
marketing. It is a very effective form of internet marketing and promotional technique in which
website presence is enhanced by using paid advertisements. It can be merges with SEO (Search
Engine Optimisation), this is a tool which rewrites and adjust the content for attaining higher
ranking within the result pages for enhancing listing and known as pay per click. Some of the
sources which are used by companies are Google Ads, Yahoo Search Ads etc. which are most
popular and commonly used by firms (Chaffey and Ellis-Chadwick, 2019). Nowadays, digital
advancement and technology is becoming part of day to day life of people, therefore, digital
marketing is also acquiring huge place in marketing field. Number of customers shopping
through online applications are increasing continuously which increases the need for SEM and it
is becoming a necessary strategy for company to use for reaching to higher number of customers
and population. It enables organisations and business to enhance their brand awareness in public,
improving availability of their in market and generating better revenue which results in higher
number of profits. Companies can gain competitive advantage over others in market by using
this tool effectively, by rendering exactly what is required by consumers on right time and at
right place.
MAIN BODY
Overview
Search Engine Marketing includes sequential steps which are proceeded for improving
traffic into websites for firms so that higher rankings can be given to search engines. This tool of
digital marketing assist marketers to manage and optimise paid search ads so that budgets,
research, bidding, etc. can be controlled. Along with this it will help in generating, analysing and
predicting outcomes with is important for websites as well (Kannan, 2017). It is important for
websites because it brings targeted audience with the help of particular keywords to be at top on
results. For example, Bing ads and Google AdWords are some of the finest tool which are
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effective. Search Engine Marketing ensure that organisation products and services are clearly
visible whenever individuals search and uses paid advertisement.
Some of the significant terms associated with Search Engine Marketing are as follows:
Impressions: This indicates number of frequency by which ads have been displayed on screen of
individual but does not guarantee that users must have seen it (Chaffey and Smith, 2017). For
example, whenever a user searches and click on websites with content there, the advertisement
are also displayed which does not imply that viewer must have seen it.
Clicks: This represents number of clicks that any users has visited the advertisements which are
displayed on search pages or websites.
CTR: This is used to measure success rate of online advertising campaign for particular website
as it denotes number of click through rate which provides ratio of audience who had clicked on
link. This represents total number of users who must have visited and viewed the advertisement,
email, page or website.
Cost: This represents cost per click which shows that how much amount has to paid when user
will click on the advertisement online.
Conversions: This represents amount of sales volume which has been done with the help of
Search Engine Marketing.
Importance of Search Engine Marketing: It is beneficial for both small and large businesses as
this will assist them as tool or techniques that will provide reach to maximum number of
audience (Kingsnorth, 2019). Some of the significance of Search Engine Marketing are as
follows:
Conversion - focused: It plays crucial role in driving conversion within campaigns of
digital marketing as these are associated with paid ads. Search Engine Marketing is liable for
converting web page traffic via sales funnels to landing pages for conversion.
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Improve brand awareness: This is one of the effective bottom - funnel marketing channel
which helps in increasing awareness about the brand approximately 80%. It is not important that
users clicked on ads to visit the brand it is clearly displayed on web pages which helps in
awareness about the brand.
Generate Outcomes: This is one of the fastest and effective strategies to bring traffic so
that more and more clicks are generated. As Search Engine Marketing is liable for generating
web traffic which tends to generate more sales volume.
Consistent source of traffic: Every online ad campaign aims that there is constant and
continuous web traffic so that visibility can be maintained for sales (Saura, Palos-Sánchez and
Cerdá Suárez, 2017). It is equally important for plans formation, forecasting and making
budgets. Search ads can also be utilised for generating traffic for specific terms and controlling
traffic as well for websites.
Bringing more leads: The objective is not only generating traffic but also to have
appropriate traffic for webpages and ads. It is not possible that controlling actions can be taken
on users who are viewing search results but with Search Engine Marketing business can
customised users to engage with their ads.
SEM working with examples
In case of Search Engine they uses complicated algorithms so that essential outcomes
can be achieved for every search and contains all relevant information as well. The process of
working oh paid search is that sponsored ads are at top or besides which has been searched by
users. This results in furnishing advertised website so that visibility can be enhanced with
prominence than other webpages while comparing with other Search Engine Marketing tools
(Key, 2017). For instance, to understand the aspect of certain services or products for online
medium users will be directed to specific search engine pages. Within the result of page there are
different ads which will be displayed distinctly from keywords that have been search in the
search box.
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The advertisement need to be found on significant locations within search web pages so
that the keywords which have been entered can be found. Such paid ads act as prominent to
search and keywords entered and creates high probability of users to click on it (Symons and et.
al., 2019). For example that any users searching information related to Apple laptop, the web
page will also be displaying HP, Dell and other brands which have similar features or services in
products. This is done in such a way that users will click on these as well depending on the
elements and features they are looking for in laptop. This shows that content of ads act as one of
the crucial assets for attracting users. Thus the paid listing plays a significant role in specific
search thus Search Engine Marketing works from the perspective of customers (Buchanan and et.
al., 2018).
There are some more information which comprises the working method of advertiser is
mentioned below:
 The foremost activity which they have to perform in advertising their products is that
they must select specified keywords which should be related with websites in order to
accomplish its determined goal.
 Additionally, organisation must select any particular geographical region like UK, US
for promoting or advertising the products in an improved mode for gaining competitive
advantage (Lobstein and et. al., 2017).
 Moreover, establishment should create relevant text ad and displays on search engine
result which reflects the accurate idea about product or services.
 Furthermore, bid will be created based on the price amount which they will be paying
for every clicks.
From the above discussed perspective, it has been stated that with the adoption of such action it
help organisation to enlarge its market share or size in an improved manner.
Factors that affect SEM
There are several factors which directly impact over the ways of developing search
engine marketing that is discussed below:
Keywords within meta description tag: Under this component, it includes HTML
attributes which provides overview about web pages. The core function of this element is that, it
enable an user to provide accurate or relatable information on their search over Google and SEM.
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Canonical Tag: In this type, the usage of algorithms will be get affected because at the
time of utilisation of multiple links it becomes more complex for users to redirect their home
link. However, in order to tackle over such issues, this technique help individuals to gather
reliable data and can enhance the information in an improved manner (Kotler and et. al., 2017).
Apart from this, canonical tag also benefit consumers to visit multiple link i.e. facility of
identical page which provide the same information. With the help of obtaining such tool, it
motive them to enhance the understanding of targeted individual related to search engine and
also empower them to optimise the gathered information in an efficacious or efficient mode.
In regard of proceeding mentioned content, an example of campaign has been considered
which is concern with delivering or offering a specified services with the help of online medium.
Along with this, each campaigns have been organised or conducted in a very systematic manner
by presenting related statistics in a clear manner. For instances, email campaign is considered as
a widely used tool which enable an establishment to reach maximum number of population and
also can create enough amount of awareness among them regarding specified products or
services. This technique is mainly adopted for furnishing or enhancing the ad in a better way so
that they can increase their customer base without any hindrances. Moreover, utilisation of such
tools enable an organisation to identify the emerging or current market trend and also lead them
to make corrective course of action in order to improve sales performance in a positive mode.
Furthermore, some more benefits which email campaign render to its users is that it help them to
acquire the clear data regarding number of consumers have been taken an effort to visit the page
as well as share with others individuals who are unsubscribe to their link. Due to such
contribution by users, it drive company to understand and acknowledge their requirements or
interests and also motive them to implement best decision by sending identical ads. Apart from
this, it has been determined that data mining will be acquired for the purpose of extracting the
patterns through which particular users can obtain relevant information and can explore their
understanding towards the product in an innovative style.
CONCLUSION
From above report it can be concluded that SEM is a very effective way of growing
business and attaining com0petivie advantage over other in regularly changing marketplace and
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dynamic business environment. Online advertising and marketing is a very crucial task but
efficient in nature. Therefore, search engine marketing is a potential tool of promoting a
company into the external environment and bringing growth in organisation. In this business
practice paid advertisements are used that pops up on the screen of user and gets visible on the
search engine result page. These advertisements are known as pay per click ads within distinct
formats. These ads are sometimes text based and on other times these are product listing ads
which are widely known as shopping ads. These advertisements are based on the products and
visuals which informs them about crucial information about the good such price change, discount
or any other offers which are new and attached to it, some new and better product related to the
same came into market etc. The major strong point or strength of search engine marketing is that
businesses get huge opportunities to reach to wider market and increase their customer base by
putting their ads in front of potential customers. These buyers are willing to buy those goods and
projecting right product at right time will enhance their revenue and help company to grow.
Therefore, search engine marketing is considered to be very efficient and potential tool of
promotion and marketing offerings of company in marketplace in order to gain competitive
advantage among competitors in an improved style.
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REFERENCES
Books and Journals
Buchanan, L. and et. al., 2018. The effects of digital marketing of unhealthy commodities on
young people: a systematic review. Nutrients. 10(2). p.148.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Kannan, P. K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing. 34(1). pp.22-45.
Key, T. M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Kotler, P. and et. al., 2017. Marketing for hospitality and tourism.
Lobstein, T. and et. al., 2017. The commercial use of digital media to market alcohol products: a
narrative review. Addiction. 112. pp.21-27.
Saura, J. R., Palos-Sánchez, P. and Cerdá Suárez, L. M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). p.76.
Symons, M. and et. al., 2019. Multichannel digital marketing platform. U.S. Patent 10,332,042.
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