Evaluation of Search Engine Marketing for TechSales Home Tablets

This report examines the application of Search Engine Marketing (SEM) by TechSales Home, a company specializing in tablets. The report begins by outlining the importance of marketing in a competitive market and introduces SEM as a crucial digital marketing tool. It details SEM's role in increasing brand awareness and driving consumer engagement through paid advertising on search engines like Google. The main body of the report explores various SEM techniques such as paid search ads, pay-per-click (PPC), and cost-per-click (CPC). It further explains the working of SEM, including defining target audiences, selecting keywords, creating advertisements, designing landing pages, and tracking performance. The report then analyzes the use of Simbound, a digital marketing simulation tool, to evaluate TechSales Home's marketing campaigns, assessing metrics like impressions, clicks, and conversions for different tablet models. The analysis highlights budget allocation's impact on campaign success, emphasizing the importance of strategic keyword selection and effective landing pages. The report concludes by summarizing the findings and reinforcing the significance of SEM in modern marketing strategies.

SEARCH ENGINE
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Search engine marketing.............................................................................................................3
Simbound analysis......................................................................................................................7
CONCLUSION................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the most important thing for the company to be successful in this highly
competitive market. The major reason underlying this fact is that if the companies will not focus
over the marketing then it might be possible that company is not able to manage the promotion
of the product and services of the company (Aswani and et.al., 2018). The Search engine
marketing is a tool under the digital marketing trend which is used by the companies in order to
increase the awareness of the consumer relating to the product and services of the company. In
this modern world most of the people are habitual of using internet and related social media and
because of this reason the use of this reason the use of digital marketing is at peak. The search
engine marketing (SEM) is a type of practice wherein company uses technique of paid
advertisement which appears at the result page of any of the search engine. These advertisement
makes the use of the major and common keywords which assist the company in grabbing the
attention of the consumer with help of search engines lie Google, Yahoo and many others.
The present report is based over the company TechSales Home which deals in the wide
range of the tablets and the marketing of the tablet in the highly competitive tablet industry. The
present report will start by the discussion relating to the use of SEM in the effective marketing of
the tablets in the highly competitive market. In addition to this for the evaluation of the SEM as a
digital marketing technology the use of Simbound digital marketing tool will be used. The
Simbound digital marketing is a tool which involves online simulation games mechanics relating
to the topic of internet marketing.
MAIN BODY
Search engine marketing
In this modern and technologically advance global environment the marketing is the only
key if the company wants to get successful. The major reason for this is that the competition
within the global market is very intense and high and to face it the marketing is the only tool.
The marketing is defined as the practice of promoting the goods and services within the market
so that consumer gets aware of the product and services of the company (Clarke and et.al., 2018).
In this current advance world the major focus is being laid over the digital marketing which is
being defined as the promoting the goods and services with the help of the internet. The digital
marketing is very popular in this highly competitive market as most of the consumer are

dependent to the use of internet and social media marketing. In regards to this the major new and
advance technique of the digital marketing is the search engine marketing (SEM). This is a
technique under which the company try to gain traffic and more visibility with the help of the
search engines with help of both paid and unpaid efforts (Terrance, Shrivastava and Kumari,
2017). With the help of the SEM the company can increase its visibility online and with help of
the different search engine result which the people try to search. Thus method is a compliment to
content marketing and the SEO that is search engine optimisation. The major aim of SEM is to
increase the market share and popularity of the company in the highly competitive market.
The major reason behind the use of the SEM in the marketing of the company and the
product and services of the company is that this strategy id conversion focused. This simply
means that the major focus of this technique is to stimulate the consumer with help of the SEM
and to divert the mind and perception of the consumer relating to the product and services of the
company. The use of SEM assist in properly attracting the consumers and due to this large
number of consumer gets attracted towards the company and the product and services of the
company.
In addition to this another major reason underlying the business to make the use of SEM
as the digital marketing technique is that this assist in increasing the brand awareness among the
consumers. The major reason for this is that under this technique the major focus is over the
increasing the brand awareness relating to the product and services of the company. In
accordance to the different studies it has been evaluated that the when the search ads will be
focused then the brand awareness is increased by 80 %.
There are many different types of terms and aspect which is being covered in the use of SEM
which are as follows-
 Paid search ads- this is a type of digital marketing where the search engine advertises the
product of the company over their search engine activities (Miklosik, 2019).
 Pay per click- this is a tool which includes the advertiser paying the amount of money for
every time the person clicks the advertisement. Basically this involves the company
paying for the clicks which is being done by the consumer while surfing the social media
websites.

 Pay per call- this is a type of performance marketing wherein the company advertising
the product or the service pays for the calls which are generated on behalf of the company
for the promotion of the goods and services (Ištvanić, Crnjac Milić and Krpić, 2017).
 Cost per click- this is paid advertising where the advertiser is paying the cost to the
publisher of the advertisement for the every click which is done over the advertisement.
This CPC is being used and helpful in determining the users of the advertisement over the
different search engines.
 Impression- this is defined as the number of times the advertisement campaign was
visible over the screen. In simpler words it is defined as the number of times the person
or the consumer have seen the advertisement over the internet. Cost per thousand impression- this is a type of paid search ad which depends over the
goal of the person has and the way the tool is being used within the business.
Working of SEM

The proper and effective working of the SEM is very essential for the successful
marketing of the product and services of the company (Sirdeshmukh and et.al., 2018). The major
steps in the marketing of the product and services of the TechSales Home while using the SEM
are as follows-
 The first step in the use of SEM is to first define their target audience. The major reason
for this is that when the company will not know who the target consumer of the company
then how they will make the marketing strategies for the betterment of the company.
 The next strategy for the company TechSales Home is that they must effectively chose
the right keyword so that the consumer can effectively and easily search for the product
and services of the company. These keyword are being maintained and set in accordance
with the target consumer and these are done with the intention that this will attract
majority of the consumer towards the product and services of the company.
 The next stage in effectively using the SEM strategy is to build the advertisement on the
basis of the content of the company and the product and services. Under this TechSales
Home will try to build the PPC advertisement so that this will attract majority of the
people (Vyas, 2019).
 Further after this the next major step for the company is to create good and attractive
landing page for the consumer to visit. This involves the creation of the website which is
more creative and good so that this will attract the consumers to a great extent. In
addition to this, the quality and presentation of the landing page will only decide that
whether the people or the consumer will like this or not.
 Furthermore, in addition to this another major step in the effective use of the SEM as the
digital marketing tools is to track and measure the report in effective and efficient
manner. This is majorly pertaining to the fat that when the company will not effectively
record and maintain the data relating to the company which will be helpful in the
marketing of the product and services in effective and efficient manner (Palos-Sanchez
and Saura, 2018).
Hence, in the end it can be stated that SEM is very assistive in the proper marketing and
promotion of the goods and services in the highly competitive and global market.

Simbound analysis
The simbound analysis is a type of digital marketing tools or the simulation game which
assist the company in managing and promoting the goods and services of company. This
simbound is a digital platform which assist the company in managing and maintaining the
marketing strategies of the company in such a manner that this will increase the market share of
the company (Aslam and Karjaluoto, 2017). The simbound simulation game and the result of the
games for the TechSales Home are as follows-

From the above data it is clear that the impression of the company over the company is
87323 which means that the people has viewed the advertisement of the company this much
times. In addition to this the number of clicks for the company ads is 3428 and this reflects that
the consumer have clicked the advertisement 3428 times and has viewed it. Along with this the
number of conversion can be viewed as 94 and this states that there are 94 number of people who
have seen the advertisement and has switched over to some other product after seeing the

advertisement. But even after so good number of the conversion the company was not able to
manage to earn profit and the suffered the loss of £164. This reflects that even though the
company was having good budget then also they were not able to manage and maintain the
profitability of the company (Castro, Silva and Duarte, 2017).
From the above data it is clear that the there are two different brands that is Windows
Surface Pro7 and the Windows Go2 Tablet are the product having the same budget. But then also
the Windows Surface Pro7 was having better position at the SEM. The major reason for this is
that when the company will effectively make the use of the budget then this will assist the
company in managing the marketing strategy in effective and efficient manner. With the above
data it can be seen that the number of clicks of Windows Surface Pro7 is 889 and for the other
product is 711. Hence, this states that the number of people clicked the advertisement is more of
the Windows Surface Pro7 as compared to the other one. On the other side the number of
impression for the former company is 24606 whereas the latter company is having 14714
impression. This means that number of people who have viewed the advertisement of Windows
Surface Pro7 is 24606 as against of Windows Go2 tablet which is 14714. in the end from the
above chart it can be stated that though the budget of both the product was same but then also
there was difference in the application of the budget (Zhang and Cabage, 2017). Thus, this
resulted in the fact that one company was having more good position as compared to the other
one. Hence, it can be stated that the application and allocation of the funds and money is the
most important thing in effective marketing of the goods and services of the company.

From the above campaign or the data it is clearly visible that with the help of the
keyword search as well the most common type of tablet is the Windows Surface Pro7 only. The
major reason for this is that on comparison of the data on the basis of the different keywaords it
was seen that the most liked and most viewed tablet is the Windows Surface Pro7. The major
reason underlying this fact is that impression number of this type of model is very high which is
around 20296. this reflects that the most common type of the advertisement which is viewed by
large number of student is Windows Surface Pro7 only. In addition to this the number of
conversion of this keyword nd campaign is also the highest which is 31. hence, this means that
31 people have been converted from using the other brands and has started using the tablet of
Windows Surface Pro7. This in turn reflects that the use of the Windows Surface Pro7 is very
common and is being liked by the most of the people. Even with the help of the analysis of the
data it was seen that the next company after the Windows Surface Pro7 is the Windows Go2
tablet. This is majorly pertaining to the fact that this is the company which is having second
largest number of impression that is 12232 which is second largest and accounts for second
position in the list of the companies on the basis of the keywords list (Khan and Mahmood,
2018).
From the above whole of the study it is clear that the use of the simbound simulation is
very assistive for the company in the management and marketing of the company to a great
extent. The major reason for this is that when the when the company will make the use of the
simbound simulation will provide a better strategies and methods for the effective marketing of
the product and services of the company.

CONCLUSION
From the above whole of the study it is very much evident that the use of digital
marketing strategies is of utmost importance as without this the companies cannot work in proper
and effective manner in this highly competitive global market. The major reason for this is that
when the company will make the effective use of the latest digital and social media marketing
then this will increase the popularity and awareness relating to the product and services of the
company among the consumers. From the above study it was evaluated that the use of SEM that
is search engine marketing is the latest method of marketing the product and services of the
company. This is particularly because of the reason that when the company will make sure that
they are using the latest methods of marketing then this will attract more of the consumers.
In addition to this when the company will make the use of SEM then this will motivate
and stimulate the consumer to visit the place and purchase the product and services to a great
extent. Further it was evaluated that the with the help of simbound simulation game it was seen
that the company need to focus on increasing the number of the impression for the advertisement
which are being provided over the search engines. The major reason underlying this fact was that
the impression list out the number of people who have seen the advertisement and reacted to it.
In addition to this with the analysis of the simulation game result it was seen that company must
focus on the conversion of the consumer from other brands to the brand of the company. This is
necessary because of the reason that this list out the total number of people who have been
converted from the other brand.

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