An Analysis of Search Engine Marketing (SEM) and the Simbound Game

This report delves into Search Engine Marketing (SEM), exploring its definition, importance, and benefits for businesses. It examines how SEM functions, including the factors influencing search algorithms, and provides real-world examples. The report then analyzes the Simbound digital marketing simulation game, illustrating how it aids in understanding and applying SEM principles. The content covers SEM's role in enhancing website visibility, driving traffic, and achieving business objectives. The report discusses SEM's cost-effectiveness, its ability to generate instant and consistent traffic, and its practical application through tools like Google Ads. The report also explores the core functionalities of SEM, including keyword research, geographic targeting, ad creation, and bidding strategies. It further emphasizes the impact of backlinks, content length, and outbound link themes on SEM algorithms. The report highlights Simbound's gamified approach to digital marketing training, exposing students to the complexities of online marketing and the effects of their decisions. Finally, the report concludes by summarizing the key findings and emphasizing the significance of SEM in contemporary marketing strategies.

Simbound Game

Table of Contents
Introduction......................................................................................................................................1
What is search engine marketing, why it is utilised and what are the benefits rendered by it?..1
How search engine marketing works and what factors creates impact on algorithm?...............4
What is Simbound and how it assisted within understanding of search engine marketing?.......6
Conclusion.....................................................................................................................................11
References......................................................................................................................................13

Introduction
Simulation denotes the process associated with carrying out research as well as
development of project in which developers are liable for creation of model for authenticated
phenomenon. It implies approximation of imitation of operations of system or processes which
will represent operations with passage of time (Agarwal, Birajdar and Bolia, 2019). This is being
utilised within distinct concepts related with simulation of technologies for optimisation, testing,
training, safety engineering, marketing and video games. Simbound is initial product of business
simulation genre that is liable for addressing online/digital marketing subjects within the
functional manner. Basically, it renders individuals with risk-free environment where they are
liable for creation of internet content marketing alongside peers and identify the impact that is
being created through their decisions and how it can be enhanced fro having better results.
Generally, using this a game is played for carrying out online marketing where individual is
company and they sell tablets within markets of United Kingdom and Untied States. Here, the
virtual search engine games are used for creation as well as launching of ad campaigns.
Search engine marketing denotes the process through which traffic can be gained within
website by purchasing ads within search engines. It acts as a digital strategy that is liable for
enhancing visibility of website within the search engine result page. This can be utilised as a
strategy by organization as this will enable to formulate hypothesis with reference to the ways in
which they have to render their services. This report comprises of details associated with SEM
and its working. Furthermore, in-depth analysis of Simbound with reference to search engine
marketing.
What is search engine marketing, why it is utilised and what are the benefits rendered by it?
SEM is defined as a measure that is designed for better positioning of website within the
search results and visitors are directed to website. Basically, it implies the steps that are being
undertaken for enhancing traffic through which ranking of the search engine can be enhanced
(Aswani and et. al, 2018). This acts as effectual way for growing business within competitive
market. It implies the practice which makes use of paid advertisements which can be seen on the
SERP (search engine results pages). It is paid search marketing in which system is liable for
paying google for showing their ads within the search results. This technique aids within
management and optimisation of search ads where individuals are liable for formulation of
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budget, make biding, look for keyword as well as carry out paid ad campaigns. An instance can
be taken to understand this aspect like email campaigns can be carried out in which mails are
being sent to individuals for making them aware about services which are being delivered to
them by specified firm (Bhandari and Bansal, 2018).
The SEM technique aids in generating, analysing and carry out forecasting with respect
to results attained. Like with the usage of Simbound game, students will be able to identify how
many individuals have clicked on ad and seen the details related with this, it implies the clicks
which occurred on peculiar ad. The purpose for making use of search engine marketing is to
attract target audiences to the landing page of website with respect to the keyword individuals
are looking like tablets, smartphone or any other devices. This leads to enhance ranking of the
website and it appears on the top when people opt for specific keyword (Clarke and et. al, 2018).
The outcomes attained through this are referred to as organic results. For this, firms opt for tools
such as Google Marketing platform (DoubleClick), AdGooroo (paid search intelligence), Adobe
advertising cloud and there are many more. But generally, Google Adwords are being utilised as
it assist within providing ad variations, promotion extension, custom intent audiences and gmail
remarketing.
Search engine marketing implies subset of digital advertisements that are related with
targeting website for ranking within the paid search engine result pages. The rationale or need
behind usage of SEM is illustrated below:
 Search engine marketing is intent based marketing (which aims at meeting prospects or
end user intent in context of what they need at specified moment).
 Brand awareness of firm can be enhanced when clicks are being made and this visibility
is attained through the usage of search engine marketing (Durmaz and Efendioglu, 2016).
 Business opts for SEM as this yields them with efficient outcomes, accurate targeting
options along with enhanced tracking of search terms which can be utilised to direct users
to website of firm. Through the usage of search engine marketing, it takes less or minimised time even less
than a hour for setting up Google AdWords campaigns for driving in traffic within. In
addition to this, firms can chose at what time of the day ad has to be shown to individuals
along with in which country it must appear. Basically, provides firms with options of
customisation.
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Benefits of Search Engine Marketing
SEM is kind of internet marketing that is liable for enhancing visibility of website within
search engine (Hassan and Dadwal, 2018). Here, businesses makes payments for adverts which
enables them to appear alongside search queries which are being made within search engines like
Google, Yahoo, etc. The benefits rendered by SEM have been illustrated beneath:
 Renders lowest cost per acquisition: It acts as greater marketing medium which is cost
effectual with respect to other marketing mediums. The graph shown below illustrates
acquisition of customer is below $10 and when direct mails are being sent then cost
involved per individual is $70.
Along with this, cost vary depending upon industry, but search engine marketing will
yield affirmative results as compared to direct marketing channels. Search engine marketing act
as cost effectual method for growth of business which leads to enhancement within the profits. Generates instant outcomes: They are inclined as long game strategies that are liable for
generation of web traffic over a specified time frame and possess potential for delivering
immediate results (Jiang, 2018). Ongoing account maintenance as well as optimisation
acts as a part within running SEM campaigns (Why SEM is important: 15 Reasons To
Tell Your Clients, 2019). It provides the fastest way for launching traffic strategies
through which long term outcome can be attained.
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Illustration 1: Approximate Customer Acquisition Costs Across
Direct Marketing Channels

 Acts as a consistent source of traffic: Each business expects that there is continuous flow
of traffic within their website through which there sales can be enhanced. For this, they
tends to make use of plans through which they render there services within the market
along with this, budget is also formulated for the same so that there operations do not go
out of context. For this, search ads can be used for generating relevant traffic as well as
control it.
How search engine marketing works and what factors creates impact on algorithm?
SEM makes use of convoluted algorithms for making sure that significant outcomes can
be attained for every search which is being carried out and also involves location along with
other crucial information. Within the paid search advertising, the ads given by sponsors appear at
the top or side of search engine result pages (SERPs) for gaining enhanced visibility as well as
prominence as compared to organic results (Kumar, Vigneswara and DwivediYogesh, 2018). An
instance can be taken into consideration like when customer look for specified service or product
online then they go into search engine as well as type the keyword with respect to what they are
looking forward for. Within the search result page, the ads will be present from different
companies whose adwords match with the keyword related with search. These ads occur within
the prominent locations of the webpage in addition to other listings which exactly match with
keyword.
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The paid listings are considered as highly significant while carrying out peculiar
investigation which will make it likely to be clicked on them. From the perspective of marketer's,
the working of search engine marketing has been illustrated in this section (Kumar, Vigneswara
and DwivediYogesh, 2018). SEM network acts as one of the self-serve activities or operations
like when marketer selects on peculiar communication system through which they can have
campaign for shorter time frame. While formulation of campaign in context of SEM network, the
marketer is liable for the following set of actions:
 Carry out research for specified keyword as well as chose set of keywords that are
associated with specified website or products that are being delivered by peculiar
organisation. The keywords must be formulated in such a way that they are mostly
looked by individuals along with this, they must be simple as by making use of
complicated keywords individuals might not understand what is being offered and what it
is all about (Matis and et. al, 2016).
 Selecting a geographic location for advertisement will be illustrated. This is regarded as
important aspect as showing the ads with African countries will be of no use if firm will
not be able to provide there products in particular region whether it is online or offline.
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Illustration 2: Search Engine Marketing

 Creation of text based advertisement to display within the search result. The rationale
behind this is that, it will provide individuals with overview of products which are being
delivered by them and there important features or specifications which will be enough for
captivating ample number of individuals towards there services (Rutz and Bucklin,
2016).
 The last step involved within this is that to bid on prices which organisation will be
paying for each click that is being made on their advertisements.
Text based ads can be easily produced by marketers as in this they need to just enter
headline, enter information for body of advertisement which must be shown up, call for action
and a Uniform resource locator (URL) hyperlink through which individuals will be redirected for
peculiar landing page.
Factors impacting algorithm Search Engine Marketing
The influence that is being created on SEM algorithms will not be an apt for firm while
enhancing ranking of their website. The entities related with this are illustrated beneath: Backlinks: It acts as one of the most strongest signal within Google search algorithm,
when multiple links are present from high-authority domains, it will enhance the chances
for enhanced ranking for top keywords (Wong, Collins and Venkataraman, 2018). For
this, it is crucial for online marketers to furnish attention for backlink profiles.
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Illustration 3: AdGroups

 Content length: Text with more words is liable for covering more breadth and are being
likely preferable in context of superficial as well as shorter articles. This is associated
with SERP positioning.
 Outbound link theme: As per The Hillop algorithm (used for finding documents
associated with specified keyword), content of pages will be utilised to link relevancy
signal. An instance can be taken to consideration, like if specified page is associated with
cars which contains links with movies then the algorithm will depict on Google that page
is associated with movie cars. This implies that page is not about automobiles.
What is Simbound and how it assisted within understanding of search engine marketing?
The realistic business environments are liable for exposing decision makers to breadth of
data that leads to creation of influence on their actions which leads to in-depth learning analytics.
Therefore, the framework was proposed through utilisation of simulation game for learning
analytics as well as identification with respect to whether success can be attained within
simulation and identical decisions can be made with respect to real professional settings (Zhang,
Hill and Rothschild, 2018). Simbound furnish gamification platform for furnishing training with
respect to digital marketing as it will assist learners to enter within the transactions that are made
with respect to fast internet marketing and aids within usage of digital tools with respect to
complexities for improvisation within their understanding as well as confidence.
Within this platform, teams are being formulated and are given tasks associated with
developing their website for virtual organisation and carry out activities associated with
marketing. It will furnish them with exposure to different channels like paid advertisements,
campaigns and various other activities (Agarwal, Birajdar and Bolia, 2019). Along with this, new
features have also been incorporated within this that includes co-operative play along with co-
opetition along with new online simulations. The simulation game depends on online marketing
in which firm is attempting to sell their tablets through online mediums within the market of UK
as well as US. This is being carried out by making use of virtual search engine game through
creation as well as launch of ad campaigns. Simbound denotes online marketing game that is
liable for simulating real life digital marketing environment which assist individuals within
managing advertising budgets, development as well as assessing marketing campaigns for
gaining practical knowledge for solving critical tasks which might be faced while delivering
services within real online marketing sectors.
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Landing page is defined as a standalone web page that is being formulated for carrying
out marketing as well as advertising campaigns (Aswani and et. al, 2018). It implies where the
visitor or user lands after making click on specified link that is being sent through email or ads
from Facebook, Bing, Google or any other same resource present on the web. In context of
search engine marketing, landing pages are formulated with a rationale which is being referred to
as CTA (call to action). Landing pages furnish the enhanced options for enhancing conversion
rates for peculiar marketing campaign as well as minimise the cost associated with acquisition of
sales or leads.
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Illustration 4: Coopetition

PPC denotes (Pay-per-click) a internet marketing model where advertisers are liable for
paying fees for each time when ads are clicked on. Basically, it denotes a methodology for
buying visitors to the site instead of endeavour to earn them organically (Bhandari and Bansal,
2018). Search engine marketing is popular form of PPC which assist advertisers to bid for
making ad placement within search engine sponsored links when individuals search for keyword
that is related associated with offerings furnished by business. The landing page assist within
emphasising on careful selection for call to action as well as carry out customisation for
experience which is being presented on click for matching up anticipations which are being set
up for ad but in case for each PPC ad along with their own standalone landing page and hyper-
relevant, firm can attain higher score in context of AdWords Quality (boost ad rank as well as
search impression share and gets ad serve oftenly), minimise the cost-per-click along with cost-
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Illustration 5: Simbound Key Metrics

per-acquisition and enhance conversion for the offers which are being run along with paid
(Clarke and et. al, 2018). It will lead to enhance exposure for website pages for improvisation of
ranking of pages that are being placed on Baigoo.
Pay-per-click which is the being carried out within search engine marketing comprises of
distinct entities they are contextual images, headlines as well as sub-headlines, emphasised call
to action, clearly stated features as well as offers and testimonials for supporting claims. Search
engine marketing campaign comprises of keyword research activity for this it is crucial for
individuals to get familiarised with simulation level data keyword. The rationale behind this is to
attain response from virtual visitors to render appropriate indicators that will aid within
engagement as well as budget allocation (Durmaz and Efendioglu, 2016). The average search
volume is liable for indicating popularity of every keyword along with estimate cost per click
amount as well as seasonality in context of search behaviour associated with round search trends
column.
An instance can be taken into consideration like in email campaign is associated with
optimisation as well as testing through which overall outcomes can be enhanced as well as
competition can also be determined.
Illustration 6: Email Campaign
The above illustration depicts email campaign and states different crucial aspects
associated with marketing activities such as number of users who have clicked on advertisement,
number of conversions that have occurred and many others. This enables individuals and firms to
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identify the impact that is being created by their ad and it will also assist them to do better
(Hassan and Dadwal, 2018). For an example if user open up the mail but do not click on the
advertisement then it can be considered as positive factor in terms the product or service is liked
by an individual but ad was not sufficient enough to captivate user. Thus changes can be made
within the same by emphasising on the important aspects associated with the services rendered to
them. Generally, it will act as a data mining tool which can be utilised for extracting essential
information.
Like within Simbound tablet pieces are being sold and for this promotional as well as
selling campaigns are being carried out within the two geographical markets through placements
of ads within the Baigoo search engine. The objective behind this is attaining higher ROAS
(Return on advertising spend) indicators which indicates making comparison for value that is
being extracted to funds which are being spent on entire advertising (Jiang, 2018).
The budget is provided above and when competition is carried out, budget will be
formulated with respect to campaigns. Simbound provides learners with an environment to
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Illustration 7:Budget for first round

enhance there skills as well as formulate decisions with respect to competition which prevails
within the market (Kumar, Vigneswara and DwivediYogesh, 2018).
Conclusion
It has been observed from above that search engine marketing acts as crucial platform
through which visibility of business can be enhanced in a continuous manner and it will furnish
businesses with competitive edge within the marketplace. This enables them to promote their
business in an impelling manner through which overall sales of services can be enhanced as well
as profitability will be increased. SEM is a business practice that makes use of paid
advertisements in which advertisers bid on keywords through the usage of tools like Bing,
Google Adwords etc. Along with this, it provides advertisers with a opportunity for peculiar ads
to appear along side the specific service for which individuals have searched for. They are being
defined as pay-per-click ads which exist within assorted formats.
There are different types of advertisements which are being made and are denoted by
PLA. They can be text based, product dependent and visual ads. The affirmative impact is laid
out by visual ads as this leads them to captivate number of individuals. The rationale behind this
is that it leads organisation to clearly state features which are being delivered by their products.
Simbound provides insight into formulation of decisions for students as here different rounds are
being carried out and groups have to develop strategies for each in terms of budget and carrying
out campaigns. This will aid them to analyse the number of clicks, etc. on their webpage and
accordingly they can develop there responses from which they can stand out from others.
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References
Books & Journals
Agarwal, H., Birajdar, A. and Bolia, M., 2019. Search Engine Marketing Using Search Engine
Optimisation. Asian Journal For Convergence In Technology (AJCT).
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.
Bhandari, R.S. and Bansal, A., 2018. Impact of Search Engine Optimization as a Marketing
Tool. Jindal Journal of Business Research, 7(1), pp.23-36.
Clarke, T.B. and et. al, 2018. TEACHING SEARCH ENGINE MARKETING THROUGH THE
GOOGLE AD GRANTS PROGRAM. Marketing Education Review, 28(2), pp.136-147.
Durmaz, Y. and Efendioglu, I.H., 2016. Travel from traditional marketing to digital
marketing. Global Journal of Management And Business Research.
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.
Jiang, P., 2018. Understanding the efficiency of keywords in search engine marketing-a
comparison study using data envelopment analysis. International Journal of Electronic
Business, 14(3), pp.273-292.
Kumar, K., Vigneswara, I. and DwivediYogesh, K., 2018. Search engine marketing is not all
gold. International Journal of Information Management: The Journal for Information
Professionals.
Kumar, K., Vigneswara, I. and DwivediYogesh, K., 2018. Search engine marketing is not all
gold. International Journal of Information Management: The Journal for Information
Professionals.
Matis, G. and et. al, 2016. Pain And Deep Brain Stimulation In The Era Of Optimized Search
Engine Marketing. Pain Practice, 16, p.76.
Rutz, O.J. and Bucklin, R.E., 2016. Paid search advertising. In Advanced Database
Marketing (pp. 251-268). Routledge.
Wong, J., Collins, B. and Venkataraman, G., 2018, June. Large Scale Search Engine Marketing
(SEM) at Airbnb. In The 41st International ACM SIGIR Conference on Research &
Development in Information Retrieval (pp. 1357-1358). ACM.
Zhang, Q., Hill, S. and Rothschild, D., 2018, April. Post Purchase Search Engine Marketing.
In Companion Proceedings of the The Web Conference 2018 (pp. 663-670).
International World Wide Web Conferences Steering Committee.
Online
Why SEM is important: 15 Reasons To Tell Your Clients. 2019. [Online]. Available through:
<https://www.acquisio.com/blog/agency/15-reasons-why-sem-is-important/>.
Search Engine Marketing. 2019. [Online]. Available through:
<https://www.optimizely.com/optimization-glossary/search-engine-marketing/>.
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