Digital Marketing Report: SEM Practices and Industry Analysis

This report provides an overview of digital marketing, with a specific focus on Search Engine Marketing (SEM). It begins with an introduction to digital marketing and its importance in the modern business world. The report then delves into the current practices of SEM, including keyword analysis, Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, and geo-targeting. It explains the role of landing pages and website analytics in SEM campaigns. The report further explores the application of SEM in various industries, with a specific example from the hotel industry. The report also discusses the factors that influence rankings in Search Engine Results Pages (SERPs). The document concludes with recommendations for effective digital marketing strategies. The report uses references to support the arguments and findings.

Digital Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
Current Practice of Search engine marketing .............................................................................3
Search Engine Marketing practices in various Industries ..........................................................6
REFLECTION .........................................................................................................................10
Conclusion and Recommendations................................................................................................12
REFERENCES .............................................................................................................................14

INTRODUCTION
Digital Marketing is a very effective and innovative idea in the present world. This
concept helps the business sectors to promote their products and services. This study will
provide a brief introduction of search engine marketing and by making use of current practice in
the industry in order to develop effective marketing. Furthermore, the recommendation will also
be included in the given report in order to implements effective element of digital
marketing(Mooney and Slobodian,2016).
Current Practice of Search engine marketing
Search engine marketing (SEM)
Basic concept
The SEM (Search engine Marketing) is a kind of internet marketing related to the
research, submission and positioning of various websites in the search engines to obtain
maximum visibility and increase the shares of paid and organic traffic referral from the search
engine.
It is a form of internet marketing which included the website's promotion by
increasing their visibility in search engine result pages. Through paid advertising it
increases the visibility of search engine result pages. The search engine
optimization may be incorporated by SEM. In order to achieve a higher ranking in
search engine it adjusts or rewrite the contents of website and site architecture. The
website is being created and edited by the search engine marketing. In an
increasingly competitive market place search engine marketing is one of the most
effective ways to expand the business. It is very essential to advertise online and
the most effective way to promote the product and grow the business is search
engine marketing. The paid advertisements that appear on search engine results
pages are been used by SEM. On the keywords the advertisers bid on which the
customer of services might enter on search engines such as Google and Bing. For

an instance Search engine marketing has developed a new marketing campaign, the
apps are redesigned and also the new website is been made. While looking for
specific product or services these keywords are been entered by a particular user.
Through the opportunity is being given to the advertiser for their ads along with
the outcomes for those search queries. By the term pay-per clicks these ads are
often known and in a variety of formates it comes(Skiera,2013). The ads that are
been shown are small, text based ads however some ads are product listing ads that
are more visuals and are more related with product -based advertisements that
provides the customers to see all the essential information about that particular
products such as its price and reviews. In front of the motivated customers the
search engine marketing gives opportunity to the advertisers who are easy to
purchase at the precise moment. This cannot be done by some other advertising so
it is the most effective and in order to grow a business it is the most provides the
most effective way. It is a fundamental parts of the online marketing strategy. On
the traffic areas of the websites the companies mainly pay attention. In order to
generate new leads, sell product, build their brands and divert traffic from their
rivals search engine marketing is been used by most of the companies.
The search engine marketing helps the customers to find products and
services of an organisation. It helps to appear in front of potential buyers or
customers who are practising online research, searching for any solution of issues
the organisation can help with. There are various current practices of search engine
marketing in present scenario which are as described below -
 Keyword Analysis and research – When a customer needs a solution or
answer for questions such as what is best for business or where to eat, the
first thing that comes in mind is to type it in a search engine for learning
more or getting a proper solution(Keyword search,2017). The customers are
not that different, an effective Search engine marketing plan starts with

analysing the right keywords. Most of the advertisers use techniques and
tools like Google Keyword Planner to search those keywords and expression
that their customers are looking for.
 Search Engine Optimization (SEO) – The Search engine optimization is
known as an art and science for letting the website of an organisation to
appear at the top of the list of search results when a person search a
phrase or keyword in the search engine. Identifying the keyword the
customers is looking for the organisation needs to develop relevant
content. This helps to rise up the business as the people are attracted
towards the business website due to the top position in the search results.
To understand what SEO really means, let's break that sentence down and look at the
parts:
1. Quality of traffic. You can attract all the visitors in the world, but if they're coming to
your site because Google tells them you're a resource for Apple computers when really
you're a farmer selling apples, that is not quality traffic. Instead, you want to attract
visitors who are genuinely interested in products that you offer.
2. Quantity of traffic. Once you have the right people clicking through from those search
engine results pages (SERPs), more traffic is better.
3. Organic results. Ads make up a significant portion of many SERPs. Organic traffic is any
traffic that you don't have to pay for.
 Pay per click – PPC stands for pay-per-click, a model of internet
marketing in which advertisers pay a fee each time one of their ads is
clicked. Essentially, it's a way of buying visits to your site, rather than
attempting to “earn” those visits organically. Search engine advertising is
one of the most popular forms of PPC. The PPC advertising or Pay per
click is a form of paid search engine marketing (SEM). The Pay per click
advertising helps a business to use the keyword strategy or play to bid on
ad placement within the sponsored ad section of search results. The most

effective and re-known advertising system of PPC is the Google Ad-
words. This Ad-words appears directly in the sponsored link section
within the Google search results. The bid of a specific keyword decides
when it appears and for how much time in a day(Egol,Peterson and
Stefan,2014).
 Geo – Targeting – The another tool of advertising online is through Geo
– Targeting. This is a tool in which the location is used in order to let the
customer finds a service provider. The Geo location can also be used in
paid advertising to provide ads for the people in a particular region.
 Developing Ad Content – The expenses or investment of the place of ad
is of no use if the ad does not attract the customers or encouraging them
to click on the ad. The business organisation needs to ensure that their ad
is unique and different from that of others to gain popularity. The
business needs to focus on the following factors -
1. Analysing the problems and issues the customers are facing.
2. Highlighting the importance of the services and products.
3. Ensuring the copy of the business advertisement relevant to the keyword or
phrase.
4. Having the ad point on the landing page of the business website.
Rankings in SERP (Search engine results page)
Search engine results page (SERP) is the page displayed by a web search engine in
response to a query by a searcher. The main component of the SERP is the listing
of results that are returned by the search engine in response to a keyword query,
although the page may also contain other results such as advertisements. There are
various factors that affect the rankings in the SERP as mentioned below -

 Content
 Backlinks
 Mobile-First User Experience
 Other Technical Factors.
Search Engine Marketing practices in various Industries
Uses of Search Engine Marketing
Landing page – It is a type of web page where the viewer can arrive at or “land”
on. Within the realm of marketing and advertising when discussion landing pages
it referred to the landing a page as a stand-alone web age which is different from
the main website that is created for a single focus purpose(Klapdor,2013). There
should be no global navigation in the leading page to tie to the primary page. For
lead generation the landing page are used. To the social media, e-mail campaigns
or search engine marketing campaigns the landing pages are often linked to. In
order to enhance the effectiveness of the advertisement it is been used by Search
engine marketing company. The conversion of site visitors into sales order leads is
the main goals of a landing page. In case if the purpose of get a lead then it will
include the method for the viewer to get in contact with the organization through
phone number or by inquiry form. In case if a sale is needed then a link will be
there which can be clicked by the viewer which will send them to shopping care it
checks out are. By the linked URL the activity can be analysed by the marketers to
use click through rates in order to determine the success of advertisements.
The click through and lead generation are two type of landing page. Through click
landing page the goal is to provoke the viewer to click through to other page. In

sufficient detail a product per offer is described by them in order to provoke a
visitor to make decision of purchasing(Murphy,Chen and Shapiro,2017).
The lead generation landing page are used to capture the data of user. For an
instance the name, e-mail address of viewers etc. In order to do marketing it will
allow gathering information and at subsequent time it will help to interact with
prospect.
Website analytics - In order to understand and optimize web pages the website
analytics is been used which help to measure, collect, analyse and report web data.
By using website analytical not just web traffic can be measures but also it can also
be used as a tool for business and conduct business research. The outcomes of
traditional print or broadcast campaigns of advertisements can also be measures
through web analytics. After a launch of new campaign for advertisements it helps
to estimate how the traffic of website changes. About the number of visors that are
visiting the website the information is given and also the number of views of page
is also determined by website analytics. In order to do market search it helps to
gauge traffic and popularity trends. The four important steps are being followed in
web analytics process. They are as follows-:
Data collection – The basic elementary data is been gathered in this stage. The
main goal of this stage is to collect the data which are count of things.
The data is been processed to information – The counts are being taken in this
stage and ratios are made. The main purpose of this stage is to confirm the data that
is gathered into information(Staton,2016).

Development of KPI – On using the ratios this stage pays attenuation and in
strategies of business they are influenced which is refereed as key performance
indicator(KPI).With conversion aspects many KPI's deals with.
Making of online strategy – With the online goals, objective and trades for the
organization or business this stage is concerned. With the money or saving money
these strategies are related usually(Strauss,2016).
Search Engine Marketing in different sectors.
 Search Engine Marketing in Hotel industry – The Hotels in present world
develop effective websites containing important features and elements such
as city guides, booking engines and photo galleries but some hotels can are
not able to catch the attention of people and increase the traffic on their
websites or features within the websites. In today's world it is not at all easy
for getting the website of a hotel noticed by the search engines even by
providing premium services and quality facilities. Considering the digital
selling and online presence of the hotel they need to adopt the power of
running the Pay per click (PPC) campaign in order to make sure that the
hotel's search engine marketing provides the effective experience and
message to the customers. There are many benefits of the pay per click
campaign for the hotels such as – Reaching the target audience, Measurable
and cost- effective, Flexibility etc. The Hotel industry has adopted the search
engine marketing tools in order to increase the popularity of the hotels,
developing websites helps the hotel industry to grow their presence in the
market and attract the potential customers by providing relevant information

about the services they provide online. The online marketing helps people in
learning more about particular hotels in the market and choose the best one
for satisfying their needs(Levin,2017).
 Search Engine Marketing in E-commerce – The Search engine marketing
help the e-commerce in increasing the sales, the retailers can make effective
strategies and plans to target their goals offline as well as online. The retail
enterprises start creating a search engine marketing plan in order to maintain
effective control as how the business presents themselves in front of the
customers. The e-commerce organisations develop their websites for using
Illus
tration 1: Search Engine Marketing for Hotels

them as a powerful tool in converting the shoppers to customers. Later the e-
commerce retailers noticed that the Google shopping campaign is a
beneficial strategy for increasing the customer conversion.
The E-commerce retailers utilise the search engine marketing tools to increase the
sales through providing the products and their information online which helps the
customer to easily buy the products by online shopping. It also helps the industry
to collect and mange the data or information through online tools as well as
customers feedback on the websites(Buchanan,Kelly and Yeatman,2017).
 Search engine marketing is also used in various mobile network providers in
UK and also by internet service provider. For all its other communication
activities of mobile it then adopted Search engine marketing brand. The
mobile and Internet services in the UK is been offered by this company. The
Il
lustration 2: Search Engine Marketing in E-Commerce

company is now planing to launch a new product that is EE which stands for
everything everywhere. In order to market its products and services that is
been given by Search engine marketing in UK it making use of digital
marketing to grow its business on a broader platform. As today more and
business are making use of digital technology in order to face competition
from rival companies and gain more customer-satisfaction. The budget of $
15,000,00 is been used by the company in order to design and implement a
digital marketing. They will look mainly for e-mail marketing, search engine
activities, traffic on each page, website analytics and landing page.
REFLECTION
In the first week of playing the Simbound game, I analysed and learned
many important things. As, I am a beginner to media and digital marketing there
was a confusion in things that are needed to be done in the game. I slowly
improved and developed my skills in landing page through multiple attempts as
well as discussions. I analysed from the discussion where the keywords should be
placed on a page without cluttering(Swati,2013). It was determined that the
placement of the keywords at various places on a page have a great impact on the
overall results. I also learned that a unique and different tag-line needs to be
created for placing on the top of the page, it helps in allowing the visitors in
knowing what is web hosting website is all about. I learned various other things
related to the digital marketing and its elements.

The Simbound game is an effectively structured web marketing learning system
which includes 2 types of account – one for the students and other is for the
professors. I noticed that the various industries such as hospitality, e-commerce etc
effectively managed to develop, manage and control the search engine marketing
by using various elements or factors of the simbound game. All the organisation in
various sector use essential tools of online marketing and search engine
marketing(Stone and Woodcock,2014). The simbound game is a business
simulation online software aims to sharpen the talent and skills which are needed
Illustr
ation 3: Simbound

while performing the online marketing, I analysed that the simbound game is an
effective learning and educational software which are replicating the issues and
challenges the marketers are facing in the real world, allowing the learners to test
the marketing plans or strategies, it also helps in gaining relative knowledge and
information for future condition or situations. I also observed that how effectively
all the types of organisation in various industry uses the digital marketing tools in
order to develop the websites, develop the ad campaign, increase the traffic of
customers on their websites etc. The Simbound game includes landing of page,
product placement, selecting and assigning of the keywords as well as descriptions.
The industries by increasing the message match within the landing website achieve
an improved and increased page-rank in Google's search engine which is very
beneficial for the businesses. I also analysed that in the research marketing field
the keyword researching is one of the most essential, valuable and high return
activities. The website can be made or break by raking for the right keyword is
accounted as one impression when each time the ad is shown in
google(Bosomworth,2015).
For a user a link URL records an impression when it comes in a search
result. There are some cases in which the sections of the ad are only presented.
The clicks are being counted when someone clicks on the ad. The click on the ad
will help the company to understand that whether the particular ad is appealing for
the viewer or not.
Furthermore, I observed various elements such as The CTR stands for the
click through rate. It is the number of clicks that the ad get divided by number for
items that is being shown in the ad. For an instance if there are 4 clicks and 1000
impressions then the CTR will be around 0.4%.Thee is a CTR of each ad and
keyword.

Conversions help to see that how the app fulfils the objective of the target. A
completed activity is been represented by the goal that is known as conversion. To
the success of the business it will contribute. Of any digital management plan
defining goal is a fundamental component. The critical information can be given
by the analytics if the goals place are configured properly such as the number of
conversion rate a for the site the conversion rate.(Chaffey and Ellis,2016).
Conclusion and Recommendations
Thus summing up the above report it can be concluded that more and more
business make use of digital technology in order to do promotion and marketing of
their products and services. The digital marketing such as search engine marketing,
searching engine optimization etc can be used. It is a form of internet marketing
which included the website's promotion by increasing their visibility in search
engine result pages. Through paid advertising it increases the visibility of search
engine result pages. The direct search, organic search, pay search etc are been sued
by companies in order to do marketing. Out of all these search the best one is
organic as no money and investment need to be done and also as per the best that is
been written by user it is done.
Recommendation
It is been recommended that company need to ensure the following factors for an
effective search engine marketing -
 Making use of organic search as it effective in comparison to other and cost
is also less(Aswani and et.al., 2018).
 In case of keywords search the company can make use of CTR as more
number of visitor can be there for the website by using this search.

 The more innovation is recommended for the company in order to make
their keyword search effective.

REFERENCES
Books and journals
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.
Bosomworth, D., 2015. Mobile marketing statistics 2015. Leeds: Smart Insights (Marketing
Intelligence) Ltd.
Buchanan, L., Kelly, B. and Yeatman, H., 2017. Exposure to digital marketing enhances young
adults’ interest in energy drinks: An exploratory investigation. PloS one.12(2).
p.e0171226.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Pearson.
Egol, M., Peterson, M. and Stefan, S., 2014. How to Choose the Right Digital Marketing Model.
Four clear paths for winning and retaining customers today. Strategy+ business, 75.
Klapdor, S., 2013. Effectiveness of online marketing campaigns: an investigation into online
multichannel and search engine advertising. Springer Science & Business Media.
Levin, R.P., 2017. Commentary: Online Reviews and Other Digital Marketing
Strategies. Journal of periodontology. 88(2). pp.135-136.
Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large undefined
problems in digital marketing. Journal of Digital & Social Media Marketing. 3(4).
pp.294-303.
Murphy, H.C., Chen, M.M. and Shapiro, T., 2017. Digital marketing performance: How effective
are the tactics and metrics used by hotels?. CAUTHE 2017: Time For Big Ideas? Re-
thinking The Field For Tomorrow, p.255.
Patil Swati, P., Pawar, B.V. and Patil Ajay, S., 2013. Search Engine Optimization: A
Study. Research Journal of Computer and Information Technology Sciences.1(1). pp.10-
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Skiera, B. and Abou Nabout, N., 2013. PROSAD: a bidding decision support system for
profitable search engine marketing.
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Staton, M.G., 2016. Improving student job placement and assessment through the use of digital
marketing certification programs. Marketing Education Review.26(1). pp.20-24.
Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that
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Strauss, J., 2016. E-marketing. Routledge.
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