BHARATI VIDYAPEETH’S COLLEGE OF ENGINEERING , LAVALE ,PUNE

DEPARTMENT OF COMPUTER ENGINEERING

Third Year of Computer Engineering (2019 Course)

Audit Course -VI

Digital and Social Media Marketing

Topic – Search Engine Optimization

Presented by – Nivedita Tatwadi (25)

PROF PRAJAKTA PAWAR PROF. DR. U.C. PATKAR

Course Coordinator H.O.D.

 CONTENTS

Introduction
• What is Google search engine marketing?
• Why is SEM important?
• Types of SEM
• SEM Specialities
• How does SEM work?
• SEM ongoing
Conclusion
References
 INTRODUCTION
Google Search Engine Marketing (SEM) is a digital marketing strategy focused
on promoting websites by increasing their visibility in search engine results pages
(SERPs) through paid advertising. It involves using Google Ads, Google's
advertising platform, to bid on keywords relevant to a business or product and
display ads to users when they search for those keywords.

SEM offers advertisers a powerful way to reach their target audience at the
precise moment when they are actively searching for products or services
related to their business. By bidding on specific keywords, advertisers can
ensure that their ads appear prominently in Google's search results, driving
traffic to their websites and generating leads or sales.

In fact, about 35% of all product searches are estimated to originate on Google
alone. However, the average search only lasts a minute. This implies that it is
critical for a product to appear on top of search results in order for sales to be
completed. This cannot be always achieved organically and hence comes the
need for a paid strategy to achieve this. This is where the concept of SEM
search engine marketing strategy comes into the picture.
What is SEM?

Search Engine Marketing, popularly known as SEM, is the use of paid

marketing to increase visibility in search results. SEM was initially an
umbrella term for both organic and inorganic mechanisms to increase
visibility in search results. But now, the distinction is being established.
Organic mechanisms to increase search visibility is referred to as SEO or
Search Engine Optimization. Meanwhile, an inorganic paid strategy to
increase the same visibility is referred to as SEM or Search Engine
Marketing.

SEM is a mechanism that offers brands the chance to place their ad links on
SERPs or Search Engine Result Pages. For this purpose, keywords are
identified which are relevant to the brand and at the same time have a higher
chance of being a user search. The brand is charged only if the link is clicked.

These inorganic paid search links can be found in any SERPs depending on
region and keywords. They generally appear either at the top of the search
results or at the bottom of the first page of search results. These links contain
an “Ad” tag to let users know about the nature of the result link.
Why is SEM important?
Strategic SEM is the best way to go if you don’t want your company to be buried
under the millions of queries on Google and want to expand its reach
internationally.With an increasing number of consumers researching and shopping
for products online, search engine marketing has become a crucial online
marketing strategy for increasing a company’s reach.

In fact, the majority of new visitors to a website find it by performing a query on a

search engine.

In search engine marketing, advertisers only pay for impressions that result in
visitors, making it an efficient way for a company to spend its marketing dollars.
As an added bonus, each visitor incrementally improves the website’s rankings in
organic search results.

Since consumers enter search queries with the intent of finding information of a
commercial nature, they are in an excellent state of mind to make a purchase,
compared to other sites such as social media where users are not explicitly
searching for something.

Search marketing reaches consumers at exactly the right time: when they are open
to new information. Unlike the majority of digital advertising, PPC advertising is
non-intrusive and does not interrupt their tasks.
Results are immediate with SEM. It is arguably the fastest way to drive traffic to a
website.

Key points for SEM are:

• High Visibility.
• Targeted Advertising.
• Immediate Results.
• Measurable Results.
• Flexibility and Control.
• Competitive Advantage.
• Brand Awareness and Recognition.

Unlike organic search engine optimization (SEO), which can take time to see
results, SEM offers immediate visibility and traffic to websites. Advertisers can
launch SEM campaigns quickly and start driving traffic to their websites almost
instantly, making it an effective strategy for generating leads or sales in the short
term.
SEM provides detailed metrics and analytics that allow advertisers to track the
performance of their campaigns in real-time. Advertisers can monitor key
performance indicators such as click-through rate (CTR), conversion rate, cost per
conversion, and return on investment (ROI), enabling them to measure the
effectiveness of their advertising efforts and make data-driven decisions to
optimize campaign performance.

SEM offers advertisers a high degree of flexibility and control over their
advertising campaigns. Advertisers can set their budgets, bid amounts, targeting
criteria, and ad creatives according to their specific goals and preferences. They
can also make adjustments to their campaigns on the fly, allowing for quick
optimization and responsiveness to changing market conditions.

In today's competitive digital landscape, having a strong online presence is crucial

for businesses to stand out from competitors. SEM allows businesses to compete
effectively for visibility and traffic in search engine results pages, even in highly
competitive industries or markets.

Consistently appearing at the top of search results through SEM can help
businesses build brand awareness and recognition among their target audience.
Even if users don't click on the ads, the repeated exposure to the brand name and
messaging can leave a lasting impression and influence their purchasing decisions
in the future.

Google Search Engine Marketing is important because it provides businesses with

a highly targeted, measurable, and cost-effective way to reach potential customers,
drive website traffic, and achieve their marketing objectives in today's digital
world.
Type of SEM
The most important search engine marketing(SEM) types are:
• Pay-Per-Click Ads (PPC).
• SEO (Search Engine Optimization).
• Local SEO.

With PPC ads, you can get immediate visibility on the SERPs by bidding on
specific keywords you want your ads to show. With SEO, you can rank higher
in organic results by creating useful and relevant content. With Local SEO, you
can get more exposure in the local search results for location-specific queries.
1. Pay Per Click Ads (PPC)

One of the ways to take advantage of the millions of users that use search engines
daily and get targeted traffic to your website is through paid search ads.

If you search Google, you will notice that sponsored ads appear above the organic
results. This is what paid search advertising is about. Instead of trying to achieve
high rankings through SEO, you can pay your way to the top.

The most commonly used model is the PPC (Pay Per Click), which means that you
pay only when someone clicks on your ad, and the most widely used PPC platform is
Google Ads.

The way it works is simple but gets more complicated when dealing with niches and
keywords with a lot of competition. Here is an overview of the process:

• You can create a free account with Google Ads.

• You set up advertising campaigns. Each campaign can contain several ad
groups, keywords, and ads.
• You specify your target audience, i.e., which people can see your ads (you can
narrow down your selection by country, location, etc).
• You start the campaign and only pay when someone clicks on your ad.
• You monitor the results of your campaigns and make the necessary changes.
2. SEO (Search Engine Optimization)

Search engine optimization, or SEO, is the process of optimizing your website to

achieve higher rankings in search engines for specific keywords. SEO principles can
help you create high-quality websites with good content and satisfy the user intent.

SEO is a complex process, and to get it right, you must consider many parameters.
To make the whole process easier, it is broken down into the following SEO types:

Technical SEO – optimize your website for the crawling and indexing process so
that search engines can discover, read, and index your website.

On-Page SEO – optimize all website pages individually and give search engines the
right signals to understand your content.

Off-Page SEO – promote your website online, get good quality backlinks, and prove
to search engine algorithms that your website deserves one of the top spots for the
keywords you want.

You may also come across other terms that describe specific aspects of SEO, like:

• Content SEO – give both users and search engines the content they want and
keep them happy
• eCommerce SEO – SEO rules that apply to eCommerce websites only.
• Mobile SEO – make it easy for users to find and use your website on the go
and from their mobile or tablet devices.
• International SEO – SEO settings for multilingual websites
 3. Local SEO

Local SEO is part of general SEO but is considered a type of SEM because it
involves specific techniques to increase your visibility in the local search results.
Local businesses that want to get customers to their door prioritize local SEO over
other types to get free traffic and leads.

Optimizing your website to appear for location-aware searches includes several key
strategies:

• Create a Google Business Profile listing: One of the most critical steps in local
SEO is claiming and optimizing your Google Profile listing. This involves
providing accurate information about your business (including images, contact
details, hours of operation, and more).
• Optimize your titles, meta descriptions, and URLs to include location-specific
keywords.
• Get backlinks from other websites (local newspapers, local directories, and
other local businesses) to increase your domain authority and rank higher in
the local results.
• Get positive customer reviews on your Google Business Listing and other
review platforms (Yelp, TripAdvisor, Facebook Local Marketplace, etc).
• Add the relevant structured data on your website to help search engines
associate your website and physical location.
SEM specialties
SEM (Search Engine Marketing) encompasses various specialties and strategies
tailored to achieve specific marketing objectives. Some key SEM specialties
include:
• PPC (Pay-Per-Click) Advertising: PPC advertising involves bidding on
keywords relevant to your business to display ads in search engine results
pages (SERPs) or on other websites.

• Keyword Research and Analysis: Keyword research involves identifying

the most relevant and effective keywords for targeting in PPC campaigns.
This specialty includes analyzing search volume, competition, and user
intent to select the optimal keywords for maximizing ROI.

• Ad Copywriting and Optimization: Creating compelling ad copy that

entices users to click on ads is crucial for SEM success. Ad copy specialists
focus on crafting persuasive headlines, descriptions, and calls-to-action, as
well as conducting A/B testing to optimize ad performance.

• Bid Management: Managing bids effectively is essential for controlling

advertising costs while maximizing ad visibility and performance. Bid
management specialists employ strategies to adjust keyword bids based on
factors such as competition, conversion rates, and budget constraints.

• Conversion Rate Optimization (CRO): CRO specialists focus on

improving the conversion rate of PPC campaigns by optimizing landing
pages, forms, and user experiences. Their goal is to increase the percentage
of visitors who take desired actions, such as making a purchase or filling
out a contact form.

• Local SEM: Local SEM specialists focus on optimizing campaigns for

local businesses targeting geographically specific audiences. They utilize
tactics such as location targeting, Google My Business optimization, and
localized ad copy to reach users in specific regions.

• Mobile SEM: With the increasing prevalence of mobile devices, mobile

SEM specialists focus on optimizing campaigns for mobile users. This
includes creating mobile-friendly ads, utilizing mobile-specific ad
extensions, and optimizing landing pages for mobile responsiveness.
How does SEM works?
Search engine marketers first identify keywords with large search volumes and
then buy ad space on the SERPs for those keywords. These campaigns pay per
click (PPC), which means the marketer pays the search engine provider every
time a user clicks its ad. For organizations selling products and services, the
revenue generated from customers buying products they access via the SEM ad
should outweigh the cost of PPC.

SEM ads are placed at the top of a SERP, above the organic results generated by
SEO. They appear similar to organic results and include the following
characteristics:

• headlines or title tags;

• summaries of the webpage content, known as the meta description;
• calls to action, meaning text that inspires visitors to make a certain action,
such as buying a product or subscribing to a service; and
• URL hyperlinks.
SEM is ongoing

Search engine marketing is undoubtedly an evolving marketing process that will

provide positive opportunities to marketers in the upcoming years. The changing
scenario of the marketplace will contribute to shifting trends in SEM tactics. So,
to chase the optimistic outcomes of such strategies, it is important to cope with the
predominant market trends.

Search engine marketing is a separate sector of the economy. But a lot of us still
don’t properly grasp what it entails or signifies. SEM, or search engine marketing,
has existed for almost as long as the world wide web. It has changed significantly
during this period to become the service we are familiar with and use today.

SEM will maintain its functionality in the future. Factors such as content quality,
mobile, and artificial intelligence will all become key focal points over the next
few years. The use of natural language processing will also become more
widespread. For this reason, businesses should strictly follow these trends in the
development of search engines and organize their search engine marketing efforts
accordingly.

AI and machine learning (ML) are making that a reality, transforming how they
understand user intent. Your Search engine marketing (SEM) strategy needs to
take flight with these whizzes. AI-powered tools optimize your campaigns,
uncover hidden keyword treasures, and personalize user experiences like never
before.
 Conclusion

Search Engine Marketing (SEM) is crucial for businesses aiming to boost online
visibility, attract targeted traffic, and drive conversions. It offers precise targeting,
measurable results, and quick outcomes, contributing to brand awareness and
providing a competitive edge. With its adaptability and cost-effectiveness, SEM
remains a key component of successful digital marketing strategies, enabling
businesses to thrive in the competitive online landscape.

Search Engine Marketing is an important part of any digital marketing strategy.

This is because of the unique option it affords to advertisers to market to
motivated consumers. Search Engine advertising is a smart option for any new
business that is starting out.

The importance of SEM in Digital marketing cannot be understated. More and

more companies are employing SEM advertising in SEM campaigns to build
traffic fast to their websites. Digital marketing is clearly here to stay and is only
exponentially growing more as we head towards a more digital life. Search
Engine Marketing is just a part of the many facets of digital marketing
 REFERENCES

● https://www.wordstream.com/search-engine-marketing
● https://moz.com/learn/seo/search-engine-marketing
● https://www.sprintzeal.com/blog/search-engine-marketing
● https://intellipaat.com/blog/benefits-and-importance-of-sem/
● https://www.forbes.com/advisor/business/search-engine-marketing-sem/
● https://raddinteractive.com/the-benefits-of-search-engine-marketing-why-sem-is-
important/