Search Engine Marketing

The online presence of various businesses is burgeoning and who does not want its business to grow and expand?

Have you tried Search Engine Optimization (SEO) and wants to grow your sales even at more faster pace and wanted more traffic for business?

Obviously yes, every business want traffic. If you also want to learn more then stay tuned because here you will be learning Search Engine Marketing vividly.

Search Engine Marketing is the process of gaining traffic and visibility through paid and unpaid efforts. In SEO, unpaid means is practiced and SEM is basically how to place ads on different Search Engines. Search Engine Marketing is a strategy deployed to increase the visibility of the website in Search Engine Result Pages. It is often called as Paid search or Pay Per Click.

The prominence of Search Engine Marketing is speeding up day by day because it is faster and non-intrusive. Moreover it targets the consumer at the right place and at the right time. Whenever a consumer searches for a specific query over the search engines, they get immediate results before organic search results just because companies have paid for their products or services in order to get displayed above organic search results by targeting the keywords which the consumers have been searching

Focal Point Consulting – we help companies assess their skills and choose a new direction which utilizes the talents of the team and resources most productively.

Digital Ad Spend

Digital Ad spend from 2017 – 2022 (Projected)

Figures in Billion US $

Source: emarketer

Benefits of Search Engine Marketing

• It can increase Brand awareness.
• Aids in growing your business.
• Generates more revenue for your business.
• It reaches the right people at the right time.
• Reaches your main target audience.
• Less expensive than traditional advertising.

More about Search Engine Marketing

In order to get into detail, let us first be well versed with some key terms of Search Engine Marketing:

• IMPRESSIONS – It means how many times your ad was visible on the screen and it does not have to do anything with how many people saw it or not.
• CLICK THROUGH RATE-It is the rate at which users click the ad and it is calculated by dividing the total number of clicks with the total number of ad impressions which are helpful in measuring performance.
• COST PER CLICK-It is the model in which amount has to be paid for every ad that has been clicked. It is also known as Pay Per Click (PPC).
• COST PER ACTION-It is the cost which the publisher has to pay for every single action taken on that ad and that action could be anything like signup,subscription, etc.
• COST PER MILLION IMPRESSION-It is the cost which the publisher has to pay and whether the ad has been seen by the user or not it does not matter and banner ads mostly follows this model.
• GEO TARGETING-According to the geographic location of the user, the ads are being displayed.
• QUALITY SCORE-The score which search engines gives an ad by considering various factors into consideration like, Click through rate, Keyword performance, etc
• SPIDER-Also known as Crawler as it crawls the web pages and collects information that can be added to search engine index.
• KEYWORD -A phrase that a user enters into the Search Engine and according to that result comes.
• INVISIBLE WEB-There is massive information available on the web which cannot be indexed by Search Engines.
• SEARCH ADVERTISING-It is a paid search in which bidding is involved for the keyword which is mostly used the users when searching.
• ALGORITHMS-These are the technologies which search engine uses in order to display the results of search queries performed by users.

The basic formula for calculating Pay Per Click is =Advertising cost/number of ad clicks

Confused about how to recognize in Search Result Pages that what is SEO and SEM, don’t worry looking at the below picture will clear all your queries as the above two search results  are ads because of Search Engine Marketing and the third one is by the assistance of Search Engine Optimization technique.

Email Marketing Compaign planing

Define Email Marketing GOAL

The goals could be anything like how many numbers of subscriptions have to be made, how many customers need to be made aware of new product launches, etc.It varies from business to business. The focus point here is that what you want to convey through your E-mails should be crystal clear, who will be your target audience, what type of content will be going to be there and how will you measure the results and all these should be aligned with your main goal.

Type of Email Marketing compaign

Measuring the performance

Different types of Keywords

As the whole conquest is about targeting the right keyword, so let’s discuss something in brief about keyword and its types.

Keyword, as you know, is the phrase which user searches on the Search Engines but there are nine types of keywords:

• Short tail keywords-Head keywords or Short tail keywords are the keywords which have high search volume, higher competition rate and are usually made up of three words or less.
• Long tail keywords-These are the keywords which have low search volume and have less competitive rate than short tail keywords.
• Short term fresh keywords-Used for creating up to date content for view and are having explosive search volume and not much competitive rate.
• Long term evergreen keywords-These are the keywords which are having moderate search volume and competition is also less so these keywords can be targeted for those pieces of content which needs to be updated regularly.
• Geo-targeting keywords-The keyword search volume is low here as it is useful for local businesses.
• LSI keywords-Latent semantic indexing is good for content creation and works as supporting your main keyword.
• Product defining keywords-Used in one’s product pages and have low search volume and competition.
• Customer defining keywords-Used in the sense that it makes believe the consumer that product is made solely for them and competition for these is also low.
• Intent targeting keywords-The keywords can be classified under three categories which are-transnational, commercial and informational and are based on user’s search query.

How search engines works

Search Engines use various algorithms so that every search query should have fair and partial results including all the details which a user wants to inquire about. Above the organic search results, the paid ads appear because the publisher has to bid for the price of those ads appearing at the top of the page for getting more website traffic visibility.

For instance, you are a Consumer looking for a cotton shirt and when you search this keyword “cotton shirt” in the search engine you will see paid search ads because the publisher has paid for these ads to appear at the top so that the user might visit these first before going to other organic search results.

GOOGLE ADWORDS-

It is an advertising platform that connects prospective buyers who are searching for the product or service to the ads that offer the same kind of products and services. It is a platform where marketers can place their ads for the right target audience and the top-rated platform for running PPC ads.

A standard text for Google Ad includes:

• 25 characters headline maximum.
• 35 characters display URL maximum.
• Destination URL.

Various ad formats available in Google AdWords are:

• Text Ads
• Image Ads
• Responsive Ads
• Shopping Ads
• Call only ads

The marketer in order to place its ad has to undergo some steps such as:

• Select a search network and most popular one’s are-Google Ads and Bing ads. Google Ads are having two networks within -Google Search Network and Google Display Network and are often expensive and have a higher reach than Bing Ads.
• Select the right keywords which need to be targeted.
• Geographic location for the ad to be displayed is must otherwise whole effort can be in vain.
• Create an ad which is text enabled for showcasing in the results pages.
• Bid for the price for which they are willing to pay for each click on an ad.

How ad is being ranked at the Top-position in Google:

For instance-only, those ads get ranked at the top that are having Ad rank greater by multiplying bidding value to quality score. There are other factors which also influence the decision of being ranked as location preferences, the device being used, etc.

So investment is being made into search ads but getting a slice of pie from it, is nothing wrong as we can implement A/B testing which will increase the worth of our spending as it is basically  to test nearly two things -Identical versions of the same thing  and check out which one does better.

Steps to make your Landing page more attractive are –

• Clean design
• A compelling call to action
• Attractive headline
• The lead form should be well designed with all important information required

Landing pages being optimized by A/B testing can turn out be an easy way to generate more from what you actually are spending. Optimizing the landing page can increase your quality score or decrease your cost per click and implementing A/B testing can give you real-time results also.

Now what, investing in Search Engine Marketing is a worth deal for your business or not decide it and take a Call to Action towards it.