SEARCH ENGINE MARKETING &

ONLINE ADVERTISING

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 SEARCH ENGINE MARKETING (SEM)
• Search engine marketing (SEM) is a form
of Internet marketing that involves the promotion
of websites by increasing their visibility in search
engine results pages (SERPs) primarily through paid
advertising.
• Search engine marketing has two parts :-
• Search engine optimization (SEO) - Organic
• Search Advertising – Paid

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 Search Engine Optimisation
• SEO is the process of enhancing the visibility of the website by
improving its ranking in Search Engine Result Page (SERP ) for the
most relevant keywords in organic/natural/unpaid way.
• It is more credible and cost effective way of reaching out to
prospects.
• It is a pull medium as users themselves seek information and enables
discovery .
• Search for Diamond ring

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 Reasons for SEO
• SEO can help build better relationships with your audience.
• Improve the customer experience
• Increase your authority-website is trustworthy, high quality,
relevant, and has something to offer.
• Drive more people to your site
• Give you an edge over the competition
• Increase conversions
• Which means more sales, more loyal customers, and more growth
for your business

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 Crawling
• Crawling is the process used by search engine web crawlers (bots
or spiders) to visit and download a page and extract its links in
order to discover additional pages.
• If a search engine detects changes to a page after crawling a
page, it will update it's index in response to these detected
changes.

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 Search engine optimization indexing
• Search engine optimization indexing is the collecting, analyzing,
and storing of data to facilitate fast and accurate information
retrieval.
• Index design incorporates interdisciplinary concepts from
linguistics, cognitive psychology, mathematics, informatics, and
computer science.
• An alternate name for the process in the context of search engines
designed to find web pages on the Internet is web indexing.
• Popular engines focus on the full-text indexing of online, natural
language documents.
• Media types such as video, audio, and graphics are also
searchable.

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 Types of SEO

On page SEO
• The process of updating content and adding/editing technical
things related to own website.
• Title tag, meta description, page content, keywords are few
important tools.
Off page SEO
• The process of submitting business info/website URL to other
various digital entities to get backlinks and popularity.
• Quality, relevance, freshness and naturality are very important
while doing link building by commenting, participating in forum,
online PR, or social media sites

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 Meta tags

• Meta tags are snippets of text that describe a page's content;

• the meta tags don't appear on the page itself, but only in the
page's source code.
• Meta tags are essentially little content descriptors that help tell
search engines what a web page is about.

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 Keyword
• Keyword search is the process of analyzing and identifying the
search terms that users use to search in search engines when
they are looking for products, service, information, and
solutions.
• Proper use of keywords on your website helps you to achieve
your goal quickly and easily.
• Most important component of search advt.
• Appropriateness of keywords determines if the ads are
reaching the target audience or not.
• Keywords should be relevant to search item as well as the ad.
• Ideal keywords (not practical)– high traffic, low bid amount,
relevant.
• Keywords with high traffic attract more bidders so high bid
amount.

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 Keyword
• Use keyword planner tool with google ads.
• https://support.google.com/google-ads
• Get a list of suggested keywords with monthly search volume for
a defined geographical location, intensity of competition, and
suggested bid.
• Get ad group suggestions
• Advertiser can start with 70% of the suggested bid & if the ad
does not show in lower positions, increase the bid gradually.
• Try to limit the number to 10 in each ad group.
• If the bid amount for selected keywords are high, try to change the
keyword combinations & make them more focused or long tail.
• Google quality score(1 to 10) 4,5,6 is not good. 7,8 is good & 10
is rare. (ad relevance, CTR, landing page quality)
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 Sources of Keywords
1. Your Business - Name of the business, Name of the brand,
Product Name
2. Your Customer – Listen to your customer, Social media
survey , Research
3. Your competitor – Scan the website for important
keywords & make a list.
4. Other Tools & Source-
Google Keyword Planner
Google Trends
Siteanalyzer
Screamingfrog
Yourcompetitor.com
Keyword Shitter
Google Search Console
Suggestion Keyword Finder
Word Tracker Scouts
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 Types of Keyword according to length

• Short tail keywords – 1 to 2 words in nature, and it is

more generic keywords. These types of keywords only
have a headword also short tail keywords are highly
competitive. Ex- smartphone, Samsung smartphone
• Long tail keywords - More than 4 words, and it is
much more specific than short tail keywords.
• Compared with short tail keywords it has a low search
volume.
• However, the probability of conversion is high, and it
also has low competition.
• Ex- Samsung smartphone 8 GB 128 GB 4 camera
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 Other types of Keyword
• Category keyword- generic keywords, high search volume. High
prices. Eg- luxury cars, cars, buy cars.
• Brand keywords- low search volume, less competition, CPC is
low.
• Navigational search queries - this is when the user seeks for
particular website/webpage. The navigational query is also is
known as ‘Go’ query. Example – Facebook login.
• Informational search queries - Users looking for general
information on a particular topic. It is known as ‘know’ query. It is
basically like a finding specific answers to questions. It will
contain question words like what, why, and how.
• For Example – How to become a social media influencer?
• Transactional search queries – It is used when a user ready to
make a buying decision. It is also called ‘Do’ queries.
Transactional keywords consist of words like Buy, Purchase, sale,
discount and so on.
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WHY PAY FOR SEARCH
ADVERTISING

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 INTRODUCTION

• The results of SEO may come only after few

months of following the best practices of SEO.
• In paid search advertising the advertisements
are shown if they match user query and are
shown at the top or bottom of the results page
and are labeled as “ad”. example

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If SEO is organic and free then why should
a marketer spend on paid results?

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 Reasons why companies should consider
paid search advertisements are :-
1. CAPTURE INTENT
• The advertisement is shown to people who are
searching for terms that are relevant to your business.
• They have both interest and intent
• They are actively searching because they are interested
in either finding out more information about product
or services or are buying it.
• These users are more likely to click on the ad and buy
the product or services.
• This is the primary reason why click through rates are
the highest for search advertising among all platforms
of digital advertising such as display ads, social media
and email.

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 Reasons why companies should consider
paid search advertisements are :-
2. EASE OF ACTION
• Once a person clicks on the ad, the search engine
directs the user to the brand’s web page, custom
designed for the ad.
3. CONTROLLED COSTS THROUGH GOOGLE
ADS
• Search engines charge a marketer only if a person
clicks on the ad (cost per click model) .
• The advertisement are not charged for impressions
i.e., the number of times the ad is shown in search
results.
• One can control how much they are willing to pay for
each click.
• There is no base charge for creating the ads.
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 Reasons why companies should consider paid
search advertisements are :-
4. Analytics
• Search engines help in creating and downloading reports about the
performance of ads.
• One can view statistics such as average cost per click , the number of
clicks for each ad, the total amount spent and the number of
impressions to analyze the effectiveness of their campaigns.
5. Competition
• If the company does not bid for the advertisement then
the competition will bid and win it.
• For example- when Flipkart ran the campaign- Big
Billion Day , Amazon showed ads against the keyword
and purchased the “Big Billion Day” domain name.
• When users clicked on big billion day website they were
redirected to the Amazon site.
• Amazon also showed ads on web pages which pages
which had the keywords – big Billion day. This is an
example of online ambush marketing
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 UNDERSTANDING AD PLACEMENT
• Search engines show advertisements in predefined
areas on the results pages.
• Maximum four ads can appear on the top and
three at the bottom.
• Search engines show ads in less than 350
milliseconds.
• Completing the entire process of running a live
auction in real time every time a user types a query
entails a huge cost of servers and technology.
• When the cost of serving ads is high and the
probability of clicking is low search engines may
not show ads.
• This is called coverage which may increase during
festivals and occasions such as Diwali, new year
etc.
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 UNDERSTANDING AD PLACEMENT
– TOP
• Prime location in Search engine results page (SERP)
• Click rates are high for them and are drastically reduced
for below the scroll and subsequent pages.
– SIDE
• Until 2015, Google showed ads on the side too.
• Left side ads are called native ads as they come in the
same place where organic results come.
• Mobile user experience so discontinued.
– BOTTOM
• If the Adrank for an ad is lower than the threshold (bid
amount required to show the ad on the first page) for the
top position, in that case even if the top position does not
show any ads, this ad is shown in the bottom area.
• AdRanks – is the position at which the ad appears in the
search engine results.
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 Paid methods
• This is a method that involves the search engine companies to
charge fees for including the website on their top search results.
• This method is also known as paid inclusion and sponsored
listing.
• The products, that are to be advertised, show up on the separate
ad-bar of the search engine, or show up at the top of the pages of
the search engine results.
• The paid method used in search engine marketing includes
advertising with search engine advertising programs, that allow
users to create sponsored results that are to be displayed in the
search engine result pages.
• Google Ads and Bing Ads being the two most commonly used,
due to a large number of searches conducted through these two
search engines.
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 Paid methods
• Pay-per-click advertising (PPC)
• This type of advertising is also called cost-per-click (CPC)
advertising and it means that you pay any time someone clicks on
your ad shown in the search engine result pages.
• This type of advertising is most commonly used by the advertisers
as it requires payment only after your ad has been able to attract
visitors to click on it.
• Cost-per-thousand impressions (CPM)
• This advertising model is focused on the number of impressions,
i.e. the number of times that your ad has been shown.
• Using this type of advertising you pay for each set of one thousand
impressions.
• Impression - The number of times an advert is displayed

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 Ad formats
• Text ads
• Images
• Mobile text or image ads
• App promotion ads
• Videos
• Product listing ads

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 The Ad Auction Model
• The algorithm of Google search ads is as follows:
• AdRank = maximum bid X Quality Score
• Maximum Bid for the Keywords for ex- ‘diamond
ring”

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 HOW BID AMOUNT IS CALCULATED
• Search engines give an estimated bid amount for each
keyword.
• Google uses the second price auction method. It means
that the winner of the bid does not pay the amount they
have bid upon but rather the amount bid by the second
highest bidder.
• Each advertiser must pay the minimum amount required
to out rank the next advertiser.
• The amount is called actual cost per click.
• One may start bidding at 70% of the suggested bid and
gradually raise it if the ad is not showing or showing at
lower positions than desired.
• Components of Quality Score –
1. Landing Page
2. CTR
3. Relevancy
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The quality score consists of 3 components
I. The Landing Page – A landing page, also called a lead
capture page or a lander, is a single page that appears
after the user has clicked on the link in the search engine
result, search engine ad, the link posted on social media,
link included in the email campaign, etc
– Targeted URL configured for it which upon clicking takes
the consumer to the Landing page.
– The content of the Landing page must match the ad.
– The landing page should have the original content, easy to
navigate and quick loading time.

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 The quality score consists of 3 components
II. Click through Rate - The number of times people click on
an item of interest, like an advert, in comparison to the
number of times users are exposed to that item.
• Once the ad starts showing click through rate is the feedback
the user is giving to the search engine.
• If more people find the ad relevant and interesting they will
click on the ad and the CTR will go up.
• A high CTR can lead to a high quality score.
• CTR is high for ads in top positions.

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 The quality score consists of 3 components
III. Relevance – it has two fold meaning
• Whether the search query of the user matches
with the keywords that the brands are bidding
for.
• Whether the keywords are appearing in the ad
headlines and description.
• Search- flower delivery

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 Best practices for creating effective Ads

• Highlight the USP

• Include time specific elements that benefits users
such as discounts, promotions, offers etc
• Include a call to action or active verbs like purchase ,
avail discounts, order now
• Include keywords in the ad content.
• Create multiple ads for different benefits and rotate
them for keywords instead of trying to fit all content
in one ad.
• Match ad text to landing page content to get a higher
quality score.
• Monitor ads closely to see which ads perform better.

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 Best practices for creating effective
Ads
Ad text phrases Good/Bad Reason
Satisfaction guaranteed
B Too vague,no clear
benefit
Up to 50% discount G Benefit is clear

Click on this ad to buy Unnecessary

shoes B keywords like click
on this ad
Limited period offer Creates urgency
G

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