What is Search Engine Marketing (SEM)

What is search engine marketing (sem) ?

Search Engine Marketing is a powerful tool for growing business online. It helps businesses connect with their target audiences by increasing visibility on search engine results pages (SERPs). It refers to the use of paid advertising to promote traffic. It is done with the help of platforms like: Google Ads, Bing Ads, Yahoo Ads
Paid search ads are essential component of SEM and appear at the top of search results pages.

SEM: Significance

Helps businesses promote their products and services online
Helps companies raise their SERP ranking
Enables companies connect with potential clients
Helps businesses increase their online visibility

Benefits of SEM

Generates leads
Increases brand awareness
Reaches target audiences
Measures ROI
Provides transparentand real time reporting
Helps set upcampaigns quickly

SEM vs. SEO

sem

Focuses on paid ads at the top of
SERPs
Involves promotion of websitesthrough paid advertising
Is a short term strategy
Is expensive
Helps a website reach out to targetaudiences quickly

seo

Focuses on optimizing a website for organic search results
Improves website ranking throughorganic search algorithm
Is a longterm strategy
Is affordable
Helps build credibility for a website

Popular SEM Platforms

Google Ads :

It is a powerful advertising tool offering great flexibility.

Targets specific demographics
Saves money
Creates brandawareness
Increases website traffic
Achieves sales

Why Use Google Ads ?

Tackles competitors better
Measures performance consistently
Reconnects withvisitors
Runs faster than SEO
Promotes brand awareness
Reaches more customers

Why Google Ads Works Faster Than SEO ?

Google Ads outperforms SEO because it:

Is transparent andresult-oriented
Places ads on the top of a web page
Focuses on multiplekeywords at a time
Gives authority to turn on and off the campaign

Types of Google Ads Campaigns

Key Terms in SEM and Google Ads

Search query : A set of words entered by the user into a search prompt
Keywords : Words or phrases based on which the bid is placed
Maximum cost per click: The maximum amount that an advertiser will pay for a keyword
Impression: Each instance where an ad is displayed on a search page
Impression share : The number obtained by dividing the number of times an ad isdisplayed by the number of times it could have been displayed
Conversion: An action that takes place when a defined set of actions iscompleted by the user
Payper click: An advertisement costing model where an advertiser pays only when a user clicks on the ad
Search engine results’ page: The page displaying the query’s search results

Google Ads Auction

Google Ads determines eligible ads for :

Search query
Ad position

Google Ads returns approximately 5x to 8x for every $1 spent.

Ads: Factors

The three factors that determine ads are :

Ad Rank

Ad Rank determines ad placement on SERP.
The quality components of ad rank can influence:

Ad Rank = Maximum bid * Quality score

Ad Rank factors

Maximum bid
Ad extensions and formats
Search context
Quality score
Ad Rank thresholds
Auction competition

Quality Score

It guides marketers in adapting their campaigns based on keyword evaluation,landing sites, and advertising.
Ad rank = Maximum bid * Quality score
The quality score determines ad placement (ad position) on the search engine result page.

Factors of Quality Score

Google considers many keyword related and other parameters such as:

Click through rate
Keyword and ad text relevance
Landing page experience
Past ad account performance

Cost per Click

It is the amount advertisers pay based on the number of clicks.

Maximum CPC : It is the highest bid set for a click on the ad at the keyword or ad group level.
Average CPC : It is the advertiser's payment for a single click on their ad.
Actual CPC : It is the amount that an advertiser pays each time a searcher clicks on their ad.

Google determines the CPC based on the maximum bid, quality score, and keyword competition.

Ad Rank and CPC

Google uses the ad rank of the next best ad to calculate CPC. Lone bidders pay the maximum amount per click.

Ad Rank and CPC

Ad rank and CPC are inversely related.

Keywords

Keywords are the foundation of Google Ads as they help in describing products or services.
Features

Relevant, highquality keywords determine where theAds are displayed.
The right keywords target interested individuals andboost conversion chances.
They are used in online searches for products or services.
Ads appear based on keyword similarity and matchtypes when people search on Google.

Rules to follow while incorporating keywords:

Rules to follow while incorporating keywords:
Use in the first paragraph
Use keywords inthe title, meta tag,description, imagetext, and URL
Use on ads andsocial media post

Poor keywords

Overshot budget
High cost
Low ad positions

Good keywords

Reaching interested customers
Reducing costs
Improving ROI

Search Term

It is the specific word or phrase used to search for particular information.

Keywords vs. Search Terms

Keywords
Words chosen toshowcase adsExample: Car insurance

Search terms
Words searched by users on Google Example: Best car insurance or cheapest car insurance

Keyword Match Types

They restrict unqualified or irrelevant traffic. Keywords are four types :

Broad match: Smart bidding option
Exact match: Exact keyword is matched
Phrase match: Same meaning as the keyword
Negative keyword match: Debar the audience

Broad Match

Broad match triggers ads for searches with any words in a keyword phrase, in any order,and with extra terms. Google Ads and Bing Ads use it as the default matching type.

Phrase Match

It is a keyword match type that targets ads to customers searching for specific phrases. A phrase match keyword is enclosed in quotation marks. ”women’s hats””baby shoes”

Phrase Match in Google Ads

It is a keyword match type that targets ads to customers searching for specific phrases. It is an option that exactly matches the search phrase without any change. A phrase match keyword is enclosed in quotation marks. ”women’s hats””baby shoes”
It helps advertisers reduce their ad budget.

Exact Match

It shows ads only when the exact keywords are used in the search query.It encloses the desired term in square brackets: [men’s shoes]

Keyword Research

It is a process of analyzing search terms. It is an effective way to increase website ranking. Good keyword research has the following benefits:

Google Ads Account Structure

Google Ads account structure is essential for businesses using it for marketing. It is easier to track progress and measure results with a well structured account. Importance of Google Ads Account Structure :

Increases return on investment
Maximizes efficiency
Makes real time adjustments
Tracks performance
Makes informed decisions
Increases visibility
Targets specific customer group
Optimizes campaigns

Understand Campaigns and Ad Groups

Campaigns
They focus on the following:

Increase brand awareness
Drive website traffic
Improve sales

Ad groups
They target customer types based on :

Location
Gender
Age

Follow these practices for effective campaigns.

Align the account structure
Utilize multiple ad groups
Take advantage of automation features
Make use of ad variations
Differentiate between campaign types
Differentiate between campaign types
Use keywords to get more clicks

Managing Access for Google Ads Account

The access level can be managed while inviting users.
Users can revoke, edit, or grant access toothers from the Action column
Access levels can be controlled byadministrator accounts.

Measurement Metrics in Google Ads

Some metrics that help understand the performance of ads are:

Engagement
Reach
Frequency
Impressions

Calculation of Metrics

It determines success and learns from successes and failures, providing valuable insightsfor future campaigns. Key metrics for measuring performance are:

Clickthroughrate (CTR)
Impression
Conversion
Conversion rate
Average cost per click (cpc)
Cost per acquisition (cpa)

Click through Rate (CTR)

CTR = Clicks / Impressions*100
• It measures the frequency of ad clicks after being seen.
• It indicates the relevance and appeal of the ad to the audience.
• A high CTR signifies effective engagement and interest from the target audience.
• A low CTR may indicate issues with targeting or ad creativity.

Impression

It refers to the number of times the ad gets displayed on the Google search result page. Advertisers get charged when users click their ads.
• It represents the reach and frequency of display.
• The low impressions may result from irrelevant keywords or insufficient targeting.
• It can be improved through relevant keyword targeting, optimized budget, and compelling ad creative.

Conversions

It measures the frequency of desired actions taken by users who see the ad.
• It indicates whether the ad campaign achieves its objectives.
• Low conversions may be due to irrelevant ads or poor design.
Conversion Rate
• It displays the percentage of users who complete the desired action.
• It can be improved by ensuring the ad is relevant to the targeted keywords.
• Low conversion rate indicates users leaving without taking action.
• Leads, sales, and add to cart are examples of conversion rates.
Conversion rate = Total goal completions / Total website visits*100

Average Cost Per Click (CPC)

It refers to the amount paid to Google for each click on the ad.
Average CPC =Total cost of clicks / Total number of clicks
•It varies based on ad type, keywords, and user location.
•Google search ads generally have higher CPC compared to other ad types.

Cost Per Acquisition (CPA)

It is the average price paid to Google for each conversion.
•It reflects the average spending to acquire new customers.
•It varies based on conversion type and keywords.

Activity: Calculation of CPC

1000 dollars were paid for a campaign, and the ad was shown 1000 times.20 people clicked on the ad, and the user received 4 leads. What is the conversion rate?

The cost of getting an ad clicked is measured using the average cost per click statistics.
CPC = (Total ad spent/Total clicks) = (1000/20) = 50
CTR = (Clicks/Impressions) * 100 = (20/1000)*100 = 2%
Conversion rate = (Goals/ Website visits) * 100 = (4/1000)*100 = 0.4%

Search Ads

It is a marketing strategy that integrates digital ads into search engine results. The two types of search ads are:

Standard search ads : They are paid advertising on the SERP to boost website visibility.
Dynamic search ads : They place ads on SERP from approved URLs andtargeted keywords.

Dynamic Keyword Insertion

It is a technique used by Google Ads professionals to improve the effectiveness of ads. The process includes:

Identifying thekeywords

Adding them tothe ad copy

Result :
•High CTR
•Increase in conversion rates

Creating a Google Search Ad Copy :
Tips for writing a Google search ad copy are:

Keep it short
Use apt keywords
Write for audience
Test different versions
Focus on benefits

Benefits of Search Ads

Connect with customers
Create branda wareness
Increase sales and leads
Target specific individuals

Google Ad Extensions

It is a marketing tool that displays extra details about a product or service. Types of Google ad extensions are:

Sitelink extensions
Call extensions
Location extensions
Product extensions
Structured snippet extensions
Message extensions
App extensions
Callout extensions

Google Ad Extension: Benefits

Increases CTR and quality level : Provides additional information and entices users to click on ads
Provides competitive edge : Offers added value to ads, helps it stand out from competitors, and attracts more attention from potential customers
Improves conversion rate : Conveys more information at no costs and makes the ads attractive
Increases engagement with brand: Provides additional details, such as contact, location, and links tocreate a compelling ad
Enhances visibility : Gains more visibility by making ads easily accessible to potentialcustomers
Has a positive influence on pricing and ranking : Makes ads valuable for optimizing advertising budgetby i nfluencingthe price paid for adsHas a positiveinfluence on pricingand rankingMaximize
Lorem Ipsum is simply dummy textIncreases CTR and quality level : Provides additional information and entices users to click on ads

Remarketing

It refers to personalized ad campaigns for users who previously visited the website. It aims at targeting customers by developing custom ads for users who interacted with the brand earlier.
How Does Remarketing Work?

A user visits a website.
Google places a pixel in the user’s browser to track their activity. The
The tracking code collects information about the user’s visit.
This information is used to target potential customers.

Google Ads reconnects with users through display or search ads.

Steps to Create Remarketing Audiences on Google Ads

Install the conversion tracking code
Set up audiences
Create remarketing campaigns
Monitor and optimize campaigns

Understanding Cookies

Cookies are small text files that websites save on the user’s computer. They are used to store preferences and track users’ online activity.

Types of Ads

There ate three types of ads : display ads, video ads and

Display Ads

These are online advertisements that use visual elements to convey a message to the target audience. Some goals are :

Educate about the product
Provide entertainment
Encourage users to take action
Eliminate the need for direct communication

Metrics for Evaluating Display Ads

Cost per click (CPC) : Indicates the cost ofeach click
Cost per acquisition (CPA) : Indicates a visitor’s interaction with an ad
Cost per impression (CPI) : Indicates the numberof times an ad is displayed on a website
Cost per mile (CPM) : It measures how much is paid for every thousand impressions.

Factors Influenced by Display Ads

Reach: Number of peopleseeing the ad
Click through rate: Number of users who click on an ad
Conversion rate: Percentage of peopleconverted from the ad
Revenue per mile: Revenue generated per thousand impressions

Display Ads: Formats

Medium rectangle
(MREC):
300px x 250px

Large
rectangle:
336px x 280px

Leaderboard:
728px x 90px

Half page:
300px x 600 px

Large mobile banner: 320px x 100px

Types of Display Ads

Responsive Display Ads : Automatically adjust their appearance to fit into available ad spaces onthat specific website
Image Display Ads : Are feature images that takes the user directly to the webpage when clicked
The images can be animated, static, or GIFs
Overlay Ads : Are transparent and allow to see the content behind them
Rich Media Ads: Pop-up videos that autoplay when the page loads or ads that expand when scrolled over them
Banner Ads : A digital billboard with imagery to attract attention to drive traffic to he advertiser's site
Interstitial Ads : Full-screen ads used to encourage sign-up

Metrics for Google Display Ads

Impression: Counts when an ad is served, not clicked
Clicks : Number of user clicks on an ad
CTR : Shows how effective an ad is at getting users to click on it
CPC : Maximum amount advertiser is willing to pay for each click
Conversion rates: Number of actions taken after clicking the ad
CPM : Cost for 1000 ad impressions
CPA : Cost to convert a click into a customer or lead
Average position : Average placement of the ad on Google

Benefits of Display Network

Publishe stargeted graphic ads on websites
Shows videos on YouTube
Advertises through Gmail
Advertises through mobile devices and applications
Helps in finding the right audience

Some Display Networks

Google AdSense : Holds their advertisers tostrict standards of quality
Facebook Audience : Is easy to use and intuitive enough for any advertiser to see results
Apple Advertising : Has an intuitive bidding andtargeting system
Yahoo Network : Is costeffective and has arobust display network

Discovery Ads

These drive sales, signups, and website visits with high conversion rates.

Features

Help to reach and engagepotential customers
Perform automated campaign bidding
Focus on visually attractive ads
Focus on relevant campaigns
Use AI based machine learning

Video Ads

These can be used to, Promote products, Drive traffic to the website, Reach potential customers, A successful video campaign requires compelling content and optimization.

Steps to Create Video Ads

1. Map video relevance to search results through keyword labels

2. Include a transcript of the audio portion of the video

3. Deploy captions and grab thumbnail images

4. Use video schema markup4

Advantages of Video Ads

Provide viewers with information about the product description and attitude of the company
Provide a view of the details of the cost and budget on the same page
Help get results quickly
Create an opportunity for small businesses, startups, and enterprises
Lead to more sales and revenue

Types of Video Ads

Demonstration videos: Show how to do art,cooking, videoediting, and so on
Informational videos : Share how or whatto do and educate the audience
Storytelling videos: Includewriting a script orcreating a vlog
Testimonial videos : Examine what otherpeople think abouta product or service

Shopping Ads

They are online ads showcasing products on Google and partner sites. It is majorly preferred for fastmoving consumer goods (FMCG) products. Brands like Croma and Amazon use shopping ads to target multiple products. It has the following features:
Consists of an image, price, and product name
Promotes products online and drives sales

Shopping Ads: Benefits

Allow measuring campaigns
Have easy and flexible setup
Provides wider reach
Bring higher visibility for products
Generate positive ROI
Target interested customers
Provides optimized solutions for mobile

Search Engine Marketing (SEM)