Digital Marketing

Search Engine Marketing (SEM)

Search Engine Marketing
SEM Terminology
SEM Options
• Ads on SERP
SEM Options
• Ads on Websites on Google Network
SEM Options
• Ads on You tube on Google Network
Why SEM
SEM- Google Adwords

• Create Google Adwords account

• Identify the main objective / theme of your advertisement
• Create Adgroup based on advt. theme/ objective
• All Ads in a particular ad group will use same location target
• Will use same overall budget
• Create specific Ad
• Ad Headline
• Ad description
• Use keywords in Headline and description to catch attention
• Display URL and Destination URL (Landing Page)
Keyword based bidding
• Select the list of keywords on which you want Google show your Ads
• Google will show ads based on the selection of option
• Exact match of the keywords
• Phrase Match
• Broad match
• Once the user types in the keywords in the search box, Google will
match the query with the keywords advertiser has selected
• Based on the match type the advertisement will be shown on SERP

• BUT BEFORE THIS; Select the amount advertiser needs to spend had
to be set
Keyword Bidding Strategies
Quality Score of Ad
• High Quality Score enables
• Higher Visibility
• Frequent Visibility
• Lower costs

• Quality Score is impacted by

• Max CPC
• Copy / Text used in the Ad ( Can we include Key words in Ad copy)
• Click Through Rate (CTR) of the ad- depends a lot on the ad text
• Load Time of the destination URL (Landing Page)- fast loading
• Relevance of the landing page to the Ad (Landing page content/ text should
match with the keywords which is being bid for)
How to bid for Keywords
• Multiple competitors are bidding for high search keywords
• Need to use the budget judiciously