SEARCH

ENGINE
MARKETING
 INTRO
❖ It is the practice of using paid advertising
❖ Done to ensure your company’s website appears at the
top of SERPs
❖ Also refers to paid strategies for boosting a website’s
ranking
❖ Usually refers to pay-per-click(PPC) advertising
❖ In layman terms, refers to the clickable links that appear
above organic search results, the ones designated as ‘Ads’
 IMPORTANT CONCEPTS
❖ Keywords: Terms users enter into the search engines that prompt a
particular ad or search result to be shown
❖ Concordance: When setting up a campaign in Google Ads, you will need to
define the degree of the correspondence between the keywords you have
selected and the terms that people use when typing a query into a search
engine. Eg. if you opt for a broad match. the ad will be displayed when the
user searches for synonyms or terms similar to the keyword. And, when
you opt for an exact match, the ad will appear only when the user enters
specific keyword in the search engine.
❖ Text Ad: Standard type of as that is shown in search engines, although there
are variety of options such as shopping ads. Text Ad usually include a title,
URL and a short description.
 Cont.
❖ Ad Group: In Google Ads, an ad group consists of several ads that feature
the same keywords. This way, you can see which of them are the most
effective.
❖ Campaign: In Google Ads, the campaign is like an umbrella under which
different ad groups with similar goals are organised. Eg. if you sell school
supplies online one campaign could include ad groups featuring text books,
another could have backpacks and a third could focus on drawing material.
❖ Landing Page: The webpage where a user is directed after clicking on an
advertisement. To achieve good results with SEM, this page must be
optimised to get conversions and prompt users to take certain actions. The
keywords, ad and landing must all be aligned.
 Cont.
❖ Search Network: The places where the ads appear. The most common option is on
the top and right of the results page, but you can also show them on other sites
such as YouTube.
❖ Impressions: This refers to the number of times the ad was shown
❖ Clicks: Number of times the ad has been clicked on
❖ CTR
❖ CPC: Is the average cost per click
❖ Quality score: This is the score that google gives Ads and Keywords which
influences your CPC. This score is determined based on the relevance of the Ad,
the percentage of clicks obtained, and the experience of the landing page. The
objective of this system is for higher quality ads to occupy higher positions and
have a lower cost per click.
 BENEFITS OF SEM

❖ Generates highly qualified traffic

❖ Generates Visibility
❖ Generates Conversions
❖ Gets most out of your budget
❖ Get measurable results
 Adwords

❖ Practical*
https://cdn2.hubspot.net/hubfs/53/How_to_Use_Google_AdWords.pdf
How are SEO and SEM
complementary?
 AdSense
❖ Is a free tool website owners use to place Google Ads on
their sites.
❖ Once you register for AdSense, Google uses an ad
auction system to place ads on your site.
❖ These ads are chosen based on your website niche, as
well as the subjects that site visitors are interested in.
❖ In return for hosting ads, Google will pay you a
commission for each click the ads receive.
 BENEFITS OF ADSENSE
❖ Enables you to monetise your website
❖ Just setup a little and gGoogle does the rest, including sizing ads,
optimising screen, etc.
❖ Free to use, no financial risk
❖ Ads that appear on your website are vetted by Google so you can be
assured that they meet certain quality standards
❖ You get to choose which types of ads to use and where they go on the
website
❖ You can customise the design of the ads to match the look of your
website
 GET STARTED WITH
ADSENSE

❖ Create a Google AdSense account

❖ Set up your payment info
❖ Connect your website to Google AdSense
❖ Choose your ad placements
❖ Create and run ads on your website
SOCIAL MEDIA MARKETING
 INTRO

❖ It is a form of digital marketing that targets social media platforms like

Facebook, Instagram, TikTok and others.
❖ Done for brand promotion, target audience growth, driving website
traffic, and increasing sales.

Source:Sendpulse.com
 BENEFITS

❖ Increase brand awareness

❖ Boost website traffic
❖ Faster and easier content distribution
❖ Regular interaction with the target audience
❖ Industry, marketplace and competitor insights
 SMM GOALS
❖ Community engagement increase
❖ Sales and lead generation
❖ Customer retention
❖ Website traffic growth
❖ Audience growth
❖ Handling negative feedback
❖ Feedback search
❖ Competitors and Trends monitoring
❖ Increasing brand awareness
❖ Consumer demand research
 SMM TOOLS AND KPIs
❖ TOOLS:
• Mentions Monitoring
• Posts Creation and Scheduling
• Brand-User Communication
• Performance Analytics
❖ KPIs:
• Engagement Metrics: In addition to likes, comments and shares statistics available on every social
media channel, you can combine them with some more intricate to get the full story.
A. Average engagement rate: Allows you to monitor the way users interact with your campaigns
B. Amplification rate: shows how your followers share your content with others
C. Virality rate: Helps you to understand which of your content has the potential to go viral
 Cont.

❖ Reach Metrics

• Post Outreach: Shows how many people have seen your post since it was published

• Audience Growth Rate: Helps track the speed of your page’s growth in terms of followers

• Social share of Voice(SSoV): Shows how many times people mentioned your brand in
comparison to your competitors
 Cont.

❖ Conversion Metrics
• Conversion Rate: Helps you understand how many people converted into
customers after your post
• CTR: Shows how many people reacted to your CTA
CREATING SMM STRATEGY
❖ Determine your goals for social media, align them with
business goals
❖ Analyse the target audience of your brand
❖ Choose key social media platforms
❖ Choose your brand’s tone of voice
❖ Create SMM content plan
❖ Define KPIs to measure your success
 7 SMM TIPS
❖ Create a separate content plan for every platform
❖ Post regularly and frequently
❖ Include hashtags to increase brand awareness
❖ Use visuals to boost engagement
❖ Explore different content formats
❖ Interact with your audience
❖ Entertain your subscribers