This document provides information on search engine marketing and related digital marketing strategies. It discusses search engine marketing (SEM), which involves paid advertisements on search engine results pages. SEM aims to reach users when they are actively searching for relevant information. The document also outlines the steps in SEM, benefits of SEM, why SEM is important, pay-per-click (PPC) advertising, online advertising types, social media marketing strategies, website optimization, keyword advertising, and digital marketing metrics.
This document provides information on search engine marketing and related digital marketing strategies. It discusses search engine marketing (SEM), which involves paid advertisements on search engine results pages. SEM aims to reach users when they are actively searching for relevant information. The document also outlines the steps in SEM, benefits of SEM, why SEM is important, pay-per-click (PPC) advertising, online advertising types, social media marketing strategies, website optimization, keyword advertising, and digital marketing metrics.
This document provides information on search engine marketing and related digital marketing strategies. It discusses search engine marketing (SEM), which involves paid advertisements on search engine results pages. SEM aims to reach users when they are actively searching for relevant information. The document also outlines the steps in SEM, benefits of SEM, why SEM is important, pay-per-click (PPC) advertising, online advertising types, social media marketing strategies, website optimization, keyword advertising, and digital marketing metrics.
This document provides information on search engine marketing and related digital marketing strategies. It discusses search engine marketing (SEM), which involves paid advertisements on search engine results pages. SEM aims to reach users when they are actively searching for relevant information. The document also outlines the steps in SEM, benefits of SEM, why SEM is important, pay-per-click (PPC) advertising, online advertising types, social media marketing strategies, website optimization, keyword advertising, and digital marketing metrics.
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UNIT 2
SEARCH ENGINE MARKETING
SEARCH ENGINE MARKETING Search engine marketing is the practice of marketing a business using paid advertisements that appear on search engine results pages . In search engine marketing, advertisers pay for impressions that result in visitors, hence the name pay-per-click. Search engine marketing aims to reach users when they most need the information you have to offer, which makes PPC advertising ideally less intrusive. Steps Involved in Search Engine Marketing Step 1 − Define Effective Strategy. ... Step 2 − Choose Right Keywords. ... Step 3 − Optimize Your Website Content. ... Step 4 − Submit Your Website for Indexing. ... Step 5 − Add Quality Links to Your Website. ... Step 6 − Manage Paid Search Advertise. ... Step 7 − Measure Success of Advertise. benefits of using search engine marketing SEM grabs the attention of your audience at the right time. Research shows that 90 percent of people who research online know exactly what they're looking for. ... It's easy and quick to implement. ... It's measurable. ... It helps raise brand awareness. WHY SEM IS IMPORTANT? SEM is essential because it ensures that your target audience sees the content you create in their search query results. You're not left competing for organic space, as your advertisements are shown at the top of the first SERP page. You can effectively reach your target audience, drive traffic, and boost conversions. PPC PPC or pay-per-click is a type of internet marketing which involves advertisers paying a fee each time one of their ads is clicked. Simply, you only pay for advertising if your ad is actually clicked on. It's essentially a method of 'buying' visits to your site, in addition to driving website visits organically. Google Ads is the single most popular PPC advertising system in the world. The Ads platform enables businesses to create ads that appear on Google's search engine and other Google properties. Google Ads operates on a pay-per- click model, in which users bid on keywords and pay for each click on their advertisements. The benefits of running PPC advertising include: Cost effective - because you only pay when a user actually reaches your website, it can be good value for money. You can choose to spend as much or as little as you like. Targeted - you can choose your audience according to demographics like location, language and device. Online advertising Online advertising is one of the most effective ways for businesses of all sizes to expand their reach, find new customers, and diversify their revenue . Online Advertising is the art of using the internet as a medium to deliver marketing messages to an identified and intended audience. It is helpful for attracting website traffic and brand exposure, but first and foremost, online advertising is designed to persuade the targeted customer to engage in a specific action - like, making a purchase. The different types of Online Advertising There are many different types of online advertising - or internet advertising/web advertising as it is otherwise known - and it can be difficult to know where to start. To help, we have highlighted some of the most important types of online advertising for you to consider: Social Media Advertising Content Marketing Email Marketing SEM (Search Engine Advertising) - including PPC Display Advertising - including banner advertising & retargeting Mobile Advertising social media marketing strategy A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you're succeeding or failing. The more specific your plan is, the more effective it will be. 68% of consumers agree that social media enables them to interact with brands and companies. While traditional marketing and advertising methods are one- way media, where brands rely on their monologue to win over a consumer, social media empowers dialogue and gives consumers unique opportunities to engage. To help get you started, here are five social media hacks to get more eyes on your content and start turning viewers into customers. Audience targeting. ... Promote on social media platforms. ... Paid search and social ads. ... Improve quality score. ... Optimize user engagement for SEO. BENEFITS Increase levels of customer service and satisfaction. Foster online community and tell authentic stories. Become part of the zeitgeist. Increase revenue with social commerce. EXAMPLE Nike. Nike has 103 million Instagram followers, 33.7 million Facebook followers, and 8.1 million Twitter followers. Nike's social media strategy is smart; instead of focusing on their products, they focus on the athletes and teams that use them. Website optimization is the process of using controlled experimentation to improve a website's ability to drive business goals. WHY IT IS REQUIRED? Website optimization is the process of using knowledge, tools, and strategies to improve the performance of your website and help it rank higher on search engines. The goal of website optimization is to drive more traffic to a website, increase your number of conversions, and ultimately, increase revenue.28-J Website optimization tools Website optimization tools help you collect information about how people experience your website, so you can understand what's working well and what can be improved—and ultimately deliver a better experience for your visitors. Website optimization tools will help you: Speed up your website. Improve user experience. KEYWORD ADVERTISING Keywords are words or phrases that are used to match your ads with the terms people are searching for. Selecting high quality, relevant keywords for your advertising campaign can help you reach the customers you want, when you want. KEYWORD ADVERTISING EXAMPLE Keywords are the words and phrases that people type into search engines to find what they're looking for. For example, if you were looking to buy a new jacket, you might type something like “mens leather jacket” into Google. Even though that phrase consists of more than one word, it's still a keyword. Digital Marketing Metrics Digital marketing metrics are the key performance indicators (KPIs ) used to measure the success of a business's marketing efforts online. The goal of using digital marketing metrics is to track and decipher the way consumers interact with your brand online through websites and social media platforms. Digital marketing metrics are the key performance indicators used to measure the success of a business's marketing efforts online. The goal of using digital marketing metrics is to track and decipher the way consumers interact with your brand online through websites and social media platforms. Digital marketing metrics provide the framework for businesses to analyze the strategies used to reach new and existing customers through targeted campaigns or general marketing initiatives. These metrics can also help marketers find new ways to customize their approach for increased brand awareness and customer growth. Digital marketing metrics can also guide professionals away from strategies that may be ineffective so they can maximize their efforts on successful campaign methods. 15 digital marketing metrics businesses can use Digital marketing metrics show a range of data that can affect budgets, ad campaigns and sales projections. Marketing professionals determine these metrics using website analysis tools from online providers or through software programs designed to calculate specific figures. Here are the top digital marketing metrics industry professionals use to gain insight into the effectiveness and profitability of their efforts: 1. Search engine optimization (SEO)/keywords Search engine optimization is both a strategy and a metric marketing professionals use to drive website traffic and analyze results. SEO uses keywords to produce organic search results that can bring more users to your site. SEO metrics are used to generate potential keywords, analyze the main keywords that are relevant to your website and determine how keyword strategies have driven more traffic to your website content. 2. Total website traffic Measuring the total traffic or visits to your website can help you look at the overall picture of where your traffic comes from, how many potential customers are visiting and trends in the number of visits at certain points in time. Businesses work to produce steady growth in the total traffic to their website. Looking at the number of website visits can give you a basic understanding of your online presence. Checking your total website traffic can give you an idea of the success of a campaign to drive visitors to your site, who can then become conversions into customer purchases. 3. Traffic from channels By analyzing the way users arrived on your site, you can evaluate which methods are the most effective ways to gain traffic. Using the metric of channel traffic, marketing professionals ask where consumers were online before heading to their website and question how users arrived at the site. This includes the following channel possibilities: Direct traffic: Direct traffic comes from users entering your website URL into the search bar at the top of a web browser. This takes consumers directly to your site without the help of a search engine or other channel. Direct traffic indicates strong brand awareness from high intent visitors. Organic search results: When consumers use a search engine to find a specific term, organic results are the links that appear between paid ads. This is an element of SEO that uses keywords to amplify the possibility of top results from search engines. Social media platforms: Another way for consumers to visit your website from another channel is through links on social media. This can include posts from your accounts and through clicking on social media-based ads. Referrals: Users may come to your website after finding a link or mention on another site. This could be through guest blogging or through partnerships with influencers or other businesses. 4. Conversions Conversions tell marketers how many website visitors actually turned into subscribers or paying customers. Conversion metrics also count users who download content from your website. Converting visitors to clients is the goal of increased website traffic because it leads to more followers or direct purchases. Higher conversion rates indicate successful marketing campaigns, attractive web content and effective product incentives. 5. Average bounce rate Bounce rates show the number of users who left after viewing a single page on your website. Bounce rate metrics can show you the amount of time consumers spent on your page, down to the second, before leaving. The shorter the amount of time, the more significant the bounce rate. Low bounce rates indicate that users find the content they want and are willing to spend time on your site, which can lead to more possible conversions instead of missed opportunities. 6. Trends in searches Search trends study the way people use organic search results to get to your website. Trends in keywords may signal a need for updating content like blog articles and landing pages. Depending on your industry, trends may shift in predictable patterns like seasonal increases in organic traffic for certain products or services. You can also use search trends from certain data periods to compare yearly fluctuations in search results, allowing you to gauge high and low periods in traffic. . First-time visitors Tracking the number of first-time visitors to a site allows marketing professionals to measure the success of targeted campaigns like banner ads and strategic partnerships. It can also be used to determine the effectiveness of new content by analyzing new visitors in daily, weekly or monthly increments. Website analysis tools often provide the number of new visitors as a percent of total traffic. 8. Returning visitors Measuring the number of returning visitors can also give insight into the value of your website content. Return visitors signal interest and relevant information that is both attractive to your audience and evergreen or timeless. 9. Demographic data Marketing professionals use demographic data to determine the traits of their website visitors. This information helps them decide where to place ads and how to create the best content for their target audience. 10. Brand awareness Although brand awareness can be a challenging metric to measure with specific numerical data, anecdotal evidence like brand mentions through third-party reviews and social media conversations gives marketers an idea of a brand's performance in the general marketplace. You can measure brand awareness through the following ways: Brand searches: Branded searches mean consumers are searching for your brand name directly on search engine websites. This is another way to measure organic traffic. Social media post likes: Tracking social media post likes helps you gauge the number of interactions or engagement happening on your site. Content shares: Another way to measure the amount of brand awareness generated online is by looking at the number of users sharing your social media content. This can include reposting content from your brand's page. Social media comments: Comments also show that consumers are interacting with your brand, which is a clue about your brand's online popularity. Number of followers: The number of people following your brand through online social media platforms is a direct indication of brand recognition. Growing followers can increase your website traffic and indicate successful marketing efforts. Brand mentions: Chatter or mentions online constitute brand awareness. Marketing professionals track both negative and positive mentions to help determine ways to shape a brand's digital image. 11. Click-through rate Click-through rates measure the percentage of people who clicked on an ad that linked to your website. Marketing professionals acknowledge that although many consumers may see your ad, a smaller number will actually click on it. Professionals strive to gain lots of views or impressions so a larger percentage will click through the advertisement. Improving click- through rates is an important goal for marketing professionals as it can generate more leads. 12. Response rate Response rates for digital marketing communications show how many users reply or investigate company offers. This could mean the number of subscribers who fill out a survey sent through an email newsletter or if potential clients fill out an interest form for the business. Analyzing response rates helps marketing professionals calculate the number of leads generated by marketing efforts. Improving response rates also helps marketing teams know where to spend their money more effectively to increase their return on investment (ROI). 13. Cost per click/cost per impressions In digital marketing campaigns, businesses pay for their ads to show up on certain websites. When marketing professionals analyze a cost per click or impression, they can determine the value of their advertising efforts. In digital marketing scenarios, an impression means a user viewed an ad online while a click means the consumer actually went to your website by choosing to click on the ad. Since impressions don't necessarily lead to action, they cost less than a click and are typically calculated in large sums such as 1,000 impressions for a certain fee. Businesses pay a higher cost per click because these are more likely to convert to leads and even customers. 14. Cost per lead The cost per lead factors the amount a business has to pay for a lead through impressions, clicks and response rates. This metric reveals the total cost for converting site visitors either through organic traffic or advertising campaigns into viable potential customers. Understanding their cost per lead helps marketing professionals determine the profitability of advertising efforts. It can contribute to budgeting and the allocation of funds to specific campaigns. Cost per lead also helps marketers know to generate the best possible lead volume for the company. 15. Pageviews Aside from measuring the time a user spends on your website, you can look at the number of pages they viewed on your site. Pageviews can also show the most visited part of your website. For sites that offer e- commerce, online shopping pages could be the most popular, while businesses who offer services may find their informational blog is the most visited part of their site. Understanding where customers look most on your site can help you strategically place information on these pages.