Creating a Search Engine Marketing Campaign Strategy

How does Search Engine Marketing Work?

Search engine marketing works by the following process:...

Importance of Search Engine Marketing

1. Helps the Consumers in Convenient Online Purchasing: Consumers looking for particular products can search for the same by simply using keywords that match suitably with the specifications of the product. In this way, the products will reach to right customers....

What is Ad Auction?

Ad auction is defined as a process of pricing online advertisements based on pay-per-click for organisations who wish to display their ads on search engines. If there are available slots for advertisement, the search engine providers hold an auction in which the advertisers bid on certain keywords against each other. The bidder with the highest bid wins the auction. The search engines decide:...

How Ad Auctions Work?

In a search engine marketing model, the businesses that can identify the precise keywords are the real winners in the market over the ones who spend the highest budget. Anyway, if a product or a website does well, it automatically gets a higher rank in the search engine result pages organically without the need for search engine marketing. Thus, we can say that a campaign advertised through search engine marketing with a higher budget may not get the top ad space. Organisations with lower budgets may occupy the space if they tend to attract heavy traffic, ensure trust signals, display relevant content, and identify the most searched keywords. Every time a consumer searches for a relevant keyword, search engines such as Google, Bing, and Yahoo go through an auction to select which ad will appear in the top rank on the search engine result page. The auction includes various factors such as an ad quality rating as well as a pay-per-click network. A search engine can enter an auction by the following steps:...

Creating a Search Engine Marketing Campaign Strategy

1. Identification of Keywords: Organisations need to identify relevant topics and broaden the same to precisely determine the appropriate keywords that the consumers will mostly be using while conducting the search function. This task can be fulfilled by certain analysis tools and software....

Disadvantages of Search Engine Marketing

1. Involves Cost: Though search engine marketing is a cost-effective strategy, i.e., it cuts down maximum advertisement cost through pay-per-click, we cannot disagree with the fact that, unlike search engine marketing, search engine optimisation is a similar marketing strategy which is unpaid and generates results organically....

Difference Between SEM and SEO

Basis SEM SEO Function Improves sponsored rankings in search results. Optimises unpaid rankings in search results. Cost It is a paid advertisement model. Payment is done on the basis of PPC. It displays organic search results i.e., they are unpaid means of advertisement. Ad space rank The contents advertised through SEM are shown at the top of the search engine result page. The contents advertised through SEO are shown in the middle or below the SEM advertisements on the search engine result page. Effectiveness In a SEM, traffic stops as soon as pay-per-click is withdrawn. SEO takes time to rank higher in search results. Time SEM provides short-term outcomes. SEO provides greater outcomes in the long run. Marketing strategies SEM is entirely dependent on advertisement costs spent by the company. The marketing strategies in SEO need to be analysed and tailored from time to time....