Submissions for SEM (Sec -1)

Online advertising by using different ways in SEM

Need of topic:

Search engine marketing, or SEM, is one of the most effective ways to grow your business in
an increasingly competitive marketplace. With millions of businesses out there all vying for
the same eyeballs, it’s never been more important to advertise online, and search engine
marketing is the most effective way to promote your products and grow your business.
While it's critical you employ organic strategies to attract traffic over the long-term,
sometimes, you can't properly compete on the SERPs without putting money behind it -- and
that's where SEM comes into play.
For instance, consider what shows for Google search "summer shoes":
Zappos clearly has an effective SEO strategy, since its "summer shoes" page ranks first
organically. However, their paid "Summer Shoes" ad, circled above, ranks as the first search
result overall.
What is SEO?
Search engine optimization, or SEO, is different because businesses don't pay Google for
traffic and clicks; rather, they earn a free spot in in the search results by having the most
relevant content for a given keyword search.
Organic SEO is a search engine optimization process that results in your website content
gaining increased visibility in unpaid, non-local results.
  It can take months before you begin to see optimized search results.
 Organic search results are subject to daily algorithm updates and market
adjustments. Results can be volatile.
 There is a maximum of 10 blue links on page 1 of organic search results.
Competition is tough and getting tougher.
Statement of Objectives:
With 35% of product searches start on Google, and the average Google search lasting only
a minute, it's critical that business's product or service appear at the top of a SERP when a
user is searching for it. This isn't always possible organically, particularly when other
businesses are paying to ensure their products appear above yours. When this is the case, it's
critical you invest in a SEM strategy.
SEM Strategies:
 Keyword Intent
Pay-per-click, or PPC, strategy starts with choosing the right keywords to bid on. That means
doing research to determine what keywords to bid on or, in other words, what queries you
want your ad to show up for. Start by brainstorming brand terms, terms that describe your
product, and even terms that describe your competition.
 Keyword Volume and Competition
If no one's searching for your target keywords, you won't get any results from your ads. At
the same time, keywords with extremely high volume attract more competition (and, in
some cases, lose relevancy). When doing keyword research, relevant high-volume and low-
competition keywords are a sweet spot, but they may not be easy to come by. It then becomes
a balancing act between demand (volume) and budget (competition).
 Keyword Cost
Ad placement is determined by the bid you specific for the keyword and the quality score
Google has given your ad. Higher bids and higher quality ads win the best placement. With
this in mind, high competition keywords end up being more expensive. Bidding too low
means your ad will not be shown, so you'll want to ensure that you can be competitive based
on how much competition is for the keyword.
 Account and Campaign Structure
In theory, you could lump all of your keywords together in a single bucket and display one ad
for the aggregate lot. But your budget would be eaten up by a handful of high-volume
keywords, and your quality score would go down. That's why structuring your Google Ads
account properly is so important.
 There are several levels for Google Ads campaign organization:
 Ad - The copy that's displayed for the keywords you've chosen.
 Keywords - The queries you're bidding on.
 Ad Group - Sets of like keywords grouped by theme.
 Campaign - Highest level for managing ad groups.
An ad is made up of a few components:
 Title
 Display URL
 Description

Understand exactly what the searchers are looking for with their queries and see if you write
a great ad that makes your offer attractive.

List of SEM tools:

 SEMrush
SEMRush allows you to conduct extensive keyword research, keyword rank tracking, site
audits, traffic analysis, and more. SEMRush is a fantastic tool for finding opportunities to
rank for long-tail keywords organically, but additionally, you can use the tool for various
SEM efforts. For instance, you can use SEMRush to figure out where your competitors are
concentrating their marketing efforts, and analyze their regional presence, to figure out how
much money you want to put behind certain keywords.
  Google Trends
Google Trends allows you to track search volume for a particular keyword across a specific
region, language, or time frame -- which can enable you to identify which search terms are
trending, and which ones aren't. Since you don't want to put money behind a keyword that's
decreasing in popularity, this is an incredibly useful tool for your SEM efforts.

Conclusion:
It will be expected that much more companies utilise search engine marketing since
consumers increasingly depends on the Internet to search for product or service information.
Although there are several sorts of search engine marketing methods, firms with small
budgets may have difficult to employ all methods. Accordingly, they need to analyse the
advantages and disadvantages of its method, and also consider their financial condition and
purpose. Accordingly, firms need to use social networking service to maximize the effect of
search engine optimisation. Furthermore, they have to make high quality contents within their
website in order to attract online searchers.
 Submissions for SEM (Sec -2)
Campaign and Mobile Ads.
Need of topic:
Investing your ad spend in a strategic mobile advertising campaign can be an effective and
profitable digital marketing strategy, no doubt in large part because mobile users
spend 71% of their mobile usage time browsing the internet.
This can be very effective for a business.
Statement of objectives:
- To understand the concept of mobile advertising
- To understand the working of an AD groups in a campaign
- To know the different types of campaigns used with SEM

Mobile advertising is the creation of online advertisements that are specific to mobile users.
And because of your prospective customers and clients’ increasing use and reliance on
mobile phones, mobile advertising isn’t going away.
Still, there are some critical differences between advertising on desktop and advertising on
mobile.
Mobile advertising works by understanding that mobile user’ intentions are different from
those of desktop users.
92% of people who made a mobile Google search ended up making a purchase related to
their search. Mobile searches come with higher intent.
Digital marketing campaigns that tap into that difference will do well, while campaigns that
overlook it will perform poorly.
 What are the different types of mobile advertising?
Banner ads
One of the oldest and most popular forms of mobile advertisement, banner ads primarily
used an unobtrusive “banner” at the top or bottom of the screen which features relevant
text and graphics. These ads rely heavily on brand recognition, with little space to provide
detailed information. It is a simple and safe way for a brand to get their name and product
viewed by as many people as possible.
Native ads
Native ads are often referred to advertisements that uses paid media or ads that seamlessly
integrate with the app or the media format in which they appear. It mimics the original app
format for optimal user experience and looks like a part of the editorial flow of the page.
These ads often appear in social media feeds, or as recommended content on a web page. The
key to native advertising is that it is non-disruptive – it exposes the reader to advertising
content without sticking out like a sore thumb.

Video ads
With consumers increasingly looking for fast and quick content to consume, video
advertising is rapidly becoming an area of focus for marketers, particularly given that up
to 80% of global internet consumption will be through video content this year. Video ads are
simple in their concept yet complex in their execution. They are videos that play either while
a user opens or interacts with a mobile application. They require a substantial budget but
offer a high level of user engagement.

Interstitial ads
Interstitial ads are described as full-screen interactive ads that cover the interface of an app.
These ads often appear at natural transition points like pausing a game or after an app is
closed. The ads offer marketers a chance to partake in high-level engagement with an
advertisement’s product, often featuring compelling and creative call-to-actions. Interstitial
ads are increasingly becoming a popular ad format with the marketers, due to its high
impression rate that helps to increase downloads and revenue.

SEM covers all paid search advertising, which includes:

 PPC/CPC
 Retargeting
 Geotargeting
 Mobile search advertising
 Enhanced campaigns
 AdWords
 Bing Ads
 Product Listing Ads (PLAs) for ecommerce/ Google Shopping
 Youtube (Video search ads)
 Amazon Ads
Search engine marketing is paid advertising within the sponsored listings of a search engine
by paying per click (PPC). PPC means that the advertiser only pays when a user clicks on the
ad, unlike cost per impression (CPM) where advertisers pay per 1,000 impressions.
While there are many types of paid search ads, let’s take a look at how one of the most
popular forms of SEM works: Google Ads.
What is Google Ads?
Google Ads is Google’s online advertising program that enables marketers to create online
ads to reach audiences that are interested in the products and services you offer.
The AdWords platform runs on Pay-Per-Click (PPC) advertising i.e. you have to pay every
time a visitor clicks an ad.
Marketers rely on Google Ads as a promotion platform because:
You can attract more customers by showing ads on a platform people actually use to find
information i.e. Google.
 You can promote offers to a local and global audience.
You can reach your target audience at the right time with segmentation and personalization.
Think of the Google Ads platform as an online marketplace, where businesses pay to have
their ads shown at the top of the search results page, or get displayed prominently on other
websites.
AdWords Campaign Structure
This is what the AdWords campaign structure looks like:

Keywords are the primary element of an ad campaign, keywords combined together or

sometimes even a single keyword makes an ad group.
All ad groups come under a unique ad campaign, AdWords allows you to create as many as
10,000 campaigns.
Here’s a detailed breakdown of the campaign structure, from top to bottom.
1. Campaigns
Campaigns are at the highest level of an AdWords account. Each campaign consists of
different ad groups which contain keywords. To structure campaigns appropriately focus on
building your campaigns properly from the start.
One way to organize your campaigns is to look at the product or sb ervices available in your
website navigation menu. You can then create a unique campaign for each menu item and
create ad groups based on the drop down section of the navigation.
This will also help you manage your budget, as you can analyze which campaign is bringing
more revenue.
For example, Mr.Rooter can run three main campaigns based on their website navigation:
Residential services
Commercial services
Emergency services
 For each campaign they can create ad groups relevant to the service, for instance, the ad
groups related to the Residential services campaigns can include:
Plumbing Diagnosis & Inspection
Plumbing Repair
Plumbing Repair & Installation
This also helps you set up a decent budget at the campaign level.
The best way to set up a campaign budget is to divide your entire budget on the number of
days you intend to run your campaign. For example, if you are planning to run a campaign
for one month, divide your budget by 30 days.
2. Ad Groups
Each campaign consists of one or more ad groups, an ad group is a set of keywords. When a
user performs a Google search with your added keywords in the ad group, Google picks one
of your ads to show up in the search results.
AdWords uses an algorithmic placement based on keywords, placement and audience while
deciding where to place ads within its network.
Single Keyword Ad Group (SKAGs) is an ad group which consists of a single keyword. If
you are sure (based on data) that a particular keyword is attracting more traffic to your site,
SKAGs can save you a lot of advertising money.
Management Placement helps you manage the placement of your ad group. For example, if
you notice that you are receiving more relevant traffic from Forbes for your display ads you
can bid higher on that particular site to get more results.
3. Keywords
In AdWords, keywords are the most critical targeting factor, they describe what your
products or services are, and help the search engine trigger an ad when a user types a search
query.
How does AdWords auction system work?
 Google uses an auction system to rank ads in the search results. The auction system
determines the cost for each ad placement.
How does the AdWords bid system work?
A bid is an amount each advertiser is willing to pay to show their ads in the search results. All
the ad positions are determined by bids. However, the cost each advertiser has to pay is
determined by the second price auction.
The second price auction is a system where the highest paying bidder, pays the bid of the
second highest bidder.
In AdWords PPC system advertisers will only pay when they actually receive a click on their
ad. It does not matter how much you are willing to pay for your ad to come at first position –
what matters is the ad click-through-rate (CTR).
If more users are clicking an ad Google’s algorithm thinks that this particular ad is more
relevant and brings that ad to the first position even if the bidding price was lower than other
ads with lower CTR.
To understand this mechanism we need to first understand what quality score is.
Quality Score
Quality score is a metric used by Google to determine ad rank. Google collects user’s
feedback in the form of click-through-rate (CTR), ad relevance and post-click landing page
experience.
Higher quality scores help advertisers gain a higher position in SERPs.
1. Expected Clickthrough Rate
Here’s how Google defines expected clickthrough rate:
A keyword status that measures how likely it is that your ads will get clicked when shown for
that keyword, irrespective of your ad’s position, extensions, and other ad formats that may
affect the visibility of your ads.
The expected CTR determines whether your keyword is likely to get a user to click your ads.
AdWords essentially takes into account the past performance of keyword based on your ad’s
position. Google provides an expected CTR for a keyword of your campaign based on the
assumption that the search term will match that keyword exactly.
When a user has typed in the search query and the auction is taking place, Google Ads
calculates a more accurate expected clickthrough rate based on the search term, type of
device and other auction factors.
Your expected CTR can have three statuses – average, above average and below average.
An average and above average status signifies that there are no major problems with the
keywords’ expected CTR, when compared to all other keywords in the Google Ads network.
A below average status on the other hand means that you might want to make changes to
your ad copy so that it relates more closely to your top keywords.
 The expected clickthrough rate is a prediction, the status helps you determine how the
keyword performs within your campaign and also across all other advertiser’s accounts.
The expected CTR is calculated by not factoring in the ad position, and other factors that
affect ad visibility such as ad extensions etc.
An important thing to remember about expected CTR is that it’s different than the
clickthrough rate value that you see in your Google Ads account.
2. Ad Relevance
Ad relevance is a status that measures the message match between your keyword and your ad.
For example, Google determines if someone searching for a keyword you’ve bid on sees your
ad being relevant to the keyword search.
There are three ad relevance statuses – below average, average and above average.
You can use the ad relevance status to help identify which keywords aren’t relevant to your
ad and make changes accordingly so that your ad has an impact on your audience.
3. post-click landing page Experience
Google measures post-click landing page experience by determining how relevant your post-
click landing page is to your ad, and how much it relates to the user’s search term. The post-
click landing page experience status describes whether the post-click landing page provided a
good experience for the visitor who landed on the page after clicking the ad.
post-click landing pages that are clear and offer relevant information to visitors get a status of
average and above average. Pages that don’t offer relevant information, seem untrustworthy
or are mobile unresponsive get a status of below average.
To get a high quality score and improve Ad Rank, it is extremely important you take care of
keyword, ad and post-click landing page relevance as well as set an appropriate maximum
bid for your campaigns.
Another factor which is important in determining ad rank is the format of an ad. Ad formats
are based on ad extensions. These extensions provide context and more information about
your business for example your business address, phone number, and customer rating.
Running PPC campaigns on Search Networks and Display Network
Google Ads is divided in two types of ad networks, the Search and the Display Network. This
section of the chapter will focus on the account setup process of Google Search and Display
ads.
Setting up search ad campaigns on Google Ads
Google search ads appear next to Google search results when users type in queries looking
for products and services they need.
Setting up your Google Ads search campaigns can be summed up in the following three
steps:
 1. Create your ad: You can create your search ad in just a few minutes.
2. Locate customers with keywords: You can choose the keywords in your campaigns that
potential customers might search for in Google to find your product/service.
3. Set search ad budget: Simply set a daily budget for your ad and push your search ad
campaigns live.
With millions of Google searches per day, search ads give you the opportunity to ensure that
customers notice your brand, consider your offer and perform the desired action.