Assignment 1

Digital Marketing

Name: Siddhant Bisht

Sap id: 1000017663

(Answer) - Search Engine Marketing (SEM) and Search Engine Optimization (SEO) employs different
strategies; they both provide businesses with opportunities to boost sales. While SEM techniques use
paid advertisements to quickly increase site traffic, SEO strategies can assist firms over time improve
their organic search ranking. Understanding major distinctions between SEO and SEM, such as the
search results they target, the time it takes to see results, and their short- and long-term expenses, will
help marketing teams concentrate on the best strategy for their company's objectives.

Search Engine Marketing (SEM) - It is the practice of using sponsored adverts to improve visibility in
search results. Both organic results and paid adverts can be found in the SERPs on Google and other
search engines. Paid advertisements on Google frequently show up at the top, side, or bottom of a SERP.
Companies can pay to have their websites appear in these prominent places.
Search Engine Optimization (SEO) - In order to improve a website's natural, or unpaid, visibility on
major search engines, SEO is used. Marketers utilize SEO methods to guarantee that these algorithms
favorably rank their content. Companies like Google and Bing use algorithms to ensure that their search
engines offer relevant, high-quality search results for searches. The aim of SEO is to naturally rank for a
certain keyword or phrase on the first page of a search engine results page (SERP).

Some key differences between SEM and SEO are as follows:

1. SEO and SEM targets different search results: The main objective of both SEO and SEM is to
improve a website's exposure on search engines. They concentrate on various strategies for
achieving that objective, though. The building and improvement of websites is the main
emphasis of SEO in order to raise their placement in natural search results. SEM is focused on
using paid adverts to dominate SERPs. Marketers utilize SEO best practices to provide content
that search engine algorithms are prone to favor in order to help pages rank organically. Despite
the fact that search engines like Google and Bing don't publicly divulge every aspect of how they
rank pages; the algorithms take into account dozens of factors, such as the following:
 Title tags: - The page's primary keyword, or at least a close version of it, should appear
in the title.
 Content Quality: - Marketers should write thorough, organized, and well-researched
content.
 Mobile friendliness: - Search engines give sites that are optimized for mobile browsers
priority as more people conduct searches using their mobile devices.
 The SERPs favor websites with plenty of backlinks, or links from other websites.
  Site speed: Because search engine providers don't want to direct users to slow pages,
their algorithms give priority to websites with speedy loads.

2. SEO takes longer to deliver results than SEM: Results from SEO take longer to appear than
those from SEM. An SEM campaign can raise a company's web traffic instantly, whereas an SEO
approach can take three months to two years to show noticeable ranking changes.
The digital marketing sector has grown extremely competitive due to the fact that millions of
consumers utilize search engines to locate the goods and services they need. Organizations
should create a large library of high-quality content, gather backlinks from other websites, and
provide a great user experience for visitors in order to rank well in the SERP's organic results. All
of these tasks take time.
SEM, on the other hand, can start producing traffic as soon as marketing teams begin running a
campaign on a website like Google Ads. It can take some time for marketers to create high-
quality landing pages for their advertising and conduct target audience research before to the
beginning of a campaign. However, the SEM campaign may start bringing in paid traffic right
away once teams have these landing pages set up.

3. SEO costs more than SEM in the short term: Organizations must devote a lot of time and energy
to SEO if they want to gain organic visibility, even if SEO doesn't cost money in the same way
that SEM advertising does each engagement. Employing content writers and SEO strategists, as
well as purchasing SEO tools, may be necessary for organizations looking to boost their SEO. SEO
involves a significant initial investment because returns may not be seen for several months or
even years.
On the other hand, once a business gains organic visibility, it might get a lot of visitors for free,
which makes SEO very profitable over time. Marketing teams can see results right away with
SEM. However, the organization's visibility returns to its pre-campaign level after the marketing
funding is used.

Q2. Design any two search engine advertisements for businesses of your choice by using the
Google Ad platform by creating and pasting the screenshots of the two text advertisements.
Also, mention the bouquet of 10-15 keywords for which your designed advertisements should
run. Use appropriate match types in the keyword window box.

(Answer) - 1st advertisement – summer trek in uttarakhand

Keyword