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Search Engine Marketing | Sem Tutorials | Sem Guide |  Learning Catalyst

Search Engine Marketing | Sem Tutorials | Sem Guide | Learning Catalyst



Sem Tips , Search Engine Marketing , Sem tutorials , Sem techniques ,Internet marketing,

Sem Tips , Search Engine Marketing , Sem tutorials , Sem techniques ,Internet marketing,



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    Search Engine Marketing | Sem Tutorials | Sem Guide |  Learning Catalyst Search Engine Marketing | Sem Tutorials | Sem Guide | Learning Catalyst Presentation Transcript

    • Careers in Search Engine Marketing
    • Google made around $21 billion in 2008. 99 percent of that was from search.
    • Search Engine Marketing is an integral part of online advertising today. But before we get into this, lets quickly look at growth of online advertising
    • Online advertising is doing well.
    • It’s growing in spite of the recession in the US.
      • Video ads slated to grow by 45% in 2009, Search ads `by 15%- eMarketeer, Nov 2008)
    • And in India, a look at the spend of the top 500 advertisers...
    • Why is digital advertising so hot…?  
    • Dude, advertisers have no other option but to latch on to this !  
    • Traditional Marketing is ‘Interruption Marketing’ and yet so expensive !!
      • A 10 second ad on IPL last year was priced around 5-10 lacs. Imagine watching an ad just before the last over of a match : What kind of retention can it possibly have ?
    • Online advertising is personal and relevant.
      • In SEM, the classified ads depend on the search query. In banner ads, the banner shown depends on the section or the kind of article being read.
    • Flexibility
      • Things go wrong. And when they go wrong on, its difficult to go back on commitments on TV and Radio.
      • In the digital space, campaign 'modulation' is a few clicks away
    • So why is TV and outdoor still around, you may ask..
    • (1) Because of ‘reach’ : The large advertisers have no option but to resort to TV for mass campaigns Figures above are for INDIA
    • To be noted : for the ‘teen’ audiences, the ‘viewership’ for social networks is in fact MORE than even TV.
    • And (2) because Old habits die hard. Media buyers and creative folks need new skills to do campaigns on digital. And they are still learning those.
    • How does it score as a career choice ?  
    • Where else would you get 'live, as-it-happens' insight on market response to a brand.  
    • Where else is there a bewildering gap in demand and supply  
    • Isn't ALL advertising headed towards a contextual, dynamic pricing based environment Why not 'live' this right now by becoming a SEM specialist 
    • Fifteen years back, the world started outsourcing software service to India. Seven year back, it was BPO. Today, the world outsources SEM to India. Look at the client list of some specialist agencies in India.
    • Basic Skills required
        • Strong in numerical and verbal
        • These are the 'Math' and the 'English' section in the typical aptitude tests. Verbal because one needs to constantly think of the words which represent the intent of the consumer.Numeric because one would needs to constantly evaluate the ROI of potential alternatives.Bidding is the name of the game.
        • Marketing bent of mind
        • You would be given a target audience and then its your job to find out the kind of sites he would visit, the search terms he would use, etc….Basically what a person does online.
        • Advanced Usage of Office tools , most importantly Excel
        • You would need to pull meaningful trends out of various sets of data that can be used to construct reports for internal teams or external clients.
      • Any MBA degree (better if it has a marketing slant to it) can be a good leverage here. Not just marketing, anything to do with human psychology also for example would be a good fit.
      Basic skills required
    • At the end of the day, you are accountable for the profits of your campaign. So that 'owning up' and the 'buck stops with me' spirit has to be there.
    • Salaries
      • 1.5 to 2 lacs per annum to start off with
      • Can rise to 5 to 8 lacs per annum after 3-4 years of experience.
    • For the MBA aspirants
        • If you are looking to get experience before pursuing a MBA (Marketing) kind of degree, a SEM profile job is ideal. Where else would you get real-time feedback on how brands respond to marketing tactics. And you can make changes and see the results for yourself !
        • In fact, you may decide not doing a MBA degree at all 
    • Our programs for SEM
    • Basic programs for Students and Working Professionals – Some of things we will cover
      • - Allocating costs between Search, contextual and Placement targeting.
      • Effective selection and qualification of keywords (Popularity, Specificity, BroadWords)
      • Ad Copy writing basics (Key elements of message, Call to action, Persuasion inside messaging and Innovations in messaging)
      • Advanced Targeting techniques.
      • Elements of Quality Score and how they are interconnected.
      • A walk-through of the main non-Google search engine alternatives : Yahoo, Bing, Baidu
    • Advanced programs for working professionals – Some of the things we will cover
        • Advanced campaign optimization techniques to increase the CTRs & maximize the ROI.
        • Non-traditional methods : Audio, Mobile, Video and Print, Radio, TV
        • How to Sync Adwords and Analytics
        • Creating E-com Goals and Funnels to analyze the campaigns
        • A detailed walk-through of the major non-Google search engines.
    • Do you belong to one of the below ? You need to get into SEM then !
        • Traditional marketing folks - If you want to be feared among your brethen and be more 'useful' to your employer 
        • Graduates who want to do a post-graduate in a marketing stream : Get into SEM and get valuable pre-MBA experience.
        • Graduates across streams who want to get into the rapidly growing digital space.
    • Learning Catalyst : ‘For those who like to learn but don’t like to be taught’ We offer learning programs in Web Marketing and Web Technology. (Instructor-led and Online) www.learningcatalyst.in Mumbai office - 91 22 26135780 [email_address]