Why Search Matters
Search Engine Marketing
How It Works?
A Three Way Relationship
Every day all around the world, millions of
people “search” the internet to find content
of their interest.
Search engines are web-based programmes
that index the web and allow people to find
what they are looking for.
“Search” or “search marketing” refers to the
industry that has built up around search
WHY SEARCH MATTERS?
Ads are triggered only when visitors are actually
looking for a relevant information. Thereby Search
allows you to be present at the right time with the
Search, compared to other media, is HIGHLY
Search Engine Marketing, (SEM) is a form of
internet marketing that seeks to promote websites
by increasing their visibility in the search engine
result pages (SERPs) through the use of paid
placement, contextual advertising and paid
Pay Per Click
SEARCH ENGINE OPTIMIZATION (SEO)
Search engine optimization is a technique for improving a website’s visibility amidst
the search engine results via natural or organic search.
This includes changing or modifying the website’s programming code. Due to such
alteration a website is fully crawled by a search engine’s spider to index the website’s
pages so that it could be included in the top ranking of the search engine.
Altering code involves adding visible or invisible content to the website.
Changing the source code of a website to ensure a higher place in any search engine’s
result can prove a boon for a marketer.
Paid placement is popularly referred to as Pay–Per–Click (PPC).
These advertisements appear on top or adjacent to the natural search results.
These advertisements are known as sponsored links in Google.
In this method, the marketers bid for various keywords.
These keywords are the terms that a searcher types in the query box of a search
engine to search for the desired product or service.
When searcher types in any term in the query box that match with the marketer’s
keywords, their ads appear as sponsored links.
The marketer pays only when the searcher clicks on the advertisement to enter the
• Increases brand awareness
• Increases visibility
• Increase in targeted leads
• Quicker turnaround time
• Greater ROI compared to other advertising media.
SEARCH ENGINE RESULT PAGE (SERP)
HOW IT WORKS? 1. TEXT ADS
Each search text ad comprises of following lines
Headline 125 character
Description Line 1- 35 characters
Description Line 2- 35 characters
Display url35 character
Each Text ad is created based on the theme of keywords to bring in relevancy
between keywords & Ad text.
HOW IT WORKS? 2. LANDING PAGE
An ideal landing page
features, benefits or
information that we
are mentioning in
our Ad copy.
HOW IT WORKS? 3. Quality Score
Keyword, Landing page & Ad text should be relevant to each other in order
to build strong quality score.
A higher quality score means a higher relevance and lower CPC’s
HOW IS YOUR AD RANKED?
• Ad Rank determines your ad position -- where your ad shows on the
page in relation to other ads.
• The main components of your Ad Rank are your bids and the quality of
your ads, keywords, and website as measured by Quality Score.
• Factors such as the relevance, clickthrough rates, and the prominence
of the extensions or formats on the search results page also determine
the ad rank.
• So even if your competition has higher bids than yours, you can still
win a higher position at a lower price by using highly relevant
keywords, ads, and extensions.
• Your Ad Rank is recalculated each time your ad is eligible to appear, so
your ad position can fluctuate each time depending on your
competition at that moment.
HOW IS YOUR AD RANKED?
Understanding Ad words- Ad Rank
THE SEM PROCESS
Sees Your Ad
Fills up the
requisition form or
makes a purchase
Clicks through to
GOOGLE’S NETWORK 1. SEARCH
Connect to potential
customers at the precise
moment they're searching
for your products or services
on search engines like
Ads are targeted based on a
user's search terms.
GOOGLE’S NETWORK 2. DISPLAY NETWORK
Google contextually target
our ads on sites based on the
content of the
webpage, news, articles etc.
which are relevant to your
business. There are millions
of websites in Google's
content network which gives
an ideal platform of exposure
to wide audience.
TYPES OF TARGETING METHODS AND EXCLUSION
Site category options
Contextual Targeting tools match your ads to relevant web
Audience Targeting tools match your ads to people who are
most likely to be interested in what you're selling:
IMPORTANCE OF SEM
Search is important because of the following reasons:
Search is goal oriented: People use search to find the things they want and
Search engines are the doorway to the Internet.
The search industry is BIG.
To be found you must be visible.
Top of search equates to top of mind awareness.
People trust organic search.
Catch potential customers at every phase of the buying cycle.
Many people have a search engine as their browser home page.
A THREE WAY RELATIONSHIP
Want to make money from
Web site owners, webmasters and
online marketers want search
engines to send traffic to their site.
Want to find what they are
looking for on the Internet