Fundamentals of Search


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The basics of search and its use in marketing

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Fundamentals of Search

  1. 1. Search Fundamentals
  2. 2. CONTENTS • • •    • • • • Introduction Why Search Matters Search Engine Marketing Methods Benefits Process SERPs How It Works? Importance A Three Way Relationship
  3. 3. INTRODUCTION 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 engines.
  4. 4. 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 right message.. Search, compared to other media, is HIGHLY targeted
  5. 5. SEM 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 inclusion.
  6. 6. SEM METHODS SEM Methods Search Engine Optimization Organic Result Pay Per Click Paid Result
  7. 7. 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.
  8. 8. PAID PLACEMENT  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 company’s website.
  9. 9. BENEFITS • Increases brand awareness • Increases visibility • Increase in targeted leads • Quicker turnaround time • Greater ROI compared to other advertising media.
  10. 10. SEARCH ENGINE RESULT PAGE (SERP) Google Yahoo Bing
  11. 11. 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.
  12. 12. HOW IT WORKS? 2. LANDING PAGE An ideal landing page should always show/contain features, benefits or information that we are mentioning in our Ad copy.
  13. 13. HOW IT WORKS? 3. Quality Score Keywords Landing page Ad text 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
  14. 14. 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.
  15. 15. HOW IS YOUR AD RANKED? Understanding Ad words- Ad Rank
  16. 16. THE SEM PROCESS Customer Searches Online Sees Your Ad SEM Process Fills up the requisition form or makes a purchase decision Clicks through to your site
  17. 17. GOOGLE’S NETWORK Google’s Network Search Display
  18. 18. 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 Google. Ads are targeted based on a user's search terms.
  19. 19. 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.
  20. 20. TYPES OF TARGETING METHODS AND EXCLUSION • Keywords • Topics • Placements • Interest categories • Age • Gender • Remarketing • Site category options
  21. 21. TARGETING TOOLS Contextual Targeting tools match your ads to relevant web pages Audience Targeting tools match your ads to people who are most likely to be interested in what you're selling:
  22. 22. 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 need.  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.
  23. 23. A THREE WAY RELATIONSHIP Want to make money from selling advertising. SEARCH ENGINE WEBMASTER Web site owners, webmasters and online marketers want search engines to send traffic to their site. USER Want to find what they are looking for on the Internet