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SEM ppt

Enhance your digital marketing skills with our top-rated SEM course in Hyderabad. Our curriculum offers comprehensive training on Search Engine Marketing (SEM), including pay-per-click concepts, AdWords, and keyword usage. Become an expert in SEM and dominate the digital marketing world.

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SEM ppt

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  1. SEARCHENGINEMARKETING (SEM)

  2. Agenda: INTRODUCTIONOFSEARCHENGINE MARKETING IMPORTANCEOFSEM HOWSEMWORKS SEM KEYWORD RESEARCHSTRATEGIES HOWADAUCTIONSWORKONSEM CREATINGANSEMCAMPAIGNSTRATEGY

  3. INTRODUCTIONOFSEM • Searchengine marketing (SEM)is a method of promotion and advertising to help companies' content rank higher among search engine traffic. Like search engine optimization (SEO), search engine marketing helps companies improve thewaycontentisrankedbysearchengines. • Definition:SearchEngineMarketing,orSEM,isapowerfuldigitalmarketingstrategythatrevolvesaround enhancingawebsite'svisibilityinsearchengineresultsthroughpaidadvertising. • Distinction:UnlikeSearchEngineOptimization(SEO),SEMinvolvespaideffortstosecureprominent positionsinsearchengineresultspages(SERPs). • Objective:SEMaimstodrivetargetedtraffic,increasebrandvisibility,anddelivermeasurableresultsby leveragingpaidsearchadvertising • It is based on keyword analysis. Marketing departments identify keyword terms that might draw users to a webpage. Like SEO practitioners, search engine marketers use keyword research analysis and toolsto identify keyword phrases audiences are searching for. They then buy adspace on the results pages from the search engineproviderforthesearchtermstheywanttotarget.

  4. IMPORTANCEOFSEM • Digital marketing. Online purchasesareone of themost popular wayscustomersshop. SEM campaignsattempttoexpandthereach of digital marketingby identifying and using keywords that will attract the people most likely to be interested in the marketer's product or service. Essentially, SEM campaignstargetthemostprofitablekeywords. • High conversion rates. One of the biggest advantages of SEM marketing efforts is that they position an organization's product right in front of customers when they are ready tomake a purchase. For example,by purchasing an adfor a product keyword -- "food processor,"for example-- customerslooking to buy a food processor online will see a company's product ad first. With SEM, there is a good chance that the visitors clicking on an ad want to make a purchase,increasinganorganization'scustomerconversion ratesand optimizingcustomers'purchaseintent. • Speed.AnSEMstrategyoftendrivesincreasedtrafficmorequicklythanSEO,whichcanrequirelongperiodsoftimetoanalyzekeywordsandshape • contentto SEOresearch.SEMputs productsand servicesrightinfrontofcustomersimmediatelybyplacingthemattheverytopofSERPs. • PPCmodel.ThePPCmodel,whichissimilartothecostperengagementmodel,isacost-effectivestrategythatenablesorganizationstoonlypaywhen • theirad isclicked.Organizationscanalsocontrolexactlyhowmuchtheyspendbysettingamaximumcostperclick(CPC)anddailybudget. • Increased organic rankingsand trust signals. Increasedtrafficto a page through paid ads ultimatelyincreases overall trafficto a page and enhances trust signals ranked by Google. If a product performs well enough through an SEM campaign, it can rank high on a SERP organically, making SEM no longernecessary. • Segmentation.Besideskeywords,SEMcampaignscancontrolwhatgeographiclocation,languageandonlinebehaviortotarget,ensuringtheyonly reachtheusersthatmightbeinterestedintheirproductorservices. • Deep insight.ToolslikeGoogleAnalyticsgiveorganizationshighlydetailedreportsonthestateandevolutionoftheirSEMcampaignsinrealtime.This • givesusefulinsightsintohowSEMcampaignadsareperforming,whichhelpsorganizationsanalyzehowthey couldimprovetheircampaign.

  5. HOWSEMWORKS? • ⯈Search enginemarketers first identify keywords with large search volumes and then buy ad space on the SERPs for those keywords. These campaigns pay per click (PPC), which means the marketer pays the search engine provider every time a user clicks its ad. For organizations sellingproductsandservices, therevenuegeneratedfromcustomers buying products they accessviatheSEMadshouldoutweighthecostofPPC. • ⯈SEMadsareplaced at the top of a SERP,abovetheorganic results generated by SEO. They appearsimilartoorganicresultsandincludethefollowingcharacteristics: • headlinesortitletags; • summariesofthewebpagecontent,knownasthemetadescription; • callstoaction,meaningtextthatinspiresvisitorstomakeacertainaction,suchasbuyinga • productorsubscribingtoaservice;and • URLhyperlinks.

  6. SEMKEYWORDRESEARCHSTRATEGIES • ⯈SEM strategiesdepend onidentifyingandpurchasing adspace onthemosteffectivekeywords and long-tail keyword phrasesrelated to a product or service. SEM keyword research strategies are based on keyword intent, sometimes called searcher intent. Keyword intent refers to what action a user is likely to take when they search a specific keyword. SEM strategies focus on identifying and using keywordsthataremost likelyto driveausertomakeapurchase. • ⯈Severaltoolshelpmarketers identifythemostimportantkeywords,includingthesesix: • Clearscope • GoogleAdsKeywordPlanner • GoogleTrends • KeywordTool • Semrush • SpyFu • ⯈Successful keyword research canalso help SEM marketers identify and avoid negative keywords. These are keywords that are unlikely to rank high on search engine results pages and attract potential customers.

  7. HOWADAUCTIONSWORKONSEM • The SEM campaign with the biggest budget does not always get the top spot. Competitors with a lower bid can winad space over organizations with higher bids if their content ismore relevant. Also, some of the factors that determine organic search engine rankingalso come into play in the Google auction, such as trustsignalsandwebtraffic. • Once an SEM campaign has identified the keywords to target, it can enter the auction for those keywords. Searchengineauctionsgenerallyfollowsthesefoursteps: • Bidding.TheSEMcampaignentersthemaximumamountitiswillingtopayforakeyword. • Quality score. Platforms like Google Ads grade the adand the website hosting it based on the keywords used, the UX of the website, how useful the content on the ad's landing page is and ad assets, such as phone numbers and links that might be useful tovisitors. Google also has quality thresholds that ads mustmeettoearnaspecificadrank. • Context considerations. Because auctions happen every time a user makes a search, search engines like Google and Bing also consider contextual information in determining an ad's ranking. These include the searcher's physicallocation, search history,the time of the search, the device used to make the search, andotheradsandorganicsearchresultsonthepage. • Ad rank determined. An ad rank is awarded to the bidder. Because of all the metrics Google considers inadditiontothepriceofthebid,thehighestadrankisnotguaranteedtogotothehighestbidder.

  8. CREATING ANSEMCAMPAIGN STRATEGY • TocreateasuccessfulSEMcampaignstrategy,marketersmakeuseofavarietyof strategiesandtools,includingthefollowing: • Keyword research. The first step in an SEM campaign is for an organization to identify the most effective keywords it wants to purchase ad space on. This can be done through the use of online keyword research tools. Research should also be done into competitors'adsandgeo-marketinginformationabouttargetaudiences. • Budget.Marketerscreateabudgetfortheadcampaignandsetamaximumbidamount. • Ad groups. An organization advertising several products or services might have to organize its products into multiple ad groups, which are multiple ads in a campaign that share similar targets. This approach is more cost-effective than putting every single keywordintoonead,whichcanbeexpensive. • Design and test landing page. Every ad must link to a landing page where the product sits. It is a good idea to create a landing page that uses important keywords and providesa good UX. A/B testingcan be used to optimize metrics such as revenue per pageandaverageordervalue. • Createthead.Thenextstepistocreateanadforanadgroupbasedonthekeywordandcompetitorresearch. • Makeabid.Onceanadiscreated,abidisenteredintoasearchengineauction. • Monitor the campaign. The final step is monitoring the ad's performance with analytics tools, such as Google Analytics. These tools let organizations track the performance of keywords and make modifications to the ad, the keywords used or other elements ofthecampaign.

  9. OVERVIEWOFSEM ⯈SEM(SearchEngine Marketing)isthe by processofgainingwebsitetraffic purchasingadsonsearch engines.”That clearly includes pay-per-click, local search ads, product listing ads, and all advertising effortswithregardtosearchengines ⯈Itisthe processof combining SEO and PPC strategies to create a holistic internet marketing strategythatdrivestrafficand visibility through search engines based on a user'ssearchquery.

  10. Thank you • Presentername:kathika.kalyani • Emailaddress:info@3zenx.com • Websiteaddress:www.3ZenX.com

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