Search Engine Marketing (SEM)

In this tutorial, you'll learn an overview of search engine marketing basics as well as some tips and strategies for doing search engine marketing in right way such as...

1. What is Search Engine Marketing actually?
2. What are the main goals of SEM?
3. How Search Engine Marketing Works?
4. Why is Search Marketing Important?
5. SEM Keyword Research
6. The Importance of Quality Score in SEM
7. Advantages of SEM
8. Search Engine Optimization (SEO)-An Overview
9. What is Auction and how the Ad Auction Works?
10. How Ads ‘Win’ the Ad Auction?
11. SEM vs. SEO

What is Search Engine Marketing actually?(वास्तव में SEM क्या है)

• Search engine marketing (SEM) is a digital marketing technique which is used to improve the visibility of a website in search engine results pages (SERPs). (सर्च इंजन मार्केटिंग (SEM) एक डिजिटल मार्केटिंग तकनीक है जिसका उपयोग सर्च इंजन रिजल्ट पेज (SERPs) में वेबसाइट की दृश्यता में सुधार लाने के लिए किया जाता है।) 

What is SEM?

• Search engine marketing is often referred to alternately as paid search or pay per click (PPC).
• Search engine marketing, or SEM, is one of the most successful way of expanding the company in an extremely competitive marketplace. 
• With millions of businesses out there now fighting for the same eyeballs, online advertising has never been more relevant, and search engine marketing is the most successful way to sell your brand and expand your business.
• SEM is the practice of promoting a company using paid advertisements which appear on the results pages of search engines (or SERPs). 
• Advertisers bid on keywords that users of services such as Google and Bing that enter while searching for such goods or services, allowing the advertiser the ability to appear alongside the results for such search queries for their advertising.
• SEM or Search Engine Marketing (also known as Internet Marketing) is the method of obtaining search engine traffic either organically (i.e. free) or charged (i.e. through advertising). 
• The two foundations of SEM are SEO (Search Engine Optimization) and PSA (Paid Search Advertising).

SEM working

• These ads are known by the term pay-per-click ads, which comes in a variety of formats. 
• Some are small, text-based ads, whereas others, such as product listing ads (PLAs or Shopping ads) are more visual, product-based advertisements that allow consumers to see important information at-a-glance, such as price and reviews.
• The biggest value in search engine marketing is that it provides an incentive for marketers to place their advertisements in front of interested consumers who are willing to shop at the very time they are about to make a purchase. (SEM में सबसे बड़ा फायदा यह है कि यह अपने विज्ञापन को इच्छुक उपभोक्ताओं के सामने रखने के लिए एक प्रोत्साहन प्रदान करता है जो खरीदारी करने के इच्छुक हैं। कोई अन्य विज्ञापन उपकरण ऐसा नहीं कर सकता है, यही वजह है कि व्यवसाय को विकसित करने के लिए Search Engine का उपयोग इतना सफल और असाधारण रूप से किया जाता है।)
• No other advertisement tool can do that, which is why the use of search engines is so successful and so extraordinarily important to develop the business.

What are the main goals of SEM?(SEM के मुख्य उद्देष्य  क्या हैं)

• SEM's ultimate aim is to improve popularity in search engines by attaining higher ranks in the SERPs (search engine results pages) or top ad placement positions. 
• Higher ad rank means more traffic driven and improving the popularity of your website.
• There are some more vital goals of SEM like Increasing Traffic, improving Social Media Marketing (SMM), Generate Leads, improve Sales and Increase Brand Awareness also.

How Search Engine Marketing Works?(SEM कैसे काम करता है)

• Search engines use complex algorithms to ensure that the most appropriate results for each quest are returned including location and other information available.

How SEM works?

• Sponsored advertisements run at the top of and on the side of search engine results pages in commercial search advertising in order to achieve greater exposure and popularity than the organic results. 
• Let's presume you're a consumer browsing around for a product or service. You go to a search engine and type your phrases (also known as keywords) into your search. 
• You will come across numerous client ads on your web results page whose keywords suit the keywords of your web.
• These advertisements show on the website at famous sites – along with the other lists of keywords that suit your keyword. The paying listings are extremely important to your particular search, so you'll probably click on them. 
• SEM networks are activities of self-serve nature. When a marketer picks a network, they will get a plan up in a short time.
• Some find search engine optimization the most effective means of investing marketing dollars.

Why is Search Marketing Important?(SEM क्यों महत्वपूर्ण है)

• If we have a problem or are searching for something, the first thing we do is turn to a search engine (mostly Google), and type our search query into it. 
• When we hit SEARCH, we expect either a direct answer to our question or a resource list (and this list includes both ads and websites) that can fulfill our purpose.
• Most consumers select one of the top advertisements, or one of the first five organic outcomes.
• Search engines are working hard to boost the consistency of their search results by showing certain websites (or ads) to the searcher that will make their customers happy and return for more searches. 
• To do so, they have developed sophisticated algorithms that take into consideration a variety of factors before determining which websites (or ads) to show up in the top positions. 
• The use of search engines is critical as it is the method to pursue in order to target the website or advertisements so that they show in the top spot.
• Your aim is not only to have a presence in search engines but to have the search queries (keywords) in one of the top 5 places, which counts for your company or website. 
• Do you know that Google supports more than 50Billion queries every month, the most common search engine? 
• You should adopt a range of strategies to boost your visibility in search engines and to reach higher rankings for your ads. 
• These are divided into SEO and PSA, as mentioned above.

SEM Keyword Research

• You need to perform extensive analysis as part of your keyword optimization plan before you can pick which keywords to use in your marketing strategies on your search engine. 
• First, you need to define keywords that are important to your market that will definitely be used by potential clients when looking for your goods and services. 
• Only insert a keyword that is important to your company or service, and see similar recommendation ideas for keywords that can form the base of different marketing strategies for search engines.

The Importance of Quality Score in SEM(SEM में गुणवत्ता स्कोर का महत्व)

• It is proved that Google AdWords ' Performance Rating comprises half of the ad rank formula, it is one of the most important indicators advertisers can rely on search engine. 
• High quality ratings will help you gain improved ad position at lower prices, because Google prefers ads that is highly important to consumer queries.

Quality Score

Advantages of SEM(SEM के फायदे)

1. With a growing number of consumers researching and shopping online for products, search engine marketing has become a crucial online marketing strategy to increase the reach of a company. 
2. Indeed, when running a query on a search engine, most new users to a website find out.
3.  In search engine marketing, companies simply pay for user views, which make it an effective way for a business to invest its marketing dollars. 
4. As an additional benefit, each user incrementally increases the ranks of organic search results on the website.
5. Since buyers join search queries with the intention of seeking knowledge of a commercial type, they are in an outstanding frame of mind for making a transaction relative to other sites such as social media where people do not directly look for it. 
6. Marketing searches hit customers just at the same time: when they are open to new information. 
7. PPC advertisement is non-intrusive, which does not disrupt their activities, unlike most internet advertisements. 
8. For SEM the findings are instant. This is the best way to push traffic to a website, maybe.

Search Engine Optimization (SEO)-An Overview

• SEO is the method of designing the website to achieve higher ranks for those keywords in search engines. 
• Principles of SEO can also help you create websites of high quality with good content and fulfill the user's purpose. 
• SEO is the way to get free content from search engines and Paying search ads is the payment mechanism for the ads to appear on the results pages of the search engines. 
• SEO has been for keyword stuffing until 10 years ago, publishing bad content and creating ties but this is not the case today.
• SEO has gotten more complicated and you have to take a variety of criteria into account to get it correct.
•  To make the entire SEO cycle simpler, the following major sub-processes are broken down into:

1. Technical SEO – It optimizes the browsing and indexing process of your website, so that search engines can find, translate and understand your website.
2. On-Page SEO – It optimize all pages of your website one-by-one and give search engines the right signals to understand what your website and individual pages is all about.
3. Content SEO – It give both users and search engines the content they want and keep them happy.
4. Off-Page SEO – It spread your website on the internet, get good quality backlinks and prove to search engine algorithms that your website deserves to be in one of the top position for the keywords you want.
5. Local SEO – It optimizes your website so that people can find and visit your shop and store.
6. Mobile SEO – It make easy for users to find and use your website while on the go and from their mobile or tablet devices.
7. E-Commerce SEO – SEO rules that are applicable for ecommerce websites only.

What is Auction and how the Ad Auction Works?(नीलामी क्या है और विज्ञापन नीलामी कैसे काम करती है)

• Any time anyone sends a search query into Google, the ad auction process takes place. 
• In order to be included in the ad auction, marketers specify keywords that they want to bid on and indicate how much they are willing to spend (per click) in order to have their ads appear alongside keyword performance. 
• If Google decides that the keywords on which you have bid are found within the search query of a customer, your ads will be included in the auction.

How Ads ‘Win’ the Ad Auction?(कोई विज्ञापन नीलामी कैसे  जीतता है )

• At through quest not every single ad should appear. This is because the ad auction takes into account a variety of factors when deciding ad placement on the SERP, and because not every keyword has enough commercial intent to warrant placing advertisements next to data. 
• The two key criteria that Google tests as part of the ad auction process, though, are your overall price, and your advertisements ' content ratings.
• Maximum bid is the maximum amount you have specified you are willing to pay for a click. 
• Quality Score is a metric based on the overall quality of your advertisement. 
• Google calculates these metrics during the ad auction to determine placement of advertisements.

SEM vs. SEO

• Generally, "search engine marketing" refers to paid search marketing, a system where businesses pay Google to show their ads in the search results. Search engine optimization, is different because businesses don't pay Google for traffic and clicks; rather, they earn a free spot in the search results by having the most relevant content for a given keyword search.

SEO vs SEM

• Both SEO and SEM should be important components of the online marketing plan. SEO is a efficient way to move evergreen traffic at the top of the funnel while search engine marketing are a very cost-effective way to drive sales at the bottom of the funnel.
• Organic SEO is the best marketing strategy usually for long-lasting success. Websites that rank high in organic outcomes for their target keywords can get free 24/7 traffic, market visibility and reap all of SEO's benefits. Websites using PPC (SEM) can still get targeted traffic from search engines but will pay for it. If the advertising advertisements are halted the traffic stops. 
• Another major difference between SEO and SEM is that SEO requires a lot of time to work and produce results when PPC is nearly instantaneous.
• If you want to get traffic fast then you can start with SEM (paid search advertising) and in parallel work on your SEO. If you want to create a long-lasting online business without relying on paid traffic, then SEO is your answer.

• Keywords: Search engine marketing is based on keywords. When users type keywords (when part of search queries) into search engines to find what they are searching for, it will come as no surprise that keywords form the foundation of search engine marketing as a advertising tool.