Search Engine Marketing (SEM)

What Is SEM, PPC or Paid Search Marketing?

Search engine marketing is a form of paid advertising that gets instant visibility via Google Search, Display (Google Display Network) or YouTube. This is form of paid advertising, hence every time a user clicks on the paid search result certain amount is to be paid to Google. This is also called as pay-per-click (PPC) advertising..

What is the general scope of Work?

Search Engine Marketing involves lot of steps including Account creation (Set up of Campaigns, Ad groups, keywords, creatives), bid management, Budget allocation, monitoring results & optimizing for better ROI.

Google Search

There are billions of searches happening on Google everyday & you can use Google Search Ads to reach out to potential customers. This is one of the traditional campaigns on Google with very high user intent. :

  1. With pay per click (PPC) model, pay when your ad gets results - like when user clicks your ad to visit your website or to call your business.
  2. Always look for creative excellence score, which should be in 90’s. This is a hygiene score dependent on minimum criteria set by Google for Ad extensions, types of ad variants
  3. Quality score is one of the most important factors when it comes to the cost. Higher the Quality score, lesser you may have to pay per click.

GDN & YouTube

Google Display Network is vast network of websites, Apps reaching 90% of users worldwide where Google banner Ads appear. Unlike Search Ads, Display Ads can take longer approval time, hence always plan ahead 12-24 hrs before the intended launch

There are various Formats as well targeting options to choose from:

  1. Gmail Sponsored
  2. Smart Display Campaign
  3. Discovery Ads
  4. Responsive Display Ads
  5. Dynamic Retargeting

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