Digital Media

Search Engine
Marketing

Painter Parth
TABLE OF
CONTENTS

What is SEM? Google Display Network

Why SEM? Display Ads

Google Ad Words Conversation Tracking

Terminologies Google Shopping Ads

Types of Campaign SEM Benefits

WHAT IS SEM?
Search engine marketing (SEM) is a digital marketing strategy used to increase the
visibility of a website in search engine results pages (SERPs).

SEM, refers to a set of tools, techniques and strategies designed to increase your business's
online presence.

The goals associated with SEM strategy are generating new leads, selling products online,
building brand awareness and diverting traffic away from competitors.

Pay Per Clicks, Google Ads, Display Ads, Web Banners, Pop-up Ads are types/tools of SEM
strategy.
WHY SEM?
IT'S BENEFITS

Reach Your Audiences Instantly Increase Traffic Through Ad

Visibility
Increase Brand Awareness
Pay Only Per Action
Geo-Targeted Search Ads
Appear on Competitors’
Implement and Manage Ads Related Keywords
Easily and Quickly
Test and Measure Your
Performanced
Target the Right Audience
Through Optimized Ads
AdWords is an advertising system Google
developed to help businesses reach online
target markets through its search engine
platform and partner sites.

These partner sites host a text or image ad that

appears on the page after a user searches for
keywords and phrases related to a business
and its products or services.

On Google.com, AdWords ads typically appear

in specific locations at the top and right-hand
side of a search results page.
GOOGLE ADWORDS
Google Ads' system is based partly on cookies and partly on keywords determined by advertisers.

Google uses these characteristics to place advertising copy on pages that they think might be
relevant. Advertisers pay when users divert their browsing to click on the advertising copy.

Adverts can be implemented locally, nationally, or internationally.

Google's text advertisements mimic what the average search result looks like on Google.

Image ads can be one of the several different standardized sizes as designated by the Digital
Advertising Agencies.
ADWORDS
TERMINOLOGIES

Ad Position CPC i.e Cost per Click

Bid Price CTR i.e. Click through Rate

CTA i.e. Call to Action Display Network

Campaign Cloning Impression

Conversion Interruption Marketing

ADWORDS
TERMINOLOGIES

Landing Page Traffic

Permission Marketing Visitor Value

PPC i.e. Pay per Click

Split Test

Search Network