Search Engine
Marketing (SEM)
Raaj Tomar ( IIMA alumnus)
Agenda
• What Is Search Engine Marketing?
• Benefits of SEM
• The Basic Features of a Search Ad
• The Basics of SEM
• Search Engine Marketing Tools
• Frequently Asked Questions
What Is Search Engine
Marketing?
• Why Is SEM Important?
• Who Should Use SEM?
Benefits of SEM
Highly intent-driven
Visible, fast
Real time, measurable
Targeted
Easy A/B testing
SEM vs. SEO
Search engine
SEM refers to the optimization (SEO)
process of paying for refers to optimizing
advertisements that website traffic from
appear on search search engines to
engines. increase traffic
organically
The Basic Features of a Search
Ad
Headline: The headline
is displayed at the top Description: Beneath the
(the part of the ad that is headline, you’ll find a text
hyperlinked and appears that’s a brief description. The
in blue on Google). descriptions have a 90-
Headlines have a 30- or character limit.
35-character limit.
Extensions
(Optional): Extensions are Landing Page: This is
optional but give advertisers
different possible actions the page on your website
someone could take on the you’re directing potential
ad. For example, a jewelry customers to when they
company might have click on the ad.
multiple links to various
earrings on one earring ad.
The Basics of SEM
Keyword Research
Keyword Cost
SEM Targeting
Ad Auctions
Search Engine Marketing Tools
Semrush: Semrush is an online tool marketers use for SEM, including everything
from conducting keyword research to traffic analytics, and ad analysis. You will be
able to research top keywords and see which ones are ranking highest and which
ones are hardest to rank for.
Google Ads Keyword Planner: Since most advertisers are likely aiming for their
ads to appear on Google, Google Ads Keyword Planner is a helpful tool for keyword
research. The tool will also suggest bid amounts for specific keywords to help you
come up with a budget. Plus, you’ll be able to create an advertising plan and launch
your campaign all through this tool.
Google Trends: Google Trends is a free and helpful tool to use when starting your
research. You’ll be able to see how popular a specific term is on Google over time
(since 2004), limit your search to a particular country and find related queries based
on the words you are researching, which help with brainstorming ideas for your ad.
How Much Does SEM Cost?
CPC ranges from $2 to more than $55 depending on
the industry and that reasonable conversion rates are
usually between 5% to 10% and there’s a base floor
of 15 clicks (per day, per ad group) needed for the
engine to optimize.
The best strategy when assessing cost is to look at
what competitors spend, keeping your goal value in
mind, and recognizing that you may have to spend a
bit more than them to get yourself on page one
The best free keyword research
tools
Moz Keyword Explorer: for the best all-around free SEO keyword
research tool
Google Keyword Planner: for researching paid keywords
Ahrefs: for simple SEO tools
Semrush: for advanced SEO professionals
Questions And Answers
Ask Me
