347 647 9001+1 714 797 8196Request a Call
Call Me

Fundamentals of Search engine marketing

April 8, 2015
, , ,

Search engine marketing is now considered as the Zero moment of truth in digital marketing. Search is used to perform the smallest of query for understanding the meaning of word for buying products online. Search touches us in every aspect of Digital life.

Fundamentals of SEM

Scale can be the synonym for search engine marketing. To quote a recent example, India V/S Pakistan match in the recently concluded world cup generated 10, 00,000 queries.

And when users are looking for specific information, by default the place to search is Google. Google is the default search engine for users. Before we get into the details of search engine marketing, it would be great to see what did Indians searched for in the year 2014 .

Top searches in 2014

How does search engine marketing work?

Let me take an example of Brand A which is planning to launch a new shampoo in the market named ‘Silk N Shine’.

What is the objective of Brand A? To be present and provide information about ‘Silk N Shine’ on the landing page, in case a user searches for any keyword.

The key feature of the newly launched Silk N Shine is that, it is first of its kind shampoo plus a conditioner. It helps to fight against hair fall problem. It helps to make your hair look silky. They are also providing basic information on the kind of shampoo a user needs to use on the basis of your hair texture.

To execute any search marketing campaign on Google, you need to open an account on Google adwords. Google adwords is a self-serve / DIY platform to execute search engine marketing. Once you log into your account, you will be able to create your campaign.

The structure for your campaign would be:- Account-> Campaign-> Adgroups->Keywords.

At campaign level you need to decide on the settings and budgets. Ad groups will be of different variations of buckets around category / completion / brand / etc. Keywords will be specific keywords according to specific adgroup buckets.

To showcase it in an example:-

how your adcopies will look

Thematic campaigns need to be very tightly aligned towards the adgroup. It will help you to improve the quality score

The other important thing to remember is to select the type of match you want to put for Keywords:-

1) Broad match – ad will appear even in case of misspellings, synonyms, related searches, and other relevant variations

2) Phrase match – ad will appear for a keyword when a phrase, and close variations of that phrase are used.

3) Exact match – ad will appear on exact term and close variations of that exact term

4) Negative match – ad will not appear on keyword selected as negative

After this, you need to create ad copies which will be showcased to user when they search for a specific keyword. Eg- If the user searches for Hair problem, he/she might see a following ad:-

how your adcopies will look

Once the Campaign is structured, adgroups and Keywords are decided. You can run the campaign for a specific duration / on basis the objective. You can monitor the campaign in real time through adwords dashboard. It will show you the following data

• How much budget exhausted?

• Which adgroup is driving maximum clicks?

• Which keyword is driving maximum clicks?

• Which ad is driving maximum clicks?

And lastly, monitor and optimize your campaigns on the basis of the objective.

The key takeaways from Search Engine Marketing would be:-

1) Campaign execution – you can take the campaign live immediately

2) Real time- optimization and monitoring can be done real time

3) ROI- one of the best medium to drive ROI’s for brands

All these points prove that marketing your product online is beneficial as well as cost effective as compared to offline marketing.

In case of any queries do reach out.


About the Author

I come with over a decade of work experience in the digital marketing field, having worked across some marquee brands like,, Geodesic in the online marketing department and later with agencies like Mindshare (Group M) as lead for Pepsico digital practice and Madison communication where I worked on the following clients- Airtel,, ITC PCPB and Political parties (BJP). Currently, I am part of Omincom group and leading the digital practice for North India.


Global Association of Risk Professionals, Inc. (GARP®) does not endorse, promote, review or warrant the accuracy of the products or services offered by EduPristine for FRM® related information, nor does it endorse any pass rates claimed by the provider. Further, GARP® is not responsible for any fees or costs paid by the user to EduPristine nor is GARP® responsible for any fees or costs of any person or entity providing any services to EduPristine Study Program. FRM®, GARP® and Global Association of Risk Professionals®, are trademarks owned by the Global Association of Risk Professionals, Inc

CFA Institute does not endorse, promote, or warrant the accuracy or quality of the products or services offered by EduPristine. CFA Institute, CFA®, Claritas® and Chartered Financial Analyst® are trademarks owned by CFA Institute.

Utmost care has been taken to ensure that there is no copyright violation or infringement in any of our content. Still, in case you feel that there is any copyright violation of any kind please send a mail to and we will rectify it.

Popular Blogs: Whatsapp Revenue Model | CFA vs CPA | CMA vs CPA | ACCA vs CPA | CFA vs FRM

Post ID = 73938