Fundamentals of Search engine marketing

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.

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 .

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:-

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:-

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.

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