The basics of search and its use in marketing

1. Search Fundamentals

2. CONTENTS
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Introduction
Why Search Matters
Search Engine Marketing
Methods
Benefits
Process
SERPs
How It Works?
Importance
A Three Way Relationship

3. INTRODUCTION
Every day all around the world, millions of
people “search” the internet to find content
of their interest.
Search engines are web-based programmes
that index the web and allow people to find
what they are looking for.
“Search” or “search marketing” refers to the
industry that has built up around search
engines.

4. WHY SEARCH MATTERS?
Ads are triggered only when visitors are actually
looking for a relevant information. Thereby Search
allows you to be present at the right time with the
right message..
Search, compared to other media, is HIGHLY
targeted

5. SEM
Search Engine Marketing, (SEM) is a form of
internet marketing that seeks to promote websites
by increasing their visibility in the search engine
result pages (SERPs) through the use of paid
placement, contextual advertising and paid
inclusion.

6. SEM METHODS
SEM Methods
Search Engine
Optimization
Organic
Result
Pay Per Click
Paid Result

7. SEARCH ENGINE OPTIMIZATION (SEO)
 Search engine optimization is a technique for improving a website’s visibility amidst
the search engine results via natural or organic search.

This includes changing or modifying the website’s programming code. Due to such
alteration a website is fully crawled by a search engine’s spider to index the website’s
pages so that it could be included in the top ranking of the search engine.

Altering code involves adding visible or invisible content to the website.
 Changing the source code of a website to ensure a higher place in any search engine’s
result can prove a boon for a marketer.

8. PAID PLACEMENT
 Paid placement is popularly referred to as Pay–Per–Click (PPC).
 These advertisements appear on top or adjacent to the natural search results.
 These advertisements are known as sponsored links in Google.
 In this method, the marketers bid for various keywords.
 These keywords are the terms that a searcher types in the query box of a search
engine to search for the desired product or service.
 When searcher types in any term in the query box that match with the marketer’s
keywords, their ads appear as sponsored links.
 The marketer pays only when the searcher clicks on the advertisement to enter the
company’s website.

9. BENEFITS
• Increases brand awareness
• Increases visibility
• Increase in targeted leads
• Quicker turnaround time
• Greater ROI compared to other advertising media.

10. SEARCH ENGINE RESULT PAGE (SERP)
Google
Yahoo
Bing

11. HOW IT WORKS? 1. TEXT ADS
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Each search text ad comprises of following lines
Headline 125 character
Description Line 1- 35 characters
Description Line 2- 35 characters
Display url35 character
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Each Text ad is created based on the theme of keywords to bring in relevancy
between keywords & Ad text.

12. HOW IT WORKS? 2. LANDING PAGE
An ideal landing page
should always
show/contain
features, benefits or
information that we
are mentioning in
our Ad copy.

13. HOW IT WORKS? 3. Quality Score
Keywords
Landing
page
Ad text
Quality
Score
 Keyword, Landing page & Ad text should be relevant to each other in order
to build strong quality score.
 A higher quality score means a higher relevance and lower CPC’s

14. HOW IS YOUR AD RANKED?
• Ad Rank determines your ad position -- where your ad shows on the
page in relation to other ads.
• The main components of your Ad Rank are your bids and the quality of
your ads, keywords, and website as measured by Quality Score.
• Factors such as the relevance, clickthrough rates, and the prominence
of the extensions or formats on the search results page also determine
the ad rank.
• So even if your competition has higher bids than yours, you can still
win a higher position at a lower price by using highly relevant
keywords, ads, and extensions.
• Your Ad Rank is recalculated each time your ad is eligible to appear, so
your ad position can fluctuate each time depending on your
competition at that moment.

15. HOW IS YOUR AD RANKED?
Understanding Ad words- Ad Rank

16. THE SEM PROCESS
Customer Searches
Online
Sees Your Ad
SEM
Process
Fills up the
requisition form or
makes a purchase
decision
Clicks through to
your site

17. GOOGLE’S NETWORK
Google’s Network
Search
Display

18. GOOGLE’S NETWORK 1. SEARCH
Connect to potential
customers at the precise
moment they're searching
for your products or services
on search engines like
Google.
Ads are targeted based on a
user's search terms.

19. GOOGLE’S NETWORK 2. DISPLAY NETWORK
Google contextually target
our ads on sites based on the
content of the
webpage, news, articles etc.
which are relevant to your
business. There are millions
of websites in Google's
content network which gives
an ideal platform of exposure
to wide audience.

20. TYPES OF TARGETING METHODS AND EXCLUSION
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Keywords
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Topics
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Placements
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Interest categories
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Age
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Gender
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Remarketing
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Site category options

21. TARGETING TOOLS
Contextual Targeting tools match your ads to relevant web
pages
Audience Targeting tools match your ads to people who are
most likely to be interested in what you're selling:

22. IMPORTANCE OF SEM
Search is important because of the following reasons:
 Search is goal oriented: People use search to find the things they want and
need.
 Search engines are the doorway to the Internet.
 The search industry is BIG.
 To be found you must be visible.
 Top of search equates to top of mind awareness.
 People trust organic search.
 Catch potential customers at every phase of the buying cycle.
 Many people have a search engine as their browser home page.

23. A THREE WAY RELATIONSHIP
Want to make money from
selling advertising.
SEARCH
ENGINE
WEBMASTER
Web site owners, webmasters and
online marketers want search
engines to send traffic to their site.
USER
Want to find what they are
looking for on the Internet