SEM(Search Engine Marketing) for beginners

SEM plays a key role in field of Digital Marketing. SEM is also known as Pay Per Click.

In past 3 years i came to know many peoples with the doubt that how they can enter in SEM domain.So here I am presenting key fundamental things about SEM. I hope it will fruitful for the beginners.

What is SEM?

SEM is the paid process to advertise our products in Search Engines & Web World.

Key Terminology when we start our Campaign in SEM

Impression: How many times links has been shown.

CTR : CTR stands for "Click Through Rate". CTR = Clicks/Impression * 100

 CTR is a most important metric for digital marketers to measure the performance of an ad campaign.

Note : For Search CTR is 1% is good

          For Display Adds CTR is 30% to 80% is good

CTR (click-through rate) i

CPM : CPM stands for "Click Per Mille". CPM = Cost per 1000 impressions.

CPC : We can also called Pay per Click (PPC). A performance-based advertising model where the advertiser pays a set fee for every click on an ad. The majority of text ads sold by search engines are billed under the CPC model.

Quality Score: 

Google gives Quality Score from 1 to 10.Quality Score is Google’s calculation of how relevant your Ads and landing page are to the keyword being bid for.

1 is for poor  & 10 is for excellent

Quality score is based on following factors
                

1.CTR

2.Relevance  

3.Landing Pages

4.Bid

Type Of Adds

There are 3 type of Ads, we can make in SEM

A>Ads in Search Engine(In Google) - Search ad must be Text Add

B>Ads in Video(In YouTube)  -- There are 4 type of Video Ads

1. In-stream

2. In-slate

3.Display

4. Search

C>Contextual ads --  Ads that are targeted to a Websites's based on the page's content, keywords, or category. Ads in most content networks are targeted contextually. Contextual ad can be Text or Image.

Campaign Structuring

Campaign : we can create campaign according to our requirement. 

>Campaign - Organic

>Campaign - Brand

>Campaign-Competitors

AdGroup : With in One campaigns we can create Ad-Groups as per our demand

                 

Example If Campaign is Competitors and We are dealing in Shopping Site So We can create Ad-AdGroups 

 >HomeShop18
 >IndiaPlaza

 >Flipkart

 > Myntra

Syntax For Creating Ads 

Title -- Title should be 25 Characters

Description Line 1 - 35 Characters

Description Line 2 - 35 Characters

Display URL

Destination URL

Example Of Complete Ad Campaign