MBA IV SEMESTER

MODULE-III
SEARCH ENGINE MARKETING
Dr.M.Kethan

Assistant Professor & IQAC coordinator

Koshys Institute of Management Studies

Bengaluru, Karnataka.

Dr.M.KETHAN .Asst.Professor Dept Of MBA

Why Email Marketing ?
• It doesn't clog your company mail server.
• It's extremely cost-effective and sometimes even FREE
• Outbound emails can be scheduled and sent automatically
• Take advantage of email message templates for a professional look
• Manage your contacts, distribution lists, and subscription links
• Edit your content directly or insert content from external feeds
• Easy to read, up-to-the-minute reports
Benefits of E-mail Marketing
• Global reach - a website allows you to find new markets and trade globally for only a small
investment.

• Lower cost - a properly planned and effectively targeted e- marketing campaign can reach the right
customers at a much lower cost than traditional marketing methods.

• Trackable, measurable results - web analytics and other online metric tools make it easier to establish how
effective your campaign has been. You can obtain detailed information about how customers use your
website or respond to your advertising.

• Personalisation - if your customer database is linked to your website, then whenever someone visits the site,
you can greet them with targeted offers. The more they buy from you, the more you can refine your
customer profile and market effectively to them.
 Benefits of E-mail Marketing
• Openness - by having a social media presence and managing it carefully, you can build customer loyalty
and c reate a reputation for being easy to engage with.

• Social currency - e-marketing lets you create engaging campaigns using different types of rich media. On
the internet these campaigns can gain social currency - being passed from user to user and becoming
viral.

• Improved conversion rates - if you have a website, then your customers are only ever a few clicks away from
completing a purchase. Unlike other media which require people to get up and make a phone call, or go
to a shop, e-marketing can be seamless and immediate.
 Types of campaign
There are two types of c ampaign:
• an acquisition campaign – creating awareness and desire amongst a
target market unfamiliar with your offering
• a retention campaign – for keeping in touch with existing customers or
qualified prospects.
Develop an e-marketing plan
• Identify your target
audience

• Understand your
competitors

• Set your objectives

• Plan your tactics

• Agree a budget
Types of e-mail marketing

• Employee Newsletters & Bulletins: Internal communica tion is an

important and often overlooked function. Email blasts to
employees on new programs, initiatives, products. and services
can be a very effective way to communicate what is going on in
your organization.

• Press & Media Releases: Public Relations companies have really

picked up on email campaign software to streamline the design
and distribution of professional press releases. With a click of a
button media contacts can be notified immediately.
Types of e-mail
marketing
Customer Newsletters & Bulletins:
Online e- newsletters and bulletins are
a great way to connect with
customers on new programs,
products, and services, as well as
communicate other important
information about your organization.
 Types of e-mail
marketing
Email Marketing Campaigns: Email
marketing campaigns are a great way
to market new programs, products,
services and communicate other
important information to your customers.
Types of e-mail
marketing
News Services and Announcements:
Email event notifications and
announcements are also important to
communicate to your customers and
prospects.
Measuring success
The delivery rate is the number of emails that get
through to the recipient’s inbox – in other words those that don’t
bounce.
There are two types of bounce.
• A hard bounce is where the email address is not valid – for
example where there is a typing error in the address or the
person has left – both of these are easily checked.
• A soft bounce is where the email cannot be accepted by the
mail server – for example if someone is on holiday and their
inbox is full or the firewall blocks it.
 Measuring success

• After each campaign has been sent, it is important to

download the list of the bounces and research and clean
this data to ensure that the database is in prime
condition for the next emailing.
• When an organization starts emailing having not done so
before, bounce rates might be as high as 25%. Over time,
with continuous management, it is possible to get that
down to 2 or 3%.
Introduction to AdWords
 Google AdWords-Campaign Types

 There are five types of campaigns .They are:

Search Network
with Display Select
Search Network Only

Display Network Only

Shopping

Online Video
 Google AdWords-Definition

 Google AdWords is Google's online advertising program.

 Google AdWords is a product that you can use to promote your

business, help sell products or services, raise awareness, and
increase traffic to your website.
 AdWords Vs AdSense
AdWords AdSense
The Google AdWords enables you to The Google AdSense differs in that it
create advertisements which will delivers Google AdWords ads to
appear on relevant Google search individuals' websites.
results pages and our network of
partner sites.

AdWords is a media buying channel. AdSense is an advertising sales channel

AdWords ads are shown on specific AdSense enables adaption of the ad

search result with the page content

AdWords is on Google SERP (search AdSense is shown on web pages

engine result page)
Google AdWords-Advantages

Reach people searching for what you offer

Control your budget

Measurable, accountable, flexible

Cost Effective

Maximum Relevance

Highly

Targeted

Remarketing
Google AdWords-Search Results
Google AdWords-Layers

 AdWords is organized into three layers:

 Account
 Campaigns
 ad groups.
Google AdWords-Account Structure

 Your account is associated with a unique email address,

password, and billing information.
Account Structure

Campaign 1 Campaign 2

Ad Group 1 Ad Group 2 Ad Group 1 Ad Group 2

Ads Keywords Ads Keywords Ads Keywords Ads Keywords

 Google AdWords-Campaign Types

 Your ad campaign has its own budget and settings that

determine where your ads appear.

 We can create a project based on the client requirement

for theproject.
 Google AdWords-Campaign Types

 There are five types of campaigns .They are:

Search Network
with Display Select
Search Network Only

Display Network Only

Shopping

Online Video
 Google AdWords-
AdGroup
 Your ad group contains a set of similar ads and the words and
phrases, known as keywords

 An AdGroup contains one or more ads which target a shared

set of keywords.

 Each of your campaigns is made up of one or more ad

groups.

 Use ad groups to organize your ads by a common theme.

 Google AdWords-Ad Types

Image Video Dynamic Mobile

Text
Ad Ad Ad Ad
Ad
Google AdWords-Ad Types
Google AdWords-Keywords Match
Types
Keywords Types

Broad Phrase Exact Broad Match

Match Match Modifier
Match

This ad The ad will show, The ad will show, Best match type
automatically run if user query if the keyword to target many
on relevant matches with matches exactly users, who use a
variations of your your keyword in with your query. combination of
keywords, even if same manner. keywords.
these terms aren't Denoted with
in your keyword Denoted with square brackets Denoted with plus
lists. double quotes ( “ ( [ ]) symbol ( + ) symbol
“ ) symbol
Google AdWords-Bidding Types

Mainly Three kinds of bidding types. Namely

 CPM(Cost-per-thousand impressions):

 CPC(Cost-per-click ) :

 CPA(Cost-per-acquisition) :
 Google AdWords-Ad Rank

 Ad Rank determines your ad Position where your ad

shows on the page in relation to other ads and whether your
ads are eligible to show at all.

 The main components of your Ad Rank are your bids and the
quality of your ads and website.

AdRank = Max. CPC * Quality Score(QS)

 Google AdWords-Ad Rank

 Max.cpc:
 A bid that you set to determine the highest
amount that
you were willing to pay for a click on your ad

 Quality Score(QS):
 QS is a metric calculated AdWords based on
various factors of quality and relevancy.
Quality Score Factors:

Click through rate of keywords

Relevance of keywords in Ad Group

Relevance of keywords and Ads

Relevance of landing page with keywords

Historical AdWords account performance

Google AdWords-Ad Extensions

 Ad extensions are a type of ad format that show extra

information about your business. Some can be added
manually and others are automated.
Google AdWords-Ad Extensions

Review extensions

call-out
extensions

App
extensions

Call
extensions

Location
extensions

Site link
extension
Google AdWords-Create Ads
 Google AdWords-Editor Tool

 AdWords Editor is a free, downloadable application for

managing your AdWords advertising campaigns.

Purpose:

 Can make bulk changes in off-line

 Export and Import files to share proposals
 View statistics to all campaigns
 Copy/Move items between Adgroups and Campaigns
 Google Analytics - Overview

What is Google Analytics

Google Analytics is a free Web analytics service that provides statistics and basic analytical tools for search engine optimization
(SEO) and marketing purposes. The service is available to anyone with a Google account. Google launched the service in November
2005 after acquiring Urchin. Google Analytics is now the most widely used web analytics service on the Internet.
Google Analytics – What Does It Do ?

Google analytics is a powerful tool that analyzes:

▶ Website Traffic
1. Where visitors came from & How
2. How they are navigating through your website.
3. Behaviour

▶ Track Conversions
4. Downloads
5. Page Views
6. Registrations
 Setting Up Your Account

Setting up Google Analytics for your

website is a simple two-step process.
First, sign up by entering basic information
for your account such as the name of your
organization, the website you wish to track,
and its URL.

Analytics URL
https://www.google.com/analytics/
Google Analytics will give you a tracking code for your website, which is a snippet of JavaScript used for account
verification and the collection of user browsing data. This is what tracking code will look like:

Insert this code manually into your website or use a plugin if you’re on WordPress. And that’s it, you’ve just set up your
Analytics account!
Dashboard

Sessions: A session is a group of interactions that take place on your website within a given time frame.
Users: The Users metric indicates the total number of unique visitors who have viewed or interacted with your website.
Page Views: A page view is simply defined as a view of a page on your site that is being tracked by the Analytics
tracking code.
Pages / Session: This is the number of pages that your users are visiting on average per session.
Avg. Session Duration: Average session duration is calculated as the total duration of all sessions (in seconds) /
number of sessions.
“
 Analytics Reporting
This is the section where you will possibly be spending most of your time
tracking and analyzing incoming data and using it to optimize your website.

Dashboard: Dashboards are a collection of widgets that give you an overview

of the reports and metrics you care about most.

Shortcuts: Shortcuts remember your settings so you don’t have to

reconfigure a report each time you open it.
Intelligence Events: Intelligence monitors your website’s traffic to detect significant statistical
variations and generates alerts when those variations occur.
Real Time: Real-Time reports the activity happening on your website right now. The overview tab
page displays how many users are active on your site in real-time, where they’re from, and which
pages they are browsing.
 Dashboard

Shortcuts
 Intelligence Events

Real
Time
 Audience

The Audience report in Google Analytics gives you a detailed analysis of the users visiting your website. The
Overview tab gives you an overall picture of your website’s audience and their activity
• Demographic tab shows you the age and gender of your audience.
• Interests tab shows you the dominant interests of the majority of your users
such as technology, TV, movies, photography, news, and more. It also shows you their in-
market behavior and purchase intent segregated by categories such as consumer electronics,
travel, and more.
• Geo tab shows you the language and location of the users.
• Behavior tab shows you the behavior of your audience based on their interaction with you
site such as New vs. Returning Users, Engagement, and
more.
• Technology tab shows you the browser, OS, and network that your users are using to access
your website.
• Mobile tab shows from which gadget your website viewed/searched.
• Custom tab to collect and analyze data that Analytics doesn't automatically track
• Benchmarking compares your site’s performance to previous results and to your industry’s
average.
• User Flow tab visually displays where users come from and how and to what extent they
interact with your website.
Users Flow
 Acquisition

The Acquisitions report gives you a detailed overview of where your traffic is originating from such as organic search, direct,
social, referral, or email. Using the tabs inside the Acquisition report, you can dig deeper into the individual traffic sources and
view them by channel, source/medium, and more.
• AdWords & Campaigns, You can link your AdWords account to Google
Analytics from the Admin panel and monitor all the activity from within the
Acquisition report.
• Search Console tab shows the keywords/queries that users searched for to land
on your web pages, top country & devices.
• Social tab displays the traffic coming in via social networks such as
Facebook, Twitter, Reddit, and others.
Behavior

The Behavior report captures and displays what visitors do on your website, the pages they visit, and what
actions they take while on those pages. The Overview shows you how many Page Views your site received in
the selected time range along with some other metrics
Behavior Flow shows the paths users commonly take while navigating your site,
from the first page they land on, to the page they exit from.
Site Content shows you the top performing content on your site, a folder view of the
content categorized by page views, and the top landing pages and exit pages.
Site Speed displays crucial reports that may help you identify any specific pages that
are slowing down your site or other bottlenecks you may be unaware of.
Site Search displays the overall metrics for visitors who use the search box on your
website,
but
Eventsyouallow
need to to
you configure it once.
track specific actions that users perform on your website, such as
on an external link or downloading a file or adding a product to
clicking
cart. Publisher shows your AdSense publisher data right within
Experiments
Analytics. help you to conduct A/B testing to see which landing page variations
perform best at meeting your conversion goals.
In-page analytics lets you bring page stats to the front end of the website and even
overlay data on individual links, you need to install a Chrome plugin for this.
 Conversions

In analytics, conversions simply mean a certain action taken by the user that’s important to your
business; for instance, the completion of a purchase.
• Goals help you create and track micro and macro conversions.
• Ecommerce is a report that helps you analyze the purchase activity on your
site or app. You can see product and transaction information,
average order value, ecommerce conversion rate, time to purchase, and other
data.
• Multi-Channel Funnels shows how your marketing channels
(i.e., sources of traffic to your website) work together to create sales and
conversions.
• Attribution allows you to assign credit for sales or conversions to touch points in
conversion paths.
Goal Creation – How To Set Up
Goal.
Create a new goal
Navigate to your goals:

• Sign in to Google Analytics.

• Select the Admin tab and navigate to the desired account, property and view.

• In the VIEW column, click Goals.

• Click + NEW GOAL or Import from Gallery to create a new goal, or click an existing goal to edit its configuration.
search Engine Optimization (SEO) aims to draw the greatest amount of traffic possible to a website by bringing it
to the top of a search engine's results. SEO is used by businesses and individuals to maximize the visibility of their
websites and content to boost traffic and, therefore, business.
The following is overview of our website SEO (Search Engine Optimization) process
1.Keywords Research
A successful SEO begins with keyword research. This is an essential process to help identify the best possible
keywords to target for reaching the potential customers. We will conduct an extensive study on what people are
searching on the search engines for your products or services. Recommend primary and related keywords based
on your business niche and keywords popularity and search frequency. Usually we will propose the
keywords/search terms that has better KEI (Key Effectiveness Index). For instance, keywords with high search
volume and less competitive. Or the long tail keywords that can achieve better conversion.

2. Competitors Analysis
Studying your competitors' website on search engine results and analysing the keywords they are targeting and
how they optimizing for their websites. We will then come out with the best approach and strategies to move
your site above your competitors in the search engines.
 3.Website Analysis
Analyzing the website for its search engine friendliness such as search engine incompatibilities and errors, HTML
coding compatibilities, navigation, link structure, keywords density and positioning.
4.On-Site Optimization
On-site search engine optimization techniques are the actions take inside your website. After the website analysis,
we will optimize the website using ethical and proven SEO techniques, using approved SEO standards set by the
search engines such as Google. We will enhance the website HTML coding that compliance with (W3C Web
Standards), fixing your website search engine incompatibilities and errors, applying right meta tags, adjusting
keywords density and positioning, internal link structure, improve website navigation structure and URLs.

5. Content Creation and Suggestion

We will make necessary adjustments to the existing content or creation of new SEO-friendly content on your website.
This include improvement of content relevance base on targeted keywords. Suggestion and creation of relevance
articles about your business, products or services to post on external websites and social media websites.
off-Site Optimization
Off-site search engine optimization techniques are the actions take outside of your website to help to increase
your search engine ranking. This include improvement of content and links popularity. Off-site optimization of
your website are important part of getting your site ranked well in the search engines. We will adopt link
building strategies to recruit more quality backlinks to your website from various reliable sources such as
articles, directories, online PR, blogs, forums, online communities and social media sites. Off-site optimization
is an ongoing process that must be done continually to stay on top ranking and ahead of the competition.

7. SEO Statistics Report and Maintenance

We will provide website ranking reports to track the monthly status of your site perform with the targeted
keywords in the search engines and monitoring of visitors/pageview statistics by using integrated Google
Analytics. Paying close attention to where the potential traffic is coming from and which long tail keywords
people use to find your website. Base on the stats we will improve your website SEO with more other better
niche keywords.
Long-tail SEO is a technique for generating high-value organic website traffic. It targets long-tail
keywords, which are search terms that consist of three or more words. They also have a lower search
volume and competition rate, as well as a higher conversion rate than short-tail keywords.
What are long-tail keywords?
Long-tail keywords contain three or more words. In comparison to short-tail keywords, which consist of
one to two words, long-tail keywords target broad concepts and user intents. As a result, long-tail keywords
have a low search volume.
Why do marketers call them long-tail keywords?
If you plotted the search volume of long-tail and short-tail keywords on a graph, your long-tail keywords
would appear at the “tail-end” of your graph due to their low search volume — and they’d create a visual
that looks like a tail, especially against the high search volume of short-tail keywords.
What’s an example of a long-tail keyword, though?
Imagine that someone searches for, “nonprofit organizations.” A variety of intents encompass that search,
from wanting to donate, volunteer, or work with a nonprofit organization. A similar example is the
search, “marketing tips,” which could include tips for content marketing, email marketing, and more.

These keywords — nonprofit organizations and marketing tips — are short-tail keywords.
Join them together, into, “marketing tips for nonprofit organizations,” and there is a clear intent. The
searcher wants to find marketing tips that apply to nonprofit organizations. That’s why this keyword is an
example of a long-tail keyword.
In the field of search engine optimization (SEO), link building describes actions aimed at increasing
the number and quality of inbound links to a webpage with the goal of increasing the search engine
rankings of that page or website. Briefly, link building is the process of establishing
relevant hyperlinks (usually called links) to a website from external sites. Link building can increase the
number of high-quality links pointing to a website, in turn increasing the likelihood of the website ranking
highly in search engine results. Link building is also a proven marketing tactic for increasing brand
awareness.
Keyword analysis is the process of analyzing the keywords or search phrases that bring visitors to
your website through organic and paid search. As such, keyword analysis is the starting point and
cornerstone of search marketing campaigns.
By understanding what queries qualified visitors to your website type into search engines, search
marketers can better customize their content and landing pages to drive more traffic and increase
conversion rates. For this reason, keyword analysis is an important skill for both SEO and PPC
experts.
Keyword analysis helps to increase conversions, find new markets, and optimize spend, but it
requires time-consuming examination and decision making to beat your keyword competition. The
Word Stream Keyword Analysis Tool takes the analysis of your website keywords a step further by
not only analyzing your keyword
Importance of Keyword Analysis
Marketing is inherently analytic. Field-testing marketing outreach and marketing performance is key to
optimizing budget allocation and market reach. Search marketing is no different, and since keywords dictate
your entire search campaign, keyword analysis should be your primary focus. Analyzing keywords allows
you to:
•Optimize Spend: Distribute more budget to successful keywords and eliminate wasteful spending on those
that aren't producing results
•Increase Conversions: Identifying and focusing on well-converting keywords is good for conversion rate
optimization and return on investment (ROI)
•Eye Trends: Knowledge of keyword search frequency provides insight into market behavior which you can
apply to multiple aspects of your business
•Prioritize Your Time: Keyword performance guides campaign importance--spend your time optimizing
areas that have the biggest impact on your bottom line
•Find New Markets: Use keyword analysis to expand your long tail efforts and discover more specific
keyword queries and corresponding warm leads
What is search engine marketing?
Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in
search engine results pages (SERPs).While the industry term once referred to both organic search activities
such as search engine optimization (SEO) and paid, it now refers almost exclusively to paid search
advertising. Search engine marketing is also alternately referred to as paid search or pay per click (PPC).
Why is SEM important?
With an increasing number of consumers researching and shopping for products online, search engine
marketing has become a crucial online marketing strategy for increasing a company’s reach.

In fact, the majority of new visitors to a website find it by performing a query on a search engine.
In search engine marketing, advertisers only pay for impressions that result in visitors, making it an
efficient way for a company to spend its marketing dollars. As an added bonus, each visitor incrementally
improves the website’s rankings in organic search results.

Since consumers enter search queries with the intent of finding information of a commercial nature, they
are in an excellent state of mind to make a purchase, compared to other sites such as social media where
users are not explicitly searching for something.