GrowthAcad.
MODULE-3
SEARCH ENGINE
MARKETING
1. What is Search Engine Marketing (SEM)?
SEM means showing paid ads on search engines like Google to promote websites.
These ads appear on top of search results when someone searches for something.
Goal: Bring more people to the website and increase sales or leads.
Example:
You search "buy headphones online" and see a few ads at the top — that’s SEM.
2. Why is SEM Important for Online Business?
· You can reach the right people who are already searching for what you offer.
· You get fast results – your website shows up immediately.
· You can control your budget and target specific locations, devices, and even time slots.
· You get detailed reports: How many people saw or clicked your ad.
Example:
A new pizza shop can run Google Ads in Nagpur only, targeting people searching "pizza
near me".
3. Search Engines vs Directories vs PPC Ads
Feature Search Engines Web Directories PPC Ads (Pay-Per-Click)
Platforms to search anything online (e.g., Paid ads that show on search engines or
Meaning Websites listing businesses in categories
Google) websites
Uses algorithms to show most relevant Manually or automatically listed Ads appear based on selected keywords
How it works
results websites and bidding
Examples Google, Bing, Yahoo Justdial, Sulekha, Yellow Pages Google Ads, Bing Ads
Cost Free (for organic results) Mostly free or low-cost Paid — you pay each time someone clicks
High — you write the ad and choose who
Control over results Limited (depends on SEO and content) Limited — listing may take time to update
sees it
Speed of visibility Slow — needs SEO and time Slow — directory updates take time Fast — ads appear almost immediately
High — you can target by location,
Targeting options Low (mainly based on content relevance) None — shown to all users
device, time etc.
Performance tracking No direct tracking (for free listings) No performance data Full tracking (clicks, conversions, etc.)
Current relevance Very high Low — mostly outdated Very high
4. What is Google Ads (earlier called Google
AdWords)?
Google Ads is Google’s platform to run paid ads.
You can show ads on:
Google Search
YouTube
Gmail
Apps and other websites
Types of Ads:
Search Ads – Show on Google when people search
Display Ads – Show as banners on websites
Video Ads – Show on YouTube
Shopping Ads – Show products with price
App Ads – Promote mobile apps
4. What is Google Ads (earlier called Google
AdWords)?
Important Terms:
CPC – Cost per click
CTR – Click-through rate (how many clicked out of total
views)
ROAS – Return on ad spend
Example:
An online clothing store uses Google Ads to show its sale
banner on fashion blogs and YouTube.
5. Tips to Make SEM Ads Work Better
Do Proper Keyword Research
Use tools like Google Keyword Planner to find words people search for.
Pick words that match your business.
Example:
Instead of just "shoes", use "buy waterproof trekking shoes".
Test Different Ad Copies (A/B Testing)
Try different headlines and see what works best.
Improve based on performance.
5. Tips to Make SEM Ads Work Better
Improve the Landing Page
The page your ad links to should load fast and be relevant.
Make it mobile-friendly and clear.
Example:
If your ad is for “Online MBA course,” take users to the MBA course page, not
homepage.
Use Geo-Targeting
Show ads only in selected cities or areas.
Example:
A local salon in Pune targets only “Koregaon Park” and “Viman Nagar”
5. Tips to Make SEM Ads Work Better
Use Extensions in Ads
Add phone numbers, links, and offers to your ad.
This makes your ad bigger and more attractive.
Add Negative Keywords
Block the wrong type of audience.
Example:
If you sell premium shoes, you can block “cheap shoes” from
showing your ad.
GrowthAcad.
+91 928 496 0102
+91 902 207 1935
[email protected]
[email protected]
www.growthacad.com
govindchandak
Govind Chandak
Business Head | GrowthAcad
GrowthAcad.
THANK +91 928 496 0102
+91 902 207 1935
YOU [email protected]
[email protected]
www.growthacad.com
