Google Ads (Search, Display, Video)

 

6.1 What is Search Engine Marketing (SEM)?

• Search Engine Marketing (SEM) means promoting a website or business using paid advertisements that appear on search engine results pages (SERPs) like Google.

• It helps a business get instant visibility when users search for relevant keywords.

• SEM is also known as Pay-Per-Click (PPC) advertising because advertisers pay only when someone clicks their ad.

Simple Definition:

SEM is a paid digital marketing technique used to increase website visibility on search engines like Google by running paid ads.

Example:

• When you search “Buy shoes online,” the first few results labeled “Ad” are paid Google Ads created through SEM.

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6.2 Importance of Search Engine Marketing

1. Instant Visibility:

   • Unlike SEO (which takes time), SEM brings quick results.

2. Highly Targeted:

   • Ads appear only for specific keywords and audience preferences.

3. Measurable Results:

   • You can track clicks, impressions, conversions, and ROI easily.

4. Control Over Budget:

   • You decide how much to spend daily or per click.

5. Increases Website Traffic:

   • Attracts potential customers actively searching for your product/service.

6. Brand Awareness:

   • Even if users don’t click, your brand name appears repeatedly in searches.

7. Competitive Advantage:

   • Helps new or small businesses compete with large brands.

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6.3 Difference between SEO and SEM

Basis	SEO (Search Engine Optimization)	SEM (Search Engine Marketing)
Type	Organic (Free)	Paid
Speed	Slow results	Instant visibility
Cost	No direct cost	Pay per click or impression
Placement	Below ads (organic results)	At top of search results
Control	Limited	Full control through settings
Best For	Long-term growth	Quick leads and sales

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6.4 How SEM Works

1. Advertiser selects keywords related to the product or service.

2. Creates ads with headlines, descriptions, and URLs.

3. Bids on keywords (decides how much to pay per click).

4. Google Ads runs an auction — ads with higher bids and relevance win.

5. User searches keyword → Google shows the winning ads.

6. User clicks the ad → Advertiser pays for that click.

Key Term:

• CPC (Cost Per Click): Amount paid each time someone clicks the ad.

• Impression: When the ad appears on a user’s screen.

• CTR (Click-Through Rate): % of people who clicked on your ad.

• Quality Score: Google’s rating of ad relevance and quality.

6.5 Types of Google Ads

1. Search Ads

• Text-based ads that appear on Google search results.

• Best for users who are actively searching for something.

• Example: “Best hotels in Mumbai” → Ads for hotel websites appear first.

2. Display Ads

• Image or banner ads that appear on Google partner websites or apps.

• Used for brand awareness and retargeting.

• Example: A clothing ad showing on a news or blog site.

3. Video Ads (YouTube Ads)

• Short video ads shown before, during, or after YouTube videos.

• Great for brand storytelling and engagement.

4. Shopping Ads

• Product-based ads that show image, price, and link to the store.

• Example: Search “Buy laptop” → See product listings on Google Shopping.

5. App Promotion Ads

• Promote mobile apps through Google Search, Play Store, and YouTube.