A STUDY ON

SEARCH ENGINE MARKETING

AT
ADROIT INFOACTIVE SERVICES
INTRODUCTION:

Search Engine Marketing, or SEM, is a form of Internet Marketing that seeks to promote
website by increasing their visibility in search engine result pages through the use of
search engine optimization, paid placement, contextual advertising and paid inclusion in
the Sponsored Links. The intention of a search engine marketing campaign consists in
making your web site look like a relevant place for some users who showed interest in
particular information. Every search engine marketing campaign starts with research
and grassroots strategy. SEM can be an umbrella term for various means of marketing
a website including search engine optimization(SEO), which adjusts or rewrites website
content to achieve a higher ranking in search engine results pages, or it may contrast
with pay per click (PPC), focusing on only paid components.
Search engine optimization consultants expanded their offerings to help businesses
learn about and use the advertising opportunities offered by search engines, and new
agencies focusing primarily upon marketing and advertising through search engines
emerged. Theterm "Search Engine Marketing" was proposed by Danny Sullivan in 2001
to cover the spectrum of activities involved in performing SEO, managing paid listings at
the search engines, submitting sites to directories, and developing online marketing
strategies for businesses, organizations, and individuals.
In 2008, North American advertisers spent US$13.5 billion on search engine marketing.
The largest SEM vendors were Google AdWords, Yahoo! Search Marketing and
Microsoft adCenter. As of 2006, SEM was growing much faster than traditional
advertising and even other channels of online marketing. Because of the complex
technology, a secondary 'search marketing agency' market has evolved. Some
marketers have difficulty understanding the intricacies of search engine marketing and
choose to rely on third party agencies to manage their search marketing. According to a
2011 Marketing Sherpa Report, 64% of marketers have begun integrating social media
into their search marketing efforts. And there is reason to do so. In December of 2010,
both Google and Bing confirmed that links shared through Facebook or Twitter have
direct effect on search engine rankings. On August, 2012 market share of search
engine is shown in figure 1.1 below. The online advertising market in India, according to
IMRB for 2009-10 was estimated at 785 crore and was almost 1,000 crore in 2010-11.

Of this, search advertising was estimated at 368 crore in 2009-10 and was touch 460
crore in 2010-11World market for SEM market is projected to reach US$50.68 billion by
2015. This projected growth in the market will be primarily driven by factors such as,
increasing demand for cost-effective advertising and marketing strategies, rising
popularity of organic and paid search, and growth in mobile Internet market.

Figure 1.1, Global Market Share of search engine

The basic question what every marketer will ask is why do we need SEM?
For Branding
SEM campaign helps improve the online branding of your company, product, or service
that drives success and provides your company with results. A company's brand can be
Reflexively put into consumers heads to attract consumers to consider you when they
needa particular service or product. They help your business through online branding to
get their name into the mind of their consumers strongly so it causes a profit for you.
For Stronger Visibility
If you are a business or individual looking to compete in the online market, it is essential
that you hold a strong level of visibility within the major search engines. Search Engine
Marketing Specialists focus on bringing targeted visibility to businesses within the major
search engines (Google, Yahoo & MSN) via successful SEO strategies. A SEM works
to make your business services, products and contact details easy to find.

To Increase Sales
Search Engine Marketing Specialists should not just increase the traffic to your site but
should deliver a high percentage of these visitors who actually make purchases. They
help companies to build and implement dynamic internet marketing strategies that will
give power to business websites to communicate effectively with their customers. Their
task is not to improve sales, but to improve exposure. Search engine marketing
specialists attract more traffic towards your business website through the leading web
content to generate more publicity and as a result more sales opportunities.
To Win the Online Competition
Search Engine Marketing Specialists helps you to be at the top of the online competition
by better positioning and ranking of your web site on selected search terms, keywords /
key phrases. To win the Web competition Search Engine Marketing Specialists utilizes
the power of online promotion and search engine optimization for getting maximum
online exposure and online business. They work on quality site study report and
strategy in order to meet the online competition.
Increase ROI
Search Engine Marketing Specialists can work with you to build up an entire tailored
SEO strategy that will help you get the most of your website and maximize your Return
on Investment (ROI). They have worked with customers that have increase their web
traffic thus skyrocketing their web revenues and ROI (Return on Investment). They will
help you to increase ROI and at the same time decreasing your online spending budget
on other marketing/advertising modes.

Company Profile:

Adroit Infoactive Services is a premier business solutions company providing a

comprehensive range of innovative and unique solutions in key global communication
areas ranging from Translations and Web Designing, Web Development, Advertising to
Directory Services. By providing consistently high quality solutions at competitive prices,
we help companies across the world compete in a challenging business environment and
achieve sustained growth.
Our team of professionals in language, design and Web development, thoroughly
understand your business and what you want to achieve, and apply creative solutions to
deliver high performance, measurable results globally.
Committed to excellence, we combine technological innovation with language expertise
to ensure our clients always stay a step ahead of competition.
At Adroit, we add value and contribute to your success. If you're looking for a dynamic
and innovative approach in maximizing your organizations communication potential, look
no further than Adroit Infoactive Services.

Unlike the traditional ways, the lustre of jewellery is no more limited to the golden metal.
Jewellery has now got a new definition and look. Platinum, silver, precious coloured
stones etc are now being used to give the damsel a wider range to choose from. Also,
this variety ensures a newer and wider range in jewellery that encompasses the beauty
of tradition coupled with the style of the cosmopolitan, while suiting each one's pocket.
However, spreading the awareness of this variety among the huge customer base is
indeed daunting. To capture this vast audience, Internet marketing and social media
marketing is the best tool for communication.
Here, Adroit Infoactive comes to your rescue with its immense experience and expertise.
We can design a website for you, which would thus, be a walking, talking, interactive
major marketing tool to speak to your customers, without your physical presence.
Among the innumerable web developers in the market.

WHY ADROIT?
From A-Z: Commonly, a company into web development is not into content development,
and the one into designing may not handle web marketing. At Adroit, we provide all
services under one roof, from web designing, programming, social media marketing,
content development and the like.
Expertise: Adroit is the pioneer in providing web solutions. Years of expertise and
immense experience ensures the client that he is in safe hands.
Cost-efficient: Adroit provides these services at reasonable costs.
Tailor-made: Adroit develops tailor-made websites to fit into the clients budget and
requirement. A variety of options are available to suit the client needs, for instance a
simple website with only product display can be designed to suit a small budget. On the
other hand, an elaborate website with various options can also be designed. Yet another
option is to create a fully functional e-commerce site, which could again have the option
of a mere enquiry cart without a payment gateway or a shopping cart with payment
options.
WHY Website?
Specialized jewellery store: One can get a fully specialized jewellery store with ease.
Cost efficient: A website is an efficient medium to reach out to a larger audience, minus
the investment cost and wearisome task of setting up a physical store.
Customer interaction: A website enables the client to gain direct feedback from the
customers, so as to understand the plus and minus customer opinion and rectify it at the
earliest.
Customer ease: Websites enable the customers to view, order and purchase jewellery
from his convenient place and time. Additionally, home delivery cuts down his travelling
time and effort
Gone are the days when reaching the audience with a variety of choices and tailor-made
products demanded intensive marketing and colossal expenses.
It's time for you to showcase your intricate and attractive jewellery web store through a
new and popular media, with Adroit's immense expertise.
So, send your specifications to us for a robust/advanced web store to spread your wings
across the globe; NOW!

Web Services:
Domain name is the address that people use to find you or your company online; it's what
you type in the browser's address bar to go to a specific website.
For example, our domain name is: http://www.adroitinfoactive.net (in today's browsers,
it's not necessary to type the symbols http://)
Without domain names each and every Web site would have to be recalled by a series of
numbers, similar to the telephone system, but much more difficult to remember! For this
reason domain names were introduced, and have made navigation on the net much
simpler!

Domain Registration

Hosting E-mail

Web Applications

Website Design

Website Maintenance

Portal Development B2B & B2C

Multi Lingual Websites

Industries

Jewellery

Fashion

Garments

Designer Boutiques

Travel Agencies

Publications

Hotels

Schools

Hospitals

Colleges

Associations

Solutions

E-Commerce

Enquiry Cart

CMS - Content Management System

Bulk SMS

Advertising

Branding

INDUSTRY OVERVIEW

Industry dominant economic features:

Money spent on Search Engine Marketing:

The online advertising market in India is projected to reach Rs 2,938 Crore

by March 2014, according to the findings of Digital Advertising in India
report, by the Internet and Mobile Association of India and International.

The online advertising market in India, comprising search, display, mobile,

Digital Marketing, email and video advertising, which was valued at Rs
1,750 Crore in March, 2013 has grown by 29% over the previous year to
reach Rs 2,260 Crore by March, 2014.

As in 2013, search and display advertising continued to form a large portion

of the overall pie in FY 2013-2014. However, their percentage share has
declined somewhat owing to the rise in the mobile, Digital Marketing and
video advertising.

Even though traditional media like television and newspapers still remain
the preferred media for seeking information and entertainment and hog
more than 80% of the advertising market in India, the Internet has been
steadily increasing its share of the advertising pie.

Spends on digital media have steadily increased from just over 1% of total
Indian advertising spend in the year 2005 to nearly 7% in 2013.

The report finds that by March 2014, search advertising constituted about
38% of the total online advertising spend, translating to about Rs 850 Crore
while display advertising forms a sizeable 29% (Rs 662 Crore).

Advertisements on mobile phones and tablets have grown from a 7% share

in FY 2012-2013 to 10% of the Indian online ad market in FY 2013-14,
totaling to spend of around Rs 230 Crore.

Digital Marketing, email and video advertising constitute 13% (Rs 300
Crore), 3% (Rs 68 Crore) and 7% (Rs150 Crore) of the online advertising
market, respectively.

Percentage of Marketing Budget spent on Digital Marketing in India:

On Digital Marketing Ads:

Total Spend of INR 175 Crore in FY2013.

Total Spend of INR 300 Crore in FY2014.

Below are some of the campaign goals of Digital Marketing Ads:

Contextual Advertisements

Engagement with users through Company Fan pages

Face book leads Digital Marketing Revenue charts

LinkedIn Ads Most Effective

Search advertising constitutes about 40% of the online advertising market and is
an important component of marketing campaigns aimed at customer acquisition.
Companies belonging to various verticals continue to invest in search advertising
owing to its cost effectiveness. As seen in the adjacent graph, SEM i.e. buying or
bidding for AdWords forms the majority of Search ad budget. About 85% of
search spend is in terms of SEM which is about INR 723 Crores, as compared to
INR 128 Crores for SEO.
Search Ad Spends (FY2013-14) INR 850 Crores (Source: IMRB international)
2.2. Porters Five Forces:
According to Rob Eleveld, Evangelist of Digital Marketing & Ecosystem,
The evolution of digital marketing agencies and the overall online marketing sector
is a conversation that demands attention. The world of digital marketing is moving
so fast that we should expect to see an increasing number of B2B marketers who
want an agency regardless of which inbound marketing software provider they
use.

The average marketing team simply cannot keep up with, nor do they have
the expertise in, the number of digital channels and cross-channel campaigns
available to them. It is inevitable that marketers will need a service
Partner to help them prioritize resources and efforts, along with providing
specialized channel expertise. In fact, the market demand is so large that we
predict the digital marketing agency segment to double in the next three years.
The more we study the market, however, the longer we see the tail growing,
especially for small, local and metro-area agencies. So while the big guys like
WPP and Publics will see their share of growth, a more interesting phenomenon is

the massive growth in the digital marketing agency tail, meaning the smaller, more
local agency. An academic framework below helps explain why.
Porters Five Forces Quick Overview:
Porter's Five Forces Analysis is a framework for industry analysis and business
strategy development formed by Michael E. Porter of Harvard Business School in
1979. Industry attractiveness in the Porter context refers to the overall industry
profitability. An "unattractive" industry is one in which the combination of these five
forces acts to drive down overall profitability.
Porters model includes five forces we will glance at briefly:
Threat of new competition
Threat of substitute products or services
Bargaining power of customers
Bargaining power of suppliers
Intensity of competitive rivalry

Using this model, companies can analyze the attractiveness of an industry and
determine if they can get a favorable (above normal) return if they decide to step into
that market. Lets take a look below at the incentives and opportunities to step into the
digital agency market based on this framework.

Threat of new competition low barrier to entry:

A profitable market will attract new entrants that will eventually saturate the
market, cutting prices and making the profit margins low to minimal. Barriers to entry
like technology and setup costs, will limit entries to the market extending its future
profitability.
As the Internet has become universal, it does not only increase readerships
for news publishers but also creates a huge threat of new entrants for them. In other
words, online news publishing has very high threat of entrants, because of fairly low
capital requirement, and easy access to distribution channels. Electronic publishing
cut the cost for ink, paper, printing and delivery.
Consequently, the industry does not require the strong capital.

In terms of both the business models, Digital Marketing has almost

negligible entry barriers which come with economies of scale which provides new
entrants an opportunity to analyze the market properly. In B2B model, agencies
initially have to face low buyer loyalty, shift in focus during the process if model
fails to sustain but it also comes with advantages like low initial investments in
starting the agencies and price-performance decision powers and adaptability by
reducing both according to the clients budgets which also means that a new
entrant can also challenge an established player with a proper strategic planning
on the basis of costs. Lack of knowledge or talent or experience can prove to be
set back though which can directly affect the reputation in the industry. Low entry
barriers also indicate low exit barriers for those who accept B2B as their business
Model. Digital Marketing represents a proper mix of opportunities for new entrants
into the industry.
One of the largest barriers to entry in the digital marketing world is account
control and executive relationships. Very few agencies can undertake the cost and time
to break into a Fortune 1000 client like P&G or Ford, where the large
Incumbent agencies already have many relationships and internal referral
business. At the same time, few agencies have the scale to execute massive
campaigns for Fortune 1000 clients even if they could win the business. So the
threat of new competition at the high end seems small.
Head down market, to a mid-size enterprise in $25m-250m revenue range,
and a different dynamic appears. The big agencies have too high a cost structure
in billing rates due to their size and overhead to be competitive in this arena. They
also lack all the client relationships to the many regional businesses in this
market. So a large opportunity exists for new competition. In the local metro
areas, small owner-operator agencies with local contacts in small family owned
businesses see the same opportunity in the hyper-local markets. The low cost
strategy of entry is contributing to the rapid expansion of digital marketing
agencies; start print a business card, put up a WordPress site and ready to go.
Overall, according to Mullins (2008), the entry is more difficult if the industry
has strong capital requirement and gaining distribution is particularly difficult. This
leads to the fact that the barriers to enter online citizen journalism are low, or the
threat of entrants is moderately high.

Threat of substitute products or services software is a complement, not a

substitute:
Substitutes are defined as alternative product types that perform essentially
the same function (Mullins, Walker, & Boyd, 2008). They might appear to be
different but not as substitutes meet the same customer's needs but in a different
way.
Unlike competitors, substitutes are products outside of the industry that can
substitute for the need of your services and by that reducing the overall size of the
market. The threat of substitute products in news market space is particularly high.
The extent of the threat of substitute products depends on the price and
performances of the product and its substitute, cost to switch from the one product
to another, as well as the customers loyalty to the product.
Substitutes are fairly self-explanatory. Again they can be considered in terms
of competition and other online marketing options available in the market for
example Search Engine Optimization and Search Engine Marketing. But second
option cannot be considered as an entire switch as Digital Marketing is much
cheaper, effective, and quick as it takes less time to establish than Search Engine
Optimization or Search Engine Marketing.
In terms of competition, it is very vulnerable as clients tend to sacrifice the
performance for lower price or increase the performance for higher price. This
makes the trade-off in this industry more complex as Digital Marketing is governed
by the skills and experience which changes the perception of whole industry
pertaining to the buyers.
The emergence of marketing software can be considered as a threat of
substitution to the digital marketing agency, but that would be a mistake. Agency
clients feel the need for advice, expertise, and execution assistance as digital
channels proliferate regardless of whether or not they have inbound marketing
software in-house. Therefore, as the digital marketing world expands so will the
digital marketing agency market.
Ultimately, inbound marketing software is a complementary product that
helps increase the pie by providing a platform on which to train new hires with
less experience, standardize service delivery, and deliver consistent reporting
metrics to clients and more.

Bargaining power of customers the tail grows longer:

The buyers succeed in their bargaining efforts under the conditions of
high level of competition and great availability of substitute products. Bargaining
power is determined by the ability of the buyers to put pressure on digital
agencies. The bargaining power of customers is influenced by the ratio between
the number of firms and the number of buyers (supply and demand).
As more and more money is being invested in digital marketing, budgets inherently
are under greater scrutiny. Customers engage with their professional purchasing
organizations with more heavy-handed negotiating tactics. Consequently,
campaign reviews become more ROI-based and metric-focused. When this
happens, the cost structure of the large agencies and their associated high,
billable rates to support huge campaigns, premium services and account control at
P&G and Ford becomes a barrier to move down market. Therefore the midmarket, including local businesses, begins looking at more cost competitive
agencies, which provide more bang for the buck for their business size.
As the availability of smaller agencies grows, the effect of increased
bargaining power is not so much about pushing down the profitability of the market
than it is pushing out the agency market tail to service smaller companies with
less overhead costs and leaner cost structures in local markets.
Digital Marketing Industry has a huge impact on buyers; as an end user of
the product, in terms of purchasing decisions only as main motive behind this is
brand positioning. Having said that, buyer still possesses significant amount of
control as industry has got great exposure which provides number options. In
business models, types of buyers differ from organization to organization. If an
organization is promoting itself on different platforms of Digital Marketing, then its
the end user of their product i.e. customer and if an organizations is working as an
agency which promotes other brands on Digital Marketing platforms, then those
organizations are their buyers. For those who operate on their own by acquiring
proper amount of resources for Digital Marketing, often have to look out for the
proper content management strategies and communication channels as industry
provides huge exposure with word-of-mouth which is extremely viral on all social
platforms and can turn business upside down.

Considering business-to-business model agencies tend to compete on

price than on performance as we have seen. Theres also an added complication
of buyers looking to manage Digital Marketing into existing budgets again, lead by
price and not necessarily by performance; as well as the perception that its easy
to switch from agency to agency. The opportunity for the industry will come when it
matures and agencies spread across the price-performance brackets we have
seen.
Bargaining power of suppliers unorganized suppliers:
Suppliers in the Digital Marketing industry are content providers, software
providers, web hosts and web maintenance vendors. The bargaining power of
them is not significant. Similar to the bargaining power of the customers, suppliers
have the ability to put pressure on firms in the industry with increased cost for
materials, high switching costs and over-reliability on specific suppliers or
distribution channels.
But in an industry that relies heavily on labour, the primary suppliers are
employees themselves. Given the job market since 2008, many folks are just
happy to have a job. Therefore few people are secure enough to negotiate with
their employers about increased pay and benefits.

Intensity of competitive rivalry going local:

Rivalry occurs among the firms that produce products that are close substitutes for
each other (Mullins, Walker & Boyd, 2008). Said to be the determining factor of the
overall competitiveness of the industry, the intensity of competitive rivalry is influenced
by the strength of the major players in the market, the levels of competitive advantages
and the market potential.

LITERATURE REVIEW

This review of the literature is divided into sections covering (a) User of Internet, (b) the
anatomy of a search engine, (c) organic search results, (d) Pay per-click, (e) 7Ps of
internet marketing and (f) Insurance and Google Ad words. To provide some
background, it is important to understand the global user of internet and anatomy of
search engines.
Internet is a global computer network system wherein billions of users are connected to
each other. It is a network of networks that consists of millions of private, public,
academic, business, and government networks of local to global scope that are linked.
Currently there is more than One Trillion Url on the internet. With so much information
available online a need for search engine arose which would provide the user a correct
and speedy solution to its queries. When any user raise a query for any specific
webpage or product these search engines flashes all the available solution to its user
from which user can select any relevant solution he wishes to. As a result today every
person who is educated and has a basic understanding of computer knows the fact that
Search Engines which are available on Internet can provide solutions to any queries
raised by them on the With web usage becoming so simple the number of web user has
also increased and by the year 2011 the number had crossed 2.27 billion users, almost
exactly twice what it was in 5years ago, 1.15 billion (figure 2.1). We all know the Internet
is big, but this kind of growth really puts things into perspective.
The total number of population in the world is exceeding6.08 billion. With that
population, nearly one person in three surfs online

Internet Fame with the Indian Audiences

As of September 2014, there will be 121 million claimed Internet users: 92 million from
urban cities and 29 million from rural villages. This implies a growth of around13% from
last year.

By December 2014, it is expected that there will be 121 million claimed Internet users in
India. Of these, 80% are active internet users (i.e., using the Internet at least once a
month).
By the end of this year, one in every 10 Indians will be an Internet user, making the
country the third-largest Internet market in the world after China and the United States.

Understanding SEM in deep we need to have a brief understanding about

In mathematics, computer science, and related subjects, an algorithm is an effective

method for solving a problem using a finite sequence of instructions. Algorithms are
used for calculation, data processing, and many other fields. Each algorithm is a list of
well- defined in structions for completing a task. Starting from an initial state, the
instructions describe acomputation that proceeds through a well-defined series of
successive states, eventually terminating in a final ending state. The transition from one
state to the next is not necessarily deterministic; some algorithms, known as
randomized algorithms, incorporate randomness.
Now Google search engine makes a list of web pages depending on the relevancy of t
hewebpage with the keyword inserted by the user in the search box.
Crawlers which are Google Robots check the webpage every day or minute
depending on the update happening on any webpage. It then indexes the file in various
categories after checking the content of our site. It gives Page Rank to our site
depending on the content, context, traffic, etc. It also checks the number of back links
our site has.

Backlinks, which are sometimes called inbound links, are incoming links to a web
page or the entire website. These inbound links are important to search engine rankings
because many different search engines have algorithms that measure the number of
backlinks a website or web page has, and ranks those web pages with more backlinks
in a higher position.
Themore backlinks a website has, the more popular it is, and the more pertinent the info
rmation isconsidered by search engine algorithms. Many pages concerned with search
engine optimization have mechanisms to discover how many backlinks the web page or
website has, so that particular company can not only the exact number of times that it
has been backlinks, but where these backlinks are coming from, and if they are from
related sources or not.

Many search engine algorithms use backlinks to determine page rank too. A web page
that has more backlinks than another with similar content will rank higher than the other
page, simply because it seems to be more popular with visitors and other website.
Unfortunately, this means that many websites have engaged in paid linking, which
boosts their backlinks numbers. This has caused search engines to add in
specifications to the algorithms used to determine backlinks that now research whether
the backlinks have been paid for, or are genuine. Only genuine backlinks help web
pages rank well on most search engines. This action has caused many websites to lose
their page rankings, but has also allowed other pages with genuine backlinks to rise in
the search engine result with major search engines such as Google. The most important
thing for Search engine marketing is Keyword.

Keyword Research
Keyword is the name given to text which is entered in the search box of any search
engine. The search for keyword related to your web site, and the analysis of which ones
yield the highest return on investment.
Professional keyword research is an important part of any websites search engine
marketing strategy. It is the fundamental building blocks of any web business on line.
Whether we are using professional keyword research to do SEO or PPC, it is important
that we do keyword research and analyze correctly from the start.
Now we understood the basic procedure of search engine so our next step is to explain
theworking of search engine and importance of it.

The process of optimizing a Web sites structure and content for the highest search
results is called organic search. A second strategy, called pay-per-click , or
sometimes paid search, is when an organization pays to have its Web site included in
searches based on keywords
Organic Search Results
The question, how can search engine marketing techniques enhance an online
visibility?
Two phrases need to be defined to help with the rest of this literature review. The first is
search engine marketing, which is activities that improve search referrals to a Web
site using either organic or paid search .The second is search engine optimization,
which is the setoff techniques and methodologies devoted to improving organic
search rankings (not paid search) for a Web site. Search engine optimization is the
science of customizing elements of your web site to achieve the best possible search
engine ranking.
Every Web site is being indexed by crawlers or spiders. It exists with the millions of
other sites on the Internet. To get a Web site noticed by the crawlers, certain elements
must stand out. Making those elements stand out is the process of search engine
optimization. Web sites are text files that exist on Web servers. These text files are
much like the files created and used by
word- processing software. To enable Web browsers such as Microsofts InternetExplor
er, Mozillas Firefox, or Opera to read these files, the files must be formatted According
to a generally accepted standard. The standard used on the Web is Hypertext Markup
Language (HTML). HTML uses codes, or tags, that tell the Web browser software how
to display the text contained in the text file.
Pay Per Click
The previous section focused on organic search. This section focuses on pay-per click,
sometimes called paid search. About 40 to 50 percent of all search queries now return
paid ads .By far the most profitable and fastest growing source of revenue for search
engines is advertising. Google presents normal organic results in a main list and paid
listings on the sides sponsored links. Companies choose a keyword, or multiple
keywords, associated with their product or service. They then bid on what they are
willing to pay when a searcher clicks on alink.The format of a PPC using Google Ad
Words, for example, includes a headline that is limited to 25 characters, a second and

third line that are limited to 35 characters, and a fourth line that provides the URL, or
Web address, that people will see in the advertisement.
Search Engine Optimization
In contrast to the long-term view taken by marketing strategists, work undertaken by the
technical team or individuals responsible for website maintenance has predominantly
focused upon search engine optimization (SEO). SEO has reached such a degree of
acceptance and recognized importance that it has become the focus for corporate
training sessions and a question asked, as a verb, of most new website developments,
Has the website beenSEOed? SEO can be defined as a project managed process that
aims to promote a web sites position towards the top of the search results for particular
keywords. A measure f or SEO success is usually demonstrated by an increase in a
websites organic traffic.
The use of this metric is based on the assumed correlation between an increase in
website traffic and an increase in direct sales. SEO activity is clearly demarcated from
the use of Pay-Per Click (PPC) listings, which is the alternative and more expensive
route to gaining a listing on the first pages of search results. PPC is offered by all major
search engines as an alternative way for website owners to get their website noticed by
searchers looking for relevant keywords.PPC and organic SEO are not mutually
exclusive strategies. The developments of the Google algorithm for calculating the
Quality Score for PPC listings does suggest that well-optimized organic SEO produces
cheaper PPC listings for that same keyword. The corollary set of actions also appears
to have a degree of validity. The result is that a PPC campaign can contribute to
improve positioning in the organic results. However, attempts to manipulate these
relationships can, at least in the context of the Google, result in detrimental effects and
even banning from the search engine.
The results are described as negative SEO. Despite the risks a range of commercial
organizations offer SEO services with varying degrees of success. The process of
organic search engine optimization usually involves four stages;
1) Researching and developing a keyword plan that informs
2) on-page content optimization,
3) Optimizing off-page content including link building and
4) monitoring.Onpage- On page refers to the html tags within the page.
They include heading tags, title, bold, italic on your web page.Offpage- A technique
where the link of your website is placed on other websites and vice versa in order to
create a network and increase the probability of visitors clicking the same and then
being directed onto your website.Onpage optimization will not guarantee any top rating

within a search engine, only off page optimization can offer that guarantee. However, off
page optimization is far more effective when on page optimization is in place.

Search engine marketing management

Search engine marketing management (SEMM) takes the concepts found within SEO
and integrates marketing management processes that seeks to promote a web sites
position towards the top of the search results and producing increases in the predefined
website specific visitor conversion goals. Whilst the current case study illustrates that
there was a good SEO knowledge but poor visual knowledge in the first prototype, it
also highlighted that there is a need to combine these two considerations in a
compatible and workable manner. Most importantly when considering return on
investment, the organization was keen to have measure on how many online enquiries
were generated by setting their own conversion goals. Conversion goals differ for all
websites, for those offering content online, it will be the length of time someone spends
on their web pages.
Tracking will also consider which search terms produce the best rates of forward
navigation within the site and high average view times.Websites of this type and
employing this type of conversion goal will also incorporate consideration of the
bounce back rate; the percentage of people who navigate to a back from a search
engine and then immediately return to the search engines results presumably to try
another result. For example, websites such as bbc.co.uk and other online
news providers will be interested in increasing the time readers engage with their inform
ation,including flagging 'good' stories, emailing the links of stories to others and
following linked stories. Other websites might be emphasizing conversion goals that
enumerate downloads, emailed enquiries or sales.

Table 2 highlights the need to differentiate SEO and SEMM and how these different
activities should be considered by website owners.
SEO SEMM
Measure Number of website visitors Number of successfully converted goalsFeature Or
ganic SEO and Pay-Per-Click Integration of SEO with offline
marketingcommunicationsFocus Keywords with high popularityKeywords that generate
return on investment

How Can Search Engine Marketing Techniques Enhance an Online Visibility?

This research study was undertaken to determine how search engine marketing (SEM)
techniques can enhance a nonprofits online visibility. The study methodology was a
review Of current and relative literature available online and in print. SEM comprises the
activities designed to improve search referrals to a Web site, and it encompasses both
organic and paid search strategies. The literature review conducted focused on the use
of search engine optimization methods to boost the organic or natural ranking of a Web
site. Pay-per-click (PPC) and keyword purchasing strategies also were evaluated. The
research specifically sought examples of nonprofits using these methods to increase
traffic to their Web sites. The literature indicated that both search engine optimization
and PPC strategies are effective. Their search pointed out that a combination of both
would yield immediate and long-term visibility of an organizations Web site. Nonprofits
had some advantages, compared to for - profit organizations, such as the Google
Grants program and free online advertisements.

7 Ps of Internet marketing
The 7 Ps are very important in Internet marketing and can make a big difference in
successful online business.
1. PRODUCT:
You need to be able to assess the market and the customers mood to
Understand if the product you are selling online is really in demand or not? A good
product sold at the wrong time or in the wrong place might not sell as much, so you
need to be educated in how someone surfing on the Internet will be attracted to buy
your product. Appropriate research should be done ahead of time, at our company,
Karma Snack; we can conduct marketing research for you through our business
intelligence services. We help clients find the right market, demographic, and best time
of year for promotion your products, and then help deploy the campaign.

2. PRICE:
By assessing what people can spend for some products, analyzing the buying patterns,
and knowing the trends you must intelligently set a price that will be attr activeenough to
the customer and yet bring you profits. If a product is in demand and the current price is
not justifying the cost, you can raise it to ensure that the overall sales will bring you
profit even if you lost some customers. At Karma Snack, we help clients find the sweet
spot for your products pricing by testing pricing, discounts, and doing in-depth research
on your competitions bottom-line. The end goal of every campaign is to increase your
profitability, which reducing costs, while increasing your market share.
3. PROMOTION:
When you are promoting your product on the Internet you need to question whether you
are addressing the right target audience. Even if you are getting the target audience to
your website, you need to be sure that you speaking the language they understand.
This way you can communicate the benefits in a way that they will understand. An
effective promotional campaign will mean your advertisements and the campaign tries
to reach out as many potential customers as possible. Karma Snacks team takes care
of analyzing the traffic to your website, the sources of the traffic, and the average stay.
We then utilizes advanced behavioral analytics and predictive analysis to get more
profitable customers to your business.

4. PEOPLE:
When you are doing Internet marketing you have to be able to outsource the
Work and hire the people to do things like write effective content. Youll want the people
who can provide answers to visitors questions and provide them with the information
they are looking for. It will also be necessary to effectively pass it back to the
management. Lastly its very important to ask if you have the people to share
information on the product, service, or company on blogs, forums etc. by posting about
it. Karma Snack helps clients with all of this by utilizing their in-house team of
copywriters, without additional charges to your campaign.

5. PLACE:
Obviously in the world of Internet marketing, your website is the place where all
transactions happen. How interactive is your website? How user-friendly is it? How easy
is it to navigate for the customer? These questions are very important to attract and
retain customers. Karma Snack utilizes A/B Split Testing, and Multi-variant testing on an
ongoing basis, to constantly improve your websites performance, increase the amount
of traffic which converts into a sales/lead/ or a content. We test color schemes, buttons
sizes, images, photos, layouts, and are always improving your website. Your website
has to constantly evolve; there are times where your website will not look like it did a
week ago, a month from now, or year from now. We are data centric, so all changes
and improvements have to be justified by increased ROI for you.
6. PROCESS:
Is very important for Internet marketing too. You need to ask if you have resiliency in
your site, the ability to handle large number of customers, the proper support atall times,
and a system to answer FAQs. Karma Snack scales campaigns according to each
clients needs. There are times clients tell us to scale back the efforts since they cannot
handle the volume, and have to expand resources, and we adjust campaigns
accordingly.
7. PHYSICAL EVIDENCE:
Online, it is difficult for the customer to know how the products going to benefit them. So
it will be necessary to communicate in a way that the customer will be able to feel
confident in purchasing a product or service. You can do reports and articles that will
excite the customers about the product and the service. Video and images also help the
customer feel comfortable. If you talk to a Karma Snack representative, you can learn
about how we take care of Video, images, content, reviews, articles, and sync all of your
offline and other online marketing campaigns for accountability.

RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study
the various steps that are generally adopted by a researcher in studying his research
problem salong with logic behind him. Why a research study has been undertaken, how
research problem defined, in what way and why the hypothesis has been formulated, w
hat data have been collected and what particular method has been adopted, why partic
ular technique of analyzing data has been used and a host of similar other questions
are usually answered when we talk of research methodology concerning a research
problem or study.
DATA SOURCES
The research can gather primary data, secondary data or both. Secondary data are
data that were collected for another purpose and already exist somewhere. Primary
data are data specially gathered for a specific purpose or for a specific research project.
When the needed data do not exist or are outdated, inaccurate, incomplete, or
unreliable, the researcher will have to collect primary data. Most marketing research
project involves some primary data collection; it is quite costlier and time taking but
provides accurate and reliable data to researcher.
PRIMARY DATA

Data collected through number of Hits by users and no. of likes in social
networking websites.
Data was also collected from online service that collects information about
domains and keywords.
Data was also collected from Google trends. All information regarding number of
visits on website, source of traffic, users country of origin, bounce rate and
unique visitors were taken from Google trends.
SECONDARY DATA
Company website
Research Papers
Books, Journals/Magazines. Other websites

OBJECTIVE OF THE STUDY

The objectives of the present study are as follows
To understand the working of the Search Engine marketing and find out
affordable ways to drive maximum visitors through comprehensive online
marketing in Adroit Infoactive Services.
To understand Search Engine optimization as a Marketing tool to improve the
ranking of website.
To understand Pay per Click as a revenue generating tool for Insurance Industry.

LIMITATION OF THE STUDY

The result achieved by PPC will benefit for a short time only.
We cannot guarantee that all clicks on ad were made by targeted visitors.
For each click on advertisement we have to pay.
Ranking of website also depends on no. of Hits by Users.

Scope of the Study:

The scope of the project is to study of Search Engine Marketing in the company.
The scope of the study is how effective using Search Engine marketing the
various Industries at Adroitinfoactive.net.