A Case Study Analysis of Google Search Engine Marketing

Search engine marketing (SEM) is one of the highly cost-effective strategies to grow your business in an increasingly competitive environment. With Google accounting for 35% of product searches and a typical Google search lasting only a minute, your company’s products must appear on the first page of search engine result pages (or SERPs). This isn’t always achievable organically, especially when other companies pay to have their items above yours. In this case, you have to invest in a search engine marketing plan.


The difference between search engine marketing and search engine optimization is that: SEO strategy is used to get traffic through organic search results, while SEM strategy aims to get traffic from both organic and paid search results. The goal is to get more traffic and rank higher in search engine result pages. 

Most large businesses ensure an online presence to reach their targeted audience. They have recognized the value of using the internet to attract new customers in an ever-changing digital environment. 

Basics of Search Engine Marketing

To create a sponsored ad for a search engine, the following steps should be taken into account:

Keyword Research

Before choosing keywords for your SEM strategy, you must conduct comprehensive keyword research. That implies researching to decide which keyword to bid on or what searches you want your ad to appear for. Begin by thinking of brand names, product descriptions, and even terms that define your competitors. You will not get any results from your ads if no one searches for your target keywords. At the same time, popular terms attract more competitors. When conducting keyword research, relevant high-volume and low-competition keywords are ideal, but they may be difficult to find. It is thus necessary to keep a balance between demand and budget.

Ad Auction

One of the misconceptions that most users have is that whoever has the most advertising budget wins. Although a larger advertising budget has advantages, it is not a requirement for success with search engine marketing. Because all the ads go to the ad auction before appearing on search engine result pages, companies should focus on this strategy. Every moment someone enters a search query into Google, the ad auction process begins. Advertisers enter ad auctions identifying keywords they wish to bid on and stating how much they will pay.

If Google finds it relevant to the user’s query, it will place your ad on ad auction. Ad auction strategy determines two factors to consider when displaying ads on search engine result pages (SERPs). Maximum bid and Quality score are the two key elements that Google considers throughout the ad auction process. The maximum bid is the maximum amount you are willing to spend for a click. Quality score is statics that measures the overall effectiveness of your business.

Account Structure

The foundation of your search engine marketing is an account structure. Account structure helps you achieve higher click-through rates, lower costs-per-click, and improve overall performance. A perfect account structure consists of the following elements:

Ad Campaigns

A sequence of advertising with a single Auto Sender message and single purpose makes up an ad campaign. For increasing brand recognition for a new product, increasing sales for services or products, and getting leads, you create an ad campaign. 


Keywords are the queries you are bidding on. You are aware of the power that a keyword has on your website. For this campaign to be successful, you must select the appropriate keywords for your ad copy. It is critical to understand which collection of keywords attracts your target audience and will stand out among them online.

Ad Groups

The ad groups tell search engines which tab to show in response to particular keyword queries. It contains information on the content of your advertisements as well as the websites to which they link.

Ad Copy 

Ad copy, also known as advertising copy, is a type of branded content that seeks to turn a lead into a customer for your company. Compelling advertising copy communicates to customers how the company’s copy will address their issues.

Search Engine Marketing Tools


SEMrush is an online tool marketers use to optimize SEM and Calgary SEO, including keyword research, traffic analysis, and ad analysis. You will be able to research leading keywords to determine which keywords are ranking high and driving traffic to your site. 

Google ads Keyword planner

Google ads keyword planner is a useful tool for keyword research because the majority of marketers want their ads to appear on Google. Additionally, it will recommend you the bid amount for a particular keyword to assist you in creating a budget. Moreover, you may use this tool to develop a marketing strategy and start your campaign.

Google Trends

Google trends is a helpful and free tool for getting started with your research. You will be able to discover how popular a particular term has been on Google over time. You may even utilize it to get an advantage over competitors by tracking their positions. 


Google claimed $38 billion in advertising income in 2011, with internet search advertising accounting for 60% of that total. The above tips will help you to examine Google’s search engine marketing and teach you how to create an efficient strategy that generates traffic and sales to your company’s website.

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