New Delhi: Online marketing business is galloping at a higher rate in India. Keeping pace with the international market, Indian search engines are undergoing a phenomenal growth.
The search engine marketing business is a $10 billion industry worldwide.
According to a study by Internet and Mobile Association of India (IAMAI) in association with Pinstorm, India alone produces more than half-a-million searches a month. The study puts light to the evolution and growth of search engine marketing in India.
The study found that over 40,000 marketers are using this platform to capture the market share.
That’s not all, the number is growing at a higher pace as people research choices, product details and prices for every sort of buying decision - from travel to banking to insurance to education to even a film career.
22 of the top 50 and 37 of the top 100 search advertisers by keyword volume are firms with Indian operations.
So how search engine really works, how it increases the visibility of a website and how a particular client is charged?
In Internet marketing, search engine marketing (SEM), is a set of marketing methods to increase the visibility of a website in search engine results pages (SERPs).
Unlike other advertising media, SEM allows the advertiser to reach exactly their target audience. In other words it helps in fine targeting its audience on a global scale at a minimal cost.
The process of SEM involves bidding for the right words at a cost on major Search Engines such as Google, Yahoo, MSN, Baidu etc.
Search results are better with greater number of key words. The number of keywords bid could range from around 500 to 1 million or more.
These words are then used for writing ad copy that is visible in the Sponsored links when the keyword is searched.
The client is charged either through Cost per click (CPC), where the client is charged only when a potential customer clicks the ad or through Cost per Impression (CPM), where the client is charged for every 1000 impressions.
Every search is an expression of consumer intent. Marketing will veer around to this mode of communication because one is able to segment finely - a typical client effort may have two dozen or more campaigns and strategies - only advertising to stated consumer intent instead of shooting in the dark.
As traditional media increasingly fails to deliver with precisely targeted segments, online search will increasingly become the prime media weapon in a marketer's arsenal for its sheer ability to target and deliver to an interested consumer.
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