• To introduce the basics of online marketing (Search)
    • How does online marketing work? (The auction on search engines)
    • What are match types?
    • What is an adcopy?
    • When does an advertiser pay?
    • What are the differences between SEO and SEM?
  • To understand the different methods of online marketing that Adobe supports
    • Search                 
    • Display
    • Social

Online search marketing

Search engines

Web Search Engines are designed to search for information on the World Wide Web.

Search engines (SE) work by storing information about many web pages, which they retrieve when someone looks for that specific information.

search engines

Some of the main search engines Adobe supports are:

1.Google          2. Yahoo           3. Bing          4. Baidu (Chinese)          5. Yandex (Russian)

search engines2

How does online marketing work?

How does Online Marketing work

Match type

Match Type

Types of match type

types of match types


Adcopies are also called ads or creatives. An adcopy is made up of four parts.

The three visible parts of an adcopy are: 

Ad copy

Search Engines have a character limit on each of these sections of an adcopy. 

The adcopy is the call to action for the user, so it should be worded well.

Destination URL

Besides the three visible parts of an adcopy, the destination URL is behind-the-curtains and leads the user to the landing page.

The landing page (that is, the page that the user lands on when the ad is clicked) need not be the generic page indicated on the display URL (www.carters.com in the example given below).

Destination url

Destinations URLs are used because:

  • They allow the user to be taken to a more relevant page on the website. (For example, if someone searches for baby boy clothes, the destination URL can direct them to the Boy Clothes page on the website instead of the generic landing page).
  • Tracking can be included in the URL. (For example, the EF tracking can be appended so EF can capture click information).

Paying for search ads

When does an advertiser pay?

When a user clicks the adcopy displayed on the search engine, only then does the advertiser (Ralph Lauren, in this case) pay the search engine.

Cost per click (CPC) is the amount the advertiser has to pay for a user clicking that ad.

When does an advertiser pay

If an ad just shows up on the search engine, but the user does not click the ad, then the advertiser does not have to pay. The ad is then said to have got an “Impression."

How is the price determined?


Advertisers set bids on keywords—it indicates the maximum that they are willing to spend on that keyword.


If the advertiser wins an auction and the ad is displayed and clicked, then the advertiser has to pay a little more than the next ad in line. Therefore, the CPC paid by an advertiser is always lesser than the bid set on keywords.

Search engines do not provide CPC values for every individual click, but the average CPC paid that day for a given keyword.


After an ad is clicked...

…the user is directed to the advertisers landing page

After an ad is clicked on

SEO versus SEM

Search Engine Marketing is the process of marketing a website via Internet search engines.

For example:

  • improving the websites rank in organic listings
  • paid or sponsored listings

Search Engine Optimization is a subset of SEM.  

Is the act of  improving the visibility of a website on search engines via organic results.

For example:

  • improving user experience by editing the content on the website
  • removing barriers to indexing activities of search engines
seo vs sem

Ways to market online

ways tomarket online
ways tomarket online2
ways tomarket online3

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