Search Engine Marketing | Must Marketing Tactics for 2019

Why Search Engine Marketing?

Search Engine Marketing (SEM), is very new word for the people running business of brick and mortars era. But, it is also quite new for the business who think that digital marketing is all about posting pictures and videos on Facebook, YouTube, and Instagram.

The most common problem faced by any digital marketing agencies, is that only few people and business have are clear with the concept of digital marketing. Those who know about digital marketing do not understand what Search Engine Marketing (SEM) is? And those who know little bit of Search Engine Marketing (SEM), they get quite confused while differentiating in Search Engine Marketing (SEM) and Search Engine Optimization (SEO).

Search Engine Optimization (SEM), refers to the marketing practice where business pay for their advertisements to appear on the search result pages and reach the targeted audience. Whereas, Search Engine Optimization (SEO), refers to the practices where business do not pay Google for getting traffics on their sites, rather earn free spot by having most relevant contents and targeted keywords.

The greatest strength of Search Engine Marketing (SEM) is that it allows business to put their advertisements on to the customers who are really willing to purchase their goods and services. Advertisers bid on keywords which the consumers might search in Google or Bing which gives advertiser to place their ads in front of their potential users. These ads are often, known as Pay Per Click (PPC) advertisement.

Below are some of the most common terms also used to refer to SEM activities:

we can select goal that would make your campaign successful by setting up sales , leads , website traffic , product and brand consideration , brand awareness & reach or app Promotion Campaigns Via 3 Different AD COPY such as SEARCH ADS, DISPLAY ADS, VIDEO ADS.

In addition to covering general paid search trends, you can find the most recent news about SEM and helpful tips to get started with PPC ads on the major search marketing platforms below:

  • Google: AdWords/ADS
  • Bing Ads
  • Yahoo: Search Ads

Keyword Research is the foundation of Search Engine Marketing (SEM). The keyword typed by the customer determines what kind of product or services they want. Before you choose which keyword needs to be used, you need to do comprehensive keyword research management strategy. First, you need to identify which keyword is relevant for your business that customers are likely to click on your advertisement and buy your products and services. In addition, keyword research also helps in finding the negative keywords in search terms. For example, if you sell momos, you might want to exclude the keyword ice-cream recipe as the ones searching it may not be the targeted customers.


The Search Engine Marketing Ad Auction is the process of Search Engine Marketing (SEM) where, the advertiser or business bids for the ads. But, businesses misunderstand about it that whoever has the largest advertising budget wins. Although, budget plays certain role especially when targeting larger audience, it is not enough to win the bid.

The ad auction takes every time when someone enters a search query into Google. To enter into the ad auction, advertiser should identify which keyword to bid on and also state how much they are willing to spend to have their ads on. If Google determines that the keywords advertise contains user user’s query, it will be able to place ad in the auction. There are two main factors that Google evaluates as part of the auction process which are the maximum bid and the Quality Score of the ads.

Google calculates these metrics during the ad auction to determine placement of advertisements. The result is calculated through ad ranks.


The Importance of Quality Score in Search Engine Marketing (SEM):

Google Quality Score comprises half of the ad rank formula is one of the most crucial metrics of Search Engine Marketing or Metrics. High quality score helps in achieving better ad position at lower cost because Google favors ads that are highly relevant to the users.

Why Go Digital in Context of Nepal ?

Just wondering, why do the young entrepreneurs and SMEs utilize the presence of digital marketing and online media? For half a century, consumer media consumption was dominated by offline media. Today, more than half of all the media we consume comes through digital channels. In absence of digital media how can you compete with the competitors especially when half of the market depends on it?

So, first let’s know

what is digital marketing?

Digital Marketing in simple terms is the promotion of products or brand through one or more form of electronic media like Facebook, YouTube, SEO, SMO, Google ADS and many other.

It involves lots of methods and channels that make the organization to understand the campaigns and marketing in their business. Digital media is also known as digital advertising or social media marketing which is commonly used by businesses nowadays.

Let’s look at the few channels of digital marketing which has huge potential in Nepal:

  • Social Media Marketing: Facebook, Instagram, YouTube , Twitter
  • SEO /SEM/ VSO [ Voice Search Optimization ]
  • Video Advertising
  • Influencer Marketing
  • Mobile Marketing [ SMS/Telemarketing/Mobile Ads]
  • Display Advertising [ Digital / Social Media ] Billboards ,  BOARD, NEON LED BOARD, DIGITAL LETTERS ]
  • AI Marketing Tools [ Chat bots , Robotics in Marketing , AI Analysing Systems & Many More ]

Digital media has a huge power to generate maximum leads for business. Nowadays, every business including brick and mortars companies do digital advertising using social media platform like: Facebook, YouTube, Twitter, Instagram, etc. It is the fastest medium to reach to people.

In case of Nepal, the big Ecommerce websites like: Sastodeal and Daraz have been able to establish a huge brand image in front of their customers by advertising their business via Search Engine YouTube, Facebook, Twitter through social media campaigns, promotional YouTube videos, and sponsorship ads.

Many companies rely on social media to target their potential customers towards their business. Daraz and Sastodeal are the emerging companies doing great using their social media platforms. Digital marketing and advertising has shown a great potential in Nepal.

Search Engine Optimization (SEO):

Search Engine Optimization (SEO) is a term many people may not know about. It is a practise many companies use to rank their websites/content on the top of Google  . While building a website you should know very clearly about the keywords that should be kept in your website.

For example: If you are creating a website for a digital agency, your website should include maximum keywords like: digital marketing, SEO, SMO, Facebook, Google, digital advertising, etc. which will help your company to get maximum SEO ranking.

That ranking will keep you at the top of Google. SEO helps in generating organic traffic your website from the customers who are actually interested in your product.

– Search Engine Marketing (SEM):

Social Media Marketing is a form of internet marketing for creating and sharing various contents on social networking sites to achieve your marketing criteria’s and meet up the goal. It includes activities like: writing a content, posting pictures and videos, engagement, advertisement, online campaigns and many more activities. Usually, people think Social Media Marketing is related to posting videos and pictures on Facebook, YouTube and Twitter.

Actually, it is a part of Social Media Marketing but includes lots more than that. In Social Media Marketing, a company should keep in mind about small things like content, concept, SEO, Google Ads, visualization, text, paid social media advertising and many more.

-Influencer Marketing:

Influencer Marketing is a form of digital marketing which has been throughout the world and is emerging. In case of Nepal, people have slowly started to realize the importance of Influencers and Influencer Marketing. Business have started to collaborate with celebrities and make them their brand ambassadors to be known in the market. Many vloggers of Nepal become post videos of places or restaurants in their YouTube channels for which they get paid.

For example, recently Niti Shah, who is very popular in social media is the brand ambassador of Bota Momo due to which many people have started to know about Bota Momo. Similarly, Mr.Foodie Nepal is one of them too. Many restaurants invite him to taste their food so that he gives feedback and people get attracted towards it.

-Video Advertising/ Marketing:

We are living in a time where video marketing is no longer optional. Now, it is the most efficient way of digital marketing in competitive advertising environment and it can be found at the forefront of strategic conversation. Selling is all about storytelling. Video content enables businesses to build some meaningful connections with their audience and it also helps you to stand out. The more video content you have that educates and informs your clients, the bigger foundation of trust you will build within your audience. Video advertising or music videos are the emerging future of digital marketing.


The Tuborg Open Music Video, which pairs artists Diplo and MO along with Nepali artists Laure and Bipul Chettri, was recently been released. The video has already got 10,000,000 million views on YouTube and around 4,000,000 views on Facebook. The campaign is still continuing, and the main reason of its success is Tuborg was able to collaborate with great influencers having huge fan following plus the buzz it had already created. The Tuborg Open Music Video is probably going to be one of the biggest trend setters and example for Nepalese marketers to promote their business through Video advertisement and marketing.

Tuborg Nepal

So, why go digital in context of Nepal?

The growing population of internet users has extensively widen the future of digital marketing in context of Nepal. If we analyze the current scenario, young minds and business groups are doing best in terms of uplifting their business. The internet marketing space in Nepal is in growth phase and the overall cost of advertising in Nepal using online media is very less as compared to neighboring countries like India and China. Small businesses with small budgets are easily learning about terms like SEO, SMO, Social Media marketing and other digital channels to grow their business drastically.

In case of Nepal, our government is pushing digital marketing strongly ahead. According to a data published by ekantipur, the percentage of people using the internet has increased rapidly since last few years. From 2014 to 2017, it has increased by nearly 27.24% and is predicated to increase more. Increase in number of internet users will ultimately lead on growth of digital marketing in Nepal (NEUPANE, 2018).

Digital marketing has given transparency for the customers to speak up. Companies have started to apply different digital marketing strategies like SEO, Facebook ads, Email marketing, Podcasts and many more. The position of Digital marketing has become very vast. Companies are earning tons of money due to advertising and reaching towards their customers. Digital marketing has become a trend. So, every business needs to follow it to survive.

According to the Himalayan Times, the number of cottage industries and SMEs, has surged by whooping 360.89% to 320,000 by last few years compared to the past. So, we can analyze how much scope does digital marketing has in Nepal. Not only that, but according to the World bank, Nepal comes in third place in the world’s fastest growing economy. It means that business are growing rapidly and people have started to earn more which will ultimately lead to use of digital marketing directly or indirectly in future. Another main scope of going digital in Nepal is that the people in rural areas do not have much access to the internet. If a company provides internet in rural areas and teach the people how to use it in effective way, no wonder how much potential will they bring in our country.


It is clear that digital marketing is a vastly different discipline today that it was just few years back giving rise to social media platforms. In the world, where digital has changed the game for most of the leaders and businesses, you need to be 5 times ahead than your competitors.

In the Nepalese scenario, if you are able to utilize the digital marketing channels now, you will surely be leading the era of digital marketing in the coming few years. Since, the potential of digital marketing is breakneck in case of Nepal, this is the right time to apply digital marketing in your business and become lead the Nepalese market with your digital marketing abilities. You just need to analysis its potentiality and grasp the opportunities at right time.