Introduction to Search Engine Marketing

  • Concept of SEM
  • Process of creating effective SEM
  • Identify the option to use Google Adwords
  • Overview of the option to create ads in Bing and other social media

Introduction to SEM

  • Grow your business with Google Ads

Get in front of customers when they’re searching for businesses like yours on Google Search and Maps. Only pay for results, like clicks to your website or calls to your business.

Create your Ads in few steps

  • Step 1 Your goal
  • Choose calls to get customers on the phone to book appointments, schedule a job or close a deal.
  • Select shop visits if you own a physical location that relies on foot traffic.
  • Opt for taking action on your website if you want people to shop on your online store, sign up for your mailing list or fill in a form

Choose your budget well

  • Google Ads can work for almost any advertising budget. Decide how much you want to spend, and we’ll show you the estimated results.

Adjust when you need

  • Give Google Ads a try with no need to commit to a long-term contract – pause or cancel anytime. And, adjust your budget whenever you need, such as for busy holidays or product launches

Pay for real results

  • Signing up for an account is free. You’ll only pay when your customers take action, like when they click your ad to visit your website or call your business.
  • To set you up for success, we’ll provide reports and insights so you can track your ad’s performance and costs.

What are the different types of Google Ads

  • There are three basic types of Google Ads:
  • Search Network campaigns – usually text form, these ads can show on Google Search results pages when someone searches for a product or service that’s similar to yours
  • Display Network campaigns – usually image form, these ads appear on websites or apps that your customers visit
  • Video campaigns – usually 6 or 15-second videos, these ads show right before or during YouTube content

What is a CPC or PPC

  • CPC (Cost Per Click) or PPC (Pay Per Click) means you only pay for an ad if someone clicks on it.
  • Other advertising models include:
    • Cost Per Impression, where you pay based on how many times your ad was shown (not clicked)
    • Cost Per Engagement, where you pay when a user completes a predefined engagement (like watching your video ad)

Control your advertising costs, and get results – >Start Now

Make your spends work harder with Google

Google keeps working with you to improve your results. Their smart technology makes sure that your ads reach more of the right customers while staying within budget.

Step1: Pick the right social media.



Facebook Instagram LinkedIn Youtube Twitter
Main Industry Impact B2C B2C B2B B2B/B2C B2B
Social Media Site focus Sharing of news, content, stories Sharing of content, stories. Sharing of company and industry news/ discussion or videos Sharing of informative and entertaining videos Sharing of news, content, stories
Impact Website traffic Direct links from content posted; Ecommerce stores apps Direct links from content posted Direct links from content posted Direct links from content posted Direct links from content posted
Demographics Older Younger Professional Older/ Younger Older


Step 2: Complete your profile – Username, e-mail id, profile images and descriptions.

Step 3: Check what your competitor is posting. Visit and search for content posting for your primary keywords.

Step 4: Build a connection.

  • A simple “ Thank you “ post
  • Highlight followers Reviews and/ or comments
  • Feature your most active followers
  • Offer special “ Social media “ only discounts/sales
  • Ask them what they want and deliver
  • Run an appreciation contest

Step 5:  Why Engagement is important than followers?

  • You know the audience is real
  • User-generated content is created
  • Conversions are made
  • You earn Trust
  • Engaged followers build relationships
  • Trusted followers refer / like / share / comment with choice

Step 6: Don’t Push people for business on day 1.

  • Be patient to generate followers
  • Increase content and build a relationship
  • Wait period min 3 to 6 months; ideal – 9 months

8 Blogging tips that will drive traffic to your social media platform.

  • Step 1: Write with “ You “ and  “ I “
  • Step 2: Paragraphs not more than 5 lines
  • Step 3: Use Headings –
  • Step 4: Write a Conclusions
  • Step 5: Facts and Data backed by source
  • Step 6: Use Images – Infographics
  • Step 7: Thorough and actionable
  • Step 8: Write a blog at least once a week

Case Study for Facebook Marketing.

Facebook Brand Awareness Case Study

1. Rock & Roll Hall of Fame

The Rock & Roll Hall of Fame, a HubSpot customer, wanted to boost brand awareness and get more ticket purchases to their museum. Since they’d mainly used traditional customer outreach strategies in the past, they wanted to experiment with more ways of reaching audiences on social media.

Because the museum’s social media team recognized how often they personally used Facebook Messenger, they decided to implement a messaging strategy on the Hall of Fame’s official business page.

From the business page, users can click the Get Started button and open a chat with the Hall of Fame. Through the chat, social media managers were able to quickly reply to questions or comments from fans, followers, and prospective visitors. The reps would also send helpful links detailing venue pricing, events, other promotions, and activities in the surrounding area.

Rock & Roll Hall of Fame Social Media Team responds to Facebook Messenger messages

Since the Messenger launch, they claim to have raised their audience size by 81% and sales from prospects by 12%. The company claims that this feature was so successful that they even received 54 messages on an Easter Sunday.


Being available to connect with your audiences through Messenger can be beneficial to your business and your brand. While the Rock & Roll Hall of Fame boosted purchases, they also got to interact with their audiences on a personal level. Their availability might have made them look like a more trustworthy, friendly brand that was actually interested in their fanbase rather than just sales.

2.Facebook Reach Case Study:


In early 2016, Buffer started to see a decline in their brand reach and engagement on Facebook due to algorithm changes that favored individuals rather than brands. In an effort to prevent their engagement and reach numbers from dropping even further.

The brand decided to cut their posting frequency by 50%. With less time focused on many posts, they could focus more time on creating fewer, better-quality posts that purely aimed at gaining engagement. For example, instead of posting standard links and quick captions, they began to experiment with different formats such as posts with multi-paragraph captions and videos. After starting the strategy in 2016, they continued it through 2018.

Here’s an example of one an interview that was produced and shared exclusively on Facebook.

The Results: By 2018, Buffer claimed that the average weekly reach nearly tripled from 44,000 at the beginning of the experiment to 120,000. The page’s average daily engagements also doubled from roughly 500 per day to around 1,000.

In 2018, Buffer claimed that their posts reached between 5,000 to 20,000 people, while posts from before the experiment reached less than 2,000.

Although Buffer began the experiment before major Facebook algorithm changesthey updated this case study in 2018 claiming that this strategy has endured platform shifts and is still providing them with high reach and engagement.


It can be easy to overpost on a social network and just hope it works. But constant posts that get no reach or engagement could be wasted your time and money. They might even make your page look desperate.

What Buffer found was that less is more. Rather than spending your time posting whatever you can, you should take time to brainstorm and schedule out interesting posts that speak directly to your customer.

3.Facebook Video Views Case Study


In 2017, HubSpot’s social media team embarked on an experiment where they pivoted their video goals from lead generation to audience engagement. Prior to this shift, HubSpot had regularly posted Facebook videos that were created to generate leads. As part of the new strategy, the team brainstormed a list of headlines and topics that they thought their social media audience would actually like, rather than just topics that would generate sales.

Along with this pivot, they also experimented with other video elements including video design, formatting, and size.

Results: After they started to launch the audience-friendly videos, they saw monthly video views jump from 50,000 to 1 million in mid-2017.


Creating content that caters to your fanbase’s interests and the social platform it’s posted on can be much more effective than content that seeks out leads.

While videos with the pure goal of selling a product can fall flat with views and engagement, creative videos that intrigue and inform your audiences about a topic they relate to can be a much more effective way to gain and keep your audience. Once the audience trusts you and consumes your content regularly, they might even trust and gain interest in your products.

4.Facebook Lead Gen Case Study:

Major Impact Media

In 2019, Major Impact Media released a case study about a real-estate client that wanted to generate more leads. Prior to working with Major Impact, the Minneapolis, Minnesota brokerage hired another firm to build out an online lead generation funnel that had garnered them no leads in the two months it was active. They turned to Major Impact looking for a process where they could regularly be generating online leads.

As part of the lead generation process, the marketing and brokerage firms made a series of Facebook ads with the lead generation objective set. Major Impact also helped the company build a CRM that could capture these leads as they came in.

Results: Within a day, they received eight leads for $2.45 each. In the next 90 days, the marketing firm claimed the ads generated over 370 local leads at the average cost of $6.77 each. Each lead gave the company their name, email, and phone number.

Although these results sound like a promising improvement, readers of this case study should keep in mind that no number of qualified leads or ROI was disclosed. While the study states that leads were gained, it’s unclear which of them lead to actual sales — if any.


This shows how Facebook ad targeting can be helpful when you’re seeking out leads from a specific audience in a local area. The Minneapolis brokerage’s original marketing and social media strategies weren’t succeeding because they were looking for a very specific audience of prospective buyers in the immediate area.

Ad targeting allowed their posts to be placed on the news feeds of people in the area who might be searching for real estate or have interests related to buying a home. This, in turn, might have caused them more success in gaining leads.

5. Facebook Conversion Case Study:

Femibion from Merck

Femibion, a German family-planning brand owned by Merck Consumer Health, wanted to generate leads by offering audiences a free baby planning book called “Femibion BabyPlanung.” The company worked with Facebook to launch a multistage campaign with a combination of traditional image and link ads with carousel ads.

The campaign began with a cheeky series of carousel ads that featured tasteful pictures of “baby-making places,” or locations where women might conceive a child. The later ads were a more standard format that displayed an image of the book and a call-to-action.

When the first ads launched in December 2016, they were targeted to female audiences in Germany. In 2017, during the later stages of the campaign, the standard ads were retargeted to women who had previously interacted with the carousel ads. With this strategy, people who already showed interest would see more ads for the free product offer. This could cause them to remember the offer or click when they saw it a second time.

Results: By the time the promotion ended in April 2017, ads saw a 35% increase in conversion rate. The company had also generated 10,000 leads and decreased their sample distribution cost by two times.


This case study shows how a company successfully brought leads through the funnel. By targeting women in Germany for their first series of creative “baby-making” ads, they gained attention from a broad audience. Then, by focusing their next round of ads on women who’d already shown some type of interest in their product, they reminded those audiences of the offer which may have enabled those people to convert to leads.

Source for above case studies –


Agenda of the session

  • Working of Search Engines
  • What is SEO?
  • How Does Google Works?
  • Google Algorithms
  • Top Ranking Factors
  • Learning Resources

Search Statistics

  • 93% of online experiences begin a search engine
  • In 1999 it took Google one month to crawl and index 50 million pages, however, in 2012 it took less than one minute!
  • Google receives over 63,000 searches per second on any given day.
  • 50% of search queries are four words or longer.
  • More Google searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan.
  • 70-80% of people ignore paid search results, choosing to only click on organic listings

Learning outcomes – Working of Search Engines

  • Identify the need for search engines
  • Describe crawling by search engines
  • Describe indexing by search engines
  • Describe common search techniques and strategies
  • Describe the method of customizing search results
  • Understand the importance of user interaction with search engines
  • 70-80% of people ignore paid search results, choosing to only click on organic listings

List of Search Engines

  • Google 91.25%Bing 3.08%Yahoo 2.13%Baidu 1.48%Yandex RU 0.68%
  • DuckDuckGo 0.25%

Other Search Platforms

  • YouTube • Zomato • Justdial • Amazon • Flipkart

How Does Google Work ?

  • Crawl When Google visits your website for tracking purposes. This process is done by Google’s Spider crawler.
  • Indexing – After crawling has been done, the results get put onto Google’s index (i.e. web search).

Video By Matt Cutts

Search Techniques &  Strategies

  • Basic Search Techniques
    •  Use of keywords
    • Excluding keywords ( minus )
    •  Search for exact phrases
    • Inclusions of keywords
    •  Wild card search “ * “
  • Quick Search Techniques
    •  Time
    • Calculation search
    •  Range search
    • Definition search
    •  Convert search
  • User Interaction
    • Transactional queries
    • Informational queries
    • Navigational queries

What is Search Engine Optimization?

Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

Google Ranking Factors

  • Content Quality & Length
  •  Backlinks
  •  Mobile First Approach
  •  Click Through Rate
  • Dwell Time
  • Social Signals
  • Domain Authority
  • User Experience
  • Brand Mentions
  •  Page Speed
  • Bounce Rate
  • Brand Searches

Google Algorithms

  • Page Rank
  • Hummingbird
  •  Penguin
  • Panda
  • Https
  • Exact Match Domain
  • Pigeon
  • Mobilegeddon/Mobile Friendly
  • Possum
  • Accelerated Mobile Pages
  • RankBrain
  • Fred
  • Mobile Interstitial Ads
  • Mobile-First Index

The 6 Step Framework

  • Keyword Research
  • Competition Analysis
  • Keyword Mapping
  • SEO Plan
  • The On-Page SEO
  • The Off-Page SEO

Keyword Research Methods

  • Google Suggested Terms & Related Searches • Google Adwords Keyword Planner Tool
  • LSIgraph
  • Answer the public
  • SEO Chat tool (Keyword Suggest) •
  • Kwfinder
  • UberSuggest

Google Adwords – Keyword planner

  • Research Keywords
  • You can find keywords for new or existing campaigns
  • Search keywords based on service or products, website or landing pages
  • Get Historical statistics & traffic forecasts
  • To decide which keywords to use for a campaign
  • Forecasts like predicted clicks and estimated conversions give you an idea of how keywords perform for a given bid and budgets

Search for new keywords

  • Sign in to your Google Ads account.
  • Note: If you’re logged into a manager account, you’ll need to choose a managed account to use in order to continue. Learn more about manager accounts
  • In the upper right corner, click the tools icon, then under “Planning,” click Keyword Planner.
  • Type or paste one or more of the following in the “Find new keywords” search box and, on your keyboard, press “Enter” after each one:
  • Words or phrases that describe what you’re advertising.
  • The URL of a webpage or entire website related to your business.
  • Click Get started to get new keyword ideas and historical statistics, like average monthly searches or competition data.

With your results, you can use the Keyword ideas page to:

  • Filter your results by keyword text, average monthly searches, top of page bid (low range), top of page bid (high range), competition, organic impression share, ad impression share, or exclude keywords already in your account.
  • See search volume data for your keyword ideas by date range.
  • See visualizations broken down by search volume trends, platforms, and locations.
  • Download keyword ideas.
  • Add keywords to your plan to get forecasts broken down by location, language, or network settings.

Get forecasts and historical metrics for your keywords

  • Sign in to your Google Ads account.
  • Note: If you’re logged into a manager account, you’ll need to choose a managed account to use in order to continue. Learn more about manager accounts
  • In the upper right corner, click the tools icon, then under “Planning,” click Keyword Planner.
  • In the “Get metrics and forecasts for your keywords” search box, enter or paste a list of keywords, separated by commas or line breaks.
  • Click Get started to see your forecasts.
  • To see your historical statistics, like average monthly searches or competition data, click Historical metrics at the top of the page.

With your results, you can use the Forecasts page to:

  • Get updated keyword forecasts based on potential bids.
  • Sort your results by clicks, cost, match type, impressions, CTR, or average CPC.
  • Customize your forecasts by date range to see how seasonality affects traffic.
  • Visit the Plan overview page to see forecasts for top keywords, locations, and devices.
  • Download plan forecasts in a Google Ads Editor-friendly format.

With your results, you can use the Historical metrics page

  • See historical statistics for your keyword ideas by date range. • Download historical statistics of the keywords in your plan.

Types of Keywords

  • Short – tail keywords – running shoes
  • Primary Keywords – men’s running shoes
  • LSI keywords (latent Semantic Indexing) – men’s running shoes review
  • Long Tail Keywords – best running shoes for bad knees
  • Branded Keywords – Nike running shoes
  • Geo-specific keywords – best men’s running shoes near Pune

Competition Metrics

  • Domain Age
  • Domain Authority
  • Backlinks
  • Content-Length
  • Social Signals
  • Keyword Density

On-Page & Website Elements

  • Sitemap.xml (
  • Robots.txt (
  • Permalink
  • Meta Tags (Title Tag, Meta Description & Meta Keywords)
  • H1,H2,H3………H6 Tags
  • Internal & External Links
  • Alt Tags
  • Breadcrumbs
  • Keyword Density
  • Structured Data
  • Rich Content (Visual Content)
  • Canonical Tags
  • Open Graph Tags
  • 404, 301, 302, 200

Off-Page Optimization

  • Directory Submissions
  • Search Engine Submission
  • Social Media Optimization
  • Infographic Submissions
  • Social Bookmarking
  • Q&A / Discussion Forums
  • PPT Submission
  • Reviews
  • Video Submissions
  • Classified Ads
  • Article Submission
  • Press Releases
  • GIF Submission
  • NAP Consistency


  • Overview
  • Keyword Ideas
  • Content Ideas
  • Site Audit
  • Backlinks

Thank You,

Aashish Rathi

Matte Painting

“Art is not what you see, but what you make others see.” – Edgar Degas

Matte painting, a practice started in the year 1907 by Norman. O. Dawn in the movie “The Mission of California”. Matte painting was painted on a glass for creating something which wasn’t possible such as in a movie “Star Wars” most of the scene in the movie were matte painted as building a set like that was next to impossible. To understand  how matte painting was painted or how it was used in movies one should definitely go through the video  Industrial Light & Magic – Traditional Matte Paintings (rare footage)

Creation of Matte Paint

In the Matte paint, the word ‘Matte’ means blocking the image in the background that is some part of the scene was real and others were just painted on a glass cover and a camera was aligned in such a way that painting looks the part of the scene. To understand  how matte painting was painted or how it was used in movies one should definitely go through the video Industrial Light & Magic – Traditional Matte Paintings (rare footage)

Peter Ellenshaw and Albert Whitlock were one of the best matte painters, they worked in various movies as a matte Painter artist Such as “Peter Ellenshaw – Marry Poppins (1964) and The Sword and the Roses (1954)” “Albert Whitlock – The Bird (1963) and The Hidden burg”.

“Titanic” was one of the last movies to use digital and then came Digital Matte Painting, the concept was the same but the difference was now, it was painted digitally. Christopher Leith Evans was the first person to paint matte painting on the computer. Lord of the Ring, Harry Potter, Narnia and even more are some of the best examples of digital matte painting.

Creating a Matte Painting Digitally not only allowed to create a matte paint fast and easily but also made it 3 dimensional to give a  more realistic look, Basic software that is used in filmmaking are Maya, Adobe Premiere, Adobe Photoshop and of course Nuke.

How to create a simple Digital Matte Paint

For creating a basic 2d matte painting we use Photoshop. It starts with an idea, a concept, what are the scene requirements.

matte painting
Matte painting

Once all things are checked in the list now collect images as per the requirements. Images can be self-clicked or downloaded from the internet but it should have a copyright or else you will need a permission to use it.

It would be always easy if one starts with a making rough sketch since it gives an idea of what is to be created. Now import all the selected pictures and apply the mask on it and paint the required part.

Always keep a few things in while creating a matte paint-

  • Depth
  • Prospective
  • Shadow
  • Light
  • Colour Balance

Here is a  video example of creating a matte paint

Himanshu Pal, Student

Arena Animation Tilak Road