Search Engine Marketing Guide & 9 Best Tools of 2020

What is Search Engine Marketing?

Search Engine Marketing or SEM is an organic & paid online advertising method. It makes sure that your product & services are visible in the focused points (top/ bottom) of the search engine ranking pages known as SERPs through PPC Ad. It also ensures it shows your business site in a position based on your ranking of search engine.

When someone types something like Dog Food, SEM allows your listing to be on the focused or top point. Either through PPC or SEO method.

Search Engine Marketing or SEM is still not widely used online advertisement method in Bangladesh. It’s potential is fully not explored yet in this region with a very few businesses are running it successfully.

Traditionally SEM has two component. One is paid (PPC) and another one is non-paid/ organic (SEO).

PPC or Pay Per Click Advertising is when you are free to show your ad to the audience, but you will only be charged when they click your ad to see the website or landing page. Google Search Advertising is one of the examples of PPC Ads.

We searched for cat food and the top option came with a PPC Ad

On the other hand, SEO or Search Engine Optimization is the natural way of driving traffic to your business site or link.

You can see Chaldal is ranking on the number three for Keyword Cat Food with Organic SEO

Google Search Ad drives Intent to Conversion much faster than the Social Media (Facebook, Twitter) Ads.

Search Engine Marketing in Bangladesh

We have noticed several Google Search Ad in Bangladesh. Surprisingly, businesses are not utilizing this well enough. The search traffic competition is relatively lower here for and foreign sites are getting all the traffic by utilizing them.

Bangladesh has an average CPC 79 percent less than the US average. Compared to the US Average CPC, which is between $1 and $2 on the Search network.


At the same time, emarketer reports, 35% of the product searches start on Google Search Engine and people tend to search only 1 minute on an average Google Search.

That is why it’s extremely important that you’re website or content ranks on the first pages for the targeted keywords.

You can always focus on an organic SEO strategy and it’s the best way to rank your website. But, when other businesses are also bidding for the 1st position. You also need to focus on Search Engine Marketing – SEM strategy for your business.

Why Search Engine Marketing is Better than Social Media?

Yes, we know Social Media is great! Everyone is on Facebook and we see interactive ads there every day. But, this is not the reason people browse Facebook. They stay on social media because they want to be connected to the people who are important to them and see the content what they’re interested to consume. The buying intent comes later, sometimes with re-targeted efforts.

On the other hand. People search on Google either learn, find and most importantly buy something. So the intent of buying is higher than the other platforms. Think about the moment, you’re asking your friends after all the research, that where should I go to purchase this. Rather than, what’d you think about this product?

The search engine query mostly happen at the last cycle of the customer’s buying plan. The chances of selling your product directly works well with a plain text Google Search Ad than a interactive design-rich Facebook Post.

To make sure that you are ahead of your Search Engine Marketing game, we have listed 5 SEM Web software below, which we use/ used to properly analyze and run our SEM campaign.

Best Search Engine Software in 2020

  • Google Trends
  • Google Ads Keyword Planner
  • SEMRush
  • Ubersuggest
  • Keywordtool.io
  • SpyFu
  • Aherfs
  • Moz
  • SEO Spyglass

Google Trends

Google Trends is a free web tool from Google that helps you to track the search volume for a particular keyword across a specific language, region, or time frame. You will be able to find search trend and invest your ad dollar behind the keywords which are popular and trending. You will also be able to see if you’re products have any type of search interest from the users or not. It can be very useful if you’re running an eCommerce business.

Google Ads Keyword Planner

It’s also a free tool, but you need a Google Ads Account to use it. It can help you to research relevant keyword, keep track of search keyword change & specify a list of keyword for your business.

It can also provide you a bid estimate and you will be able to see which one of your keyword may work within your advertising budget.


SEMRush is undoubtedly one of the best & comprehensive SEM tools out there. It allows you to do a site audit, traffic analysis, rank tracking, keyword research, competitor analysis, finds ranking opportunities. It can also give you insight into paid ad competitors and their keyword. That helps you to re-think your strategy and get an instant competitive edge over your business rivals to outrank them in the search engine.

Both Free & Paid Options are available. Once you start to use the free version, you will understand the true value of this software.

Search Engine Marketing in Bangladesh


Ubersuggest is also a free tool by marketing expert Neil Patel. It can give you insights about your website traffic, top pages, and keywords. It can also give you information about certain long and short-tail keyword and their Search Engine Ranking Pages SERPs position.


Keywordtool.io is a handy tool not just to find Google Keyword research, but also for Youtube, Bing, Amazon, eBay, Play Store, Instagram, and Twitter. The paid version unlocks the full potential of this tool though.


Spyfu is a great tool to find out what your competitors are doing. Whether they are buying any ads on Google. You will be able to see the keywords they had previously bought and the organic keywords they are ranking for.

You can monitor your own organic and paid rank of Google, Bing & Yahoo using Spyfu.


Aherfs is a popular and all-around great SEO tool for Keyword Research & Back-links. As well as researching competitors and monitoring specific business niches. Aherfs also offers great learning resources. Where Blogging for Business is currently running for free to watch.


Moz is a great tool for a site audit, keyword research, back-link analysis, and rank tracking for SEO. It’s a highly rated tool and they offer great learning resources as well. Moz is also well-know for its local SEO service for the US, UK & Canada.

SEO Spyglass

A comparatively new tool, but surely a good contender of Screaming Frog SEO Spider. This offline tool offers a bundle of a site audit, on-page analysis, and a lot more. Currently, SEO Spyglass is offering a one-year free subscription through AppSumo. You should not miss it now. Go grab the deal from here.

How SEM Works

Search Engine Marketing generally works through an Advertising Auction. Every Ad you see on Google Search Engine (or Bing) goes through an auction process before showing in the search engine ranking.

In Google Ads, the process goes like this:

  • Identify the keywords for bidding.
  • Set how much you are willing to spend on the keywords.
  • Create the Ad variation & Ad extension.

Once Google find out that they keyword you’re bidding for are related with a users search query. Your Ad moves to the auction process. General concept is the higher you bid, the higher your position will be. But, there are couple of other factors that can change your ranking, even if you’re bidding the highest amount.

First of all, the search query need to have commercial intent. Like if someone is looking for just an answer or information, your Ad may not be visible to them. Which is good in a way. You’re bidding for the direct sales, not expecting a click to read your information only, right?

As I said, the highest bidder may not win. There is another factor called QUALITY SCORE to determine which ads to place on the SERPs.

Quality Score is the overall quality of your Keyword, Ad copy and landing page. Quality Score can be found on the keywords’ “Status” column in your Google Ads account. It generally ranks from 1 – 10 (Low – High).

If you ad is relevant to the user, you will have more click through rate by ensuring a better experience to your audience.

If you’re looking for the ultimate template to start your Search Ad, we have made one just for you. Based on the multiple stages of your customer’s journey, you will be able to set your own campaign even before starting the final ad. Subscribe to our resource hub below and we will send it to you in no time.