Aditya's Report 1

A
PROJECT REPORT
ON
“A Study on Various Analytical studies on Search Engine Marketing &

Social Media Marketing Strategies.”
SUBMITTED
TO
SAVITRIBAI PHULE PUNE UNIVERSITY
IN PARTIAL FULFILLMENT OF TWO YEARS FULL TIME COURSE
MASTER IN BUSINESS ADMINISTRATION (MBA)
SUBMITTED BY
“ADITYA ROKADE”
BATCH- 2018-20
UNDER GUIDANCE OF
“PROF. ARUL FRANCIS”
THROUGH
SHRIVIGHNESHWARA EDUCATION SOCIETY INTERNATIONAL

SCHOOL OF MANAGEMENT & RESEARCH WADKI, PUNE-412308
Analytical studies on Search Engine Marketing & Social Media Marketing Strategies
ACKNOWLEDGEMENT
I take immense to thank a number of people who have supported and helped
me throughout the completion of my dissertation topic on “A Study on
Various Analytical studies on Search Engine Marketing & Social Media
Marketing Strategies”. It is a great pleasure to get an opportunity to conduct
the project on this topic. It gives me an immense satisfaction in presenting my
dissertation topic.
I would like to take the opportunity to thank and express my deep sense of
gratitude to my corporate mentor Mr. Swapnil Ughade(Director)and my
faculty mentor Prof. Arul Francis. I am greatly indebted to both of them for
providing their valuable guidance at all stages of the study, their advice,
constructive suggestions, positive and supportive attitude without which it
would have not been possible to complete the project.
I owe my wholehearted thanks to the entire staff of the company for their
cooperation and assistance during my project.
I would also like to extend my gratitude to Dr. Manju Punia Chopra and the
'International School of Management and Research' for giving me this
opportunity.
THANK YOU
2
DECLARATION
I hereby declare that the project report entitled "A Study on Various
Analytical studies on Search Engine Marketing & Social Media
Marketing Strategies “ carried out at "MAGICWORKS IT SOLUTIONS
PVT LTD" submitted by me to "SAVITRIBAI PHULE PUNE
UNIVERSITY" in partial fulfillment of the requirement for the award of
"MASTERS OF BUSINESS ADMINISTRATION" is a record of bonafide
project work carried out by me under the supervision of my project guide
Prof. Arul Francis Master of Business administration, International School
of Management & Research, Pune. I further declare that the work reported in
this project has not been submitted and will not be submitted, either in part or
in full, for the award of any other degree or diploma in this institute or any
other institute or university.
Place: Pune ADITYA ROKADE
Date: MBA 2018-20
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CONTENT INDEX
PAGE
SR. NO CONTENT
NO.
TITLE
CERTIFICATE
ACKNOWLEDGEMENT
DECLARATION
Chapter 1 EXECUTIVE SUMMARY
1.1 Introduction
1.2 Project Title
1.3 Duration
1.4 Details
1.5 Output
Chapter 2 OBJECTIVE & SCOPE
2.1 Primary Objective
2.2 Secondary Objective
2.3 Scope of the project
Chapter 3 COMPANY PROFILE
3.1 Introduction
3.2 Location & Contact Details
3.3 Products
3.4 Competitors
3.5 Clients
Chapter 4 OUTLINE OF THE TASK UNDERTAKEN
Chapter 5 DIGITAL MARKETING
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Chapter 6 CONTENT CREATION

6.1 Why is content important?
6.2 Effective & Actionable tips
6.3 Content creation steps
Chapter 7 SEM (SEARCH ENGINE MARKETING)
7.1 What is SEM
7.2 How SEM Works
7.3 5 Steps to Understand Search Engine Marketing
Chapter 8 SMM (SOCIAL MEDIA MARKETING)
8.1 Introduction
8.2 Some popular social media
Chapter 9 ANALYTICS
9.1 Web Analytics
9.2 Google Analytics
Chapter 10 LIMITATIONS
Chapter 11 CONCLUSION
Chapter 12 BIBLIOGRAPHY
5
FIGURE INDEX
FIGURE PAGE
NAME OF FIGURE
NO. NO.
3
3.1 Magicworks Logo
3.2 MagicworksHost Logo
3.3 Magicworks Location Details
3.4 Web Development Services
3.5 Digital Marketing Services
3.6 Domain Registration
3.7 Web Hosting Services
3.8 Dedicated Server
3.9 SSL Certificate
3.10 Go Daddy Logo
3.11 Blue Host Logo
3.12 Hostgator Logo
3.13 Hosting Raja Logo
3.14 Web Host Logo
3.15 Amazon Web Services Logo
3.16 Cadcamguru Logo
3.17 Lips India Logo
3.18 Render Logo
3.19 ThuseElektronics Logo
3.20 Designlab Logo
3.21 Spectrolab Systems Logo
3.22 Kadkomp Logo
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3.23 GRD Infraprojects Logo

5. 5.1 Digital Marketing Picture
5.2 Social Media Logos
5.3 Digital Marketing Tools
6. 6.1 Content Picture
6.2 Various Types of Content Creation
7. 7.1 SEM Picture
7.2 SEM Ads
7.3 SEO vs SEM
7.4 Search Engine Marketing image
7.5 PPC Advertising
7.6 AdWords PPC campaign
8. 8.1 SMM Picture
8.2 SMM channels
8.3 Facebook Logo & Mobile view
8.4 YouTube Logo & Website
8.5 WhatsApp Logo & Mobile View
8.6 Instagram Logo & Mobile View
8.7 Twitter Logo
8.8 LinkedIn Logo
9. 9.1 Web Analytics
9.2 Types of Web Analytics
9.3 Google Analytics Logo
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Chapter 1
EXECUTIVE SUMMARY
8
1.1 INTRODUCTION:
MagicWorks IT Solutions Pvt. Ltd. is a full-service digital solutions firm,

specializing in creating high-impact business solutions for digital and social
networking savvy public. Our very versatile and dynamic portfolio of services
includes social media communication, website development, design, branding
& services, performance marketing, staffing services, web hosting, and 3D
modeling. We recommend and suggest result-oriented and tailor-made
strategies to our clients without compromising on quality, which has led to
greater customer satisfaction and prolonged client loyalty.
Magicworks IT Solutions provides digital marketing and web development

serves. Recently they started a new brand named MagicworksHost which
deals in domain registration and web hosting services. The company is
located in Bavdhan, Pune. It provides services throughout India.
In 2006, MagicWorks commenced business as a 3D models product company.

Taking cognizance of emerging trends in the digital space, MagicWorks
established itself as a full-service digital solutions firm in 2009. Today our 3D
Magic Mantra business is part of a bouquet of digital services that we
provide. As new trends keep emerging in the digital world, we continue to
expand our product and service portfolio.
1.2 & 1.3 PROJECT TITLE & DURATION:
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This project titled “A Study on Various Analytical studies on Search

Engine Marketing & Social Media Marketing Strategies” is based on the
work assigned to me to conduct digital marketing to increase the traffic and
engagement rate on magicworksitsolutions.com website during my internship
period from 20th May 2019 to 14th August 2019.
1.4 DETAILS:
The reason to choose this company and the topic for my internship were that I
wanted to explore the area of Digital Marketing and wanted to know and
learn the various aspects of it.
During the first two weeks, I attended the training session conducted by our
mentor to know about this industry, the company and the product we would
be dealing with. After that, I did tele-calling to the leads to convert them into
customers. This provided me a better understanding of the product and the
consumer point of view regarding it which would eventually help me in
conducting digital marketing of the same.
After about completing a month, I started to work on Content writing. I used

to write blogs on various topics related to the product offered by
Magicworksitsolutions.com. The topics were carefully selected after various
research conducted on the ongoing trends or queries related to the product.
When the blogs were completed with perfect data and images, we used to
conduct the SEO for the same blog and used to publish it on the website. The
last and final step was to circulate the blog link on various social media
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platforms to increase the website traffic of magicworksitsolutions.com and

also engage the visitors.
I used to generate weekly SEO and SMO Report each Friday to track down
the performance of the website and take corrective measures wherever
necessary. As per the clients orientation, customer’s traffic was on the basis of
paid campaign as well where I worked on SEM as well as on SMM to get
maximum traffic on the site along with the conversion rate for the products
they offer varying clients.
1.5 OUTPUT:
I learned the following points during the internship period:
1. How to deal with the queries of various customers with different attitudes
and thinking.
2. How to conduct keyword research and choose the appropriate one.
3. Different Social media platforms, their audiences and their use in digital
marketing.
4. Choosing the right topic for blog writing after conducting research and hoe
to write a blog.
5. Using various analytical tools to keep track of your performance and also to
know the ways to improve it.
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Chapter 2
OBJECTIVE & SCOPE
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2.1 PRIMARY OBJECTIVE:
The primary objective of this report is to understand the roles, implication,

and impacts of digital marketing.
2.2 SECONDARY OBJECTIVES:
Some of the more specific objectives of the internship and the report are listed
as follows. I have tried best to fulfil these objectives during my internship
period at Magicworks IT Solutions:
I. To get a better understanding of Digital Marketing.

II. Relating my academic knowledge to the real-world corporate scenario.
III. Acquire knowledge and learning by participating actively in a corporate
environment.
IV. To find out how digital marketing is helping to increase business profits
and brand equity.
V. To evaluate the purpose, methods, elements, and effectiveness of
Digital Marketing.
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2.3 SCOPE OF THE REPORT:
The specific scope of the report is to understand the different concepts of

digital marketing, but while implementing it might differ from situation to
situation.
I. This study helps me to get the reality check of a market where an actual
comparison between the classroom knowledge and the real situation
can be done. By just learning theory and facing actual situations its
concepts and practices might vary.
II. This study helps to understand and know how to deal with different
kinds of customers and how to make impressive online campaigns.
III. This study will help to get detailed knowledge about SEO (search
engine optimization): Both on page & off page SEO.
IV. We will learn more about Keyword research, keyword planner,
metadata.
V. This report will also try to illustrate how different social media are used
to conduct digital marketing.
VI. At last, we can understand how the reports and performance checks are
conducted using analytical tools for digital marketing.
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Chapter 3
COMPANY PROFILE
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3.1 INTRODUCTION:
Name: Magicworks IT Solutions Pvt Ltd.

Website: http://magicworksitsolutions.com
Industry: Marketing and Advertising
Company size: 11-30 employees
Headquarters: Pune, Maharashtra
Type: Privately Held
Founded: 2009
Website Development & Services,
Print & Media, Domain Name &
Hosting, Internet Marketing
Specialties: Services, Print Collateral Design, 3D
Modelling & Motion Graphics, Hire
Dedicated Resource, and
Performance Marketing.
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MagicWorks IT Solutions Pvt. Ltd. is a full-service digital solutions firm,

specializing in creating high-impact business solutions for digital and social
networking savvy public. Their very versatile and dynamic portfolio of
services includes social media communication, website development, design,
branding & services, performance marketing, staffing services, web hosting,
and 3D modelling. They recommend and suggest result-oriented and tailor-
made strategies to our clients without compromising on quality, which has led
to greater customer satisfaction and prolonged client loyalty. They provide
complete technical support and create your presence online with a better
understanding of the market.
In 2006, MagicWorks commenced business as a 3D model product

company. Taking cognizance of emerging trends in the digital space,
MagicWorks established itself as a full-service digital solution firm in 2009.
They believe:
"Our passion for what we do transfers into our services"
MagicWorks aids brands to stay ahead of the digital curve and helps them
interactively engage with this transformed mindset of consumers.
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Magicworkshost.com is a Department of MagicWorks IT Solutions Pvt. Ltd.

MagicWorksHost provides the website hosting services which help you to
host your personal as well as business website. Magicworkshost.com has been
offering reliable website hosting services at an affordable price. It ensures that
you are accompanied in every step of the process; from suggesting
appropriate domain names to hosting your site online. MagicWorksHost also
provides VPS Hosting, Unlimited Hosting, Dedicated servers, Domain
registration, Domain Transfer, SSL certificate and E-mail Hosting.
MISSION:
Providing Domain and Web hosting Services To aggressively Pursue

Business through Innovation and to Make Difference by providing Excellence
customer Service.
Name: Magicworks Host

Website: https://www.magicworkshost.com
Industry: Internet (Domain & Hosting)
Company size: 2-10 employees
Headquarters: Pune, Maharashtra
Type: Privately Held
Founded: 2010
Web Hosting, SSL Certificate and
Specialties:
Domain Name Registration
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3.2 LOCATION & CONTACT DETAILS:
ADDRESS:
Office #201, Vasant Bahawa, Survey No. 20, Near La Valle Casa, Bavdhan
Pune, Maharashtra.
ADDITIONAL CONTACT DETAILS:
info@magicworksitsolutions.com
http://www.magicworksitsolutions.com
https://in.pinterest.com/magicworksitsolutions/
https://www.instagram.com/magicworks_itsolutions
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3.3 PRODUCTS:
Web Development Services

 WordPress Web Development
 E Commerce Web Development
 Web Maintenance & Web
Updating
 Load Time Optimization
Digital Marketing Services

 Search Engine Optimization
 Search Engine Marketing
 Social Media Marketing
 Mobile Marketing
 Email Marketing
 Marketing Automation
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Domain Registration
Web Hosting
 SEO & Linux Hosting
 VPS Hosting
 Dedicated Server
 Email Hosting
Dedicated Server
 Dedicated Server
 Linux Dedicated Server
 Managed Dedicated Server
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SSL Certificate
3.4 COMPETITORS:
Go Daddy BlueHost
Hostgator Hosting Raja

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Web Host Pune Amazon Web Services
3.5 CLIENTS:
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Chapter 4
OUTLINE OF TASK
UNDERTAKEN
24
OUTLINE OF TASK UNDERTAKEN
During the internship the following task were assigned to me:
1. I used to research a topic to write a blog. And then used to create a blog
with images that could grab the attention of the readers.
2. After completing the blog, we used to conduct a keyword research for
it.
3. Selecting right primary and secondary keyword for the blog. Checking
that all the SEO parameters is good before publishing the blog.
4. Use to publish the blog on days when the readers were highly active on
social media.
5. Posting the blog in the web page of the company on various social
media with right content and hashtag used.
6. Posting the blog on different social media groups related to the services
offered by our company.
7. I used to generate weekly SEO and SMO report to keep track on the
visitors of the website and check the performance of the blog using
various analytical tools.
8. Also learned how exactly the paid campaign works, driving all the
traffic through the posts getting response through the forms and surveys
which are done with the paid medium.
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Chapter 5
DIGITAL MARKETING
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Digital marketing is the promotion of products or brands via one or more

forms of electronic media such as search engines, websites, social media,
email, and mobile apps. According to Wikipedia, Digital Marketing is an
umbrella term for the targeted, measurable, and interactive marketing of
products or services using digital technologies to reach and convert leads into
customers and retain them. The key objective is to promote brands, build
preference and increase sales through various digital marketing techniques. It
is embodied by an extensive selection of service, product, and brand
marketing tactics, which mainly use the Internet as a core promotional
medium, in addition to mobile and traditional TV and radio.
Digital marketing is the use of technologies to help marketing

activities to improve customer knowledge by matching their needs. In the
developed world, companies have realized the importance of digital
marketing. For businesses to be successful they will have to merge online
with traditional methods for meeting the needs of customers more precisely.
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The introduction of new technologies has to create new business opportunities

for marketers to manage their websites and achieve their business objectives.
Online advertising is a powerful marketing vehicle for building brands and
increasing traffic for companies to achieve success. Expectations in terms of
producing results and measuring success for advertisement money spent,
digital marketing is more cost-efficient for measuring ROI in an
advertisement.
Today, monotonous advertising and marketing techniques have given way to

digital marketing. Also, it is so powerful that it can help revive the economy
and can create tremendous opportunities for governments to function more
efficiently. More importantly, growth in digital marketing has been due to the
rapid advances in technologies and changing market dynamics.
For digital marketing to deliver the result for businesses, digital

content such as accessibility, navigation, and speed are defined as the key
characteristics of marketing. Other tried and tested tool for achieving success
through digital marketing is the use of word-of-mouth. WOM on social media
and for making the site popular. Besides, WOM is linked with creating new
members and increasing traffic on the website which in return increases
visibility in terms of marketing.
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Social media with an extraordinary example Facebook has opened the door
for businesses to communicate with millions of people about products and
services and has opened new marketing opportunities in the market. This is
possible only if the managers are fully aware of using communication
strategies to engage the customers and enhancing their experience. Marketing
professionals must truly understand online social marketing campaigns and
programs and understand how to do it effectively with performance
measurement indicators. As the market dynamics all over the world are
changing with the young audience's accessibility to social media and usage.
Strategic integration approaches must be adopted in an organization’s
marketing communication plan. With the above reviews, we can assume that
GST is a tax reform that will change the scenario of the country as a support
for this review study.
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Blogs as a tool for digital marketing have successfully created an

impact on increasing sales revenue, especially for products where customers
can read reviews and write comments about personal experiences. For
businesses, online reviews have worked well as part of their overall strategic
marketing strategy. Online services tools are more influencing than traditional
methods of communication. As part of the study, it is proven that users
experience an increase in self-esteem and enjoyment when they adapt to
social media which itself is a motivating sign for businesses and marketing
professionals. Web experiences affect the mental process of consumers and
enhance their buying decision online.
The Internet is the most powerful tool for businesses. Marketing

managers who fail to utilize the importance of the Internet in their business
marketing strategy will be at a disadvantage because the Internet is changing
the brand, pricing, distribution and promotion strategy.
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Chapter 6
CONTENT CREATION
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WHY IS CONTENT IMPORTANT?
Content creation is the ultimate inbound marketing practice. When you create
content, you’re providing free and useful information to your audience,
attracting potential customers to your website, and retaining existing
customers through quality engagement. Content marketing is surely capturing
a lot of attention.
You’re also generating some major ROI for your company.

According to the Content Marketing Institute:
 Content marketing brings in 3X as many leads as traditional marketing

and costs 62% less.
 61% of online purchases are the direct result of a customer reading a
blog.
 Companies that publish 16+ blog posts per month get 3.5X more traffic
than those that post four or fewer posts per month.
 88% of B2B marketers use content marketing in their marketing
strategies.
 Content marketers see conversion rates that are nearly 6x higher than
those who use traditional marketing.
 Content marketers see 7.8x more site traffic than those who don't use
content marketing.
 200 million people use ad blockers to opt out of seeing paid
advertisements.
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EFFECTIVE AND ACTIONABLE TIPS
 Make Your Content Impeccable
 Focus on Specificity and Relevancy
 Develop Content Marketing Goals
 Offer FREE Value through Your Content
 Use Content to Drive Leads into Your Sales Funnel
 Longer Content Performs Better than Shorter
 Understand Your Target Audience (and Buyer Persona)
 Offer Strong Call-to-Actions
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CONTENT CREATION STEPS
1. SEO Research
SEO research will show you the search volume of a specific

keyword phrase and whether it’s worth the investment of creating a piece of
content around it.
2. Ideation
Now that you’ve determined which keywords to target, it’s time

to brainstorm some content ideas. Once you have all of your ideas down, you
can develop your editorial calendar and start creating.
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3. Writing
Your specific content creation strength might be videos or

graphics or podcasts. Whatever it is, the creation process should be framed
carefully. It should be easily readable and related to the interest of readers.
4. Editing
The way you edit your (or others’) work is a very subjective
process. There are a few things that should look out for as you refine your
content, like active voice, clear language, short sentences, and plenty of
whitespaces.
5. Uploading
Now that your content is ready, you’ll need to put it somewhere

that people can access it.
6. Publishing
Publishing content is as simple as clicking a button. You can

publish your content immediately after uploading, or you can maximize its
impact by waiting for an optimal time.
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Chapter 7
SEARCH ENGINE
MARKETING
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WHAT IS SEM?
Search engine marketing is the practice of marketing a business

using paid advertisements that appear on search engine results pages (or
SERPs). Advertisers bid on keywords that users of services such as Google
and Bing might enter when looking for certain products or services, which
gives the advertiser the opportunity for their ads to appear alongside results
for those search queries.
These ads, often known by the term pay-per-click ads, come in a variety of
formats. Some are small, text-based ads, whereas others, such as product
listing ads (PLAs, also known as Shopping ads) are more visual, product-
based advertisements that allow consumers to see important information at-a-
glance, such as price and reviews.
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Search engine marketing’s greatest strength is that it offers advertisers the

opportunity to put their ads in front of motivated customers who are
ready to buy at the precise moment they’re ready to make a purchase. No
other advertising medium can do this, which is why search engine marketing
is so effective and such an amazingly powerful way to grow your business.
Search engine marketing, or SEM, is one of the most effective ways to grow
your business in an increasingly competitive marketplace. With millions of
businesses out there all vying for the same eyeballs, it’s never been more
important to advertise online, and search engine marketing is the most
effective way to promote your products and grow your business.
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HOW SEM WORKS
The objective of (SEM) is to drive traffic to your website with the intent of
converting those visitors into customers. With SEM, it is important to have
your business site listed near the top of the search engine rankings since very
few internet users will actually look at search results beyond the first couple
of pages. SEM can be divided into two categories: organic and paid. Both are
important.
In addition to SEO, there are a few other strategies for organic SEM that may
or may not lead directly to your website but can still promote your business.
These strategies include SEO video, social media, online customer review
sites and tools such as Google Places.
Search Engine Marketing (SEM) aids businesses to gain market online by

purchasing Ads on search engines such as Google, Yahoo or Bing. The SEM
practices revolve around the promotion of websites in SERPs to optimize the
brand presence and conversions.
SEM utilizes paid and unpaid advertising means to optimize the promotion of
online businesses, and we especially created this What is Search Engine
Marketing Guide to help you understand how both ‘paid & unpaid means’
work under the umbrella term Search Engine Marketing.
Eighty-five percent of retailers surveyed said search marketing (including

paid and SEO) was the most effective customer acquisition tactic.
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5 Steps To Understand Search Engine Marketing
1. What Is Search Engine Marketing | Definition
According to Search Engine Land,
“Search marketing is the process of gaining traffic and visibility from

search engines through both paid and unpaid efforts.”
SEM encompasses SEO & Paid Advertising in which SEO is the practices of
earning traffic through unpaid or free listings while Paid Advertising is
buying traffic through paid search listings.
Paid search ads help marketers get more web traffic via desktop or mobile
web search.
What is Search Engine Marketing
To understand what is Search Engine Marketing, it is important to understand

both paid and unpaid means of Search Marketing. SEM is one of the best
ways to use competitive cost per acquisition techniques to draw in new
customers, improve ranking in SERPs, boost Search Engine presence, and
optimize other marketing campaigns.
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The primary aid of Search Engines is to deliver exactly what a searcher is

looking for, and SEM assists businesses to influence Search Engines to
display their Ads to searchers.
To understand what is Search Engine Marketing, you should understand

below-given factors upon which SEM Depends-
 Understanding the target audience

 Setting specific goals for the Ad campaign
 Selecting the right keywords to target
 Arranging those keywords into focused campaigns and ad groups
 Creating compelling advertisements
 Guiding traffic to a landing page, which delivers the right information
and is optimized to convert.
2. Know The Synonyms & Acronyms Related To SEM
Next thing to know while learning what is Search Engine Marketing is, to be
clear about different synonyms and acronyms related to SEM, as this may
create many perplexities for the beginners.
Actually, at the very beginning of Search Marketing the term ‘SEM’ was an
umbrella term for Search Engine Optimization and Paid Search Activities, but
over the time, SEM solely refers to paid search.
Below given is the list of some of the synonyms and acronyms that most of
the ‘What is Search Engine Marketing Guides’ use to demonstrate SEM-
 Paid search ads

 Paid search advertising
 PPC (pay-per-click)
 PPC (pay-per-call)
 CPC (cost-per-click
 CPM (cost-per-thousand impressions)
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3. Learn How To Get Organic & Inorganic Traffic Via Unpaid SEM
The reason why I thought to write this ‘What is Search Engine Marketing
Guide’ is to clear the confusion about different layers incorporated under
Search Marketing. We started this article by giving a glimpse of Unpaid and
Paid SEM, and now the time has come to clear the air about this.
Earning traffic via unpaid or free search listings comes under Search Engine
Optimization methods. The unpaid SEM i.e. SEO can also be further divided
into two separate categories-
1. Organic SEO
2. Inorganic SEO
How To Get Organic Results
To get organic results by SEO, it is important to learn SEO so you can create
SEO compatible website that helps you build long-lasting trust in your
business.
You should know how to use White Hat SEO Tactics for SEO rank
improvements. Websites, which are optimized for search engines and focus
on relevancy and organic ranking, are optimized via White Hat SEO
techniques.
Some of the notable White Hat SEO practices are-
 Offering quality content and services and making your site easy to
navigate
 Fast site loading times and mobile-friendliness
 Using descriptive, keyword-rich meta tags
How To Get Inorganic Results
You can get inorganic results by improving your quality score and using your
bids for keywords and Ads. While organic results may take time, inorganic
results are known for highlighting immediate results.
However, In-organic SEO is also sometimes considered as Paid SEM or PPC.
Below given are some of the notable tips for inorganic SEO−
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 You need to mine keywords properly and then you should group them
into relevant themes
 You should use correct match types
 You should estimate bid on all match types and they should choose the
most benefiting one
 You should continuously test your Ad Copies and landing pages
 You need to strive constantly for improving CTR
 You must aim for a better quality score
 You must calculate and strategize SEO methods to achieve better ROI
4. Learn How To Earn Traffic Via Paid SEM i.e. PPC
PPC or Paid Search Engine Marketing assist you to implement an Online

Advertising System that drives online traffic to your websites and for that,
you need to pay a certain price to the publisher when your PPC ad is clicked.
Different entities incorporated in PPC advertising are-
Entities incorporated in PPC Advertising
1. Product Seller
2. PPC Marketer
3. Landing Page
4. Landing Page Provider
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5. The viewer or the Visitor
The general formula to calculate PPC is- Pay per click ($) = Advertising
cost ($) ÷ Number of ad clicks
The success of a PPC campaign depends upon how well-written, effective,

convincing, and concise your Google AdWords Ad copy is. To run PPC
AdWords campaign, you need to follow below-given steps-
Steps To Run AdWords PPC Campaign-
To know what is Search Engine Marketing, it is important to practice below

given 4 steps-
1. Know the elements of PPC Ads that are important to frame any
AdWords Ad. Elements of a PPC Ad are-
Elments of a PPC Ad
 Headline
 Display URL
 Description Line 1 and 2
2. Identify your True Competitors and let your users know seller’s Assets,
USPs, and Your Credentials
3. Create an effective CTA and write your Ad Copy
4. Add Extensions, repeat keywords on landing pages, and conduct test
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Chapter 8
SOCIAL MEDIA
MARKETING
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INTRODUCTION
Social media marketing (SMM) is a form of internet marketing that involves

creating and sharing content on social media networks in order to achieve
your marketing and branding goals. Social media marketing includes
activities like posting text and image updates, videos, and other content that
drives audience engagement, as well as paid social media advertising.
Before you begin creating social media marketing campaigns, consider your
business’s goals. Starting a social media marketing campaign without a social
strategy in mind is like wandering around a forest without a map—you might
have fun, but you'll probably get lost.
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Here are some questions to ask when defining your social media marketing
goals:
 What are you hoping to achieve through social media marketing?
 Who is your target audience?
 Where would your target audience hang out and how would they use
social media?
 What message do you want to send to your audience with social media
marketing?
How Social Media Marketing Can Help You Meet Your Marketing Goals
Social media marketing can help with a number of goals, such as:
 Increasing website traffic
 Building conversions
 Raising brand awareness
 Creating a brand identity and positive brand association
 Improving communication and interaction with key audiences
The bigger and more engaged your audience is on social media networks, the
easier it will be for you to achieve every other marketing goal on your list!
Social media often feeds into the discovery of new content such as news
stories, and “discovery” is a search activity. Social media can also help build
links that in turn support into SEO efforts. Many people also perform searches
at social media sites to find social media content. Social connections may also
impact the relevancy of some search results, either within a social media
network or at a ‘mainstream’ search engine.
47
SOME POPULAR SOCIAL MEDIA
1. FACEBOOK – 2.23 BILLION MAUS
(MAUs stands for Monthly Active Users, and MUVs stands for Monthly
Unique Visitors.)
48
Facebook is the biggest social media site around, with more than two
billion people using it every month. That’s almost a third of the world’s
population! There are more than 65 million businesses using Facebook
Pages and more than six million advertisers actively promoting their
business on Facebook, which makes it a pretty safe bet if you want to
have a presence on social media.
It’s easy to get started on Facebook because almost all content format
works great on Facebook — text, images, videos, live videos, and
Stories. But the Facebook algorithm prioritizes content that sparks
conversations and meaningful interactions between people, especially
those from family and friends.
Always remember to optimize your content for mobile as 94 percent of

Facebook’s users access Facebook via the mobile app.
49
2. YOUTUBE – 1.9 BILLION MAUS
YouTube is a video-sharing platform where users watch a billion hour of

videos every day. To get started, you can create a YouTube channel for your
brand where you can upload videos for your subscribers to view, like,
comment, and share.
Besides being the second biggest social media site, YouTube

(owned by Google) is also often known as the second largest search engine
after Google.
Finally, you can also advertise on YouTube to increase your reach

on the platform.
50
3. WHATSAPP – 1.5 BILLION MAUS
WhatsApp is a messaging app used by people in over 180 countries. Initially,

WhatsApp was only used by people to communicate with their family and
friends. Gradually, people started communicating with businesses via
WhatsApp.
WhatsApp has been building out its business platform to allow

businesses to have a proper business profile, to provide customer support, and
to share updates with customers about their purchases. For small businesses, it
has built the WhatsApp Business app while for medium and large businesses,
there’s the WhatsApp Business API.
51
4. INSTAGRAM – 1 BILLION MAUS
Instagram is a photo and video sharing social media app. It allows you to
share a wide range of content such as photos, videos, Stories, and live videos.
It has also recently launched IGTV for longer-form videos.
Many of its users use it to post information about travel, fashion,

food, art and similar subjects. The platform is also distinguished by its unique
filters together with video and photo editing features.
As a brand, you can have an Instagram business profile, which

will provide you with rich analytics of your profile and posts and the ability to
schedule Instagram posts using third-party tools.
52
5. TWITTER – 335 MILLION MAUS
Twitter is a social media site for news, entertainment, sports, politics, and
more. What makes Twitter different from most other social media sites is that
it has a strong emphasis on real-time information — things that are happening
right now.
Another unique characteristic of Twitter is that it only allows 280

characters in a tweet (140 for Japanese, Korean, and Chinese), unlike most
social media sites that have a much higher limit.
Twitter is also often used as a customer service channel.

According to advertisers on Twitter, more than 80 percent of social customer
service requests happen on Twitter. And Salesforce calls Twitter “the New 1-
800 Number for Customer Service”.
53
6. LINKEDIN – 294 MILLION MAUS
LinkedIn is now more than just a resume and job search site. It has evolved
into a professional social media site where industry experts share content,
network with one another, and build their personal brand. It has also become a
place for businesses to establish their thought leadership and authority in their
industry and attract talent to their company.
LinkedIn also offers advertising opportunities, such as boosting

your content, sending personalized ads to LinkedIn inboxes, and displaying
ads by the side of the site.
54
Chapter 9
ANALYTICS
55
WEB ANALYTICS
Perhaps, the most important aspect of your Digital Marketing is Web

Analytics. Essentially, Web Analytics helps you to collect, measure,
understand, analyze, plan, report and predict the web activities for your
business. Web Analytics should not be confused with Web Statistics. As
opposed to simple reporting, Web Analytics gives you analyses and different
angles to ponder vis-à-vis your business. Some of the important Web
Analytics tools are Google Analytics, Spring Metrics. It goes without saying
that every advertiser should use Web Analytics to understand his business and
improve the ROI and conversions.
Using this data, proposals were to be made to improve conversion rates as

well as bring down bounce rate. In this discussion, Conversion rate is the
percentage of web visitors to the site who initiate and complete a purchase.
Bounce rate is the percentage of web visitors who leave the website at the
landing page without browsing through any other pages. These two terms are
KPIs (Key Performance Indicators) for any e‐commerce business and
represent the efficiency of the marketing campaigns employed. A digital
marketing campaign may result in a large number of visitors to the page;
56
however, without steady conversions and limited bounces, these may not
provide any economic value to the company.
GOOGLE ANALYTICS
Google Analytics provide free digital analyticsfor any firmwith a web

presence and is free of cost. This combination makes it the most popular
solutions for web analytics currently under use.
The following represents a summary for quick reference about

Google Analytics.
57
Actionable Insights:
An actionable insight is a piece of information that enables an individual to

make well informed decisions. Google Analytics provides a plethora of
actionable insights
Support quality:
Though Google does not provide direct support; extensive trouble shooting
guides and support are available online through several forums, including
their official product forums site.
UI and Accessibility:
The tool is easy to use, and the dashboard quality is also quite high.
Implementation:
The basic implementation is quite easy, as it just involves adding a line of

code in to the page. For advanced implementation such as sub domain, cross
domain tracking, e-commerce tracking, event tracking, custom variables,
virtual page views and filters, requires specialized professionals.
Pricing:
Google Analytics is free up to 10 million hits per month.
58
Acquisition:
Acquisition data is information on how people land up on our site and how
they engage with our pages. We directly get the information on the breakup of
different sources of traffic. Further, we can see the engagement data for each
segment of users.
Behaviour:
With this segment in Google Analytics we came to know about the number of
users who are returning to our sites and who are new visitors to our sites.
Mobiles/Desktop/Tablets Overview:
By this, we can recognize that how many users are visiting NRBBazaar.com
via mobile or desktop or tablet.
Audience:
On the basis of age and gender, we can examine that which age group and
gender are interested in visiting the website.
59
Chapter 10
LIMITATIONS
60
Limitations of the study
Lack of in depth knowledge regarding the real world corporate activities was
one of the biggest limitations. Yet my organizational supervisors have been
kind enough to walk me through all the process and familiarize me with the
organization and its culture.
Based on this study, it can further be argued that knowing which social media
sites a company’s target market utilizes is another key factor in guaranteeing
that online marketing will be successful. The effectiveness of Internet
marketing with respect to different business can be analyzed. The study can
further be extended to compare the internet marketing techniques with
specific to various businesses.
Confidentiality of Sensitive Information: Due to many of the information

regarding the organizational structure and the product itself were confidential
and sensitive, there might be some information gap left in the report at some
places.
61
Chapter 11
CONCLUSION
62
By completing this report, I have learned a lot that will help enrich my
knowledge and experience. Before starting my internship, I was very anxious
and nervous about the new department to work with and how I was going to
fit into it. But I was glad to be able to join a team that has ingrained positivity
and friendliness. Overall experience that I have got from this internship
program would be an unforgettable experience and this would be working as a
direction to my future career.
In this study, we acknowledged that businesses can really benefit

from Digital marketing such as search engine optimization (SEO), social
media optimization (SMO), Search Engine Marketing (SEM), Social Media
Marketing (SEM) and content marketing. It is demonstrated that we all are
connected through WhatsApp and Facebook and the increasing use of social
media is creating new opportunities for digital marketers to attract the
customers through digital platform.
In today’s modern age of technology and innovation, people are

almost always occupied with something or the other to do. No longer do
people only sit in front of the television after a day of hard work. As people
are always on the move, smart phones have now become the media to witness
all the day’s happening activities as content include podcasts, news and
YouTube views etc.
Also, we saw how digital marketing is cost effective and having a

great commercial impact on the business. Indeed, small companies are now
able to reach targeted markets at a minimized cost and are able to compete
with bigger companies, on an equal footing.
Thus, Digital marketing have huge scope in this era both for an
individual as well as for companies.
63
Chapter 12
BIBLIOGRAPHY
64
From Websites:
 http://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/10180/151640
43_BBA.pdf?sequence=1&isAllowed=y
 http://www.managementparadise.com/documents/tag/digital%20market
ing/
 https://magicworksitsolutions.com
 https://www.linkedin.com/company/magicworks-it-solutions-private-
limited/
 facebook/@Magicworks IT Solutions Private Limited
 https://magicworkshost.com/about-us-website-hosting-services/
 facebook/@MagicworksHost
 ACriticalReviewofDigitalMarketingIJMRA-14610.pdf
 https://blogs.cornell.edu/cornelldigitalmarketing/2017/07/06/the-
importance-of-content-creation-for-digital-marketing/
 https://www.jeffbullas.com/7-step-content-creation-strategy-for-epic-
content-marketing/
 https://blog.hubspot.com/marketing/content-creation
 https://www.singlegrain.com/content-marketing-strategy-2/30-
actionable-content-marketing-tips-for-digital-marketers/
 https://www.shoutmeloud.com/google-keyword-planner.html
 https://www.wordstream.com/meta-tags
 https://www.webopedia.com/TERM/S/social_media_optimization.html
 https://neilpatel.com/what-is-social-media-marketing/
 https://searchengineland.com/guide/what-is-social-media-marketing
65

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A

“A Study on Various Analytical studies on Search Engine Marketing &

SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILLMENT OF TWO YEARS FULL TIME COURSE

MASTER IN BUSINESS ADMINISTRATION (MBA)

“PROF. ARUL FRANCIS”

SHRIVIGHNESHWARA EDUCATION SOCIETY INTERNATIONAL

Place: Pune ADITYA ROKADE

Date: MBA 2018-20

Chapter 6 CONTENT CREATION

3.23 GRD Infraprojects Logo

MagicWorks IT Solutions Pvt. Ltd. is a full-service digital solutions firm,

Magicworks IT Solutions provides digital marketing and web development

In 2006, MagicWorks commenced business as a 3D models product company.

1.2 & 1.3 PROJECT TITLE & DURATION:

This project titled “A Study on Various Analytical studies on Search

After about completing a month, I started to work on Content writing. I used

platforms to increase the website traffic of magicworksitsolutions.com and

I learned the following points during the internship period:

2. How to conduct keyword research and choose the appropriate one.

2.1 PRIMARY OBJECTIVE:

The primary objective of this report is to understand the roles, implication,

2.2 SECONDARY OBJECTIVES:

I. To get a better understanding of Digital Marketing.

2.3 SCOPE OF THE REPORT:

The specific scope of the report is to understand the different concepts of

Name: Magicworks IT Solutions Pvt Ltd.

MagicWorks IT Solutions Pvt. Ltd. is a full-service digital solutions firm,

In 2006, MagicWorks commenced business as a 3D model product

"Our passion for what we do transfers into our services"

Magicworkshost.com is a Department of MagicWorks IT Solutions Pvt. Ltd.

Providing Domain and Web hosting Services To aggressively Pursue

Name: Magicworks Host

3.2 LOCATION & CONTACT DETAILS:

ADDITIONAL CONTACT DETAILS:

Web Development Services

Digital Marketing Services

Hostgator Hosting Raja

Web Host Pune Amazon Web Services

OUTLINE OF TASK UNDERTAKEN

During the internship the following task were assigned to me:

Digital marketing is the promotion of products or brands via one or more

Digital marketing is the use of technologies to help marketing

The introduction of new technologies has to create new business opportunities

Today, monotonous advertising and marketing techniques have given way to

For digital marketing to deliver the result for businesses, digital

Blogs as a tool for digital marketing have successfully created an

The Internet is the most powerful tool for businesses. Marketing

WHY IS CONTENT IMPORTANT?

You’re also generating some major ROI for your company.

 Content marketing brings in 3X as many leads as traditional marketing

EFFECTIVE AND ACTIONABLE TIPS

 Make Your Content Impeccable

 Focus on Specificity and Relevancy

 Develop Content Marketing Goals

 Offer FREE Value through Your Content

 Use Content to Drive Leads into Your Sales Funnel

 Longer Content Performs Better than Shorter

 Understand Your Target Audience (and Buyer Persona)

 Offer Strong Call-to-Actions

CONTENT CREATION STEPS

SEO research will show you the search volume of a specific

Now that you’ve determined which keywords to target, it’s time

Your specific content creation strength might be videos or

Aditya's Report 1

Aditya's Report 1