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Search engine advertising (SEA)
Search engine advertising is an integral part of online marketing efforts for Google & Co. With an appropriate strategy and a professional implementation of content, SEA can enable great successes for a website.
What is search engine advertising?
SEA deals with placing advertising on search engines such as Google.
Ads are constructed using - previously researched - keywords and are displayed according to a bidding strategy. The ads always appear in the top and bottom areas of the search results. They are also marked by the word “Ad”.
How does SEA work?
Based on a keyword research, suitable ads are created for the topic. The subject or product determines the type of ad, as there are differences: classic search ads, shopping ads, remarketing ads, etc.
With the set budget and an appropriate bidding strategy, the ads are activated. But that is not all, as regular monitoring and adjustments are important for continued success.
What costs are associated with SEA?
As soon as a user clicks on the ad link, the advertiser must pay. Displaying the ad is therefore free and SEA is paid according to click prices (Cost per Click/ CPC). How much the advertiser spends is at their own discretion and should be calculated based on the competition. Whether the ad is shown for a search query is then determined by the auction process, the so-called Real Time Bidding.
Goals of an SEA campaign
- Increase traffic
The goal of every campaign is to attract user traffic to its ad
- Promote brand awareness
To increase the visibility of the website
- Generate conversions
That is, lead generation and subsequent sales
Benefits of SEA
- High online visibility
- Wide reach in a short time
- Quick results
- Precise measurability
- High market acceptance
- Precise audience targeting
- Low wastage
Why SEA campaigns make sense
Quick successes with less effort compared to SEO and the flexibility are incentives for many to run ads on Google & Co.
In addition, campaign structure, ad copy, search terms and bid settings can be adjusted at any time. Thanks to many years of experience across different industries and requirements, our virtual assistants can advise you and lend a hand with implementation.
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