Search engine ads
Advertising that pays off
Search engine advertising (SEA) is the most efficient use of ad placements in the search engines.
What is SEA - and how does it work?
SEA (Search Engine Advertising) refers to the placement of paid ads in search engines such as Google. This allows you to target users who are searching for specific products or services – i.e. potential customer groups with a specific need. SEA is the paid counterpart to organic visibility (SEO).
How prominently an ad appears on the Google results page depends on:
- the selected keywords,
- the click price bid (CPC) and
- the relevance of the ad.
Behind every search query there is a kind of auction going on in the background: Whoever bids more per click (and delivers a relevant ad) appears higher up – sometimes even before the organic hits.
Visually, ads hardly differ from regular search results (except for the word “ad”) and are perceived by many users as just as click-worthy.
Advantage: Even with a higher daily budget, you can get ahead of the competition – particularly helpful if an SEO strategy is only effective in the medium term.
SEA is part of our marketing or brand building strategy.
SEO and SEA complement each other
Strategically combining both methods maximizes your online success.
The limited space on search results pages is divided between paid ads and organic search hits. Those who are well placed in both areas are optimally visible.
While SEO ensures high rankings among the natural search results, SEA aims for top positions in the advertising area. Both channels should lead users to your website in a targeted manner – and ideally to a conversion.
Another advantage of SEA is that you can quickly find out which keywords generate the most revenue. This data helps you to target your SEO strategy – with the aim of ranking organically for these terms in the long term.
In short: SEA can provide initial reach, while SEO takes over in the medium term – and replaces expensive click prices.
Why SEO - and not just ads?
In both cases, the quality of the landing pages is crucial. Good pages provide content that matches the search term perfectly, answer users’ questions convincingly – and lead them to the desired action. This is a core task of SEO.
Many websites are not a new start: the brand already exists, there are existing search queries or click paths from an old site. SEO ensures that existing attention is directed to the new desired pages.
Another advantage: clicks on organic hits cost you **nothing** – apart from the SEO effort. In contrast to SEA, there are no ongoing click costs.
In the long term, SEO usually offers a better return on investment (ROI).
CONCLUSION / RECOMMENDATION
To get started, we always recommend a combination of SEO and Google Ads:
- With Google Ads, you quickly gain measurement data on which keywords actually convert – these findings flow directly into the SEO strategy.
- Ads enable immediate control: they can generate targeted conversions and create visibility even where SEO is not yet effective.
- SEO should start early in order to build up relevant content – for everyone who comes to your site via ads or organically. SEO also helps to direct existing user flows (e.g. brand searches, backlinks) in a targeted manner.
SEO successes are long-term – but usually offer a better ROI in the end and can gradually replace paid ads.
How can the TBA support you with Google Ads campaigns?
As a digital agency, we offer you customized SEA campaigns – developed and implemented in collaboration with our high-performance partners.
We attach great importance to relevance, efficient budget planning and a positive return on investment (ROI).
Search engine advertising also touches on topics such as brand management, content and design. That’s why we offer this area together with our partner TBA-Hamburg – depending on the specialist focus.
We would be happy to answer your questions in a personal meeting.
Questions and answers (FAQ)
When does SEA make sense?
Search engine advertising (SEA) is particularly recommended in this case,
- when quick visibility and immediate results are required,
- to address specific target groups,
- to remain visible in highly competitive markets,
- when a flexible budget with precise cost control is required,
- to use detailed measurability and analysis of campaign performance,
- to supplement and support other marketing measures,
- or for product launches and seasonal offers.
SEA or SEO – which helps more?
SEA delivers quick results through paid ads.
SEO, on the other hand, has a long-term effect and brings stable rankings for relevant search terms.
In highly competitive markets, SEO is time-consuming and expensive – SEA offers a flexible and calculable alternative here.
In so-called YMYL sectors (“Your Money, Your Life” – e.g. finance, health, law), particularly strict requirements apply to the trustworthiness of a website. Here, too, SEA can close specific gaps and ensure predictable visibility.
What does it cost to be at the top of Google with ads?
The costs for Google Ads vary greatly – depending on the industry, competition and selected keywords. The price per click (CPC) ranges from a few cents to several euros.
In areas such as finance or law, the costs can be in double figures. Clear budget planning and continuous campaign optimization are therefore essential.
How are the appropriate keywords for a campaign determined?
We analyze the target group, market and competition and carry out comprehensive keyword research. The aim is to identify keywords with high relevance and conversion probability – for qualified traffic and measurable results.
How quickly are results visible?
Ads are displayed immediately after approval – the first clicks and interactions can often be measured after just a few days. Experience has shown that a well-founded evaluation and optimization takes 1-3 months.
How is the success of an SEA campaign measured?
We track all relevant KPIs: clicks, impressions, conversions, cost per objective (CPA) and much more. Based on this data, we continuously optimize the campaign for better results and more efficient use of the budget.
Can you do SEA yourself?
Yes, in principle it is possible. However, successful SEA requires specialist knowledge, experience with Google Ads tools and continuous optimization. A specialized agency like us offers advantages here: better results with less time investment and professional support.
Why the TBA?
If TBA has already been commissioned with your brand strategy, web design or SEO, we already know your product, your target group and your goals – this saves time and ensures smooth coordination.
In more complex cases, we rely on a strong network of specialized partner agencies – for tailor-made SEA campaigns from a single source.
