Search engine ads
Advertising that pays off
Search engine advertising (SEA) is the most efficient use of ad placements in the search engines. We support you with budget-optimized planning and implementation of your campaigns.
Abstract
When does SEA make sense?
Search engine advertising (SEA) is particularly recommended
- when fast visibility and immediate results are desired,
- to specifically target certain 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 fast 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 complex.
How can TBA support?
We develop customized SEA campaigns that have a visible impact and use your budget efficiently.
We take a holistic approach to search engine advertising, together with our partner TBA-Hamburg, and always with a focus on brand, content, and design.
What is SEA - and how does it work?
SEA (Search Engine Advertising) refers to placing paid ads in search engines like Google. This allows you to specifically target users who are looking for specific products or services – in other words, potential customer groups with specific needs. 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, a kind of auction takes place in the background. Google does not decide solely based on the highest click price, but evaluates each ad overall.
The decisive factors are the submitted bid and the quality of the ad, for example, how well it matches the search query and how relevant the landing page is. Ads with the best overall value appear higher up in the search results, sometimes even before the organic results. A high bid alone is not enough.
In their presentation, ads resemble organic search results and are only identified as advertising by a corresponding note. For many searchers, they appear as equivalent, trustworthy search results.
Advantage: SEA enables high visibility in the short term through targeted bids and budget control. This is especially true in highly competitive markets, where SEO takes time to take effect, or where rapid visibility is important, e.g., seasonal offers such as “Black Friday”, or special launch campaigns for “early adopters”.
SEA should be seen as 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 results. The person who is well-placed in both areas is optimally visible.
While SEO ensures high rankings among the natural search results, SEA aims for top positions in the ad section. Both approaches are designed to guide users to your website and ideally lead to a conversion.
Another advantage of SEA: It is quick to find out which keywords bring the most revenue. These data help to specifically align your SEO strategy, with the goal of achieving long-term organic rankings for these terms.
In short: SEA can initially provide 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 deliver content that precisely matches the search term, convincingly answer user questions, and guide them to the desired action. This is a core task of SEO.
Many websites are not a new beginning: The brand already exists, there are existing search queries or click paths from an old page. SEO ensures here that existing attention is specifically directed to the new desired pages.
Another advantage: In contrast to ads, organic search results generated by good SEO do not incur any ongoing costs per click. The investment goes into the creation and maintenance of the content, not into each individual visit.
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 can quickly gain measurement data to determine which keywords actually convert. These insights are directly incorporated into the SEO strategy.
- Ads enable immediate control: You can specifically generate conversions and also create visibility where SEO does not yet take effect.
- SEO should start early to build relevant content for everyone who comes to your site via ads or organically. In addition, SEO helps to direct existing user flows (e.g. brand searches, backlinks) in a targeted manner.
SEO takes time, but often delivers a better ROI and reduces the long-term dependence on paid ads.
How can the TBA support you with Google Ads campaigns?
As a digital agency, we develop customized SEA campaigns that quickly create visibility and specifically reach new customers. We are supported by a network of experienced specialists.
The focus is on relevance, clear budget control, and a measurable return on investment (ROI).
Search engine advertising unfolds its effect in the interplay of brand, content, and design. That’s why we implement SEA together with our partner TBA-Hamburg – tailored to the respective focus.
We would be happy to show you in a personal consultation how SEA can effectively support your marketing.
