Search engine advertising (SEA) is the most efficient use of ad placements in the search engines.
SEA is the art of placing paid advertisements in search engines and thus directing demand-specific customer groups to one’s own website. So SEA is the paid equivalent of organic search results, i.e. SEO or search engine optimization.
Search engine advertising (Search Engine Advertising, SEA) involves booking search terms through a bidding process similar to an auction. It is not the display of the ad that is calculated as in classic advertising, but only the click on it, i.e. the active user reaction. (The process is called “Pay-Per-Click“ or “PPC“). Whoever as an advertiser is willing to pay more for a click will be displayed further up, whoever does not offer enough compared to the competition will probably not be displayed at all with their ad.
The advantage for the advertiser is the billing method. Since only the click on ad with the redirection to your own website is paid, so the customer is already interested, you can plan well: the profit must be higher than the cost in the end, including the cost of the ad. The art is not only in a good pricing for the bid, but also to get the “right“ customers: Customers who don’t bounce right back, but rather do exactly what you want them to do on the site as much as possible, e.g. make a purchase. So the ads need to be tailored to the exact customer group and target, and so do the landing pages on the website.
As a digital agency, we offer our clients tailor-made SEA campaigns, which are developed and implemented together with our high-performance partners. Very great emphasis is placed on relevance, budgeting and positive return on investment (ROI).
We will be happy to answer any questions you may have in a personal meeting.
Coordinating both methods perfects success.
While SEO achieves the desired goal by placing search result links to one’s website as high as possible, SEA controls the best possible placement of ads. So both of these actions are designed to bring users to your site and encourage a specific response (conversion).
The available space on a search engine results page is divided between the actual search results and matching ads. You would be optimally visible if you are well placed in both areas.
SEA is also very well suited to find the optimal keywords for your own website: Which keywords bring the most revenue in the end, you can test here quickly and well. In SEO, these keywords can be used as targets. When a web visitor searches using these keywords, you want your website to be as high up in the search results lists as possible. Apart from the actual optimization, SEO does not incur any further advertising costs, because the user’s click on a “natural” (not ad-driven) search result is free of charge for you as the website operator.
In both cases, it is important to have good landing pages that pick up the user precisely to their question, their keyword, provide enough qualitative information and then encourage the user to respond.
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