Commonly referred to as the equivalent of keyword advertising, the word SEA or “search engine advertising” is also known as Pay Per Click or PPC. The latter indicates the payment system used by advertisers. Since Google dominated the market, Google Ads has become another term for SEA. Granted, it comes in many forms, however, the concept remains the same: to offer the ad a spot, next to, below, or above natural search results.
How does SEA Search Engine Advertising work?
The principle of SEA or Search Engine Advertising is simple. The initial phase is to define the most appropriate keywords for the business. Thus, it is essential to determine the primary search terms that you can use. After finding the set of keywords, it is advisable to polish a text for the realization of your ad.
You then need to determine how much you are willing to pay for a user to click on your ad. The positioning of your ad on the results is also a real advantage for you according to the competition. However, you should be aware that this is only one of the factors that make up a search engine advertising campaign.
There are many things to consider when launching the ad campaign, a SEA expert like Adenlab will be able to invest time in the various stages of the development, maintenance or execution of your campaigns. In the initial phases, it is essential to define the budget as well as the targeted geographical area. The landing pages that the ads link to should be optimized to maximize conversions (sales or leads). Once the ad is activated, it is possible to analyze the performance data in detail.
What is a SEA campaign for?
The main benefit of SEA is that it allows website owners to add ads where potential buyers are looking for great deals and the products they want to purchase. Thus, advertising on search engines responds to the search requests of Internet users, which complements other channels such as email marketing or social networks.
When the content of the advertisement and the landing page correspond to the user’s intentions, Internet users readily agree to click on those advertising messages which are perfectly relevant to them. SEA is therefore a perfectly effective tool for optimizing website traffic, generating requests or promoting a brand.
Search engine advertising: for whom?
Nowadays, all companies are affected by the use of SEA. Whether you are independent or a multinational, the target clientele is necessarily present on search engines. SEA is a complement to SEO which can clearly allow you to go faster and dominate a market with the right strategies.
If you are a small business, it is therefore advisable to use SEA, as it is easy to measure profitability. You only pay for clicks at the set rate and you can track the sales generated from this source. It is also possible to set a maximum daily budget, which allows you to be confident about your expenses.
It is also possible to carry out a campaign at a lower cost if you adjust your advertising to search terms which are qualified as « long tail » with search capacities which are also inferior.
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