What is SEA? What You Should Know about Search Engine Advertising!


SEA stands for Search Engine Advertising and is an important area of ​​search engine marketing alongside SEO (search engine optimization). SEA takes place via text-based advertisements that are displayed for the entered search terms above the organic search results. We have put together useful and valuable tips for a successful SEA. 

This is how SEA campaigns work

Advertisers define relevant keywords in advance. When people enter these keywords in the search engine’s search box, the booked ad will appear above the research results. The keywords can consist of individual search words or phrases. You can save the main page as a target link. It is advisable to link to a landing page, for example an online shop category, as specifically as possible. In this way, the relevant keywords can be determined particularly well with appropriate research.

Which costs arise?

The billing of the SEA campaigns is ideally based on costs per click (CPC: Cost-per-Click). Costs are only incurred if the link is actually clicked. An individual advertising budget for each campaign can be set for the advertising measures. The costs per click are variable and depend on the intensity of competition around a keyword. Advertising costs for popular keywords are higher. It is therefore important to get an accurate picture of the target group’s research behavior in advance. The Google Keyword Planner is a helpful planning tool for SEA campaigns via Google Ads. Other factors influencing the cost and success of an SEA campaign are ad positioning and the quality factor of the AdWords account. The more popular the keyword, the higher the advertising costs per click. For each search query, Google compares the quality factor of the keywords of an advertising account with those of others. The maximum CPC is then multiplied by the quality factor. The highest value gets the ad at the top. The inclusion of the quality factor is advantageous for companies with a small advertising budget.

Google AdWords

As the most widely used search engine, Google is the most important provider for SEA campaigns. The ads are placed either in the search results or in the display network. A connection in the Google search network (this includes, for example, T-Online) is also possible. When ads are placed within the search engine, text ads are presented together with the organic search results. Due to the placement above, the ads are bordered by the actual research results. More extensive advertising options are available in the display network. Banners and video ads can also be placed on the respective member pages of the Google network. If you want to link directly to products, you use the advertising options of Google Shopping .

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Quality factor is the most important SEA indicator

The top ad slots for a keyword are highly competitive because they get the highest click-through rates. Sometimes it is enough to make a high bid on a keyword. However, Google takes other aspects into account when it comes to ad placement. The quality of the ad and landing page have a major impact on ad placement. Google uses the quality score metric to evaluate the relevance of ads, keywords and landing page. Advertisers should keep an eye on this metric and continuously improve it. The quality score can be viewed in the Google AdWords account.

Relevant and well-written ads that perfectly match the search query have a positive impact on value. The main keyword should appear in the headline and description text. Keyword placeholders increase the reach and relevance of the ads. The ad is formulated with placeholders for several keywords. The keyword entered in the search query that triggers the ad is automatically inserted in the placeholder text. Ideally, all SEA campaigns should be structured as finely as possible. This increases the key figure and ensures that the ads are optimally tailored to the respective target group. Do not book too many keywords per ad group, this can lower the quality score. Identify key keywords that are being researched most often. The search query report helps to analyze previous SEA campaigns and offers optimization incentives. The most important basis for a good SEA are optimized landing pages. Ideally, the content-related landing page is created for an SEA campaign.

Yahoo and Bing

The two providers use an advertising platform that works similarly to Google Ads. For advertisers, Google is and will remain the most attractive provider for SEA, as the range is much greater.

SEA is an indispensable part of online marketing

Regular SEA campaigns significantly increase the traffic on your own website. Campaign planning with a precise focus on the target group is important. Regular evaluations and analyzes show optimization potential in campaign design. SEO-Measures achieve long-term success, while SEA campaigns already show the first successes shortly after the advertisement is placed. As traffic increases, sales or newsletter subscriptions increase, depending on what the campaign is targeting. This type of ad delivery is particularly efficient. Only interested users who enter the given keyword will see the ad. In this way, newly founded companies can make their own website known quickly and easily. In addition, SEA campaigns increase the visibility of the website in the organic search results. Useful functions such as location restrictions allow targeted regional marketing campaigns.

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