What is SEA?
SEA (Search Engine Advertising) is an extremely effective tool for digital advertising that can significantly boost your business success. With the right strategy, you can directly target potential clients by placing advertisements on search engines like Google or Bing and obtain amazing results. This article provides an overview of the features and benefits of SEA.
Why is SEA important?
Search engine advertising (SEA) is an essential part of online marketing for companies of all sizes. It allows businesses to reach their target audience and market their products or services effectively. With search engine optimisation (SEA), advertisements can be displayed on search results pages of major search engines like Google, Bing, or Yahoo when consumers enter specified keywords. Well-optimised ads can attract potential customers who are actively searching for a specific product or service. A well-designed SEA strategy can enhance a company’s internet visibility and increase lead or sales generation.
Components of a Search Engine Result Page (SERP)
Search Network
The search results on the page that appears after typing a term into the search engine can be separated into two categories:
- Paid Ads
- Organic search results
The paid ads show up first before the organic search results and contain up to four sponsored results. Search engines such as Google use complex algorithms to evaluate and rank websites based on various factors. Aspects such as relevant content, page structure, meta tag optimisation, backlinks and user experience play an important role here. Numerous studies show that internet users only look at the first page of search results. Paid advertising with Google Ads therefore offers the opportunity to display your adverts on the first page before the organic search results.
Shopping-Network
The Google Shopping Network is an important part of Google’s search for online shops. Here, the shopping feed shows specific products from different online retailers.
What are the benefits of SEA?
Since SEA is based on the pull marketing principle, in which a user is already searching for a product to meet their needs, there may be less persuasion required if your product is presented to precisely this searcher. The advantages of SEA over other advertising methods are numerous.
Reach
Around 92% of internet users use Google as their search engine, 3% Bing and 1% Yahoo. And that’s with several billion search queries worldwide every day. SEA therefore enables a high reach to reach users with specific subject areas in all regions of the world.
Targeting
A key advantage of SEA is the ability to precisely target ads to relevant target groups with specific interests or search intentions. The Ads are delivered when Internet users enter certain keywords in Google. With additional settings, the ads can be targeted even more precisely to specific target groups, such as by region, demographic characteristics, language or interests. Through precise settings and continuous optimisation, ads can be targeted to the relevant target group, resulting in less wastage and more efficient use of the advertising budget.
Traffic
SEA offers the opportunity to quickly direct more visitors to your own website. Using other forms of advertising, such as print or television advertising, the route to the website is lengthy and more costly.
Measurability
Another major advantage is the measurability of advertising campaigns. It is possible to track exactly which ads have been delivered, how often clicked on, and which campaigns have led to sales or leads. The recorded measurement values provide crucial data for the strategic alignment and optimisation of your online marketing.
Cost
You may place advertisements for very little money with Google Ads. Unlike print media, for example, there are no expenses associated with printing or shipping. You decide how much you want to spend on average per day. Costs for search advertisements only apply when a person clicks on them. You can also pay for YouTube video advertisements based on how many times they are seen. The advertising budget is used more effectively the more precisely your ads are targeted.
Flexibility
Online advertising campaigns can be implemented more quickly than print or TV media. Adjustments can be made to the ads or the targeting at any time. Budgets can be adjusted or campaigns can be cancelled immediately.
Conclusion
A well-designed online marketing strategy can significantly improve the ranking of search results and thus generate increased attention and traffic. Effective marketing of your products and services to the appropriate target audience is made possible by the numerous setup possibilities based on areas of interest, keywords, and geographies with a large number of Internet users globally. It can be suitable for companies of any size and industry and can play a decisive role in marketing, especially for start-ups or new products. Therefore, SEA is an essential part of the marketing strategy that businesses must take into account.