What are ads
SEA - Search Engine Advertising
What is SEA?
Search engine advertising, short SEA, belongs to the area of search engine marketing. SEA is a form of marketing that runs through search engines such as Google, Bing or Yahoo, more precisely through text ads that appear above the organic search results. Advertising on partner websites of search engines (display advertising) also falls under the category of search engine advertising.
How does SEA work?
Advertisements are placed via the Posting keywords, i.e. you determine in advance which keywords or which keyword combination the ad should appear for.
The advertiser then incurs costs when a prospect clicks on his ad and thus arrives at the stored target page, e.g. a shop category. There are no costs for the mere appearance of the advertisement. The Cost per click (CPC) depend on:
- Competition for a keyword
- Positioning of the display
- Quality of the Adwords account (quality factor)
The more competitive a keyword is, the higher the click prices. The search engine compares the CPC and the Keyword quality score of an advertiser with all other eligible ads. The maximum CPC and Quality Score are multiplied for each ad in an auction. The ad with the highest score will appear in first position, the ad with the second highest result will appear in second position, and so on.
Display examples for "office containers":
Influence of the quality factor on the ad position
By multiplying the quality factor by the CPC, the highest bidder does not necessarily have to take the first ad position. So if you pay attention to the good quality of your ads, you can achieve a better position even with a smaller budget.
Google gives the following Factors influencing the calculation of the quality factor at:
- Click rate for the keyword, i.e. how often the keyword led to a click on the ad
- Click rate for the displayed URL, i.e. how often someone clicked on the ad
- Quality of the landing page - is it relevant to the searcher? Can you find what you're looking for quickly?
- Success of the ad in the target region
- Total account history: Click rate of all ads and keywords in the AdWords account
- Relevance of the keyword for the ad
- Relevance of the keyword for the user
- Ad performance on display ads
Adwords Help - Understanding and Accessing Quality Score
Myths, fairy tales & speculations: The quality factor in Google Adwords
Booking options in the SEA
The aforementioned payment with one click is also referred to as CPC - Cost per Click. There are also three other options:
CPA (cost per acquisition): This model does not take the click as a reference point, but the conversion, i.e. the seller only pays when the customer has bought.
CPM (cost per mille): Here the seller pays for every 1000 impressions of his ad, regardless of whether someone clicks on it.
CPP (cost per phonecall): The seller pays per call. To do this, however, the number shown in the ad must be a Google forwarding number.
Google AdWords is the most important provider in the SEA sector. Here ads can be placed either on the search engine itself, in the display network or in the search engine's search network. The latter includes, for example, AOL or T-Online.
Depending on where and in what form the advertisements appear, a distinction must be made between the following forms of advertising within AdWords:
In the search results: This is probably the best-known form of advertising. They appear together with the organic search results, but are separated from them.
In the display network: This is where the ads are placed on a member site that is part of the Google network (the AdSense program). Instead of pure text ads, banners and video ads are also possible here.
Google Shopping: The Google Shopping ads, formerly known as PLA (Product Listing Ads), appear like the text ads above or next to the organic search results. They are also billed via clicks, but lead directly to the product. Online shop owners use a data feed to send product data such as images, product names and other information to Google.
Shopping ad example:
Example of a display:
Ads on Yahoo / Bing
Bing and Yahoo share an advertising platform that works similarly to AdWords. The underlying network for Germany is that Yahoo Search Marketing Network, in which, alongside the two search engines, Microsoft plays a major role as the third large company. The share of Bing / Yahoo ads is around 20 percent.
Why is SEA useful?
As with other marketing measures, this is Strategy is crucial at SEA. Every campaign must have a clear goal, must be well planned and regularly monitored and evaluated. Compared to SEO measures, the ad placement has the advantage that results are visible more quickly, i.e. higher traffic and (ideally) more conversions, i.e. purchases, contracts, newsletter registrations or the like. In addition, you can use search engine advertising to reach your target group exactly where they are looking for your services, products, etc., because your ad will only be shown when users enter the keyword booked for it. This makes advertising very efficient.
SEA is therefore definitely advantageous if a page is to be made known, e.g. a new landing page, a campaign or a new online shop. If the campaign is well planned and successful, it not only brings more traffic to the page, but can also strengthen the page for organic search, i.e. positively influence the ranking, because Google also takes into account the click and bounce rates in the evaluation. If a page is clicked more often due to the placement of an ad, this increases the visibility of the page and the probability that users will immediately enter the name of the shop or the company in the search mask. This in turn has a positive effect on the brand and promotes the trust of the site.
SEA is just as useful for established companies - to sell products, increase brand awareness or spread campaigns, be it regionally with the help of the localization or via a time-controlled advertisement with which the advertisements are only shown on certain days or times of the day.
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