Home » Search Engine Advertising (SEA)

What is SEA?

SEA (Search Engine Advertising) or search engine advertising is the term used to describe the area around the placement of paid ads on the search results pages of Google and other search engines. These are usually text ads that match the corresponding search queries of users. Together with SEO, SEA belongs to search engine marketing
  • Is important addition to organic results is important addition to organic results
  • Is about paid ads on search result pages
  • Brings especially good conversion rates

SEA belongs to the standard repertoire

Webmasters reach their potential customers not only with the organic results of the search engines. They also have the possibility to pay and place ads, which are displayed on the pages with the search results. This is done according to the characteristics and search terms of the users. These paid advertisements belong to the field of Search Engine Advertising. The most important provider of search engine advertising is Google with the offer Google Adwords. The search engine traffic gained from the SEA usually guarantees particularly high conversion rates. Search engine advertising or SEA is now part of the standard repertoire for advertisers online. For this purpose webmasters register in advertising or ad networks. Such networks take care of the playout and prices as well as the design and visibility of the paid ads. With the used advertisements a larger range of the own web presence is generated over keywords. The advertisements are played out appropriately for the corresponding target groups on the basis of the user data collected by Google. This enables the operators of sites to reach the appropriate users or potential customers with their advertising. Google thereby places the paid ads clearly visible above or next to the organic search results. Although such snippets are clearly marked as ads, they are very similar to organic search results. The user therefore perceives the search engine advertising only partially as advertising and is more likely to click on it

This is how SEA works

In Google AdWords, for example, auctions are used to decide who gets the cheapest ad spaces. Not only the bids of interested webmasters prove to be decisive, but also the quality in relation to the respective keyword. For this purpose, Google determines the “quality factor” of the website. The winner of such auctions is therefore not necessarily the one who offers the highest price, but also the one who can offer the most suitable website for the respective keyword. The network also gives bidders price recommendations for the desired keywords based on previous experience. Keywords that have been highly contested and frequently clicked on are often more expensive than the less contested ones. There are different procedures for billing the costs of the advertisements. Often the clients pay for each click that is made on the advertisement (cost-per-click / CPC). With the Cost-per-Acquisition (CPA) method, the advertiser always pays a fixed amount when a user triggers a conversion. Other common billing models include cost-per-mille (CPM) and cost-per-view (CPV). There are numerous helpful tools that marketers can use for optimization and monitoring within the SEA, such as Google Keyword Planner, AdWords Editor and Google Analytics. The ad texts (e.g. in Google AdWords), which usually consist of the text, a headline and the URL, follow certain specifications and guidelines. If the user clicks on the ad, he is then taken to specially designed landing pages or similar websites.

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