Search Engine Advertising (SEA), as the name suggests, is about placing paid advertisements in search engines. Please note that it is not to be confused with Search Engine Optimisation (SEO) . The goal of SEA is to use keywords place an advertisement at the top of search engine results.
However, many users deliberately avoid paid ads and look for organic search results. It is therefore advisable to use a combination SEA and SEO. Check out our SEO blog post.
How Does SEA Work?
Since over 90% of internet users in Switzerland use Google as their search engine, we will focus on Google Ads.
Google Ads is a bit like a stock exchange. Advertisers place a bid on the cost per click (CPC) of specific keywords. The more popular a keyword, the higher the CPC.
But it is not just about the price, the quality of the ad is much more important. Google wants to provide only the most suitable ads to its users. Therefore, the content of the advertisement should match the desired keyword or be somehow relevant to the subject matter.
Since Google’s algorithm is kept secret, it cannot be clearly stated how relevance is measured. However, it is fairly certain that the bounce rate (rate of visitors who leave a website after only a short time) as well as the length of time spent on the website count towards the rating.
It is therefore important to find out which keywords your target group is searching for and which of them will lead to your site. There are various tools you could use, including the Keyword Planner from Google itself.
Creation Of Google Ads Advertising
Google Ads are organised into campaigns consisting of different ad groups (target groups you want to reach with certain keywords and ads). The exact structure should be carefully planned in advance, as the large number of keywords and ads in different languages etc. can quickly lead to chaos.
To ensure control over spending, a maximum daily budget can be set for each campaign. Details for all parameters can be stored in the individual campaigns.
For such campaigns it is advisable to study the subject “Search Engine Advertising” or seek the support of a professional agency.
Atlanto recommends the online marketing agency LA Click – check it out!
