What is SEA (search engine advertising)?
- Text or image ads found on other websites and in SERPs
- If the text is properly optimized, it can achieve a good position in the SERPs
- Good advertising control is achieved
- Measures to improve traffic and brand image
- Campaigns can be organized chronologically
- Many possibilities to select the desired segment
Strategies to improve paid referencing (SEA):
- Campaign objective: we need to determine what we want the user who enters to do, whether it is to see our content, buy a product, join an email marketing campaign, among others.
- Estimate customer value: This involves assessing how much you are willing to pay for each customer's revenue and what profit can be generated by entering. This will make it possible to have an estimate of the budget of the campaign to be carried out.
- Keywords: As in SEO (Search Engine Optimization), they can be useful in SEA (Search Engine Advertising). A list of keywords that are directly related to the website and will help attract more visits to a specific page.
- Set CPC: Each keyword is part of an auction with a minimum and maximum price. In this case, it is necessary to set the maximum bid that you are willing to pay to display an ad. It is recommended when you start looking for keywords that are not overly expensive.
- Monitor the campaigns: Once the campaigns (SEA) have been generated to bring more traffic and visits, it is necessary to evaluate what were the results, which were the most successful, and to create new content proposals for those that did weren’t as successful.
Objectives of search engine advertising - SEA
Advertising on search engines (SEA – Search Engine Advertising) allows advertisers to appear where the Internet user is looking for information, a product, or a service, so that the advertisement is not perceived as an imposition out of context, but rather responds to a prior motivation of the Internet user, whether it is a question or an intention. The more the advertising text and the landing page resemble this search, the less it is perceived as uncomfortable, until, due to its thematic relevance, this advertising modality is even accepted by the user. For an advertiser, SEA is, for all these reasons, a very effective way to gain traffic on its web page, position a brand (branding), and obtain conversions. In conclusion, here are the goals that most companies pursue when launching a SEA campaign:
- Increase web traffic: the main objective of search engine advertising is to get relevant visits, and in this SEA can be of great help, especially in the case of recently created websites. Created, for which achieving a good natural referencing requires more effort and takes more time. Paid advertising can be a quick way to secure a spot in the top results.
- Promote brand awareness: SEA is a very effective method to increase the visibility of a brand in relation to its competitors. The objective of an SEA campaign must therefore be to occupy the keywords of the field of activity or the service offered with advertisements.
- Generate conversions: SEA is really profitable when sales or visits from potential customers, the so-called leads, increase. Google Ads allows businesses to accurately track the conversions generated by a specific ad, i.e. when an interested user becomes a customer when they click on the ad.
When is search engine advertising profitable?
The success of a SEA (Search Engine Advertising) campaign is independent of the size of the company since the only measures that determine the reach of a campaign are the region where SEA is applied, the variety of products, and the budget devoted to it. Small businesses are recommended to place advertising SEA (Search Engine Advertising) Â where they can actually make a profit.
In addition, it is advisable to limit the campaign, in the first place, to the main services or products. SEA (Search Engine Advertising) has great potential for highly specialized websites because the price per click is highly dependent on a keyword’s competition. So-called niche topics and long tail search terms (long tail keywords) are cheaper and more effective because they have a smaller specialized customer base – less competition – but very interested.
What expenses for the SEA?
In itself, the insertion of an advertisement (SEA -Search Engine Advertising) in a search engine does not involve any costs. In this system, the advertiser only pays when a user clicks on the ad which brings him to the advertiser’s landing page – thus showing his interest and the connection with what he was looking for. This is called the pay-per-click or cost-per-click (CPC) system. The advertiser sets the price they are willing to pay in a real-time auction, and the highest bid determines, along with other factors, which ads will appear in the results list and in which order.
Real Time Bidding: how to bet on the best position?
Internet users’ searches are tracked by search engines, which study whether the ads correspond to the search terms and to what extent they add value. In the case of commercial keywords with a high search rate, very promising, there is the case of several advertisements SEA (Search Engine Advertising) competing for the same position, which is valued and positioned in a few fractions of a second according to their relevance. Beyond the advertiser’s bid, another determining factor in providing the user with relevant offers is quality. These two factors determine the ad’s rank, a value used to determine whether it will be displayed and what its position on the results page will be. The higher this value, the more likely you are to obtain a good position and therefore to attract the attention of Internet users. The following formula can be used to calculate this value: