What is SEA (search engine advertising)?
Strategies to improve paid referencing (SEA):
To improve the paid referencing of the SEA, it is necessary:
Objectives of search engine advertising - SEA
Advertising on search engines 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 an SEA campaign:
When is search engine advertising profitable?
The success of an SEA campaign is independent of the size of the company, since the only measures that determine the reach of a campaign are the region where it is applied, the variety of products and the budget devoted to it. Small businesses are recommended to place advertising 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 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 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 competing for the same position, which are 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:
Ad rank = maximum bid per click x Quality Score