Search Engine Advertising (SEA)

SEA (Search Engine Advertising) is the quickest way to increasing traffic to a website. Paid advertising campaigns for relevant keywords are setup on the search engines. These campaigns will appear above the organic search results on the search engine.

Through SEA it’s possible to get more conversion on your website in a relative short term. Most search engines offer the possibility of paid advertisements. Usually these advertisements are above the organic search results. Most well known are Google Adwords, but other search engines usually offer something similar. Paid advertisements are an effective way to get your website in the top results of search engines.

How does SEA work?

Most search engines link keywords to advertising space. So when defining an advertisement you’ll also have to add keywords on which you want the advertisement to be found. Your company will be easily found, because your SEA campaigns will appear on top under “advertisements”. Every user who searches on your keyword will see your campaign in the top three places of the first page. Even if a user wouldn’t click, it will contribute to higher brand awareness.

Most search engines use a Cost-Per-Click (CPC) model. That means that you’ll pay only when a user clicks on the advertisement. This way it’s easy to get more conversions in a short time. Also it will lead to increased insights, because you’ll see exactly through which keyword the visitor came to the website. With this information the advertisement can be fine tuned for better performance.

The right search engine

Search Engine Advertising requires to pick the right search engine. For most people that will probably be Google. Sometimes it makes sense to use another search engine for non-English content. Also when focusing on a particular niche, specialized search engines can be a better option.

Effective Search Engine Advertising

SEA is effective when the advertisement is targeted narrowly to specific target groups. It’s better to have many narrow advertisements than one mass campaign. The latter would even result in a negative effect, because it will increase the bounce rate on the website, as visitors end up on pages they aren’t interested in. A high bounce rate is very bad for the rating and ranking of your website.

Also the quality of the website’s content is very important. Even if you would be the highest bidder, that doesn’t guarantee the first place. The quality of the website and the content are just as important.

What is the difference between SEO and SEA?

SEO (Search Engine Optimization) is about improving the performance of a website organically, meaning how well a website scores within the natural search engine algorithms. SEO is good for the long term digital marketing strategy, also there are no costs involved when people clink on a link found via the organic search of the search engine.

SEA (Search Engine Advertising) is recommended for short term campaigning strategies and have costs per click.

An ideal web oriented digital marketing campaign consists of a combination of SEO and SEA services to cover both the short and long term marketing strategy.

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More information

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