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Search Engine Advertising – SEA

Search Engine Advertising Traction

What is Search Engine Advertising and why do I need it?

Every time I look for some answers, products or services info on the internet I notice the paid ads. I wonder, what are these Paid Search ads? Does my business need it? How can I actually benefit from it?
Well, the first step would be to understand the Search Engine Results Page, or SERP better. When we want to find something by using search engines, we use some keywords in our search field and as a result we get a list of web pages that presumably contain the answer we were looking for, mainly we see the title, weblink and a short description. That’s our SERP.
In the course of time, search engine providers have understood that it becomes increasingly in demand to have a more extensive reach, so they complemented pure organic results with advertisement links which look almost identical to organic links. In conditions of a fierce competition among organic search results it is becoming increasingly difficult to move your website ling to the first page ranking.
Content management and measures for search engine optimization are really time-consuming. When we speak about limited time period ads the SEA potential offers a faster (but also cost-intensive) solution.

Here is how SEA works

In a nutshell, Search Engine Advertising is a process that generates traffic by placing online advertisements on web pages and allows seeing results from search engine queries.
Today, Google presents its world penetrating SEA-System, the most common search engine with AdWords. Marketers can secure that a certain advertisement is shown on the page only when specific keywords are entered, only in specific theme search results. Advertisers who utilize search advertising show their ads to users who are actively searching for specific keywords. So, this enables targeted orientation on the interests of online visitors while also helping to reduce scatter losses.
This is an auction-based system, in which advertisers bid on certain keywords relevant to their product or service. As an advertiser, you secure yourself some very specific Adwords or key phrases that allow you to get higher in the list of search results by bidding them up through Cost-per-Click (CPC). You start paying the accrued expenses of the Google Ads fixed fees, for instance, when some users out there actually take an action. It can be a click on your ad when they visit some website where your ad is displayed. Costs per click per Adword vary constantly, between a little less than a cent and double-digit Euro amount. The cost depends on both user action and the existing competition.

Search Engine Marketing facts and figures

4 mistakes to avoid with Paid Search

Poor keyword choice

The first step in your search marketing campaign is the choice of keywords you want to bid. Of course, one can use Google keyword planner, get couple keywords suggested and press the button to start. Come on, don’t do it, it will cost a sh** ton of money.
Use the keywords, instead, that follow the structure of your website. Collect the keywords and extend them with additional ideas from the Keyword Planner. Little by little you are sharpening the effect of your words and bids towards maximum precision.

You miss out on the Call to Action

It is, perhaps, the biggest mistake that can occur. The text on your website has to deliver what your potential buyers are looking for and give them some prompts of what you have to solve their problem or satisfy their needs. If you miss this one out you are going to have a lot of visitors on your website you paid for, but hardly anyone of them will buy anything from you.

You do not understand the quality factor

Many people, including those who have been using SEA for quite some time, believe that the position of your advertisement in SERPs is determined only by the cost your bid. In reality here, at the search result website, the position of your advertisement is seriously dependent on your quality factor. For a better understanding here is the source where you can read about it in more detail is Wordstream.

You do not use the Search Terms report

Negative Keywords present an opportunity for Google to tell you when people use one or a few of these special key words because you do not really want to find yourself in the results of that negative word list, right? Using the knowledge of such a list you can filter those who are searching exactly in the area of your keywords but who do not intend to buy anything. You can find the comprehensive insight about those magic keywords in Search Terms Report.

SEA placement in terms of marketing activities

Search Engine Advertising in the entire marketing funnel

Paid Search activities are to be found between the top of the funnel and the middle of the funnel.

The main focus is given to the measures and activities that first of all draw the attention of potential customers to your product and your solution encouraging the interest to find out more about you and your offer.

Immediate effect vs long-term effect

Search Engine Marketing is a fast and flexible tool with a powerful immediate impulse that encourages people to take action and make a purchase.

The effect does not have a long-lasting nature, though, because when the ad is switched off, i.e. the display is disabled, it means no more people land on your website to never find out how cool your product/service is.

Categorization in Channel Portfolio

When you draw up your portfolio with all the channels and activities, it becomes clear that Search Advertising activities typically perform a role of a very well aimed spear.

In conjunction with the nets thrown and spears aimed with precision this channel works at its best.

4 often underrated tips and hacks with Paid Search

Timing is the key

As other advertising campaigns, your Paid Search Ads have to be released and spread in as many media as possible. It concerns both long-term and short-term ads placements. When you do the testing and establish that certain time periods in some days or weeks are more suitable/effective than other, then make sure to use these customer insights, to make your Paid Ads visible.

Replicate your Ad campaign in different search engines

When you have successfully prepared a Google Adwords campaign, it makes sense to make your ads work in other relevant search engines as well, for instance, Bing. Sometimes it functions in a simple way by Download and Import of your ads data, sometimes you’ll have to enter it manually.

Fill all the possible and available fields with Ad Content

Since their arrival in the middle of 2016 Expanded Text Ads (ETA) have got Adwords world moving and now allow advertisers to be louder. Google is improving your Expanded Text Ads by adding an extra headline and description to all your text ads! Due to additional fields now you have more characters for ad copy space to use, so now you can tell a more extensive and comprehensive story about your product or service.

Use every relevant Ad Extension

Many Paid Ads users think about Pay Per Click on headlines, links and description. However, Ad Extensions can bring about an extraordinary boost to your visibility and conversion performance.

Search Engine Advertising boils down to the key figures

Click Through Rate

Click-through rate shows (CTR) how often people who see your ad end up clicking it. Click through rate can be used to estimate how well your keywords and ads are performing.
Formula: total number of clicks on your ad / total number of impressions * 100
Example: 200 clicks / 10.000 ads displayed * 100 = 2 % CTR

Impression share

Impression share is the number of impressions you've received divided by the estimated number of impressions your ads could potentially get. In other words, actual ad placements divided by an estimated number of possible.
Formula: number of impressions your received / possible number of impressions = Impression Share

Return on Advertising spend

Regardless of the number of impressions and clicks on your ad, you are mainly interested to pinpoint the amount of money your business receives for every dollar/euro spent on an advertising source.
Formula: ROAS = (Revenue derived from ad source/Cost of ad source) * 100

Get going

Search Engine Advertising can be your tool that allows you to become visible to your target audience with maximum precision and with smallest time required. All the activities associated with Paid Search are generally positioned from the top of the marketing funnel where your ads is noticed and given attention to and to the middle of the funnel where potential customers produce conversion to the landing page.
When equipped with customer insights possibilities from a relevant SEA provider you can draw an even clearer and more accurate customer picture, thus, laying the foundation for the ability to reach out to your customers with extraordinary precision.

And now: Find out what the most relevant key search phrases are that your customer would use in their search of solution to their problems, needs or events.

You want more Impulses to Search Engine Advertising?


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André Wehr
André Wehr
As a founder and entrepreneur, I experience every day how important Traction and Customer Centricity is. It makes the difference between a nice idea and a viable business.

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