SEA – a part of Search Engine Marketing (SEM)
Search Engine Marketing (SEM) includes the two subareas Search Engine Optimization (SEO) and Search Engine Advertising (SEA). Both measures aim for significant visibility with search engine providers. The main goal is to appear on the first results page for the most important search terms and drive traffic to the website.
How does SEA work?
In contrast to search engine optimization (SEO), which focuses on the internal optimization of websites to improve their position in search results, SEA involves paid advertising measures within search engines. Before starting campaigns, you should ask yourself what potential customers would enter into search engines to find your range online. A user searching for green sandals will likely type “green sandals,” “summer sandals green,” or similar into the search box. Your ad campaign will then be set up to position your ad for these keywords or keyword combinations.
In SEA, advertisements in text or image form are placed on search results pages. The ad booking occurs in the form of bids (like in an auction) on specific keywords. Costs are only incurred when the user clicks on an displayed ad.
Advertising forms of SEA:
- Text Ads
- Shopping Ads
- Display Ads
- Video Ads
- Gmail Ads
What is SEA used for?
By booking paid ads, the goal is to increase the number of clicks to a website, stimulate purchases, and thus increase conversions. A strong advertising pressure through SEA usually strengthens the brand or company awareness.
Since Google is by far the most significant search engine, Google Ads are typically used for SEA in Germany. However, specialized search engines like eBay or Amazon also offer their own promising advertising programs, such as product ads on the Amazon platform.
Google Ads not only include placement within the search engine but also on external websites via the Google Display Network. This network includes sites such as YouTube, Blogger, or Gmail. For all search engine providers, SEA is the main source of income.
Example for differentiating Search Engine Advertising (SEA) and Search Engine Optimization (SEO)
An online fashion store revises its navigation structure, provides better content, improves the display of its pages on mobile devices (SEO), and simultaneously books ads that are displayed next to specific fashion topics (SEA).
Search engine experts assist in:
- Getting your company to the top of the search network
- Making your ads readable not only on desktop but also on apps
- Ensuring your ads only appear where customers are searching for your products
- Saving costs and contributing to your business growth
Your contact for Search Engine Advertising
Do you have questions? Then call Tanja hensler right away (hensler@trebbau.com, Tel.: 0221/37646 – 330).