What is Search Engine Advertising (SEA)?

Designed by vectorjuice

SEA is an important branch of online marketing. With it, users utilize search engines such as Bing and Google to place advertisements in the form of images or a text. These ads appear before the organic search results on the search engine results page (SERP). This method is the main source of income for many search engine providers.

SEA as cost-effective advertising

SEA is a relatively efficient technique to improve businesses, increase visibility and win customers. It is also a cost-effective way to boost ad-visibility. The appearance on top of the SERP enhances the visibility of products and brands.

Ads are booked based on bids and the keywords, for which users place them. Thanks to the clear control over the advertisement-measures, successes are calculable. Billing-methods involve revenue models like Cost per Click (CPC) or Cost per Mille/Cost per thousand impressions (CPM). To achieve a good ranking, the optimization of the text with keywords and the offers is necessary. 

The main objectives of SEA

Usually, SEA is part of a branding or marketing strategy. The main objective is often to increase the click-through rate. A very important measurement-tool for ads is the Conversion rate - it determines the height oft the advertising costs and with it the return on investment (ROA). Most popular tools for SEA are Google Ads and Bing/Yahoo Ads.

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