SEA stands for Search Engine Advertising. This involves paid ads that are placed in search engines such as Google or Bing to increase the visibility of websites or online offers. The ads usually appear above or next to the organic search results and offer companies the opportunity to respond specifically and quickly to certain search queries and direct potential customers to their website or to special offers.
How SEA works
SEA is based on an auction model in which companies bid for specific keywords, i.e. search terms. In an auction, the highest bidder usually wins. In the case of SEA ads, other factors are relevant in addition to the bid, such as the quality of the ad and the landing page that the user arrives at. Thus, it is possible that even ads with lower bids are placed above other ads if they are considered more relevant and useful to the user overall.
SEA and Google Ads
A well-known example of an SEA platform is Google Ads, formerly known as Google AdWords. Google Ads allows companies to place ads for specific search terms, drawing on a wide range of setting options, such as geographical target groups, times of day or specific user interests.
The costs for SEA ads are usually charged on a cost-per-click (CPC) basis. This means that an advertiser only pays when a user clicks on the ad and thus arrives at the company's website. The costs per click can vary greatly depending on the competition, industry and search term.
Advantages of search engine advertising
- Wide range: Search engine advertising provides quick and effective access to potential customers who are actively searching for specific products or services.
- Flexibility: SEA campaigns can be adjusted, optimized or paused at any time and thus offer high flexibility for companies.
- Measurability: SEA offers a high level of transparency with regard to one's own marketing measures. Success control is possible through numerous key figures, such as clicks, impressions, conversion rate or costs per conversion.
Disadvantages of search engine advertising
- Cost: Advertisers can quickly incur high costs, especially in competitive industries or with ineffective campaigns.
- Competition: Popular keywords are highly competitive, which can make it difficult for an SEA campaign to succeed.
- Complexity: Creating and optimizing SEA campaigns can be complex for inexperienced users and often requires professional help.