Search advertising (SEA) consists of advertisements that are displayed on search engines like Google.
In search advertising campaigns, the advertiser pays a certain amount to place a link to their site.
They insert links based on words or terms that are relevant when a user performs a search.
Search Advertising Strategies
SEA offers website managers the opportunity to publish ads in spaces where potential customers search for products and services in a targeted and consistent manner.
Users do not perceive search advertising as invasive or annoying because they target an audience that is genuinely interested in a product or service.
Therefore, for website managers, SEA is a very effective tool to increase traffic to their page, promote brand popularity, and generate conversions.
To have an excellent advertising campaign and to spread the message to one's target audience, SEA must achieve several objectives:
- Increase traffic: This is the main objective of SEA. It is very important to direct streams of visitors to one’s website, to ensure a good indexing on the first page and increase organic users visiting the site;
- Promote brand popularity: SEA is an efficient marketing tool for increasing the visibility of a brand, it occupies keywords for its product or service areas with advertisements;
- Generate conversion: SEA becomes paid when it succeeds in convincing potential customers to purchase your products or services thus generating
Therefore, SEA is a good method to position online ads on web pages that display the results of search engine queries.
Difference between keyword advertising and search advertising
The two are very similar forms of advertising, with something that differentiates them: the keyword advertising is an online advertisement that is displayed only if the user hovers over one or more keywords within the text already present on a publisher's website page.
The search advertising, however, differs from keyword advertising because the advertiser's paid link is published in the SERP (search engine results page) within specific advertising spaces.
Beyond search engines, the link is published in spaces that are not related to the classic display advertising.
These are created thanks to the ability of search engines to read the content of web pages of affiliated sites and to display sponsored links within them.
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