What is search engine optimization (SEA) and why is it worth doing?

In the world of digital marketing, visibility on search engines is vital for businesses. With effective paid search engine advertising, you can ensure that potential customers find your services exactly when they are looking for solutions to their problems. In this article, we will discuss the basics, benefits and practical implementation of search engine advertising to enhance the efficiency of your online business.

What is search engine optimization (SEA) and why is it worth doing?

Search Engine Advertising (SEA) is a form of digital marketing where a company pays for visibility on search engine results pages. The most well-known platform for this is Google Ads, through which ads appear above and on search results pages. Paid search engine advertising is based on keywords that potential customers use when searching for products or services.

SEA offers significant benefits to businesses. It enables immediate visibility, targeted traffic, and precisely measurable results. Search engine advertising works great as part of a broader digital marketing strategy, delivering tangible business benefits such as increased sales, lead generation, and brand awareness.

How is keyword advertising different from search engine optimization (SEO)?

Although both search engine advertising (SEA) and search engine optimization (SEO) aim to improve visibility in search engines, their operating principles are different. SEO focuses on organic visibility, while SEA is about paid visibility.

The advantages of search engine advertising are fast results, precise control and predictability. SEO, on the other hand, offers long-term benefits and better cost-effectiveness in the long run. Ideally, these two strategies complement each other: search engine advertising brings immediate results and search engine optimization builds sustainable visibility.

How much does keyword advertising cost and how does pricing work?

The cost of keyword advertising varies significantly depending on the industry and competition. Pricing is typically based on a CPC (Cost Per Click) model, where you only pay when someone clicks on your ad. Factors that affect the cost of advertising include, among others, the competition for keywords, the quality score of the ad, and the average click rates in the industry.

Google Ads uses an auction-based pricing model, where advertisers compete for visibility. You can start with a small budget, but an effective campaign usually requires a monthly investment of at least a few hundred euros. The profitability of the investment is assessed using ROI (Return On Investment) calculations, which take into account the value of conversions in relation to advertising costs.

How to start doing keyword advertising effectively?

The foundation of effective keyword advertising is careful keyword research. Start by identifying the search terms your customers are using to find your services. Planning your campaign structure is critical: organize your keywords into logical ad groups based on your products or services.

When creating ad copy, focus on a clear message and calls to action. Define your targeting carefully, taking into account geographic location, language, devices, and time of day. Set clear goals and track campaign results from the start. In e-commerce, search engine advertising should be targeted specifically at searches with purchase intent to maximize conversions.

How to measure search engine advertising results and optimize campaigns?

The most important KPIs for measuring search advertising are click-through rate (CTR), conversion rate, cost per conversion, and return on investment (ROAS). Analyzing the results helps identify what is working and where to improve.

Continuous optimization is essential: test different ad texts, adjust bids, eliminate ineffective keywords, and try new landing pages. Take advantage of Google Ads tools like A/B testing and automated strategies to improve the effectiveness of your campaigns. Regularly reviewing your data and adjusting your actions will significantly improve your results.

The future of search advertising and evolving strategies

The field of search engine advertising is constantly evolving. Artificial intelligence and automation are reshaping the industry, enabling ever more precise targeting and greater efficiency. Voice search and visual search are growing trends that bring new opportunities to advertisers.

At Brancoy, we have solid experience in utilizing keyword advertising to increase online store sales. We help companies create strategies that effectively combine the best aspects of keyword advertising and search engine optimization. To remain competitive in the world of digital marketing, companies should monitor industry developments and adapt their strategies to the constantly changing field.