AvR Web Solutions

Inbound Marketing Consultant

SEA

Immediately more visitors to your website. More customer inquiries and higher sales. This is possible with well thought out SEA campaigns. Are you looking for an agency for search engine advertising? As an experienced SEA agency, we implement intelligent campaigns that are targeted and appealing to the target group. With precise analyzes and smart SEA campaigns, we bring your website or online shop more visitors in the long term, improve the reach, strengthen your brand and promote your sales business on the Internet.

Search engine advertising: SEA briefly explained!

What is SEA?

SEA stands for Search Engine Advertising. This means paid advertisements in the results of the search engines Google or Bing. In addition to the organic search results for which search engine optimization is used, so-called Google Ads appear in the SERPs (Search Engine Results Pages). When you click on one of the ads, the company that runs the ad pays money to the search engine.

Why SEA?

Search engine advertising immediately brings more visitors (= potential customers) to your website or online shop, since the ads are activated immediately (or after a short check). You decide yourself when and for how long you run SEA campaigns and are not dependent on SEO or advertising partners. Depending on the budget of the SEA campaign, you can reach a large number of potential customers and present your products or services to so many people.

What does SEA cost?

The cost of text ads on the Google or Bing search engines varies depending on the goals and target groups you want to reach with your campaign. If you only want to operate local SEA, i.e. display the ad in selected cities and regions, this costs significantly less than broad-based campaigns for the national or international market. The advantage of paid ads: You can set a maximum advertising budget per day and are thus protected from a cost explosion. If you hire a SEA agency to set up, manage and manage the SEA campaigns, they can control your advertising budget efficiently. The costs for these services add to the pure advertising costs for SEA. Since a lot of know-how and continuous control of the campaigns are needed,

3 good reasons for search engine advertising
 

1. Immediately more visitors through SEA: As soon as your campaigns are set up and running on Google or Bing, the traffic to your website increases significantly.

2. Fair payment at SEA: You only pay when users click on your text ads. So you are protected against escalating costs.

3. Low spreading losses with SEA campaigns: An exact target group and campaign setting reduces the spreading losses for your advertising campaign. In addition, you only book the range that makes sense for you. You can display your ads e.g. B. deliver regional and fade in certain metropolitan areas or cities. This allows you to focus on certain areas while keeping costs down.

SEA with Google Ads
your advantages

  • Immediately more visitors
  • Flexible budgets
  • Cost control
  • Favorable click prices possible *
  • Precisely measurable & optimizable
  • Brand building on the Internet

Search Engine Marketing: The holistic approach of online advertising

SEA is only a sub-discipline of search engine marketing (SEM). SEM offers many ways of winning customers and increasing sales for websites and online shops. Here is an overview of the main disciplines at SEM:

SEA (paid search)

Paid text ads immediately attract more visitors to your website or web shop. Scattering losses are low and the conversion rate ( conversion rate ) from visitors to paying customers (for products) or new customers (for services) can be high with optimal campaign management. As a SEA agency, we create intelligent SEA campaigns and create sophisticated text ads that optimally promote your products or services.
 

Display advertising

Display advertising (or display advertising) are static or animated advertising banners. These banners are displayed on target pages of the Google Display Network , on YouTube or other partnersites. Display advertising is particularly suitable for the high-reach advertising of products or services. As a SEA and SEM agency, we develop smart display campaigns and take care of the graphic, conceptual and technical implementation as well as wide-ranging distribution.

Retargeting

With retargeting , potential customers who have visited your website or your online shop without conversion (e.g. sending an inquiry by e-mail or buying a product) are addressed again in advertising. This is done with the help of online advertising banners, which are shown to customers a few days after visiting their website. In this way, potential customers are constantly reminded of recently viewed websites, which can significantly improve the conversion rate.

The retargeting ends automatically after a while or when the defined conversion has been fulfilled, e.g. sending a contact form. As a SEA and SEM agency, we design well thought-out retargeting campaigns and take care of the technical implementation and implementation of the measures.

Ad extensions

Ad extensions (English: Ad Extensions) give your customers additional information about the advertised in the Google Ads products or services. With ad extensions, you arouse the curiosity of your customers and thus increase the clickthrough rate (CTR) of text ads.

The overview of the most important ad extensions:
 

Location extensions: In Google Ads, the location extension shows the address of your company or a retail store. Clicking on the address opens the map service Google Maps, making it easier for potential customers to find their way to you. This is a real advantage for mobile searches, because customers can find you quickly on the go.
 

Offer extensions: With the offer extensions you can specifically advertise a product or service with a voucher. By clicking on the extension of the offer, the customer gets directly to the voucher and thus has financial advantages without having to search for a long time.
 

Call extension: The call extension shows the phone number of your company or business. The potential customer can call you directly via the Google Ad by clicking (or tapping on mobile devices) the telephone number.
 

Sitelinks: In addition to the landing page (the page to which a Google Ad links), you can also integrate sitelinks into the Google Ad. Sitelinks link certain important sub-pages of your website or online shop. You can integrate up to ten sitelinks in your Google Ad.

Ratings: Stars in the text ads visualize the ratings for your website or online shop. The ratings come directly from Google or from rating portals. Positive reviews make your Google Ads stand out from the crowd of all ads and emphasize the trustworthiness of your company.


App extensions (for Google Ads on mobile devices): This form of ad extensions is relevant for app providers. When clicking on an app extension, the user is led to the app store. There the user can download your app directly.

Long range thanks to SEA
 

With a very high advertising budget, you can quickly address many customers with your advertisements and thus build up a high advertising effect. With Google Ads you can reach around 90% of potential customers. So that even more people can see your advertisements, you should place them on the websites of partners of the Google Display Network.
 

For sustainable success for your website or online shop, we recommend combining SEA and SEO (search engine optimization). Well thought-out search engine optimization brings your website more visitors, the clicks are free and many users trust more search hits that are based on content quality and relevance. Above all, you can use SEA to advertise effectively at short notice – for example, special offers, discounts or promotions.

Are you looking for an SEO agency in addition to SEA support? Then contact us, we look forward to talking to you.

We offer you as a SEA agency

  • SEA audit
  • SEA advice
  • SEA setup
  • SEA campaign management

SEA analysis

In the SEA analysis, we use data-driven tools to check the settings and performance of your existing ad campaigns. In addition to the settings, we carefully examine the structure of the ad group and the keywords you have selected. In this way, we uncover weaknesses and potentials of your SEA campaign and can plan further measures sensibly. Maybe you haven’t considered all the relevant keywords? Perhaps the ad texts are not formulated in accordance with SEA? The target audience of your ads is not exactly defined? We find out all this and more in the sound SEA analysis. After the SEA analysis, we summarize the results and implement well-thought-out measures as a SEA agency.

SEA advice

Would you like to manage your SEA campaigns yourself and need sound advice? As part of our SEA consultation, we give you optimization suggestions so that you can use the full potential of your campaigns in Google Ads. We continuously examine your SEA campaigns in terms of target achievement, ad quality and performance. Following the SEA analysis, we suggest improvements to your advertisements. You are then responsible for implementing the improvement measures. We support you in this on request.
 

Little wastage due to the exclusion of unwanted keywords

We optimize your search engine advertising for keywords that are important for your target group. A smart keyword selection limits the target group and thus reduces wastage. In addition, the wastage can be further minimized by excluding unwanted search terms. So-called exclusion keywords determine the search terms for which your Google Ads should not be shown in the search engines. This is how we improve the quality of website visits.

Regional & scheduled display of Google Ads

You only want to show your Google Ads in certain regions? This is made possible by the regional display of the campaigns in Google Ads (formerly Google AdWords). We analyze relevant areas and regions, and determine metropolitan areas or cities for which a campaign delivery makes sense. Because your Google Ads should be played wherever potential buyers are. This is the only way your investment in Google Ads really pays off. The scheduled play makes addressing the target group even more precise. This way you can reach your customers at times of the day when they are actually active on the Internet.

SEA campaign management

Are you looking for a SEA agency that takes care of your campaign management? We are very happy to be your partner in search engine advertising. In coordination with your marketing goals, we develop an intelligent SEA strategy and define relevant key figures. Then we take care of the structured implementation and the ongoing optimization of the campaigns in Google Ads.

SEA campaign management: Our services as SEA agency in detail

  • Development of smart SEA strategies based on your marketing goals
  • Setup of sophisticated SEA campaigns in Google and Bing
  • Ongoing optimization of your campaigns in Google Ads
  • Definition of relevant key figures based on data-driven analyzes

Structured reports on the success of your SEA campaigns

Why a SEA agency?

You may be wondering whether a SEA agency is worthwhile for your campaigns in Google Ads ?! It makes sense to commission a SEA agency with medium-sized SEA budgets and, of course, with high expenses in the SEA area. By hiring a SEA agency in your company, you save time and human resources. So you can concentrate more on your core business. In addition, an experienced search engine advertising service provider has more know-how, practical experience, expertise and a wide range of professional analysis tools to use and distribute advertising budgets effectively.

Why SEA with us?
 

  • For over 18 years experience in the field of SEA with medium-sized companies and international groups
  • Data-driven and well-founded way of working with a holistic view
  • Transparent and structured reports
  • Certified by Google & Bing ( Google Premier Partner & Bing Partner)
  • Google Ads Qualified Company
  • Sustainable SEA support (Google Ads, Bing Ads, Facebook Ads)
  • Extensive testing of different ad variants in the current campaign
  • Regular training and knowledge transfer from our SEA team
  • Creation of SEA landing pages (text, graphics, programming)

Our services as a SEA agency in numbers

SEA short dictionary

The SEA short lexicon explains the most important terms of the disciplines SEA and SEM:

Bounce rate

The bounce rate shows how many visitors leave the landing page of a Google Ad without further interaction after a short time. The goal is to keep the bounce rate as low as possible.

Show URL

The ad URL directs the user from the Google Ad to the landing page. The content of the ad URL (e.g. www.mustermann.de/herrenschuhe-kaufen) can be adapted to the ad, so that the user can see at first glance what the content of the landing page expects.

CTR – click-through rate

The CTR indicates how many customers clicked on a Google Ad played (ie displayed) by Google or Bing. It describes the relationship between on-screen views and actual clicks on the ad. For example, if the CTR is 3%, the ad was shown 100 times and clicked three times.

Conversion

The conversion (or Germanized: conversion) indicates how many customers have carried out a previously defined action on a website or an online shop. For example, filling in and submitting a contact form or purchasing a product.

Conversion rate

The conversion rate provides information on what percentage of all customers who are on a website or an online shop have carried out a defined action (shipping mail, product purchase). It puts the number of all visitors in relation to the number of conversions and is therefore a very important success measure of ad campaigns, but also in many other areas of online marketing.

Conversion tracking

The conversion tracking is based on the technology Cockie measure will help advertisers what happens after the click on an ad. For this purpose, the conversion is defined, which the customer should carry out on the landing page.

CPO – cost per order

The cost-per-order shows how high the advertising costs of an ad campaign are in relation to a defined conversion. To put it simply: The CPO gives you the costs that you have to spend to generate an order. The CPO is therefore essential for measuring the economic success of an ad campaign.

Display network

The display network of Google consists of millions of websites of different size and style, in numerous industries and topics. Advertisers can create ads on the display network and activate them for partner sites, which noticeably increases the reach of display ads.

Average CPC

The average cost-per-click tells you what the total cost of all clicks in an ad campaign is. To determine the CPC, the total number of clicks received is divided by the total cost of a campaign in Google Ad.

Keyword

In relation to Google Ads, keywords are important words or phrases that describe your product or service in the ads.

Cost per conversion

The cost per conversion indicates how much money you have to invest for a customer to perform a previously defined action (e.g. sending a contact form, product purchase).

Landing page

The landing page is shown to a customer after clicking on a Google ad or display ad. Compared to normal content pages, landing pages are often visually simpler, contain less text and more contact options such as contact forms and contact buttons.
 

ROI return on investment

The return on investment (ROI) calculates the profitability of marketing campaigns (in this case, the placement of ads), thus providing information about the relationship between investment and profit of a measure. Since various measures, particularly advertisements and SEA campaigns, can be tracked very much on the Internet, the success measurement – if you define and measure all key figures – is very good and accurate. In online marketing, a simplified formula has been established to measure the success of Google Ads: sales – total costs / advertising costs. However, some effects and goals of advertising measures cannot be measured very clearly. This applies, for example, to image building or customer loyalty. The key to measuring success is the definition of key performance indicators (KPIs).

Impressions

Impressions or page impressions show how often an ad is played (shown) in Google or Bing. The bid price and Quality Score affect the amount of impressions.

Google’s Quality Score

Google’s Quality Score is comparable to the search algorithm in Google’s organic results, which uses various factors to measure the “value” of a website. In the case of Quality Score, the click price that an advertiser has to pay for his clicks is defined.

Three criteria are decisive for the quality factor:

  • The expected clickthrough rate (how many users click on your ad)
  • The relevance of the advertisement (to what extent does your advertisement serve the search query of the user)
  • The user experience with the landing page (what is the bounce rate? What is the conversion rate?)

Google’s Quality Score in Detail

Google’s Quality Score uses numbers between 1 and 10 to rate the relevance of text ads for ads. The quality factor ensures that users are shown the best text ads for the respective search query. The decisive factor for showing a text ad in the search results is therefore not the highest bidder on the corresponding keyword. The relevance of the ad for the search intention of the user is also important for a high quality factor. The quality score also determines how high a click price (CPC) for a keyword is and at which position the ad appears in the search engine results. Google and Bing use algorithms to calculate the quality factor of ads.

The individual parts of the quality factor in Google Ads

There are three criteria for Google Ad Quality Score:

1. The expected click rate, 2. The relevance of the ad and 3. The user experience with the landing page (landing page) of the ad. Below is a brief explanation of the three criteria.

Estimated clickthrough rate

The expected clickthrough rate provides information about the likelihood of clicking on the Google Ad. Well-written ad texts (informative, challenging, humorous) generally increase the expected click rate.

Ad relevance

Ad relevance measures how relevant the ad is to a user. The keywords of the ad and the corresponding landing page should match the search of the user.

User experience with the landing page

The quality factor of a Google Ad increases if the user experience with the landing page is good. The target page (or landing page) is shown to the user when he clicks on the ad. The user experience is good if the user stays on the landing page for a long time and carries out a conversion. For example, a product purchase or a contact request via a contact form.

Google Ads Ad Rank

The quality factor indicates how high the click probability of a text ad is. However, it doesn’t affect ad rank alone, that is, the position of the ad in search results. This also depends on the bid on a keyword. The bids are based on the principle of advertising auctions. As a result, bid prices for text ads may vary.

The bottom line – the most important thing in the field of SEA for you in a nutshell:
 

  • Search engine advertising immediately brings more potential customers to your website
  • You pay when you click on your text ads in the search engines
  • You can set a maximum daily budget and the geographic targeting of the ads
  • A precise control of the ad campaigns causes little wastage
  • Ad extensions provide space for additional information
  • Examples of ad extensions: location extensions (showing addresses) or call extensions (showing phone numbers)
  • Quality Score separates relevant ads from less relevant ones
  • The Quality Score ensures that users are shown ads that match the search query
  • We as a SEA agency offer you all search engine advertising services
  • These are: SEA analysis, SEA audit, SEA consulting, campaign management, creation of ad texts