Search Engine Advertising, also known as SEA, is placing advertisements on the search results page (SERP) of search engines such as Google, Yahoo and Bing for a fee.

Do you want to quickly create online visibility for your products or services, and make sure that the right people end up on your website? Then it is certainly advisable to use SEA.

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SEA en SEO: the difference

The difference between Search Engine Advertising (SEA) and Search Engine Optimization (SEO) is that with SEA you pay to promote your product or service via an ad (indicated by "Ad" at the top of the search results) on the first pages in a search engine. With SEO, you are going to implement optimizations to your website which will make your website grow organically and achieve a higher ranking. So make sure your SEO is optimized before you start with SEA.

The advantage of SEA

The best way to increase your ranking in Google is, as mentioned before, a combination of SEO and SEA. However, advertising in search engines offers a number of specific advantages:

  • Quickly increase your online visibility
  • You can reach potential customers while they are searching in a targeted manner
  • Easy to segment based on location and age of your target group
  • You can optimize campaigns in between
  • You only pay when people click on your ad
  • Conversions, such as purchases, may follow from it

Google Adwords

You can advertise in different types of search engines, the best known search engine however is Google. At the end of 2017, Google covered a market share of 90% and for search engines on smartphones no less than 98.78% (source). Google AdWords offers different types of advertisements. We'll explain them for you:

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Google Search campaigns: In the search network you reach people who are actively looking for certain products or services in Google. Based on your chosen keywords, your ad will appear on the search results page (SERP) when a related keyword is entered. For this it is important to first perform a keywords analysis in order to get a clear picture of the relevant keywords for your company and how you want your ads to appear in Google search results.

Online ads

Google Display campaigns: Display campaigns are more about drawing the attention of potential customers with attractive banners. Based on specific actions targeted at your target group, Google will place your banner on the display network. With a clear call-to-action (CTA) on your banner, you encourage your target group to click through to your landing page.

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Google Shopping campaigns: If you have an online shop, you can promote your products through Shopping ads. Shopping ads use your current Merchant Center product data, not your keywords, to determine how and where your ads are displayed. Your products will appear in a separate section at the top or next to the search results.

Youtube ad

Google AdWords Videocampaigns: With video campaigns you can display video ads on YouTube and in the Google Display Network. There are 4 types of video ads:

  1. TrueView InStream ads: these videos are shown before, during or after other videos. They are shown on YouTube, embedded in YouTube videos on other websites, or in games and apps on the Display Network. The viewer has a chance to skip the ad after 5 seconds.
  2. TrueView ads with video discovery: these ads are shown between searches in YouTube. So they are keyword related.

3. Bumper ads are video ads of only 6 seconds or less. The viewer cannot skip the ad. These are ideal ads to spread short and easy to remember messages.

4. Outstream ads: video ads that are only shown on mobile devices and tablets and only on partner websites of the Display Network.

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Universal app-campaigns: As an application owner you can increase the number of (paying) app users by promoting your app in Google. For this you can use the app ads.

Having an SEA campaign set up

As a web agency we know better than anyone the importance of your online visibility. Our certified SEA experts ensure that this objective is always achieved.

How Calibrate works:

  • We always start with a thorough keyword analysis. We determine which words are needed to increase online visibility.
  • If necessary, we provide new landing pages. It is very important that the landing pages are conversion oriented and provided with the right information and call-to-actions.
  • In consultation with the customer, we determine what the objectives are: newsletter subscription, purchase, contact... Based on this we will, with the help of Google Analytics and Google Tag Manager, set up the conversion tracking, so that we can perfectly analyze the return on investment (ROI).
  • Next, we will create the campaigns in Google AdWords based on the chosen keywords and landing pages. We always create different ads and campaigns to test different call-to-actions and landing pages.
  • If applicable, we will create remarketing campaigns. For example, we may create a remarketing ad for those who, after clicking on one of your previous ads, stayed on your website for 5 minutes but did not make a purchase. Based on a remarketing campaign you can still try to convince these people to convert.
  • As soon as the campaigns have started, we ensure strict and continuous follow-up.
  • We analyse the results and optimize where necessary.
  • For a customer, the results can be more easily interpreted through visualization. We set up Google Data Studio Dashboards and provide monthly feedback with recommendations to optimize your online visibility.