Search Engine Advertising (SEA)

Search Engine Advertising (SEA) bezeichnet Maßnahmen, die dazu dienen, die Sichtbarkeit einer Website und ihrer Inhalte für Benutzer einer Suchmaschine durch die Einblendung von kostenpflichtigen Werbeanzeigen zu erhöhen.

SEA im Überblick

Contribution to Business Goals
Measurable & Trackable
Quick Entry
You’re in Control
Works Well With Other Marketing Channels
Incredible Targeting Options
A Wealth of Marketing Data
Goals and Budget
Competitive Landscape
Keyword Research
Account Structure
Effective Ads
Quality Score

Quality Score is a metric that determines ad relevance. Ad relevance is absolutely essential. The higher the Quality Score is, the lower the CPC will be.

  • Historical click-through rate (CTR)
  • The relevance of the keyword to the ad
  • The relevance of the keyword and ad to the search query
  • Landing page quality
Landing Page
  • Relevance to the user
  • Load quickly
  • Provide an overall smooth user experience
Targeting
  • Device targeting
  • Location targeting
  • Day and time targeting
  • Demographic targeting
Tracking & Conversions

Measure & Report
  • Click-through rate (CTR)
  • Cost per click (CPC)
  • Quality Score
  • Conversion rate
  • Return on ad spend (ROAS)