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.


Benefits

  • 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

Overview

Goals and Budget
Competitive Landscape
Keyword Research

Account Structure

Organizing your account allows you to better serve the right ads to the right customers, and it allows you to better track the effectiveness of your advertising efforts.When people are searching online and they type a word or phrase, they’re looking for information that’s closely tied to those words.

https://support.google.com/google-ads/answer/6372655

Accounts is associated with a unique email address, password, and billing information.

  • Billing

Campaigns have their own budget and settings that determine where your ads appear.

  • Budget
  • Settings
  • Locations

Ad groups contain a set of similar ads an keywords

  • Ads
  • Keywords

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)

Articles