SEA (Search Engine Advertising) is often used as a synonym for Google Ads (which was called “Google AdWords” until mid-2018). In countries where Google does not have more than 90% market share, other PPC (Pay per Click) providers, such as Bing Ads, also play an important role.
Ads in the search results, in the Display Network & elsewhere
Using the Search Network, your ads are directly delivered to the search results pages of Google and partner search engines. When and where your ads are shown is determined by keywords: When a potential customer enters a relevant search phrase on Google, you can present your ad to him or her there.
With a good keyword strategy and optimally structured campaigns, this advertising option is one of the best available to us today.
The user doesn’t have to endure unwanted advertising. He actively expresses a wish – and you fulfill this wish. Your ad helps the user reach his destination. The conversion rate, or completion rate, that can be achieved with targeted Google Ads is therefore extremely high.
With Google Ads you cannot only display ads in the search results, but also on other websites, blogs & apps. Google delivers image, video and text ads to over 2 million websites and more than 650,000 apps.
With banner advertising you can reach people who are not actively looking for you, or do not even know that your product or service exists. This channel is particularly well suited to achieve a strong branding effect.
Google Ads can be used profitably in many areas. Via search ads, banner ads or shopping ads you can quickly and effectively bring your offer directly in front of your potential customers. You have full control over who sees your ads, and when and where they see them. For more qualified leads, i.e. for people who are at the end of the decision-making process, you can increase your bids and thus achieve better placements and frequency. For informational searches, which take place earlier in the decision-making process, you can save budget with lower bids and still achieve sufficient reach.