SEA (Search Engine Advertising) is synonymous with Google Ads in the English-speaking world. In other countries where Google doesn’t claim up to 95% market share, there are also other PPC providers.
If SEO is strong but sluggish, like Andre the Giant, SEA is like Bruce Lee: agile, quick and very effective.
Google Ads is very effective when used in the right way. Its strength lies in it’s flexibility. The targeting can be changed immediately, bids can be adjusted without delay and ad copy can be replaced within minutes.
With Google Ads, precise definition of the target audience and the keywords is even more important than with SEO. You pay for every single click, so you want every click to count. Nobody likes to pay for something that doesn’t bring results.
We plan and structure Google Ads campaigns so that they are designed for maximum ROI (return on investment).
The logical campaign structure resulting from a keyword strategy enables us to control costs precisely, orient the campaign in a targeted way and deliver the most relevant ad copy.
There are synergies between SEO and SEA, but they can also cannibalize each other.
Is it worth having Google Ads campaigns for search terms, for example the brand, for which you already have a number 1 ranking? Or do you use these two channels to address different target audiences?
We test strategies and resolve these questions using numbers and facts. Google Ads is not about being right. It’s about achieving the best result.
On the Search Network, you deliver your ad directly to the search results pages of Google and its partners. You can control this through keywords. If a potential customer enters a relevant search term into Google, you can show him or her your ad.
With a good keyword strategy and optimally structured campaigns, this form of advertising is one of the best available to us today. The user isn’t bombarded and doesn’t see ads they’re not interested in – they have already expressed a particular intention.
She wants to buy a used car for less than 8000 euros.
He wants to buy life insurance.
She’s looking for a jacket by her favourite brand.
The user actively expresses a desire. You fulfill this desire. Your ad isn’t an annoying commercial – instead, it helps the user to attain their goal. Your ad is wanted.
Because of this, the conversion rates you can achieve with targeted Google Ads campaigns are incredibly high.
A well-structured account is the basis for success. This structure is a result of the keyword strategy.
There are three levels:
The true potential is in the ad groups. The more detailed the work, the more relevant the ads. That’s how you can show the user exactly the product they’ve been searching for. You have the best answer for the question that Google has been asked.
We optimize all factors available, such as bid strategies, schedules, geographical focus, focus on mobile or desktop, positions, orientation based on external factors (weather), and much more.
We pay particular attention to the Quality Score, because this decides how much you have to pay per click for a particular position.
Our goal is to bring you the most relevant leads.
A good ad doesn’t just follow the most important best practices: keywords in the ad text, clear phrasing, avoiding clichés, authority due to size (ad extensions), calls to action, optimized display URLs, etc – it also has two important factors:
Different from the rest:
A good ad stands out from the others.
It catches your attention.
It is a click magnet.
The ad is a filter:
A good ad attracts the right clicks. It is a filter. Its task is to attract only relevant users and forgo others. And if that means only addressing 1% of everyone searching for a particular keyword, even at the cost of bad clickthrough rates and lower Quality Score, then so be it.
You pay for every click. We phrase your ad so that it’s only clicked on by those who are actually interested in your product.
On the Display Network, you deliver your ads to websites that “sell” advertising space to Google. As a general rule, this has a very large reach, but doesn’t achieve the same level of relevance as the Search Network.
Users don’t express any direct intention, instead consuming content on websites, blogs, news, etc. The ads can therefore be seen as undesired advertising.
And that’s exactly what you want to avoid. We also bring a target-oriented strategy to this advertising channel. We know your target audience, we know how old they are, what interests they have and which websites they visit. And it’s exactly there that we address them.
We put your ad in the right place at the right time!
The placing of ads on the Display Network can be managed using keywords, placements, themes or target audiences. Often, a combination of these control methods is advised. If you offer racecar-driving experiences, you can, for example, aim the ads only at men between 25 and 30 who are interested in sports and are viewing a page about go-karting.
With the help of remarketing, you can directly address people who have already been on your website and viewed a particular product or exited at some point in the check-out process. These people, who already know you and your product, are a very interesting target audience that you can pick up using the Display Network.
You have the choice between text ads, image ads (static or animated), video ads and ads for mobile devices. There are several possible formats available for image ads, from small squares to skyscrapers.
Even if strict requirements have to be fulfilled, the Display Network offers a very comprehensive range of possibilities to place creative and expressive ads.
Depending on whether your goal is to increase awareness, increase revenue or revive customer interest, we construct creative concepts for your ads and implement them perfectly with our designers.
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