Search Engine Advertising (SEA) is a form of digital marketing or online marketing that focuses on using paid-for adverts that are displayed on the search engine results pages. This form of advertising is also referred to as Google advertising or pay per click advertising. Search Engine Advertising works in a way that every time a user clicks on the ad placed on the search engine, the business or individual that placed the advert pays a small amount of money.
This type of advert leverages on the power and indispensability of the search engine. Millions of searches take place every minute and having an advert displayed to relevant people who are interested in the product or service displayed increases the chances of sales of the item showed.
Search engine advertising is compelling because it aims at the targeted audience. The advert is displayed to users who search the internet using the keywords or search phrase that the advertiser bided for. Research has shown that people who use search engines to buy stuff disclose their intention by indicating what they want to buy and when. Hence, online advertisers bid on keywords to enable the display of their ads when people search for the exact keywords for the product or service they sell.
One of the reasons why Search Engine Advertising is powerful is that the advert is displayed only to the persons who are likely to buy. Thus, it is targeted.
How Search Engine Advertising Works
Whenever a user types a word into the search bar of a search engine like Google, the search engine brings up several links to websites considered to be relevant to the search query, and this is referred to as the search engine results page (SERP). It should be noted that the websites returned in the search results are organic results (the website pages considered to be best matches for the search term as they were indexed by the search engine algorithm).
So, the search engine advertising or paid advertising shows the web page of the advertiser at the top or bottom of the search engine results pages. One of the best things about Search Engine Advertising is that your business does not have to be big before you can use this form of marketing. Whether your clients are among the highest strata of the society or not, you can cash in on the power of the search engine. You don’t have to be big to use it.
If you have embarked on website optimization of your site and you do not see results as expected, you can take advantage of Search Engine Advertising to reach out to potential clients. SEO is a long-term procedure for a website, but search engine advertising offers one of the fastest means of increasing or directing massive traffic to your website page or offer.
The possibilities of targeting and retargeting the market are endless, and search engine advertising can be used as a temporary marketing strategy to try out a marketing strategy. It can be used to increase traffic or promote a brand. It can also be implemented as a strategy to drive traffic to a new website page, offer, product or service.