When using SEA (Search Engine Advertising) you will end up in a search engine like Google on the top or on the side of the result page in blue letters, underneath the heading of ‘Sponsored links’. That means that a company pays for the keywords linked to the ad so that when one searches for that certain keyword immediately make these ads appear. Though the company only pays a certain amount of money to Google Adwords when there’s been clicked on the ad, and not when it’s been only appeared. Google has an automatic system to find the best match of ad for what the searcher is looking for, based on the keywords the company uses and the campaign (descriptive) text and the words that the person behind the computer types in the search engine.
FIRST, LET’S TALK ABOUT THE MONEY
As just mentioned quickly above in SEA the costs are per click, this is called Cost-Per-Click (CPC) advertising or Price-Per-Click (PPC) advertising. It’s common for a company to reserve a certain amount of money for SEA after which there will be determined which keywords will be used, depending on the estimated price of the certain keyword and estimated amount of traffic that Adwords will show you in a table. The result is that you only pay when you actually gain something at that moment, traffic to your website.
QUALITY OF KEYWORDS
Google Adwords works quite simple, the higher the quality of your advertising, the higher your position on the search page and even how lower the costs. With quality is meant that people actually end up with the result/information that they are looking for. If you are selling vinyl music records, you shouldn’t want to pop up when someone is searching for vinyl floors. That means your keywords should be picked very carefully and why could better use a few very specific, relevant keywords then a bunch of random words that are related to many different things.
Besides choosing the right keywords, the ad text is also very important. The headline and descriptive text should be clear, straightforward and relevant and last and very important it should fit in the maximum amount of characters. For the headline the maximum amount of characters is 25 and for the description that is 35 characters. You want to stay in this range, because if you have more than that amount of characters, the once that are out of the range get altered into dots and if that happens your advertisement gets downgraded immediately and it is very unattractive. That counts the same as for the organic search results.
MORE THAN ONE
When doing SEA, most companies don’t entre the field with only one advert, but with a few different ones and that is very advisable. That way a company can target specific on different target groups with different interests and needs, and therefore different ways of searching. Another reason why companies do SEA while creating more advertisements than just one, is because they can see which advertisement works best for them. This way there is eventually better knowledge of what keywords work best for them or which text is more attractive to the searcher.
It’s clear that SEA can get your company a lot of traffic to the website and although it seems easy there are some skills to learn to become that successful. The benefits on a row:
- The costs are per click so you will not just invest a lot of money, while not knowing the result when it comes to the traffic gain.
- With the right keywords you can target your customers very specific, you will get traffic that is relevant.
- The fact of not having a minimum budget requirement makes Google Adwords approachable and not a too high of a risk.
- SEA is able to target the right audience because the advert is exposed to those that are interested in your product or services. Compared to traditional advertising like TV and newspaper, SEA has a much more pinpoint audience.
- Adwords is easy in its use, after experimenting a bit you will get it quite easily of how it works. Strategy is still needed, but a special grade in this definitely not.
But although there’s no reason not to use this amazing Google Adwords, the fact that a certain amount of traffic is been reached by Adwords will never be a guarantee for the purchase growth.