SEA (e.g. Google Adwords), also known as PPC (Pay-Per-Click), belongs to the online marketing areas of Search Engine Marketing (SEM). SEA allows you to directly display paid ads in the search results on search engines like Google, Bing and Yahoo.
Advertisers using SEA will have their ads shown to users who actively search for certain keywords. In return, advertisers pay a fee every time someone clicks on the ad. This type of PPC advertising is particularly effective, as people who perform searches often reveal a lot about their intentions in their search behaviour.
SEA ads always appear above SEO ads in search rankings. This is important to understand because in most cases, users tend to click on ads that rank highly. One of the advantages of PPC is that it can deliver near-instant results with a quick return on investment (ROI) for businesses looking to grow their traffic in a short amount of time.
In addition to improved visibility, PPC ads also allow more control over marketing messages and how your company’s products are presented. While search engines often decide how organic search results are displayed, you can have a direct impact on calls to action, prices, and other aspects of your PPC ads.
One of the main benefits of search engine marketing for businesses, is that paid ads offer better click rates and higher conversions than more passive forms of marketing.
That said, in the best case scenario a company should always use SEO and PPC simluteaneously. By doing this, you increase your click rate as you address more keywords and reach a larger target group. High-priced, high-volume keywords can be moved from PPC to organic search.
The world of search engine advertising is a constantly changing and evolving at a high speed. Our team of digital marketing experts are here to guide your team through this territory of online marketing to help improve your online presence.
We will take your marketing performance to the next level – together.