The increasing digitalization requires new marketing strategies, as marketing is increasingly shifting to the internet. Search engines play a significant role here, as they provide comprehensive opportunities and tools for customer acquisition. Especially small and medium-sized businesses have the chance to explore new avenues. Search engine marketing allows a company to position itself optimally and increase its reach.

The term SEA Marketing stands for "Search Engine AdvertisingSEA, the abbreviation for Search Engine Advertising, refers to paid advertisements in search engines..." and refers to search engine advertising. This encompasses all measures aimed at directing website visitors to one's own site through paid advertisements. Each search engine offers paid advertising slots that can be displayed within the search results context. They are usually placed above the organic results. When you enter a search term, you get two types of search results: the organic search results and paid results, including SEA marketing.

Search engine marketing is closely related to search engine optimization. Both aim to make the website or online shop visible on the web. Search engine optimization is the adjustment of the site to meet the needs of search engines such as Google, Bing, or Yahoo. Here, the homepage must be well-adjusted in terms of design, technology, and content to meet the requirements.

High-quality content ensures that a page is classified as relevant for the search query. This does not happen overnight, but requires a lot of patience and hard work. It can take up to six months for a website to appear in the top positions. If your website is still relatively new, you will have to put in a lot of effort, which will only pay off after a certain amount of time.

A good ranking is not guaranteed, and SEO does not deliver quick results. The time investment is very high and requires extensive knowledge of search engine optimization.

In many cases, a company wants to reach the top spots faster because visibility leads to sales. Especially for product launches, online shops, or newly launched websites, a website should appear immediately in the top positions. This is possible with text ads. Here, you buy a prominent position in the search results for your online shopE-commerce, also known as electronic commerce, refers to the process of buying and selling goods or services online... or homepage. The advantage is that you immediately rank very high, sometimes even at the top of the search results.

However, this paid search result is then marked as an advertisement. This is usually not a problem, as many people tend to overlook the word ad. The interested party is looking for a solution and clicks on the search result. The solution can also appear as an advertisement. These top positions are highly competitive, so the relevance of the websites is crucial.

Whether your ad appears in the top four search results depends on the keywords you use to promote your site. Therefore, you need to figure out what people are searching for. There are various tools and resources available to help you find this out. Your ad should always appear when the user searches for your product. SEA is only suitable for short-term advertising because once the campaign ends, visibility is lost again. However, it is a good approach to quickly make a new website or product known.

The advantages of search engine marketing are

• Precise user targeting
• High online visibility
• Addressing specific target groups
• brand awareness increases
• Fast results with product launch

It is always a good strategy to combine search engine advertising and search engine optimization. This gives you sustainability and long-term visibility.

For your advertising to be successful, you should define exactly who you want to address. Which problems of your target group can you solve? During keyword research, you determine which terms your target group uses to search. Only then can your offer be found by the relevant interested parties.

Search engines use the pay-per-click (PPC) model, which means you only pay when someone clicks on the ad. Each keyword has a click price, for which you place a bid. In the background, an auction takes place, and the highest bidder wins. The higher the bid, the more likely your ad will appear. To avoid exceeding your budget, you can set a maximum limit. Once this is reached, the search engine will no longer display the ad. The most well-known platforms are Google Ads and Bing Ads. In addition, there are other ad networks and opportunities within social media.

In addition to the bid on the keyword, there are other quality factors that need to be taken into account. Paying for the ads alone is not enough to achieve a good ranking in the SEA results. It is also about the quality of the destination where the prospective customer lands. As a rule, this is a clearly designed landing page and the relevance of the keywords. The quality and content of your offer must be convincing.

The following quality factors are important for a good ranking in the search results:

• Excellent quality of the landing page
• Relevance of the text ads to the search queries
• Click rates and dwell time on the target pages

If users leave the website immediately after clicking, the content is not relevant. With the help of keyword tools, you can find out which words the interested parties enter and which questions they ask. The search engines offer ad users the appropriate tools. These include the Google Search Console, Google Keyword Planner and Google Suggest. There are also other tools from third-party providers, which are usually subject to a charge. Tools such as “Ubersuggest” offer various analysis methods to see which keywords your competitors are using. There are also many other tools that you can use to refine your offer. For example, which questions users ask to obtain information. There is a tool called “Answer the Public”. Almost every user question is listed there.

With SEA, you reach many potential customers in your area. Instead of relying on print advertising, your offer appears on customers' mobile devices. The advantage of online marketing lies in the precise measurement of ad performance. You can adjust it at any time, which is not possible with print advertising. This allows targeting to be precisely focused on the target audience and local environment. A company must continuously manage its ads. If ads are suboptimal, it leads to high costs and wastage. This cannot be handled as a side task. Our online marketing specialists in Munich help you optimize your search engine marketing so that you can acquire many new customers.

YouTube is the second-largest search engine in the world and can also be used for marketing. It allows you to target potential customers effectively. It is even possible to display ads and banners before a competitor's videos. If the user is not interested in your video, they can skip it within the first 30 seconds. You won't pay a cent, making your branding free of charge. Videos can be produced cost-effectively and do not even need to be perfect. With video ads and banner ads, you can build a large reach.

The development of search engine marketing continues to advance. It is well known that online shoppers need multiple touches across various online channels before making a purchase. Search engine providers are responding increasingly well to this. In 2021, Google introduced its new format, "Performance Max". With this, you can access the entire ad inventory of the provider with just a single campaign, without much effort.

SEA marketing remains an important online marketing channel to quickly and precisely target new customers.