Search Engine Advertising (SEA) –
why Search engine advertising makes sense

Search engine advertising with all its facets is one of the most important sub-areas of online marketing. But what is search engine advertising, what advantages does it offer, and how does it work? Search engine advertising, or SEA, refers to the placement of paid text ads in various search engines, such as Google. The most important SEA aspects are keywords, cost-per-click bid (CPC), the ad relevance, the expected click-through-rate (CTR), the user experience with your landing page and the quality factor of their placed ads.

As an online marketing agency, IT-WINGS helps you achieving your business goals and grow beyond them. We create sustainable concepts to qualitatively improve your reach and thus offer you and your (new) customers added value. Whether you want to rely on search engine advertising (SEA) or search engine optimisation (SEO) – we are at your side!

SEA - our approach

First, we analyze the status quo of your current situation. We look at what measures we can take based on relevant data to achieve your SEA goals. After we have informed you about the current status, we will coordinate the budget, advertising formats and all other relevant information regarding your search engine advertising account with you in joint workshops. We will then create a concept of a new account, campaign and ad group structure for you. In doing so, we refer to the keywords in question and filter them according to the average monthly search volume and the competition in your field. Once the new account and campaign structure is in place, we create ad copy ad extensions for you and analyse a complete keyword set. After the ads are created, they are continuously optimised and analysed according to criteria we consider important. We also create reports for you with relevant data so that you can track how your ads are performing.

Below you will find more information about search engine advertising (SEA) and a comparison to search engine optimisation (SEO).

What is SEA?

SEA stands for Search Engine Advertising and is a part of search engine marketing. It refers to the placement of paid text ads on search engines. The ads are displayed in response to defined search queries, so-called keywords. When a user searches for a specific term, suitable ads are displayed by various providers. The cost of an ad is the cost per click. The ads appear above the organic search results and are marked as paid ads. Due to their high positioning, they attract a lot of attention and are frequently clicked on by users.

SEA vs. SEO

Search engine advertising and search engine optimisation both belong to search engine marketing. They both have the goal of improving your online marketing efforts, yet there are differences between them. The most basic differences between SEA and SEO are the following:


Search engine advertising (SEA)	Search engine optimisation (SEO)
Paid positions	Organic positions
Fast results	Sustainable results
Has to be configured just once	Ongoing optimisation
Direct traffic	Long-term visitor traffic
Placement can, to a certain extent, be influenced	Search engine algorithm defines ranking
Sales increase	Visibility increase

Why does SEA make sense?

The number one place to find products and services is the Internet. That’s why it’s important to advertise here.

Search engine advertising offers advertisers many opportunities to display their ads to potential customers when they are specifically looking for products or information. SEA responds to users’ search queries instead of displaying unsolicited ads. There is no need to create a need first, as it already exists. Search engine advertising is less likely to be accepted as annoying the better the ad text and landing page are aligned with the user’s search query.

SEA - goals and important KPIs

SEA is an effective part of line marketing. It helps you to reach the following goals:


Traffic increase	Visitors shall get redirected to your website
Increase branding efforts	Visibility in a certain competitive environment can be increased
Generate conversions	Get potential clients or increase sales of products and services

Key performance indicators (KPIs) are key figures that reflect the company’s performance and serve as targets. With the help of KPIs, successes and failures are mapped. The most important KPIs in search engine advertising are:


Reach	Visibility	Profitability
Impressions	Impressions high position	Organic positioning
Clicks - clicks per ad	Impression upper positions	Cost per Action (CPA) - describes the relation between the costs of conversions and the number of conversions
Click Trough Rate (CTR) - describes the relation between clicks on an ad in relations to number of ad impressions	Share of possible impressions	Conversion Rate (CR) - describes the percentage of possible buyers that convert to clients when visiting the website
-	-	CRR - Cost-Revenue-Relation
-	-	ROAS – Return on Advertising spend

IT-WINGS – Your SEA-Partner

IT-WINGS supports you as a Google certified digital marketing ads agency with your SEA activities. We are also happy to help you with search engine advertising for Yandex and Bing. We create an optimal campaign structure, the appropriate keyword set and important extensions. Together with you and your online marketing department, we exceed your strategic and operational goals.