Search engine advertising

Search engine advertising / SEA

Search engine advertising (SEA) is a form of online marketing in which advertisers place adverts that appear on the search engine results pages (SERPs). These adverts are usually displayed above or below the organic search results and are labelled "Ad".

Search engine advertising is placed via advertising platforms such as Google Ads (formerly Google AdWords) or Microsoft Advertising (formerly Bing Ads). Advertisers bid on specific keywords in order to deliver their adverts to the relevant search queries. The cost per click (CPC) depends on the competition of the keywords and is payable each time the user clicks on the advert.

Search engine advertising offers companies the opportunity to increase their visibility on the SERPs quickly and in a targeted manner. By choosing the right keywords and creating relevant adverts, companies can target users who are searching for specific products or services. With an effective SEA strategy, companies can increase their reach and improve the conversion rates of their website.

One of the advantages of search engine advertising is that it is measurable. Companies can accurately track and analyse the results of their campaigns to optimise their strategies and spend. By using analytics and tools, advertisers can track and optimise the performance of their ads and campaigns in detail.

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