Search engine advertising (SEA) is thé marketing channel to reach your potential customers. Your search ads appear above or beside the natural search results when your audience searches for your products or services. Search engine advertising is characterised by speed, flexibility, measurability and cost effectiveness.

Why outsourcing to MAXXON online marketing?

We have over 5 years experience in search engine advertising, are always aware of the latest trends and love our profession. We define the goals beforehand together with you. Afterwards we draw up a plan and start the process of building and optimising the campaigns. Maximizing the predefined goals constantly is the leading thread running through our work. Common goals are:

• increasing / multiplying the online purchases at a maximum ROI (Return On Investment)
• increasing in-store visits (physical locations)
• increasing the number of relevant visitors to your website

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Search engine advertising in a nutshell

Your ads appear in the search engine (eg Google, Bing, Yahoo) if the user searches for a keyword that is stated in your search engine advertising campaign. Besides this basic principle there are several other factors affecting the visibility and position of your ads, such as your daily budget, your maximum cost-per-click (the maximum amount you set to pay per click) and – last but not least – the so-called Quality Score. Quality Score is a score indicating the quality of the combination of your keyword, ad text and landing page. This score affects the position of the ad and the price you pay per click. It is possible that advertiser A pays € 0.50 per click for the second position and advertiser B € 0.47 per click for the first position because advertiser B has a higher Quality Score.

Google has various search categories, such as 'The Internet', 'Images', 'Videos', 'Maps' and 'Shopping'. Best known are the text ads within "The Internet" (the Google homepage). But for physical products in particular 'Images' also offers good advertising opportunities. Special ads that combine text and image provide a high conversion. In addition, the integration of 'Maps' and 'Shopping' results into the search results of 'the Internet' (the Google homepage) offers several promising advertising and optimisation opportunities respectively for local businesses and suppliers of physical products.

Besides the search engine itself Google is also characterised by the Display Network. This is a collection of hundreds of thousands of websites that offer space for ads of Google AdWords advertisers (commonly known as Ads by Google). Some ad formats are text, image (banner) and video ads. The approach to advertising within the Display Network is different from advertising in the search engine itself. One of the ways to advertise within the Display Network is contextual targeting. In this approach a group of keywords constitutes a particular subject. Your ads appear when there is a match between this subject and the subject of a web page within the Display Network.

Search engine advertising very quickly provides satisfaction to a good marketeer. Finishing an optimisation in the morning usually shows an improvement of the results in the course of the same day.