Search Engine Advertising (SEA)

"Behind search advertising´s great success is self-targeting users revealing their interests by the keywords they enter. As with search, self-targeting rather than media manipulation is the key to engagement marketing or behavioral advertising." (David Hallerman, e-marketer)
  • Do you want your website to appear on the first page of the most important search engines, like Google, bing, Yahoo!, etc.? Are the results of your organic listings insufficient?
  • Would you like to generate leads, sell goods or services?
  • Do you prefer spending advertising budgets on performance only, whether clicks, leads, orders or revenue?

Then,
Search Engine Advertising (SEA) could be a promising opportunity! Whether your company is B2B or B2C, search marketing work out for almost every company or organization.

STOEHR INTERACTIVE is a
Certified Partner for Google AdWords Search Engine Advertising campaigns. We also work with other well known international search engines, like bing, Yahoo!, Baidu in China, and Yandex in Russia. We apply a three staged approach to this important online marketing channel.

Search Engine Advertising Goals and Strategy

  • Define the goals of the SEA campaign in terms of reach (branding), growth or efficiency.
  • Decide initial allocation of media spend according to search engines (Google, bing, Yahoo! or some local search engines like Yandex in Russia, Baidu in China) and countries.
  • Define the target audience and develop the campaign structure in terms of ad groups, search terms and matchtypes.
  • Work out the SEA business case and define the campaign objectives in terms of cost per lead (CPL), cost per order (CPO), or return on advertising spend (RoAS).

Run Search Engine Advertising Campaign

  • Create search terms (keywords and phrases) which are related to the business, product or service offerings.
  • Write persuasive adcopies for defined ad groups.
  • Optimize the conversion path by segmenting search terms according to user intent and by providing users exactly with the right landing pages.
  • Set and manage bids depending on available media budgets and costs per click (CPC).

Optimize the Search Engine Advertising Campaign

  • Monitor the SEA campaign with regard to Key Performance Indicators, thereby differentiating between demand, effectiveness and efficiency indicators.
  • Analyze the traffic and results of the SEA campaign by ad group and keyword, applying best practice software tools such as Web Analytics Software, Search Engine Intelligence Tools, and SEA Campaign Management Tools.
  • Optimize bids and positions per keyword on a regular basis taking demand, competition and marketing strategy into account.
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"Paid Listings", as Search Engine Advertising (SEA) is often called, accounted in 2010 for 46 percent of the global online advertising market. "Paid Search" is a high traffic channel at relatively low cost, geared toward marketing and sales. The power of SEA is attributed to six characteristics:
  • Website Traffic: Despite the strong growth of social media, people still use search engines in order to look for information, research products or to buy online. Search engines are the main traffic source for websites.
  • Directing demand: By investing in top positions on search engines (paid listings), the relevant needs of the user can be addressed immediately.
  • User involvement: SEA is a pull marketing channel, i. e. due to the user´s search for a specific brand, product, service, or information, he demonstrates interest and involvement.
  • Cost Transparency: Media costs only occur when a user actually clicks on the advertisement. This advantage - of course - is common to all online advertising channels when compared to traditional media.
  • Controlling costs: Revenues, Orders, and Leads can be generated at a relatively low price. Moreover, based on the business case, costs per click can be tightly controlled.
  • Powerful Branding: Due to the vast display network of some search engines, it is possible to achieve very high reach (impressions) at costs much lower than in traditional media.

Because of its impressive advantages, almost every company, organization, or brand, which is engaged in eBusiness is flirting with SEA - at least at a minimal level. One would suppose that this increasing demand leads to price increases in a business model based on auctioning positions. However, as the currency in search engines is "relevance", everything which serves the user is rewarded and results in costs per click remaining stable.