Search engine advertising (SEA) is one section of search engine marketing (SEM), an internet marketing strategy using search engines as a website promotion tool. SEA involves strategic placement of online advertisements on web pages and the use of keywords.

Paid placement or Pay-Per-Click (PPC) is the most popular advertising model that search engines, advertising networks and websites/bloggers offer to businesses to advertise their products and services. They are called “sponsored ads” and can appear at the top and sides of search engine results or where webmasters/bloggers decide to publish the ads on their site. Advertisers only pay when users click on the ad (which then brings them to the advertisers’ website).

Advertisers guess/research which keywords their target market uses to search for their types of products and services. Keyword prices reflect the level of competition within the market. Keywords are auctioned off and advertisers generally bid on the most popular keywords. These keywords are important as these ads will appear only on websites with corresponding content (so that the ads add value for the user) and whose webmasters/bloggers sign up for advertising sales.

The Apollo Media Twist:

We consider SEA an extension of search engine optimization in that keyword research is as important as it is in organic SEO. While organic SEO builds a strong base to ensure longevity for high rankings, it may take time to reach this level of placement in the search results.

Since SEA is paid for, placement is instantaneous and guaranteed high up on the search engine results pages. In essence, SEA is a legitimate way to drive traffic to a new website, therefore proving authenticity for the website in the eyes of the search engines and positively affecting the website ranking in the organic search results.

This is why Apollo Media web strategists recommend a little SEA in online marketing campaigns. Plus, SEA is an effective means to study the target market through Google Analytics. These statistics measure user behaviour and can be noted often throughout the campaign. This is a unique quality of internet marketing that most advertisers enjoy: adjustments can be made during the campaign and the client is guaranteed their marketing dollars are used wisely.

Contact Apollo Media today and talk to one of our web strategists about how you can implement SEA in your online promotions.