SEA

Search engine marketing, often abbreviated as SEM (from search engine marketing), is an area of online marketing that aims to increase the visibility of a website in the search engine results pages (SERPs). SEM comprises two areas: search engine optimisation (SEO) and paid search advertising (SEA). Both methods have their advantages. SEA offers quick results and a high level of control over targeting, while SEO offers sustainable and long-term benefits. The aim of search engine marketing is to strengthen brand presence, generate qualified traffic and increase conversions. SEM strategies are data-driven and require continuous analysis and adjustment in order to maximise website performance. It is important that the SEM measures are tailored to the target group and that the content is relevant to the users’ search intentions.

SEA (from Search Engine Advertising) focuses on the placement of paid adverts in search engine results via platforms such as Google Ads or Bing Ads. These adverts appear directly above the organic results and offer you the opportunity to address your target group precisely. SEA offers you the opportunity to achieve immediate results when launching new products, seasonal offers or special promotions. It helps you to address your target groups in a targeted and efficient manner, especially if you need quick results. A successful SEA strategy includes comprehensive keyword research, bidding on relevant search terms, creating appealing ad texts and continuously optimising campaigns. Detailed analysis is also carried out to maximise conversions and increase the return on investment. If you would like to find out more about paid search advertising, you may be interested in our online marketing blog posts Google Ads and Microsoft Advertising – the differences!

• Fast results: SEA delivers instant visibility as your adverts are displayed immediately after the campaign starts.
• Targeted traffic: You reach users who are actively searching for your products or services.
• Cost control: You only pay for actual clicks and can control your budget precisely.
• Measurable results: You get detailed insights into the performance of your campaigns, from clicks to sales data.

P-Max campaigns are a new type of campaign within Google Ads that aim to utilise the full potential of the Google advertising platform. Unlike traditional search ads, which only appear in search results, P-Max campaigns span all available Google channels: Search Network, Display Network, YouTube, Gmail and Google Maps. This ensures that your brand is present where your target group is and that you achieve the best result for your budget through combined, intelligent bidding. No elaborate advertising material is required for the Performance Max campaign. The adverts consist of individual elements (images, text, logo). The technology platform combines these advertising elements differently each time in real time (depending on the device, platform and performance) to achieve the best possible combination for a higher engagement rate. You can find more information in our marketing blog post What are Performance Max campaigns?.

• Maximum reach: With P-Max campaigns, you cover the entire Google world and reach your target group at every stage of the customer journey – whether discovering, researching or completing a purchase.
• Automated optimisation: The campaigns use advanced machine learning technologies to determine the best ad formats and placements in real time, based on the goals you have defined.
• Efficient budget utilisation: Automation intelligently allocates the budget across all channels to achieve the highest possible conversions.
• Data-driven decisions: Detailed reports and analytics allow you to monitor and continuously optimise the performance of your P-Max campaigns.