What are the benefits of Search Engine Advertising?

Acquiring a desirable ranking in the organic results of a Search Engine results page can be difficult. It requires you to optimize your website so that it can be detected by the Search Engine spiders and filtered as a relevant result for the Internet user. This is called Search Engine Optimization (SEO) and can consist of optimizing your website's content and technical set up, linkbuilding and other elements that may show that your website is relevant in relation to a particular Search Queries.

Search Engine Advertising (SEA) can be a great alternative, especially if you need results fast. It allows you to be visible on the Search Engine results page without the lengthy process of Search Engine Optimization (SEO). Some of the benefits:

Targeting

Because SEA is based on search queries by keywords, it can offer highly targeted advertisements. The advertisers bid on specific keywords and based on a number of factors their ad will appear for that specific keyword. Because the search query is based on the consumer's own needs, Search Engine Advertisements are considered far less intrusive than pop-up advertising or banner advertisements and can be tailored to the specific needs of the consumer based on his search query, current location, time of day and even device. For instance, a consumer looking for a beautysalon on her mobile phone in her hometown on a Saturday morning can be targeted with an advertisement by a beautysalon in her vicinity, specifically offering her a discount for a treatment that same day. The ability to match the advertisement exactly to the consumer's query can increase conversion rates and consequently the ROI.

Faster results in comparison with SEO

SEA provides the possibility to make information accessible to the consumer within a limited time frame which otherwise would not as easily be accessible to the user without extensive SEO efforts or other marketing activities such as TV commercials, newspaper ads, etc.

Cost Control

SEA is in most cases based on a Cost-Per-Click model. This means that the advertiser only pays if a user clicks on the advertisement. Cost-Per-Clicks (CPC) can get as low as 1 cent per click. Most SEA platforms offer the possibility of setting daily budgets in order for the advertiser to effectively control his costs. Advertisement campaigns can be switched on and off with one click, giving the advertiser all the flexibility which traditional media lacks.

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