Goals in Search Engine Advertising

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Two goals that can be easily achieved with SEA are increasing click rates and better lead generation.

Increased click-through rates naturally also increase traffic, which boosts brand awareness. Depending on how heavily you use advertising, you can increase the number of clicks to a website relatively quickly. However, more traffic doesn't necessarily mean more success. Of course, who visits the website is important. Traffic is only good if the users match the buyer persona and belong to the target audience.

The use of SEA also strengthens search engine optimization, as organic traffic and thus visibility can also increase as a result of higher brand awareness.

With lead generation measures such as newsletter subscriptions or downloads using ads, you can achieve good conversion rates and thus generate more leads. Therefore, you should always keep the conversion rate in mind when evaluating your goals. In general, inbound marketing measures, along with SEA, are well-suited for lead generation.



SEA only with strategy


However, goals can only be achieved with a good SEM strategy. Individual goals must be switzerland phone number data defined for each individual campaign.





Process of an SEA campaign
When planning an SEA campaign, you should roughly consider the following steps:

First, you create a keyword plan for the website you're promoting. What does the buyer persona research? What does the buyer persona ask for? This will then lead to topics and keywords. Define a complete keyword set for your campaign and include long-tail keywords. Long-tail keywords often have less competition, and thus, you have a better chance of achieving a good ranking.
The keywords are divided into thematic groups, which result in the ad groups in GoogleAds.
Once you have defined the keywords, you need to write a text for the ad.
Now decide on a pricing model and the budget you're willing to spend per click. If your bid beats your competitors' bids, your ad will be displayed.
Determine the time and region limits for your ad. You can set a time frame for the ad to appear. You can also limit the display geographically.