Things to know about search engine advertising

Search engine advertising attracts many new visitors to your website. However, not every new visitor becomes a customer. So, before you put a large sum of money into search engine advertising like GoogleAds, you should know how search engine advertising works.

How does search engine advertising work?

Search engine advertising or search engine advertising (SEA) can only be remotely compared to classic advertising. With every search query made on Google, the user is shown advertisements that match the search terms. So if the user is looking for a specific plant, the advertisement for the nearby flower shop will be displayed. The painter’s advertisement, however, is not displayed with this search query.

It should be noted that each click on an ad costs between €0.40 and €2. You must bear the costs and not the user who clicks on the ad. This process is also called Cost-Per-Click (CPC) and depends on the respective search term.

conversion

The most important thing for successful search engine advertising is conversion. A conversion is any action relevant to the purchase that the user takes on the website to contact you.

In this way, users can be directed to the website by Google Ads. However, it is crucial that the website visitors also become customers. With the conversion rate, you can determine exactly the number of users who reach your website through an ad on Google and carry out an action that you have defined.

The number of clicks alone does not decide whether a campaign is successful or not. Because the higher the conversion rate, the more successful the campaign.

Reasons for a low conversion rate

Your ad gets a lot of clicks, but a purchase or inquiry is rarely made. The reasons for a bad conversion rate can be different. To improve this, there are two possible approaches. On the one hand you should optimize the display and on the other hand you should optimize your own website.

If the conversion rate deteriorates from one month to the next, changes in the content and design of the landing page or keywords can be the cause. Above all, researching the keywords is essential for a successful campaign

e crucial. Use the Google Keyword Planner to get information about search volume, competition and approximate prices.