SEA-Strategy: Top 5 Best Practices

Digital Marketing Blog

Search engine advertising (SEA) allows you to place targeted ads and target potential customers while they are actively searching for products or services.

At our online marketing agency, we see every day that it takes more than just placing ads. In this article, we’ll share some best practices in SEA that will help you optimize your campaigns.

1. Keyword research and optimization

Choosing the right keywords is a crucial step for the success of your SEA campaigns. Use tools such as the Google Keyword Planner to identify relevant keywords with an appropriate search volume.

Make sure your ads and landing pages contain these keywords to maximize relevance and increase click-through rates. The focus here should be on transactional keywords such as “buy shoes” rather than informative keywords with a combination such as “definition” or “explanation”.

2. Optimized ad texts

Your ad copy should be concise, engaging and relevant to your target audience’s search queries. Use a clear call-to-action to encourage the desired action from your potential customers.

Test different versions of your ads to find out which perform best. Using {KeyWord:} placeholders, the ads can be dynamically adapted to the search term entered to make the ad even more relevant to the user.

3. Keep calm

Machine learning requires time to efficiently display the ads created. Continuous adjustment of budgets, tCPA and tROAS can affect the learning phase. The Google algorithm must constantly collect new data in order to reach the right users and achieve the set goals.

If you want to achieve conversions with a limited budget, it is helpful to combine several campaigns to optimize the database.

Google needs a certain amount of data to display the ads effectively. By bundling several campaigns, you can improve the data basis.

The use of portfolio bidding strategies makes it possible to combine campaigns with low conversion volumes. In this way, the available budget is automatically distributed across the various campaigns within the portfolio. The campaigns with the highest conversion or click probability receive more budget. This helps to maximize the return on advertising spend (ROAS).

4. Use bidding strategies sensibly

Start with the “Maximize Clicks”, “Maximize Conversions” or “Maximize Conversion Value” setting (depending on your goal) so that Google Ads can collect data on your keywords and target group.

Only after you have reached around 30 conversions should you upgrade to the “Target CPA” or “Target ROAS” settings. It is important to consider what kind of conversions are important to you and what value you want to assign to them.

5. Use of scripts

Continuous monitoring can be carried out directly via Google Ads or with the help of other tools.

Use the free scripts from Google, such as the Link Checker. You can find more information in our blog post about Google Ads scripts.

Conclusion: Success factors in SEA

The SEA strategies listed above make it clear that successful search engine advertising is based on a number of best practices.

Careful keyword research and optimization as well as the creation of appealing ad texts are fundamental steps. A structured account structure, intelligent bidding strategies and the use of scripts significantly improve the efficiency and performance of SEA campaigns. In addition, effective tracking and comprehensive analysis is essential to measure success and identify optimization opportunities.

Another important aspect is the creative design of ads that use appealing images and relevant content to attract the attention of the target group and communicate the message effectively. The successful implementation of these methods enables companies to effectively achieve their marketing goals and strengthen their online presence.

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Written by:


Michaela Melber supports companies of all sizes with a focus on SEA and performance marketing. She is also active in all other online marketing areas such as content marketing and SEO.

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