While SEO, through a set of techniques, optimizes organically, SEA involves the development of paid campaigns on search engines, such as Google and its network of partners. Both are based on the choice of the most relevant keywords, however, SEA, because it is paid, helps to position certain content more quickly and, therefore, influences the acceleration of your company's positioning and authority in search engines.
Although easily confused, SEO and SEA techniques are quite distinct, as they have specific criteria and techniques. In this blog post, we will talk a little about SEA and how to use it in your Inbound Marketing strategies .
Where can I develop a SEA strategy?
In addition to Google , all search engines have their own paid advertising. With the pay-per-click or PPC model, similar to the dynamics of an auction, all available keywords for ads thailand telegram viral receive bids. In this case, the more you are willing to pay per click, the greater the chance that your IT company's ad will appear in the top positions and above the organic search results of Google, Bing and Yahoo and, consequently, attract users interested in your business.
In addition to search engines, it is possible to develop SEA strategies on social media platforms, such as Facebook Ads and Linkedin Ads. In these cases, the platforms offer the option of sponsoring posts, placing them in users' feeds and encouraging them to click and visit your website. One of the advantages of SEA on social media is that this format has increasingly been prioritized over organic content and, therefore, generates more revenue for your business.
Tips for choosing keywords
Single words vs. phrases: When choosing a keyword, choose phrases over single words. This is suggested for two reasons: 1) most users use phrases in their searches and 2) high competition. Single words are less effective because they compete with a large number of websites in search engines.
Google Ads: In addition to a search terms report, Google Ads displays all the keywords for which your ad was displayed. In other words, if the content optimized through SEA is linked to the words “IT company”, Google may also display it to those who search for “IT services”. This result is due to the word “services” being linked in the report and also because the user searched for this word.
Another advantage of the report is that it presents performance information for each keyword, which is an important metric for influencing the investment in each word, linked to the campaigns.
Google Keyword Planner: In addition to using the information contained in Google Ads reports, Google has a keyword planner that helps you discover new words. Google Keyword Planner is free and shows you a set of words with their average monthly searches and suggested bid.
After choosing your keyword… do A/B testing!
When creating an SEA campaign, remember to use one keyword for two different landing pages. For example, if you want to capture leads through a form, you could have two versions of the same landing page, each with a different form layout, and target your ad to each of them. Monitor the performance of both pages on a daily and minute-by-minute basis to optimize the one that brings you the most results.
SEA: advantages vs. disadvantages
All Inbound Marketing strategies must be carefully considered and analyzed. Therefore, before investing in an SEA strategy, we recommend that you consider all the advantages and disadvantages.
Advantages
PPC model, that is, the amount paid is based on the ad actually clicked;
The return can be immediate, which makes investing in SEA an excellent strategy for short-term advertising, such as promotions or product launches;
Possibility of segmentation, that is, the content reaches a much more qualified audience that is interested in what the website or blog offers;
A more informed user is aware that, through sponsored content, they will be able to find exactly what they are looking for;
Total control over what appears in the ad;
Possibility of changing the content at any time, depending on performance.
Disadvantages
It involves a monthly investment;
SEA should be used to complement other Marketing strategies and, therefore, ends up requiring not only more investment, but more time;
You run the risk of not attracting the attention of users who are adverse to sponsored content;
High competition in keywords that, as a rule, require a higher investment to improve the position of the content that is being promoted through SEA.
How to start a SEA strategy for your IT company?
Being present in search results is completely different from being among the first results. This is the main objective! To have every chance of being well positioned and, preferably, ahead of the competition, the use of SEA campaigns becomes necessary.
However, it is important to emphasize that an SEA campaign needs to be used to complement other Inbound Marketing strategies. Therefore, count on a professional specialized in SEA or a Marketing agency with experience in the IT market.
Does your company already invest in SEA? If so, share your experiences. But if your answer is no, know that OUTMarketing can help you with the implementation and development of SEA strategies targeted at your IT company.