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SEA stands for Search Engine Advertising, another sub-discipline of SEM (Search Engine Marketing). It refers to the placement of paid text ads in search engines (Google, Bing, Baidu, etc.). Essentially, it is about defining certain keywords. As soon as these are called up on the internet, a text ad appears in the search results, Google willing and budget permitting.
In reality, however, the matter is a little more complicated. Inclusion criteria, exclusion criteria, extensions, target groups, bids, data management, etc. make search engine advertising an incredibly challenging area of digital b2b marketing.
As always in b2b marketing, the first thing is common sense: what do you have to offer and who does it appeal to? What is the competition doing? The analysis of your product, its environment and the competition provides information about the semantic field within which the search queries take place. Based on this, we define the positive keywords. Negative keywords (i.e. exclusion criteria) serve to hide non-specific queries.
Based on your value proposition, we develop different text ads, which we place in parallel and optimise continuously. We build the target page according to the value proposition and the objective. Trackers inform us (and you) about the activity of the target group on the target page. When everything is ready, we start the campaign and then optimise it on a weekly basis for the best possible results.