Search engine advertising (SEA)

More than 30 million Google searches are performed in Finland every day. This means a huge demand for a variety of products and services. With search engine marketing, you can reach potential customers cost-effectively and at just the right time.

By far the most used search engine in Finland is Google, which accounts for more than 95% of all searches. When people search on Google, advertisement can be shown to them based on the keyword they used at search.

So the advertiser defines the keywords they want their ads to appear on. The accuracy of search engine advertising is excellent because the person expresses their interest. In addition, targeting can be refined based on, for example, location, gender, age, day of the week, and time of day.

Google does not bill for showing the keyword-targeted ads, but only for actual clicks on the ads. In this way, every euro spent on search engine marketing directs users to the advertiser’s online service. Indeed, search engine advertising is typically the most cost-effective marketing communications tool.

Planning and implementation of search engine advertising

The work of planning and implementing search engine advertising can be roughly divided into two stages, each of which involves several different tasks.

1. Account set up and launching a search engine advertising campaign

Search engine advertising is launched by implementing the necessary tools for building and measuring advertising and setting up campaigns. At the same time, ad texts are created and the target groups, keywords used, budgets, bidding strategies, and goals are defined.

  • Taking over or setting up accounts
  • Implementation of analytics
  • Conversion Tracking Installation
  • Keyword mapping
  • Planning of advertising
  • Budget planning
  • Creating campaigns
  • Creating Ad Groups
  • Choice of pricing strategies
  • Inputting keywords
  • Design of advertising texts
  • Planning ad extensions
  • Launching the advertising
  • Making a report
  • Meeting with the customer

2. Maintenance

Once search engine advertising has been launched, the activities move into ongoing maintenance and tracking. This is where advertising is monitored, developed, and reported to the customer.

  • Development of search engine advertising
  • Execution of potential new ad groups and ads
  • Ad optimisation
  • Conversion rate optimisation
  • Working meetings
  • Reporting

How is the cost per click determined?

On Google, the cost of a click is determined by auctions. The more often an advertiser wants their ad to appear on a particular search, and the more advertisers are willing to pay for it, the higher the cost per click will be.

In addition, the price is affected by the quality of the ad and the relevance of the advertised content to the search. These are evaluated by Google based on its own Quality Score, which rewards the highest quality ad with a lower cost.

The cost of a single click can range from a few cents to several euros. With the most sought-after keywords, the cost per click can be as high as 15-20 €. However, the advertiser has a precise control over the size of their investment by setting a daily budget for their search engine advertising. So, there are no unmanageable costs, even if the cost of the clicks varies.

How is search engine advertising measured?

The implementation and results of search engine advertising can be accurately measured with the Google Ads Ad Management System:

  • Ad impressions with different keywords
  • the number and cost of clicks
  • ad rank in search results (compared to competitors)
  • the functionality of different ad versions

In addition, the analytics solution for the web service must be designed and implemented to enable high-quality tracking of keyword advertising results. Ad clicks only become valuable when users interact with the web service as desired.

Search engine optimisation

In addition to search engine advertising (SEA), search engine marketing includes Search Engine Optimisation (SEO), which aims to improve the ranking of an online service in the organic search results of a search engine. SEM (Search Engine Marketing) covers both, i.e. SEA and SEO. Search engine marketing works best when you do high-quality search engine advertising as well as and search engine optimisation. That is SEM.

More about digital marketing

Analytics

When a web service user browses and clicks the service, the analytics tool records the events. The collected data provides accurate information on how the web service is used.

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Digital advertising

Digital advertising refers to advertising on various digital media platforms. It also includes social media channels such as Facebook, Instagram, and LinkedIn.

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Conversion rate optimisation

Only a fraction of the web service visitors acts as desired. However, the number of desired actions can be increased with conversion rate optimisation. Its purpose is therefore to improve the efficiency of the web service.

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Search engine optimisation (SEO)

Search Engine Optimization (SEO) means all the measures that improve the findability of a web service in the search engines.

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