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Search Engine Advertising (or SEA) is one of the mainstays of on-line advertising. Search aims to position commercial advertisements on search engine results pages based on Internet user requests. It can generate qualified traffic for your site, whilst continuing to promote physical stores.
With 3.3 billion searches made every day on Google, the buying potential of visitors and customers is considerable. In addition, the space allocated by search engines for commercial advertising on their results pages is increasing. In complement to SEO web indexing, SEA has become vital to ensure excellent overall exposure on SERPs.
AdWords looks to pick up on the requests and needs expressed by internauts. Hence, messages are addressed to qualified prospects who are in an active phase of their search for information or have already demonstrated their intention to buy. SEA is one of the channels that generates the best conversion rates. One of the key advantages of this medium is that you only pay on clicks, i.e. for qualified visits.
A Search advertising campaign is also an excellent solution when adopting an omnichannel strategy, thanks to its extensions which enable you to promote physical stores. Indeed, you can suggest the store located the closest to an internaut making a search via his/her mobile or desktop computer. Given the persistence of the ROPO (Research Online Purchase Offline) phenomenon, extensions towards physical stores become particularly relevant.
To create SEA ads, we proceed as follows:
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