{"id":23905,"date":"2020-03-24T10:40:02","date_gmt":"2020-03-24T10:40:02","guid":{"rendered":"https:\/\/trbocom.wpengine.com\/glossary\/search-engine-advertising-2\/"},"modified":"2020-03-24T10:40:02","modified_gmt":"2020-03-24T10:40:02","slug":"search-engine-advertising-2","status":"publish","type":"glossar","link":"https:\/\/www.trbo.com\/de\/glossary\/search-engine-advertising-2\/","title":{"rendered":"Search Engine Advertising (SEA)"},"content":{"rendered":"

Search Engine Advertising forms the second pillar of Search Engine Marketing (SEM) alongside Search Engine Optimization<\/a>. SEA comprises the fee-based booking of text or image ads in the result pages of search engine providers (such as Google or Bing).<\/span><\/p>\n

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In order to book advertisements, bids can be placed on fixed keywords (the best-known provider for this is Google Ads<\/a>). In this way, the targeted presentation of thematically suitable pages is guaranteed and scatter losses are reduced. The booked ads are placed in a highly visible area (in Google) above the organic (unpaid) search results.<\/span><\/p>\n

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The costs for the ad booking are billed according to various models. The best-known billing model is cost per click<\/a> (CPC).<\/span><\/p>\n

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The advertiser pays when the user clicks on the ad. The costs for this depend on the competition over a keyword, the positioning of the ad and the so-called quality factor. The latter is influenced by factors such as the click rate for the keyword, the URL displayed or the quality and relevance of the target page.<\/span><\/p>\n

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The maximum CPC is then multiplied by the quality factor. Consequently, the ad with the highest result appears at the best position on the search results page.<\/span><\/p>\n

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There are also other booking models available:<\/span><\/p>\n

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