Keyword advertising

Your fast lane to the top of search results

Keyword advertising and other types of search engine advertising are an effective way to increase your company’s visibility and gain quality traffic and customers.

Search advertising includes both keyword-based search campaigns (so-called keyword advertising) and other types of advertising. The most common channel for advertising is Google Ads, but Microsoft Advertising can also be a viable option.

A major advantage of search campaigns is that they can get your business to the top of search results immediately, above organic results, whereas organic SEO takes time and can be challenging to get to the top of search results.



What is search engine advertising?

Search Engine Marketing (SEM) is a powerful digital marketing tool that allows businesses to advertise their products and services on search engines such as Google and Bing. It helps to reach potential customers at the very moment they are looking for information or solutions to their needs.

Search engines can be used to advertise in many different ways. Google Ads is one of the most popular platforms that allows you to manage your ads and track results in real time. Advertising offers the opportunity to reach an audience with an intention to buy as well as to raise awareness.



What is keyword advertising?

Keyword advertising is the best known and most traditional type of search engine advertising, where ads appear in search engine results. The ads are activated when a user searches for certain keywords, and the advertiser usually only pays when someone clicks on the ad (PPC, pay-per-click).



What types of campaigns are available?

Search campaigns are based on keywords and paid ads that appear at the top or bottom of search results. Companies can set a budget, target ads to the right audience and optimise campaigns with analytics.

There are many more types of campaign than just search advertising. You can choose the most appropriate one for your needs. For example, Google’s Display or Demand Gen campaigns are suitable for some needs, while Performance Max reaches a wide audience across all ad placements
Shopping advertising, on the other hand, serves online stores.

Benefits of search advertising

Search engine advertising is part of the marketing toolbox of most businesses. So why should you do search engine advertising?



Precise targeting

Advertising can be very specific to certain keywords. Targeting by location is also possible.

In many campaign types, targeting can also be done by purchase intent, search terms, interests and many other options.



Measurability

Search advertising offers clear metrics that can be monitored to continuously optimise the campaign and improve results.

The use of link tracking in advertising also improves measurability.



Scalability

You have the flexibility to adjust your advertising budget and increase your investment in successful campaigns or keywords.



Suitable for multi-channel advertising

Search advertising works effectively in combination with other digital marketing, such as content marketing.

What does successful search engine advertising consist of?

Different campaigns work in slightly different ways, but here are a few cornerstones to consider for successful advertising:

Correctly selected keywords

Precise and broader search terms and, if necessary, exclusion of keywords.

Optimised advertising texts

Attractive advertising texts, where appropriate, the fixing of texts in specific placements and a clear framework for action.

Exploiting advertising extensions

Website links, image extensions and other ad extensions add information and mass to the ad.

Optimised landing page

The visitor is directed from the ad to an appropriate “landing page”, i.e. an optimised page that matches the promise of the ad and provides the information the visitor expects to receive based on the search.

Testing and analysis

A/B testing of advertising texts and landing pages helps to find the best solutions for advertising.

Link tracking allows you to see from analytics which campaigns are driving traffic to your website and what people are doing on the site.

Making the most of remarketing

Targeting of ads to page visitors who have not yet converted.

Take control of search engine advertising?

Interested in search engine advertising? Not quite sure what exactly you need?