What is search engine advertising?
Search engine advertising is not directly comparable with traditional search engine optimization. With search engine advertising, places in the search engine results are purchased and companies can benefit from top positions on Google without having to carry out direct search engine optimization in the form of content. Search engine advertising is a popular marketing tool for generating long-term traffic and acquiring new customers.
Google AdSense and Google Ads
Google Ads gives companies the opportunity to be displayed in the search results for selected search queries. Google Adsense allows advertising banners and links to be embedded directly on external sites. Here, the site operator receives a commission when the advertising is integrated. With the classic method of advertising through Google Ads, site owners buy a place in the search results for certain keywords. When selected keywords are entered, the respective page is then suggested to the user, usually directly above the organically displayed websites for a specific keyword. In this way, any page can buy itself a top position in Google search results without having to carry out direct search engine optimization itself. The price is based either on the impressions (how often a page is displayed) or on the actual clicks. If a keyword is chosen that is very popular and in demand, the costs for impressions or clicks are correspondingly higher. It can be worthwhile to advertise for keywords that are often entered into the search by users, but are included by few site operators themselves. Although it is difficult to find such keywords, the CPC (cost-per-click) is significantly lower here than for highly sought-after search terms.
How does Google Ads work?
Placing ads via Google Ads is very convenient and easy to understand for website operators. The daily budget, keyword and click price can be viewed in real time via the dashboard and can also be changed directly. This provides complete cost control and site operators only spend the money they have budgeted for the advertising campaign.
How can the success of a Google Ads campaign be assessed?
Once an ad has been placed on Google Ads, it usually does not take long before the first statistics can be read. However, premature conclusions should not be drawn, as the effectiveness of the advertising can only be properly assessed after some time. If information on costs, click rates and conversions can be analyzed, it is possible to estimate the extent to which the campaign is worthwhile. However, if the costs incurred for the Google Ads campaign are higher than the revenue generated by the advertising, Google Ads is not worthwhile. In this case, you should fall back on alternative advertising options or try advertising with a different keyword.
Is search engine advertising worthwhile?
Whether search engine advertising is worthwhile for a company must always be decided on an individual basis. For some keywords, the CPC (cost-per-click) for Google Ads can be so high that advertising is not worthwhile. The success of search engine advertising often also depends on the respective industry.
What does search engine advertising cost?
The prices for search engine advertising vary greatly. They depend on supply and demand in the individual subject areas and can also change seasonally. It can be worthwhile for companies to keep an eye on price changes and trends in order to place successful ads in the long term.
