Search Engine Advertising- All You Need To Know (2020)

Search Engine Advertising- All You Need To Know (2020)

Search Better, Buy Better


Digital marketing is the newest approach to marketing and gaining popularity very quickly and for good reason. Digital marketing utilizes the internet and the widespread use of electronic devices to promote goods and services online to reach a vast consumer base cost-effectively.

Search Engine Advertising (SEA) is a branch of digital marketing which involves search engines such as Google, Bing, Yahoo and many more. It is the practice of marketing through paid advertisements in search engine results pages (SERPs) in response to corresponding search terms.

Securing a top place in SERPs can also help with brand awareness. It maximizes the ad’s visibility and results in increased traffic towards the official website when ads redirect them. As prospects become familiar with the company over time, it becomes credible and trustworthy.

Its strong suit is that it offers advertisers the chance to place their ads in front of motivated customers who are decided that they want to purchase at that precise moment. It eliminates the other procedures in the buying funnel such as awareness, consideration and comparison.

High quality leads result in a higher conversion rate and helps business acquire new customers and have previous customers making repetitive purchases. Thus, search engine advertising has the potential to deliver immediate results after the approval process, compared to other “long term” strategies.

For small to medium businesses who intend to promote locally instead of worldwide, SEA is excellent for local marketing too. It connects regional businesses with surrounding community effectively. Google gives local ads the top 3 positions in search results for location-based search words like names of cities, towns or phrases like “near me”.

How Does It Work?


Search engine advertising works in an auction-based system called Ad Auction, where advertisers bid on specific keywords that are related to their products and services.

Every time someone clicks on the ads, advertisers have to pay a certain fee known as pay-per-click (PPC), an internet advertising model associated with top tier search engines.

The Ad auction is set by search engines and is subject to change by maximum bid, market changes and the quality score of the ads.

Quality Score is a fundamental metric which indicates how correctly your ad meets the requirements and search intent of your target consumers. Search engines use it to evaluate the most beneficial results possible. To calculate the Quality Score, SEA platforms look at a variety of factors:

  • Ad relevancy
  • Keyword relevancy
  • Click-through rate
  • Landing page
  • Past performance

High Quality Scores can enable firms to achieve top priority in ad placement in search pages at a lower bid as they prefer ads highly relevant to user queries.

The ads can be enhanced with compelling landing pages. Its where users “land” on after clicking the ads. They are standalone web pages explicitly created for advertising campaigns. It is designed to convert visitors to leads by capturing the visitor’s information via contact forms.

Search engine advertising needs active management due to its dynamic nature.

Here are some useful ways to optimize your search engine advertising campaign successfully


Determine Keywords


Definite search terms searched by users to find information are called keywords, and they play a massive part in SEA. Suitable keywords have sufficient commercial intent and stay relevant to the products being sold. It’s best to do extensive research and identify the most effective keywords for the specific ads you’ll be running. 

Once you’ve picked them out, you need to decide which match type is going to draw in the most targeted traffic. There are typically three categories of match type

  • Broad match- Includes your keywords in search regardless of additional text. It gives the most exposure but isn’t particularly targeted and may attract the wrong crowd.
  • Phrase match- Keywords are in the exact order as entered while still allowing words before or after. It is excellent for longer phrases and better targeted.
  • Exact match- Keywords are identical to the ones bid on, with no extra text before or after. It limits the ad’s reach but with increased chances of conversion.


Negative Keywords


Negative keywords are search terms that the business needs to exclude in ad campaigns because they are the opposite of what their products represent. For example, if your firm sells high-end “women’s clothing” then it’s better to steer clear of the crowd looking for “cheap women’s clothing”. Therefore, you should list “affordable” and “cheap” as negative keywords in your Google Ads.

Negative keywords allow businesses to focus on the right traffic and be more targeted by eliminating the opposing terms, especially if they are broad or phrase match types.


Importance of Ad Groups


An Ad group consists of more than one ad with similar targets. They organize your ads and further subcategorize them for relevance. Ad groups integrate keyword groups, ad texts and landing pages more efficiently. They deliver a consistent message that communicates directly to users.

Even as a beginner, it’s advisable to run two ads at once to compare their performances alongside. This helps identify the better yielding ad and ultimately increase bid in high-performing ads and downplay the low-performing ads.

Advanced Analytics


Search engines present advertisers with advanced analytics so that campaign performance can be easily tracked, measured and compared. It generates essential information like cost-per-conversion, click-through rate, average ad position, conversion rate, user’s geographical location, time spent on a page, what pages were visited, and many more.

SEA can also give insights into your competitors. Competitive analysis tools can help you track keyword and ad performance and analyze other valuable data that will strengthen the marketing campaigns and help drive more traffic.

Understanding Search Intent


Search Intent is the purpose of the user’s search. SEA seeks commercial and transactional search intents which isn’t only limited to purchases, but also email signups, form submission, phone calls, and shop visit.

It helps optimize the call to actions (CTA) and landing page copies by making them more impactful.

Search Engine Advertising Tools


Some resourceful tools to make all your ad campaigns relatively straightforward. You can analyze your ads and make multiple changes accordingly with little hassle.




Paid search advertising can be really powerful for your business and yield exceptional results in a short time. Aside from securing your brand a top placement, SEA can vastly improve local marketing, increase brand awareness and visibility, reach targeted groups and escalate sales with its high conversion rate.

Search Engine Advertising can also prove to be overwhelming due to its dynamic and technical nature. It’s better to hire professional help to set up and manage your ad campaigns properly while reaping its rewards and focusing on other important business aspects.

Deep Blue Creatives has an array of services for digital marketing all over Bangladesh.

Deep Blue Creatives has SEA specialists who understand the client’s marketing objectives. They analyze, observe and cross-reference data to enhance the performance of your ad campaigns. We also conduct comprehensive website audits and SEA Competitive Analysis.

Our services are personalized according to the requirements of our clients.

Consult the best Digital Marketing Service Provider in Bangladesh.

You could get started by visiting our Marketing Services Page and contacting us today!

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