Paid referencing: what exactly is SEA?

Published on : 04 May 20203 min reading time

In order to improve your conversion rate, but also to build up a sprawling visibility, you must first set up a good SEO strategy. Thus, among the various levers that companies use to improve their referencing is paid referencing, more commonly known as SEA.

WHAT IS SEA REFERENCING OR PAID REFERENCING?

In the same way as natural SEO (Search Engine Optimization), SEA (Search Engine Advertising) is an integral part of SEM (Search Engine Marketing). The definition of SEA is very simple: it is a technique whose DNA is referencing on the advertising boards of search engines (Google, Bing, Yahoo, etc.) via the acquisition of commercial links or sponsored links. Thus, thanks to SEA, we can hope to respond to specific requests and win new customers. In concrete terms, the results from an SEA referencing campaign are very different in that they are highlighted above the organic results from natural referencing.

THE SEA IS BASED ON A KEYWORD BIDDING MECHANISM

The operating mechanism of paid referencing is relatively simple, although it seems complicated at first glance. The search engine encourages advertisers wishing to make a place for themselves on the first page of SERP results to raise the bidding. Note that advertisers will only be favoured by the search engine if they agree to pay full price for the keywords so coveted by their competitors. The amount they will bid on these keywords then corresponds to the maximum amount they will spend for each click they could generate. This system is therefore known as “cost per click or CPC”. This is a pricing system based on a mechanism in which one commits to pay a sum to the search engine as soon as a user clicks on his commercial ad, whether or not this leads to a conversion.

REFERENCING SEA: WHY SUCCUMB TO IT?

Boosting sales, increasing visibility, enriching the customer database, improving the conversion rate, maintaining an e-reputation… many are the commercial objectives in which SEA plays a central role. The interest of SEA lies mainly in its effects that can be felt immediately, while SEO requires more time to bear fruit. Of course, the commercial links are spread by the search engine as soon as an Internet user carries out his search. The second advantage of SEA is that one only pays the expected amount when an Internet user clicks on his ad thanks to the famous CPC. We can then avoid investing a large amount of money for people who are not interested in the ad we want to broadcast. Moreover, paid referencing does not require a minimum expenditure.

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