SEARCH ENGINE ADVERTISING (SEA)
DETERMINE THE BEST TYPES OF CORRESPONDENCE
Keywords are a significant part of both search engine optimization and search engine advertising campaigns.
The only difference is that in the SEO plan the keywords optimize the visibility of the site, in the SEA campaign they are used to set the ads you pay.
Once we determine the best keywords for each ad, we determine which type of match will attract the most targeted traffic.
Search engines like Google use these types of matches to decide which type of search should display your ads.
This type of match shows the ad to anyone doing a Google search that includes the keyword - regardless of additional words and phrases in the search query. So, of course, this gives the ad the highest level of exposure possible, but at the same time it can be dangerous to attract the wrong kind of traffic and waste your investment.
This is the most restrictive type of matching, as it only shows your ad to users who are looking for your exact keywords - no words before or after.
This type of matching can greatly limit the scope of ads but increases the chances that people who click on them will be very interested in your product/service.
The match phrase, as the name suggests, tells search engines to show your ad to users looking for your exact keywords in the exact order you created them - while allowing other words before or after.
CONTINUOUSLY UPDATE KEYWORDS
One often makes the mistake of thinking that just because a keyword is working really well for a month, it will continue to do so indefinitely.
You need to be well aware of the most popular search phrases and best performing keywords that your target customers use - at all times. Our campaigns include constant checks on keywords in order to constantly evaluate their efficiency.
CHECK ALL ENVIRONMENTAL AND MARKET VARIABLES
Each product or service has its own seasonality, a period of maximum and minimum interest, lives in a market that is constantly changing as consumer habits change rapidly.
Evaluating all the variables at stake before setting the capagna determines whether it is successful or not.
INVESTIGATE THE SEA CAMPAIGNS OF THE COMPETITION
WE CONSTANTLY ADAPT THE PARAMETERS OF THE CAMPAIGN FOR MAXIMUM EFFICIENCY