SEA is a part of online marketing. Ads in the form of text or images are placed on search engines such as Google. SEA is a cost-effective way to improve businesses and brands, since appearing in the SERPs makes brands and products more visible.

Creating a campaign is free because SEA works on the CPC (cost-per-click) model, so advertisers are only charged when a user clicks on an ad and is redirected to the landing page. Advertisers can determine the cost of each click themselves. However, the frequency with which the ad is shown corresponds to the size of the offer. The allocation of the advertising space is then determined by an auction, which is also known as real-time.

SEA is interesting for every company, regardless of size. Nevertheless, before creating a campaign, it should be ensured that the expenses for a campaign are worthwhile.

A major advantage of SEA is the ability to control advertising regionally, geographically and even in terms of time. A SEA campaign can be limited to Germany or a federal state or even to a city.

Although SEA is not considered part of SEO, SEA can have an impact on a website’s ranking. SEA is therefore an indirect SEO measure.