Search Engine Advertising (SEA)
Are you looking for support with your Google Ads account? Or do you want to outsource it completely? We can help you with that. We have several years of experience to know where the pitfalls are. Also, we automate the (often important) repetitive manual work and have standard campaign structures so that money is not unnecessarily spent on the wrong search terms. In addition, we often use smart bidding strategies from Google or optimize your ads with tailor-made algorithms. This applies to both B2C companies and B2B for lead generation. Do you want to do that on your own? You can also make use of our SEA consultancy services. Read all about our SEA strategy below or contact us right away!
Seeders SEA strategy
A lot has changed in the field of Search Engine Advertising (SEA). In recent years, the field of advertisement is increasingly focussed on finding the right data. Technologies such as Machine Learning (ML) give the marketer the tools to leave bidding to algorithms so that they can focus more on the data that the algorithms use.
At Seeders, we are on top of these new developments and strive to advertise as efficiently as possible, without losing sight of the main goal: costs versus revenue. Because that’s what it’s all about. At Seeders, we, therefore, determine a target Return On Advertising Spend (ROAS) at the start of the process. We do this based on your average product margin. That way we always have a clear goal in mind and we are constantly looking for the sweet spot, between as many conversions as possible for the highest possible profit.
We do this, among other things, with the help of scripts, so that advertisements are only triggered by the right keywords. The campaigns are split up so that you always pay an appropriate Cost Per Click (CPC) for the right keyword.
In addition, we can run scripts that can implement the best ad planning, location bids, and device bids based on data.
When there is sufficient data, we often switch to Google’s automatic bidding strategies. These often work very efficiently in calculating the right bid for the highest possible ROAS, conversions, and clicks. Although these bidding strategies are often a ‘black box’, we have the necessary experience in-house to be able to make the optimal use of them.
In the final optimization phase, we often work together with Adchieve. Together with this data science company, we look at how we can create a tailor-made ML algorithm that fits your specific web store and its needs. In this phase, we look at how we can achieve an even better ROAS and we also look at Customer Lifetime Value (CLV). For example, we also take into account which products or which combination of products have more margin in the longer term. We are convinced that a SEA strategy with these steps will offer the most adequate solutions for the caliber of your company.
After the campaigns have been launched, the campaigns must be sufficiently optimized. We look further than just Google Ads. With data feed managers such as Channable, we adjust the product feed for your Shopping campaign, for example, to create more consistent and attractive titles for your products. Or we analyze your prices compared to the competition and adjust the strategy based on this. Together with our Conversion Rate Optimization (CRO) specialists, we optimize your landing page, so that it also matches the customer journey of your target group. This and other data are of course included in the bids for your SEA campaign to make it more viable.
In addition to Google Analytics and Google Ads, we also use data science tools such as Python for data analysis. This enables us to analyze a lot of data on a large scale and adjust strategy accordingly. We, therefore, offer Enhanced Ecommerce (EEC) tracking for eCommerce platforms. With this, we can look at your funnel on a very detailed level. For example, we can measure in which step the customer drops out: when viewing the product, adding it to the shopping cart, or during the checkout. We can see which products are ordered much faster and which products are mainly only viewed.
We can also measure in detail what is happening for B2B customers and steer SEA strategies based on this data. With Google Tag Manager (GTM) we can not only measure when a quote request is made, but we can also see which product or service is requested the most at which time. GTM allows us to discover and measure KPIs very accurately and give your business the insights it needs. Moreover, we can map out the entire sales funnel and clarify the leads source and how much it has yielded.