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Che cos’è la Search Engine Advertising?

Leggi i nostri 6 ottimi consigli da seguire quando lavori con il SEA Marketing

La Search Engine Advertising, conosciuta anche come SEA, Pay-Per-Click o Google Ads, è la pubblicità su Google o sugli altri motori di ricerca. Se hai cercato qualcosa su Google, ti sarà capitato di notare uno o due siti web, in cima ai risultati, che recavano la dicitura “Annuncio” accanto al testo. Sono degli esempi di Search Engine Advertising.

Quando utilizzi la pubblicità sui motori di ricerca come parte della tua strategia di marketing (SEA marketing), stai pubblicizzando la tua azienda tra i risultati delle ricerche, spesso più in alto dei risultati organici, perché le pagine sponsorizzate hanno un ranking migliore.

L’ottimizzazione per i motori di ricerca (SEO) è costituita da tutti i risultati organici visualizzati sotto le pubblicità sui motori di ricerca. Ti posizioni in cima a una query del motore di ricerca in modo organico, senza pagare per il tuo posizionamento.

Uno dei vantaggi più significativi della Search Engine Advertising è che ti fornisce risultati immediati. Tuttavia, tieni presente che se vorrai continuare ad avere gli stessi risultati, dovrai pagare gli annunci sotto forma di Pay-Per-Click.

Sia la SEO che la SEA rientrano nel ramo del SEM – Search Engine Marketing. Questo articolo descriverà cos’è la Search Engine Advertising e quali sono i vantaggi della SEA.

Il SEA Marketing

Il SEA marketing segue il modello Pay-Per-Click (PPC). Poiché è il più comune, lo useremo come esempio generale in questo articolo. Il modello Pay-Per-Click prevede che i migliori offerenti ottengano il primo posto in cima ai risultati di una determinata query nel motore di ricerca. I migliori offerenti ottengono le prime posizioni sia nel sito dove viene effettuata la ricerca, sia all’interno della sua rete di distribuzione. Tuttavia, questo risultato dipenderà anche dall’allineamento alle linee guida sulla qualità delle landing page, o pagine di destinazione degli annunci, da parte degli inserzionisti.

Il motore di ricerca infatti, approva non solo la bontà dell’annuncio, ma anche quella delle pagine di destinazione.

Come funziona la Search Engine Advertising?

In modo simile a come avviene per la SEO, il primo passo per la SEA è trovare le keywords giuste, ossia le parole chiave pertinenti che possano avvantaggiare la tua attività. Pertanto, devi cercare le parole chiave e trovare tutti i termini applicabili al tuo settore. Le parole chiave pertinenti sono importanti se desideri che il tuo annuncio risponda alle query degli utenti.

Una volta finalizzate le parole chiave, puoi scrivere una bozza della tua landing page, che è la pagina che pubblicizzerai. Come passaggio successivo, devi capire quanto sei disposto a pagare una volta che un utente clicca sul tuo annuncio. Uno dei pro più significativi del marketing SEA è il vantaggio che avrai sui tuoi concorrenti. Se sei disposto a pagare il giusto importo, potrai rimanere in cima a ogni query del motore di ricerca. Pertanto, è importante considerare il tuo budget e sviluppare una campagna di marketing online che si distingua, per garantire che le persone rimangano sul tuo sito web dopo aver cliccato sulla pubblicità del motore di ricerca.

Un altro vantaggio del marketing SEA è la grande quantità di tempo che risparmi. Con il marketing SEA infatti, aumenti la tua base di clienti e il riconoscimento del tuo marchio in modo incredibilmente veloce.

6 aspetti da considerare

Ci sono alcuni aspetti cruciali che devi considerare quando lavori online con il SEA marketing.

  • Keywords

Abbiamo già sottolineato l’importanza delle parole chiave, ma esse meritano un ulteriore menzione. Oltre a scegliere come target, parole chiave specifiche, una volta analizzati i dati sui visitatori del tuo sito web, puoi anche scegliere come parole chiave target, località, dispositivi o lingue.

Monitorando i dati puoi scoprire quali parole chiave funzionano meglio per la tua azienda e ottimizzare la tua strategia in base ad esse.

  • Prezzo dell’offerta

Ogni volta che un utente clicca sul tuo annuncio, dovrai pagare. Questo modello è chiamato anche CPC (Cost Per Clic). In qualità di inserzionista, dopo aver considerato il tuo budget, dovrai decidere quanto sei disposto a pagare per ogni clic. Se puoi pagare un importo elevato, avrai maggiori probabilità di ottenere il miglior posizionamento possibile nel motore di ricerca.

Google conserva tutte le informazioni e i dati di cui potresti aver bisogno in futuro, mantenendo attivo il tuo annuncio fino all’esaurimento del budget; tu devi impostare il ​​budget e quanta parte di esso debba essere utilizzata giornalmente o mensilmente. Il CPC effettivo dipenderà dalla domanda del consumatore; più i tuoi prodotti o servizi saranno richiesti, più ti costerà la pubblicità.

E come funziona lato utente? Ogni volta che un visitatore desidera cercare qualcosa su un motore di ricerca, quest’ultimo determinerà l’abbinamento più pertinente alla query, selezionando gli annunci migliori per l’utente.

  • Ad relevance

Come accennato in precedenza, il PPC non può fare tutto il lavoro per te. Devi assicurarti che il tuo annuncio sia pertinente e accattivante, anche perché, se il tuo annuncio è accattivante e attira l’attenzione dell’utente, molto probabilmente egli sarà portato a cliccare su di esso.

Valuta bene titolo, URL, testo della descrizione ed estensione dell’annuncio quando scrivi la tua prima bozza.

  • Click through rate prevista

La click through rate, o percentuale di clic, prevista, viene misurata in base al numero di impressions ottenute dal tuo annuncio (da quante volte l’annuncio viene pubblicato) e a quante volte gli utenti cliccano su di esso. Se il tuo annuncio ha un’elevata percentuale di clic, il tuo annuncio riceverà un punteggio più alto e sarà valutato come molto pertinente.

  • Landing page 

Come accade per la pertinenza dell’annuncio, anche la tua landing page deve essere perfetta, se desideri che l’utente rimanga nei paraggi anche dopo aver cliccato sul tuo annuncio, navigando anche il resto del tuo sito e diventando un tuo cliente fisso. Perchè, diciamocelo, la vera ragione che giustifica la pubblicità sui motori di ricerca è ottenere nuovi clienti e far crescere il proprio marchio.

  • Punteggio di qualità

Google ha implementato un “quality score”, per limitare la pubblicità con budget enormi ma bassa qualità. Se pianifichi una campagna di SEA marketing ben organizzata, con ottimi contenuti ricchi di valore e un annuncio accattivante, otterrai un punteggio di altissima qualità. Pertanto, il CPC e il budget non sono gli unici fattori da considerare. 

Come avrai capito, dunque, questo e gli altri cinque aspetti di cui sopra sono incredibilmente importanti da considerare quando si pianifica una strategia di SEA marketing di successo.

I vantaggi del SEA marketing

Se implementi tutto quanto detto in precedenza, otterrai una grande campagna di SEA marketing. La campagna ti avvantaggerà immensamente, potrai:

  • Aumentare il tuo traffico

Aumenterai il tuo traffico con un annuncio accattivante su cui gli utenti cliccano.

  • Aumentare il riconoscimento del tuo marchio

Aumenterai il riconoscimento e la consapevolezza del tuo marchio. Avrai una grande opportunità per vendere i tuoi prodotti e servizi.

  • Migliorare le conversioni

Aumenterai i tuoi tassi di conversione, ottenendo maggiori potenziali clienti.

  • Ottenere risultati in modo rapido

Vedrai risultati rapidi e non dovrai aspettare mesi.

  • Avere nuovi dati sempre disponibili

Avrai a disposizione un’analisi approfondita delle tue performance grazie a dati sempre aggiornati. Ciò ti tornerà utile per effettuare modifiche e ottimizzazioni, così da pianificare annunci sempre migliori ed efficaci.