SEA advertising media are made up of several elements that together form the ad that appears in search engines. These components vary depending on the platform and ad type, but in general SEA advertising media include the following elements:
1. Headline
Main appeal: The headline is often the most eye-catching part of the ad and should convey the main benefit or selling point (USP) of the product or service being advertised.
Keyword integration: Ideally, the headline contains relevant keywords to link the ad to the user's search query.
2. Description text
Additional information: This part of the ad provides space for additional details to convince the user to click on the ad. This could be, for example, a special promotion, a unique selling point or a solution to a problem.
Call-to-Action (CTA): A clear call to action (e.g. “Buy now”, “Learn more”) should be integrated to motivate the user to perform the desired action.
3. Ad Extensions
Sitelink extensions: These provide additional links to specific pages of the website, e.g. “About us”, “Contact” or “Products”.
Call extensions: Add a phone number that users can click directly to call the business.
Location extensions: Display the location of the company and link to Google Maps.
Additional information: These extensions highlight special features, such as “Free shipping” or “24/7 support”.
4. Display URL
Visible URL: This is the URL that appears in the ad and shows the user where the click will take them. It should be easy to read and memorable.
Path fields: Many platforms allow you to display additional paths in the URL that describe the content of the target page in more detail.
5. Destination URL (Landing Page URL)
Technical URL: This is the actual URL that the user is directed to after clicking. It should exactly match the content promoted in the ad to ensure a high conversion rate.
6. Image(s) or video(s)
Visuals (for display ads): This ad type can also use images or videos to make the ad more visually appealing and attract users' attention.
Product images: Product images are often used, especially in e-commerce ads, to increase the incentive to buy.
7. Logo
Branding: The company logo can be integrated into some types of ads (especially display or video ads) to strengthen the brand and build trust.
8. Responsive Ads
Flexibility: These ads automatically adapt to different devices and screen sizes and combine different headlines, descriptions and images to create the best possible ad for the user.
Of course, we must not forget the landing page that the user reaches after clicking. It should visually match the ad, i.e. be recognizable, and deliver on what the ad has offered or promised. Otherwise, the traffic generated by the ad will quickly leave the page (bounce). Then it will be: "Nothing but money".
In summary, an SEA ad consists of a concise combination of text, images or videos, all of which aim to encourage the user to click and then lead them to a well-prepared landing page that meets expectations and leads to the desired conversion. The individual elements must be carefully coordinated to achieve maximum impact.
Author:
Dr. Frank Lampe, independent online marketing consultant, author, lecturer and long-time marketing executive for B2B technology companies and startups.
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