Hotel SEA Campaign

Armin Gögele, last updated on 02.05.2022

When setting up an SEA (Search Engine Advertising) campaign, it is important to consider what the goal of the advertising should be and who you want to reach with it.

For example, an SEA campaign with Google Ads uses defined keywords to determine the search queries for which the ads should be displayed. Google Ads uses a per-click payment system, which means that you only pay when you are successful, i.e. when someone clicks on your ad.

Definition of SEA

SEA (Search Engine Advertising) stands for search engine advertising, which is used to generate website traffic with full cost control. The ads within a campaign are typically textual and optimized for specific search queries that the target audience is most likely to enter into search engines such as Google. Search engine advertising is part of search engine marketing, which also includes search engine optimization (SEO). 

What to look for in an SEA campaign?

Before creating an SEA campaign, keyword research should be done. This is important because it helps you find the keywords you want to optimize for. In order to get the best possible click prices on Google, it is important that the content of the campaign is competitive.

Content and Structure of an SEA Campaign

The following aspects should be considered when creating an SEA campaign 

• What is the goal of the campaign? (brand awareness, clicks, conversions, etc.)

• After keyword research, what search queries will the campaign be optimized for?

• Should the campaign only run on certain mobile devices?

• What is the daily budget for the campaign?

• Ad copywriting (textual formulation of the ad).

• What action do you want visitors to take? 

Based on the answers to these questions, the content structure of an SEA campaign can be designed. An agency can help you set up search engine advertising or SEA marketing.