Before the internet, advertising mainly took place through paper advertising media. Since then, the landscape has changed and Internet users have become a preferred target for businesses. New methods have emerged to attract the attention of customers who have acquired new behaviors and reflexes.
SEO has thus become the means of conquering the public but the question arises for companies of how to do it effectively and to emerge from the jungle of sites. Many tips have been circulated through word of mouth but which are sometimes difficult to implement. SEA SEO is done through search engines and appears when you do your research. It is to be distinguished from free referencing called natural referencing, also called SEO Search Engine Optimization (or Optimization for search engines). The objective of the latter is to optimize the presence of a website in the results of a search engine (mainly Google) while for SEA (Search Engine Advertising), it is to do so in a paying.
The principle of SEA
Some believe that for them to be in the front line of search engines, their product or service is enough to perform well. He would thus naturally find himself at the top of the pages of search engines. However, if this statement can be true, the reality is much more complicated. To get to the top, the fastest way is to use SEA (acronym meaning Search Engine Advertising) or purchase of sponsored links. The business model of most search engines is to rent ad space in exchange for the service they provide you. Ultimately like an ad on traditional media, SEA requires a budget and is driven by the determination of the business to want visibility and is a boon to search engine owners.
Traffic as a source of sales
Traffic certainly but… of quality. Companies of any kind are not the only ones selling their products or services on the internet. Their goal is to become the benchmark for certain keywords. One of the mistakes is to target all-round and focus on too broad queries. To choose the right ones, you need to put yourself in your target’s shoes and ask yourself what they would type into the search engine to find your product or that of your competitor. We must therefore choose a specific audience, contrary to preconceived ideas (age, gender, geolocation, purchasing power, interests, etc.) to avoid having unqualified clicks. E-commerce sites use sponsored links to develop qualified traffic. Thus, the objective of an advertising campaign on Google AdWords now called Google Ads.
How do you know if your traffic is qualified?
There are criteria that may or may not add up but which allow you to analyze your traffic: the bounce rate and the almost zero return on your landing pages, the visit time, the percentage of revisits, the transformation of the visit by writing the contact form… You must therefore pay particular attention to developing your traffic to your data to avoid bringing in people who have little interest in your product.
Best practices when doing SEA
How to improve your SEO? You must first be aware of the weight of the keywords and therefore select them after careful consideration. Keywords are the basis of SEA referencing as well as of natural referencing (SEO) and you must therefore carefully consider their choice. To do this, it is essential to identify the most relevant keywords for the search engine in order to capture the attention of Internet users. Once and only when the selection of keywords is established, you will write effective ads. All this work is not easy and companies like the SEA Primelis agency can support you in your process.
The advantages of paid referencing
Using paid referencing allows:
- to increase the visibility of your site
- to place your site in an excellent position in the results of search engines,
- modify and adjust your ad and your budget in real time.
Some dangers: spam and auctions
- Spam is the enemy trying to trick you. A malicious competitor can click on your ad nonstop and destroy your reputation. We must therefore foil this scam with quality and well-targeted ads. A time-consuming watch that allows you to bypass it.
- Auctions. Google Ads works on the principle of auctions to position the ads and therefore the one who pays the most will be in first position. A page contains about 8 to 10 ads and therefore to be visible it is up to the highest bidder. Of course, price is not the only criterion for positioning Google Ads ads, because the quality of the ad and the landing page after click are two essential aspects of positioning.
How to overcome the pitfalls?
First, master your target and therefore do strategic work upstream. Second, write ads that encourage Internet users to go further in their research, but you must not avoid the fact that if your site is not of high quality and that it does not meet Internet users’ expectations and questions, there will only remain a few seconds and finally to measure the effectiveness of the SEA campaigns, the statistics of Google Ads combined with those of Google Analytics are a precious and essential help that allow you to monitor the number of views, the number of clicks , among others.
Loyalty Venue: our cloud application, full loyalty campaign management
Loyalty Venue is a cloud application that offers the ability of a full loyalty campaign management.
You can register freely to our Enkronos Apps and start to create your loyalty campaign from Loyalty Venue App.
Or we can do it for you. In this case simply buy online what you need.
You can find out more about Loyalty Venue on www.loyaltyvenue.com or you can check out some of the Loyalty Venue´s features we have listed here:
For easier understanding you can also see Use Cases (link) and read the table below, where we have listed all Loyalty Venue definitions.
| Loyalty Automatic Store | Is an automatic system that creates a webstore at a specific URL address with a customized loyalty program. |
| Products | Products are digital resources that define the attributes of a physical object. For the webstore of Loyalty Venue, products can be anything the creator of the store defines it. Example: Cars, Bananas, Plane tickets, Spa access, Other Loyalty points, Concert tickets, etc … |
| Prizes | A product from the loyalty catalogue is converted to a prize at the moment the costumer of the Loyalty Venue store creates an order for it. |
| Loyalty Catalogue | Defines the concept of offering prizes to costumers of a company and describe its structure of catalogues. A catalogue is made of, products, brands, categories. |
| Loyalty Campaign | “A customer loyalty program is a program run by a company that offers benefits to frequent customers. An effective customer loyalty program rewards customers who buy from a business on a regular basis, encouraging the customer to return frequently.” (Source) |
| Store Customers | In Loyalty Venue a customers becomes a Store Customer as soon as this user logs in and authenticates the application. Authenticating the application procedure occurs when the client logs in to the specific store for the first time by using Enkronos Apps SSO (Find the definition of SSO in General tab). A store customer does not have to order a prize in order to become a store customer. Therefor the Store customer is added to the customers list in Loyalty venue administration. Important: A store customer is linked to a specific Loyalty venue Store. Every store customer is an Enkronos Apps Users Pool while a user in the Users Pool of Enkronos Apps does not have to be a Store customer. |
| Customers | A person who buys goods or services from a shop or business. (Source) |
| Creator | The creator of a loyalty venue loyalty program is the owner of the account that creates the resources for a loyalty venue store and at the same time holds ownership of the companies information in Enkronos Apps. (This removes a future problem of creating teams in enkronos apps when available.) |
| Store | Store represents a digital resource in Loyalty venue that has attributes of a webstore. Important: Auto store and store is not the same thing. Auto store is an automatic system that deploys a website, while the store only defines its raw data. Example: A store digital resource can be integrated anywhere to any store, while the Auto Store is a defined procedure unchangable. |
| Loyalty Venue Program | A Loyalty Venue program is the top resource identifying the entire logic behind a single implemention of Loyalty Venue. Each Loyalty Venue Program has direct access to its related information. |
| Loyalty Points | Loyalty points are the primary currency in a Loyalty Program and the msot basic functionality in order to reward your customers. With the points customers can purchase prizes. |
| LV Lite | LV Lite represents the procedure of a simple API integration with Enkronos Apps accessing the resources of Loyalty Venue. For it to work the Enkronos apps user is required to have a registered application and a Loyalty Venue Program. |
| Public Audience | The potential users that may visit the store at any given point during the loyalty venue program and may or may not register or interact with your program in any way. |
