Performance marketing is een resultaatgerichte vorm van online adverteren die zich richt op tastbare resultaten op korte termijn. De adverteerder betaald op basis van de voltooide acties.

Een goede CTR (click-through rate) wordt in het algemeen als goed beschouwt boven de 2%.

Een goede CPC (cost per click) is altijd lager dan de maximale kost die je kan uitgeven per klik.

SEA is all about creating effective ads and managing bids on keywords. Below we list some of the key elements of a well-run SEA campaign.

1. Keyword analysis: When setting up an SEA campaign, everything starts with keywords. The goal is to identify the most relevant keywords that match the products or services your company offers. Here it is important to look not only at search volumes, but also at the search intent of potential customers. For example, if you have an online store for sporting goods, keywords such as "buy sports shoes" and "order fitness equipment" are likely to be relevant. Websters helps you make the right choices here. Good focus is super important here.

2. Ad creation: After you have identified relevant keywords, it is time to create attractive and relevant ads. These ads should catch the attention of potential customers when they perform searches. A typical ad consists of a headline (the title), a description (information about the product or service) and a link to the destination page (where the user is directed when the ad is clicked). It is essential to communicate clearly and concisely what you have to offer. Websters works on the vanilla principle, from the keyword, to the ad to the landing page, everything should taste the same.

3. Set bids: Bids are the amounts you are willing to pay when someone clicks on your ad (Cost Per Click, CPC). It is important to set realistic bids based on your budget and competition for the selected keywords. Higher bids can get your ad a better position on the search results page, but they also increase your ad costs. A thoughtful bidding strategy is crucial to achieving cost-effective results. Google Ads today automates much of its bidding and allows you to run large portions of your account fully automatically. Websters guides you to determine where you can give Google free spelfree reign and where you need to keep the reins in your own hands.

4. Landing page optimization: The destination page (landing page) your ad links to is very important. This page must be relevant to the user's search query and contain a clear call-to-action (CTA), such as "Buy Now," "Sign Up," or "Request a Quote." The page should load quickly, be user-friendly and deliver on the promise of the ad. A poorly designed or irrelevant landing page can lead to low conversion rates and wasted ad budget. Remember the vanilla principle, and tailor this page specifically to the ad. The vanilla principle applies here too!

5. Monitoring and optimization: An SEA campaign requires ongoing monitoring and optimization. This includes tracking the performance of your ads, such as CTR (Click Through Rate), conversion rates and cost per conversion. Based on this data, you can adjust your bids, improve ads and add or exclude keywords. A/B testing can also be performed to determine which ad variations perform best. The goal is to refine the campaign and ensure a positive ROI (Return on Investment). We'll help you see the forest for the trees and teach you how to interpret your results.

The effectiveness of ads in your campaigns is determined by several factors, including the relevance of the ad content, audience targeting, keywords used, visual appeal and overall campaign optimization. 

Keep in mind that if you have set up very good ads, they may still not perform as well if your budget is not optimal. Therefore, keep a close eye on what your competition is doing and what the platform, such as Google, recommends. Since it works with a kind of "auction" each time, your ads may be displayed less if you bid lower than competitors. 

Our tip: keep a close eye on your campaigns and ads and be sure to adjust them as needed. That way, you will definitely contribute to the success of your campaigns.

Landing pages are the pages where potential customers end up after they click on your ad, so they are definitely not unimportant in terms of SEA. A good landing page is relevant, compelling and tailored to the message you want to deliver. Optimizing such a page ensures that users have a better experience and are therefore more likely to convert. Thus, the better your landing page, the more conversions, the better your SEA campaigns will be.

Search Engine Advertising (SEA) can be a game-changer for your business. Through targeted advertising on search engines such as Google, you get the opportunity to increase your online visibility, attract targeted traffic and reach potential customers when they are actively looking for your products or services. With full control over your budget, audience and message, SEA provides an effective way to achieve your business goals and stay ahead of the competition.

Ranking in Google Ads is determined by a combination of factors, with Google using an auction model. The most important elements are the bid you are willing to pay for a click (Cost Per Click/CPC) and the quality score of your ad. The quality score is determined by the relevance of your ad, the quality of the landing page and the expected click rate.

The final position of your ad in the search results is calculated by multiplying your bid by your quality score. Advertisers with higher bids and better quality scores generally have a higher ad position. It is important to optimize both your bid and the relevance of your ads and landing pages to achieve higher ranking and visibility within Google Ads.

The most effective is a combination of both, but we definitely see the importance of a website with good SEO. This is because an SEO-friendly website offers a sustained organic position in search engines, while with SEA you only get a high position when you are effectively advertising. Once these ads stop, your top ranking position also disappears.

An SEO-friendly website is also automatically viewed more qualitatively by search engines because it is easily readable by web crawlers, and a quality website gets a step ahead of the auction in search engines when you advertise.

Our conclusion is that the priority depends on what you want to achieve. If you want to systematically strengthen your place in the market, you should bet on SEO. If you want to increase your sales directly, SEA is the way to go.

You set a maximum budget per day that you want to spend on the ads. This money is then used to reach people for keywords you set. How much it costs to be ranked for those keywords is determined by a combination of the bid on keywords (Cost Per Click/CPC) and the quality score of the ad. A higher quality score of your ads can lead to lower cost per click and better visibility in search results. So it depends on your set budget and the price of your keywords whether your ads are thus shown more or less at the top of search results.

Websters does not take any margins on your click budget. The budget you want to spend on SEA effectively goes directly to your campaigns. Only the work hours we perform to set up and manage your campaigns are charged. This is discussed in advance how much time is needed for this. Feel free to come talk to us to see what we can do for you.

SEA offers several benefits to businesses, regardless of their size or activity:

1. Visibility: SEA significantly increases your online visibility. Instead of waiting for organic results, your ads immediately appear more at the top of search results when potential customers are actively searching for your products or services. This increases the likelihood that they will click through and contact you.

2. Targeted advertising: SEA gives you the power of targeted ads. You can refine your target audience based on keywords, location, age, gender, interests and more. This way, you only reach people who are truly interested.

3. Measurability: SEA allows you to measure and analyze almost every aspect of your campaign. You have access to data such as number of clicks, impressions, CTR, conversions and cost per conversion. This gives you detailed insight into how your ads are performing and which keywords are most effective. You can adjust your budgets and strategies based on this metrics to optimize the efficiency of your ad spend. The ability to accurately calculate the ROI of your ad spend makes SEA particularly valuable, as you can see which campaigns are profitable and which need to be optimized . In this, Websters helps you strike the balance between number crunching and understanding your visitors' behavior.

4. Speed: SEA compared to organic search engine optimization (SEO), where it can sometimes take months before you see visible results, SEA offers a faster solution. We can set up an SEA campaign within hours and generate instant visibility for your business. This is especially useful for seasonal promotions, product launches or special offers, where speed is essential to gain competitive advantage. Unlike organic search results, SEA campaigns can be set up quickly and become visible to your target audience.

Both SEO and SEA have to do with the online visibility of your website in search engine results.

SEO stands for Search Engine Optimization and concerns the optimization you do on your website, both front-end and back-end, to achieve better organic ranking and findability in search results.

SEA (Search Engine Advertising) is all about paid advertisements that are used to appear at the top of the search results page. Here, advertisers bid on relevant keywords and you pay only when a user clicks on an ad. This is also known as Pay-Per-Click (PPC) advertising. The goal of SEA is to increase a website's visibility directly through paid promotions, while with SEO you want to increase your organic findability.