Search engine advertising (SEA) refers to the placement of paid advertising on the SERPs of a search engine. It usually includes ads in text form that lead to a specific landing page and match the user's search query.
Together with search engine optimization (SEO), SEA forms the large area of search engine marketing (SEM), which in turn is part of online marketing.
Search engine marketing can be used to directly increase visibility, reach and traffic. The traffic generated by SEA is generally of a higher quality, as it responds to user needs in the best possible way using specific keywords and can therefore often lead to better conversions.
Important factors in ad placement include the cost per click (CPC), the click-through rate and the quality factor.
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