Search engine advertising (SEA)
Seeders SEA strategy
A lot has changed in the field of Search Engine Advertising (SEA). In recent years, the field of advertisement is increasingly focussed on finding the right data. Technologies such as Machine Learning (ML) give the marketer the tools to leave bidding to algorithms so that they can focus more on the data that the algorithms use.
At Seeders, we are on top of these new developments and strive to advertise as efficiently as possible, without losing sight of the main goal: costs versus revenue. Because that’s what it’s all about. At Seeders, we, therefore, determine a target Return On Advertising Spend (ROAS) at the start of the process. We do this based on your average product margin. That way we always have a clear goal in mind and we are constantly looking for the sweet spot, between as many conversions as possible for the highest possible profit.
We do this, among other things, with the help of scripts, so that advertisements are only triggered by the right keywords. The campaigns are split up so that you always pay an appropriate Cost Per Click (CPC) for the right keyword.
In addition, we can run scripts that can implement the best ad planning, location bids, and device bids based on data.
When there is sufficient data, we often switch to Google’s automatic bidding strategies. These often work very efficiently in calculating the right bid for the highest possible ROAS, conversions, and clicks. Although these bidding strategies are often a ‘black box’, we have the necessary experience in-house to be able to make the optimal use of them.
In the final optimization phase, we often work together with Adchieve. Together with this data science company, we look at how we can create a tailor-made ML algorithm that fits your specific web store and its needs. In this phase, we look at how we can achieve an even better ROAS and we also look at Customer Lifetime Value (CLV). For example, we also take into account which products or which combination of products have more margin in the longer term. We are convinced that a SEA strategy with these steps will offer the most adequate solutions for the caliber of your company.
Ready to start scaling your business with SEA?
SEA optimization
Data analysis
In addition to Google Analytics and Google Ads, we also use data science tools such as Python for data analysis. This enables us to analyze a lot of data on a large scale and adjust strategy accordingly. We, therefore, offer Enhanced Ecommerce (EEC) tracking for eCommerce platforms. With this, we can look at your funnel on a very detailed level. For example, we can measure in which step the customer drops out: when viewing the product, adding it to the shopping cart, or during the checkout. We can see which products are ordered much faster and which products are mainly only viewed.
