To ensure your visibility, most companies choose a generalist digital agency for the creation of their website. The services of 360° digital agencies include communication, graphic design, or website development. In terms of traffic acquisition, these web agencies are not necessarily experts in the Google Ads program (formerly Adwords). If increasing visits is a major challenge for your company, you can consider selecting an SEA agency. Digicîmes explains how to choose your provider for paid search management.

What is the Role of an SEA Agency?

With the Google Ads program, you can quickly increase visits to your website. However, Google advertising can represent a very large budget and the operation is complex. This is why it is recommended to choose a Google Ads consultant or an SEA agency. Digicîmes offers to analyze your Google Ads campaigns to position you on profitable keywords.

Which is the Best SEA Agency?

To get results, it’s important to choose a serious and reliable Adwords agency.

• The best Google Ads Agency employs senior consultants. You should verify the experience and skills of your account manager. Some providers entrust Google Ads campaign management to interns or junior profiles. The results are often insufficient.
• The best SEA Agency must master tracking. If conversion tracking is poorly configured, the algorithm won’t be able to optimize results.
• The best SEA Agency must understand your business.
• A good Google Ads agency must be performance-oriented. The goal should be to achieve maximum sales or leads. Optimizations should therefore focus on the most important campaigns to get the maximum results.
• A Google Ads expert must also be a “business partner”. The impact of SEA can be major for your company. Your provider must therefore carry out a comprehensive approach: integration of leads into the CRM / contact processing / Strategic vision…

What’s the Difference between SEO and SEA?

These two web referencing techniques work quite differently. To reach the top positions of a search with SEO, you need to focus on optimizing your site, its popularity, and creating attractive content.

	SEO	SEA
Results	Long Term	Short Term
Key Success Factors	Content – Site Popularity – Technique	Ads Expertise – Landing Page – Tracking
Targeting	Content according to Persona	Geographic targeting – audience – demographic – Interests…
Budget	+ or ++	+++

With SEA, you have the ability to select your keywords and products and place bids. Google will then rank the results based on the relevance of the ad or the maximum bid.

If you want to gain visibility quickly, SEA is the best solution. For the search network, the process to set up your Adwords account is as follows:

• Select your target keywords (most searched queries, search intentions…)
• Implement geographic targeting (on a city, region, country…)
• Specify audiences (target audience, interests…)
• Define a maximum budget (based on your financial capacity, expected ROI…)

To optimize expenses as much as possible, hiring an Adwords consultant is generally recommended.

Why Hire a SEA Agency?

You will increase your visibility by opting for paid search. If you want to invest in SEA, you need to fully master how Google Ads works. Otherwise, you will waste your money. Google will consume your budget and you won’t get results.

If you’re not a Google Ads specialist, the risks of errors are significant:

• Poor geographic targeting: your ads are shown all over France while you’re only present in Haute Savoie.
• Keyword selection: Keywords are too generic. They don’t represent purchase intent. The targeting is too broad and you appear for irrelevant search terms.
• Conversion tracking: Many accounts have poor conversion setup. Yet this is crucial for calculating Return on Investment.

With a SEA digital agency, you’ll save time (and money). All the expertise will be used to prepare the best ads for you and boost your website’s visibility. The job of a SEA consultant is to configure Google Ads campaigns but also to optimize results. To do this, the provider must leverage numerous factors: selecting relevant keywords, excluding certain terms, managing quality scores, analyzing the performance of each ad. To have a relevant “message match”, the SEA agency should also assist you in creating effective landing pages.

Choosing a SEA consultant may represent a risk for some. To secure these clients, Digicîmes can offer you a “win-win” performance-based service. The operation is simple. Digicîmes will bill based on campaign performance.

• Are you an e-commerce business? A commission will be charged on the revenue generated by Adwords.
• Are you a craftsman looking for appointments? The remuneration will be based on each contact generated by Google Ads.

What is the Rate for a SEA Agency?

For Google Ads account optimization, there are several remuneration models.

• Monthly fee: Each month, the Google Ads agency charges you a fixed fee.
• Percentage-based. The provider’s remuneration is a percentage of the expenses invested in Adwords. It’s possible to have a degressive rate. Example: 15% for + 4000 € / 10% for +5000 €…
• Performance-based: This solution allows for a win-win relationship. The SEA agency is invested in the results. Example: commission of X€ per generated lead or x% of revenue generated by Google Ads.

Do you still have questions about optimizing your performance on Google Ads? You can contact Digicîmes for more information.