Paid acquisition strategies (SEA) that work

Paid acquisition strategies (SEA) that work

SEA or Search Engine Advertising originally consists of advertising on search engines. Today, this term extends to any paid acquisition strategy such as Ads on social networks, but also collaborations with influencers. Appreciated for its quick results, SEA is above all a launch strategy that compensates for the slow start of long-term approaches such as SEO for example. All the difficulty of SEA lies in the choice of platforms on which to invest: Google, LinkedIn or YouTube? To help you sort it out, this article offers a complete list of the main SEA levers and their characteristics. But to start, it is important to review some fundamentals of acquisition strategies.
SEAor Search Engine Advertising originally involves advertising on search engines . Today, this term extends to any paid acquisition strategy such as Ads on social networks, but also collaborations with influencers. Appreciated for its rapid results , the SEA is above all a launch strategy that makes it possible to compensate for the slow start of long-term approaches such asSEOfor example. All the difficulty of SEA lies in the choice of platforms on which to invest: Google, LinkedIn or YouTube? To help you sort it out, this article offers a complete list of the main SEA levers and their characteristics. But to start, it is important to review some fundamentals of acquisition strategies.

Acquisition strategies: what do you need to know before you start?

So let's start by reviewing the basics! No need to invest a single euro before making sure you follow these few rules.

Know your targets at your fingertips

If you don't know exactly who your communication is for, you risk throwing your money away. So study yourpersonabefore taking any action. Ask yourself what his intentions are when he does his research: does he want to find out, compare offers, find reviews, buy? The SEA is mainly intended for targets with a high degree of maturity, that is to say people who are well advanced in the purchasing process.

Choose the right keywords

The keywords used by Internet users reflect their degree of maturity : it is therefore necessary to choose them carefully and closely monitor their performance. A person who types "what is an accountant for" seeks to understand this profession. This request is of little interest to an accountant who wishes to attract new clients. Conversely, the keyword "accounting firm Lyon" is much more effective: it clearly indicates that the user wishes to contact an accountant located near his company.

Work on your landing pages

Investing in the right keywords will not help if yourlanding pagesconvert poorly. To create landing pages that work , be sure to:
Choose an aesthetic and professional design
To optimiseCTAs
Abuse good copywriting practices in order to obtain a clear and attractive value proposition as well as persuasive arguments based on identity and emotions

Measure your actions

To evaluate the effectiveness of your strategy and thus refine it even more, consider implementing a tagging plan . This step consists of defining the key indicators to be monitored, then centralizing all the data using a tracking tool , such as Google Tag Manager for example. You will be able to determine the keywords that bring you the most traffic, but especially those that convert the best.

What levers to use for your SEA and why?

Here are now 5 major levers that you can activate in your SEA strategy.

1. Google Ads: classic paid acquisition

Google Ads is an advertising service that consists of positioning its website on certain keywords in order to appear at the top of the Google results page. This strategy is one of the most popular, because it offers very high visibility . It may be suitable for most companies, but it should be noted that the cost per click of keywords in certain sectors of activity is extremely high. If this is your case, make sure you have the means to overtake your competitors before launching your campaign. For the most modest budgets, it may be interesting to consider other levers such as social networks for example.
Google Ads has many advantages such as the great precision with which you can select keywords or on the contrary discard them . The platform also provides access to a wealth of data that makes it possible to measure the performance of campaigns and therefore improve them.

2. Display: traditional online advertising

Display ads are the digital versions of print ads. The advertisements generally take the form of an image or a video on which the Internet user can click in order to be directed to a commercial site. They are managed by advertising agencies , the best known of which are Google, Facebook and Twitter.
Displays are often used to work on visibility and notoriety , but it is possible to pursue a conversion objective. The main advantage of this strategy is the possibility of precisely targeting leads and therefore publishers, according to demographic, geographic and specific interest criteria. Display ads are also suitable for companies that do retargeting .

3. Social networks: how to choose?

Today, your SEA strategy can no longer do without social networks. Your target is necessarily there, but you still need to know which ones! Advertising on this type of platform has the following advantages.

The formats are varied :

 text, photo, video, carousel, etc.
Targeting is extremely advanced : the networks have a lot of data on their users and make it available to you to reach your prospects with great efficiency.

The budget is under control :

 in the campaign settings, you can choose the amount you want to spend the most each day. So you don't have to worry about possible overflows.

The conversion rate is easily measurable : 

the networks offer precise statistics on the performance of your campaigns. You know exactly how much each advertisement earned you. This is perfect for optimizing your strategy and investing your money in the right place.

The content is highlighted compared to other SEA strategies like Google Ads:

 your articles, infographics and videos can easily catch the eye of users and thus cause more clicks to your landing page.

Social networks are not limited to advertising : 

It is also a place to build and manage your community. By using this strategy, you kill two birds with one stone: you promote your products and you gain the trust of your target.

Here is a list of the main social networks on which you can advertise.

LinkedIn : 

professional network adapted to B2B strategies which offers many advertising formats.

Facebook : 

the supermarket of social networks, because almost everyone goes there. Ideal for B2C companies, but possible for B2B.

Youtube : 

the king of video and the second most used search engine (after Google). Being there now seems essential. And contrary to belief, the rates are very affordable.

Twitter : 

the social network with short messages offers many advertising formats and very specific targeting criteria.

instagram: 

champion of visual content, this network is the haunt of influencers. B2C brands have everything to gain by launching SEA campaigns there.

TikTok :

 brands are investing more and more in this network used mainly by a young and connected target.

Pinterest : 

little used in France, Pinterest is nevertheless an interesting lever to gain traffic on its website. Its very visual aspect is perfect for B2C brands.

4. Native Ads

Native ads are ads that are naturally integrated into website pages or social media news feeds. To pass for classic content, they are positioned in the middle of the articles and take up the graphic charter of the site. They have the advantage of being less intrusive than the Display and can even bring real added value to the initial content.
Thenative Adscan be used by all types of companies, regardless of the sector of activity. You can use them to improve your online presence and gain brand awareness . Conversion is actually not their forte, as targeting lacks precision.

5. Influencers

Influencer marketing is only on the rise and it's here to stay! If it has not already been done, it must therefore quickly integrate your SEA strategy. Working with influencers consists of paying them in exchange for the production and distribution of content highlighting your products or services. The advantages are relatively obvious: you get great visibility without having built any community and you benefit from the trust of your target in just a few days or weeks.
This strategy excels in B2C, but can also work in B2B. Influencers are not limited to Instagram sports coaches. We can see more and more of them on more professional platforms like LinkedIn or Twitter.

Some additional tracks

Other SEA levers exist, here are a few!

Affiliation : 

it is a system that allows you to sell your products to a target thanks to the recommendation of a third party, in exchange for a commission.

Market places such as Amazon: 

these are large sales places that host the shops of many brands. Ads allow them to appear at the very top of search results.

Drive-to-store : 

this has been a particularly effective technique since the advent of geolocation. Users receive advertisements on various mobile applications when they are near an advertiser's point of sale.

SEA possibilities are numerous and it is easy to get lost. To be effective and profitable , you have to resist the temptation to try everything. A good strategy goes through an intelligent selection of levers to operate . Depending on your sector of activity, your target and your budget, you will have to turn to specific platforms. If this step seems difficult to you, you can call on an agency to support you in the strategic choices to be made.