SEA Specialist
In addition to the well-known SEO strategy, there is also SEA, search engine advertising. The difference between the two is that SEA deals with paid ad optimization. A SEA specialist puts out paid ads on search engines of Google, Bing or Yahoo! The specialist makes sure that these ads are as cheap as possible per click, since you pay per click on the ad. The goal is to increase the number of visitors and sales on the website. What exactly does a SEA specialist do?
- Analyze the online search behavior of the target audience
- Create keyword reports with tools such as Google Keyword Planner
- Creation, development and implementation of an SEA strategy
- Analyze campaign data and use it to optimize campaigns
- A/B testing of texts in the ads, landing pages and position in search results
- Implement retargeting and RLSA (Remarketing Lists for Search Ads) campaigns to retain visitors who have previously shown interest
- Provide advice and recommendations to concerned departments through reports
Workshop SEA specialists
SEA specialists can work in several places. They often work independently as freelancers, at online marketing agencies for external clients or at a company with an internal position. With an internal position, this will usually be at a company that offers a web shop. As an SEA specialist, you have to work together with other specialists. Here you can think of online marketers, web analysts, e-commerce managers, developers, product managers and SEO specialists. You can read more about SEO specialists below.
There is no separate training to become an SEA specialist. But there are courses or trainings for it. At Google, you can take online courses and take exams. At the end, you then receive an "Individual Qualification" for Google AdWords or for Google Analytics.
SEA versus SEO
SEO specialists focus on increasing organic traffic and conversion. Organic traffic comes from clicks that were not paid to put out. So these links are optimized to rank higher in the search engine. SEA focuses on making each click on paid traffic as cheap as possible. The best thing for your business is to implement a combination of SEA and SEO.
