Email [email protected] Call +31 (0)20-2146091
Email [email protected] Call +31 (0)20-2146091
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Generating Traffic to your website with Search Engine Advertising

You are all set! Your digital marketing strategy is ready, you have created or optimised a great website and now you are ready to send traffic to get sales! Excellent time to dive into the world of Search Engine Advertising.


Search Engine Advertising (abbreviated as SEA) is something we all see every day when we use search engines like Google, Bing, Yahoo, etc.. A familiar example of search engine ads are the paid results we see when we perform a search query. For the sake of this explanation we will take Google as an example. When looking up anything in Google, you can come across ads. You can recognize them because right below the title there is a little green box with the word ‘Ad’ inside. 

There are several types of search engine advertising and below we will go a little bit deeper into the differences and when to use them.

Search vs. Display

When talking about search engine advertising we mainly use Google Ads. So for the sake of clarity we will explain how these work from this point on. Within Google Ads there are two types of ads:

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Search ads

Search ads are made up of text in a certain format. They can be pre-written or dynamically generated based on data Google gathers from several sources. They appear within the search results when you enter a search query in Google. But they can also appear in between the text of any website somebody visits, if you decide to show them in the display network as well.

Display ads

There are four types of display ads: 

  • Banner Ads
  • Responsive Ads
  • App Ads
  • Gmail Ads

Display ads are shown to predefined audiences that may be interested in your product or service or people that have shown interest in a certain keyword that you are targeting.

The main difference between Search and Display ads is the way they are ‘activated’. The first one is activated by a pull-activity performed by the potential customer and the other one is pushed by us towards the potential customer. Read on to get a better understanding of Pull vs. Push and why they are both important to make a solid digital marketing strategy.

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As we discussed in the previous section there are two ways of performing Search Engine Advertising, either by push or pull. More often than not we use both to make a powerful strategy.

Using a pull strategy in Search Engine Advertising means we create a set of search ads that show up when a search engine user performs a query that contains a certain keyword or phrase that matches our keyword (exactly or partially). This strategy is great to reach potential customers that know what they are looking for. By using a pull strategy we can answer their call for help by offering them the ad that contains the matching solution to solve their problem or meet their demand.

For example: you are looking for a barbershop in your area and you live in Amsterdam, so you type in barbershop in Amsterdam in Google. Your search query will be rewarded with a list of paid (ads) and organic search results in Google. The search activity precedes the results, that is why we call it a pull strategy.

Push strategy is when we send the ads (text or visuals) to the potential customers without them requesting. We do this through Google as well. But how do we know where to push these ads to? Well, based on the statistics Google has gathered we can target certain audiences that have a set of characteristics that match those of our potential customers. Think of age, gender, location and interests.

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