Glossary

In Search Engine Advertising (SEA), online advertising is booked with search engines to maximize reach and visibility on the Internet and thus increase the number of clicks, leads and user actions (e.g. purchases). One of the most popular SEA providers is Google AdWords, which allows the combination of different advertising formats such as shopping ads, video ads or mail ads. The advertiser decides according to which specifications the success is measured: whether per click, per action, per call or per lead.