{"id":353,"date":"2021-11-02T15:00:07","date_gmt":"2021-11-02T15:00:07","guid":{"rendered":"https:\/\/demosites.io\/web-agency-gb\/?p=353"},"modified":"2023-04-19T10:49:25","modified_gmt":"2023-04-19T10:49:25","slug":"wat-is-sea-en-hoe-werkt-het","status":"publish","type":"post","link":"https:\/\/dimaprom.be\/nl\/wat-is-sea-en-hoe-werkt-het\/","title":{"rendered":"Wat is SEA en hoe werkt het?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Zoekmachine-adverteren &#8211; of ook Search Engine Advertising (SEA) of Search Engine Marketing (SEM) &#8211; is het inkopen van advertentieruimte boven, naast en onder de natuurlijke (organische of niet-betalende) zoekresultaten door in een veiling te bieden op (ondermeer) zoektermen (keywords, zoekwoorden of trefwoorden) of producten (product groepen) waarbij aanvankelijk werd afgerekend per duizend vertoningen (CPM of Cost per mille) maar tegenwoordig (meestal) wordt afgerekend per klik op je advertentie &#8211; dus per afgeleverde bezoeker (vandaar de term CPC of Cost per Click).<\/p>\n\n\n\n<h2 id=\"wp-block-themeisle-blocks-advanced-heading-6307ab49\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-6307ab49\">Geschiedenis<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sinds het <a href=\"http:\/\/googlepress.blogspot.com\/2000\/10\/google-launches-self-service.html\">ontstaan van het veilingsysteem<\/a> en self-service online advertising platform heeft Google Ads (destijds Google Adwords) een heel parcours afgelegd en <a href=\"https:\/\/www.uptodate-today.be\/2021\/04\/de-evolutie-van-google-ads-door-de.html\">verschillende gedaanteveranderingen ondergaan<\/a> en groeide het uit tot een onmisbare tool voor bedrijven en marketeers om hun producten of diensten online in de spotlight te zetten. Inmiddels is het een <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2012\/06\/05\/evolution-of-adwords#:~:text=October%2023%2C%202000%2C%20will%20be,online%20advertising%20platform%20%E2%80%93%20Google%20AdWords.\">$38 biljoen dollar adverteerders platform<\/a>.&nbsp;<\/p>\n\n\n\n<h2 id=\"wp-block-themeisle-blocks-advanced-heading-87127828\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-87127828\">Hoe werkt Google Ads?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Het Google Ads netwerk is gebaseerd op een veilingsysteem, waarbij alle advertenties worden geveild op basis van een aantal variabelen en instellingen. Onder meer je budget, doelgroep, targeting en instellingen bepalen of, aan wie en wanneer je advertenties worden getoond. Het bod dat je voor een zoekwoord uitbrengt, in combinatie met de gebruikerservaring en relevantie van je advertentie en landingspagina en nog een aantal andere variabelen bepalen welke positie jouw advertentie krijgt. Wat wij zo leuk vinden aan het platform is dat mede dankzij de quality score super goede advertenties en landingspagina\u2019s die relevant zijn voor de zoekopdracht van de gebruiker de veiling kunnen winnen van een adverteerder die meer biedt.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-opt-id=621057955  fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/__phiiRfKteJ4erwVuBinkSz9LXPoh_7oJhE3GQhg1G2tYWJqizj1hNx1xkjF7lTeFa9e0XJ9BWGc08414YOuB8AJ-aT2Llw5TVnyahJ2FaaXIHPVEcpxwkGH5wGEiIL0TGhejQm71Z6n4zact4rxpo\" alt=\"\"\/><\/figure>\n\n\n\n<h2 id=\"wp-block-themeisle-blocks-advanced-heading-25f303ad\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-25f303ad\">Google Ads Campagne Typen<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De twee voornaamste pijlers binnen het Google Ads veilingsysteem zijn de<strong> tekstadvertenties in de zoekresultaten<\/strong> en het <strong>adverteren met producten<\/strong>. Elk van deze pijlers hebben verschillende campagne typen, zoals respectievelijk Google Search &amp; Dynamic Search of DSA voor de tekstadvertenties en Performance Max &#8211; vroeger Smart Shopping en daarvoor Standaard Shopping &#8211; voor de product advertenties.<\/p>\n\n\n\n<h2 id=\"wp-block-themeisle-blocks-advanced-heading-8cd2e812\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-8cd2e812\">Search met Responsieve Tekstadvertenties<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sinds juni 2022 is het niet meer mogelijk om Uitgebreide Tekstadvertenties (ETA\u2019s) te maken. In plaats hiervan worden er nu Responsieve Zoekadvertenties (RSA\u2019s) gebruikt. Dit zijn advertenties waar 15 koppen en 4 beschrijvingen aan toegevoegd kunnen worden. De machine learning technologie van Google maakt hier vervolgens zelf combinaties van op basis van het online zoekgedrag van de gebruiker.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img data-opt-id=520736691  fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/BwaeiFg3llu84T6i-dCMVoMYCcXkQynwfMW92xYQOgi8fqmbfzdcNZKcY1eojltCH0XGMk6bzb7VEbQwyTrqwtWWTbEwIjAfN1t0OvY4Yu687LFyxbhgRb9Qk_uhEIqFV4rbfy8Wg0AElQAkXkNU-jo\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Doordat er meer koppen en beschrijvingen toegevoegd kunnen worden dan aan de Responsieve Tekstadvertenties, kan jouw aanbod beter en lucratiever in de kijker geplaatst worden maar kan Google ook beter voorspellen <strong>welke combinaties de beste resultaten opleveren per gebruiker<\/strong>. Met Responsieve Zoekadvertenties kan je dus beter inspelen op de behoeften van je doelgroep(en) en ervoor zorgen dat je de juiste boodschap (net iets meer) op het juiste moment bij de juiste doelgroep onder de aandacht brengt.<\/p>\n\n\n\n<h2 id=\"wp-block-themeisle-blocks-advanced-heading-37d3fe8f\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-37d3fe8f\">Performance Max<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sinds 2022 is er een gloednieuw soort campagne, namelijk <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10724817?hl=nl\">Performance Max<\/a> in Google Ads. Het is de vervanger van Smart Shopping die op zijn beurt een opvolger was van Standaard Shopping. Performance Max combineert de volgende advertentietypen om advertenties te maken:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Responsieve tekstadvertenties&nbsp;<\/li>\n\n\n\n<li>Display advertenties<\/li>\n\n\n\n<li>Shopping advertenties<\/li>\n\n\n\n<li>Discovery advertenties&nbsp;<\/li>\n\n\n\n<li>Video advertenties&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">In Performance Max kan je meerdere items toevoegen in zogenaamde asset groups zoals ondermeer:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Afbeeldingen<\/li>\n\n\n\n<li>Logo\u2019s<\/li>\n\n\n\n<li>Video\u2019s<\/li>\n\n\n\n<li>Koppen<\/li>\n\n\n\n<li>Beschrijvingen<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Google laat de beste combinaties zien van de items en maakt ook eigen content op basis van jouw input. Naast de items heb je ook andere zaken waar je invloed op hebt die belangrijk zijn binnen Performance Max zoals:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Dagbudget<\/li>\n\n\n\n<li>Doelgroep Signalen<\/li>\n\n\n\n<li>Productfeed<\/li>\n\n\n\n<li>Locatie instellingen<\/li>\n\n\n\n<li>Uitbreiding van URL<\/li>\n\n\n\n<li>Extensies<\/li>\n\n\n\n<li>Voordelen<\/li>\n<\/ul>\n\n\n\n<h2 id=\"wp-block-themeisle-blocks-advanced-heading-f2a91960\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-f2a91960\">Black Box<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Als experts vinden wij het Performance Max campagne type erg omstreden. Enerzijds is het een bijzonder hoogtechnologisch product dat gebruikmaakt van geavanceerde artifici\u00eble intelligentie waarmee iedereen tot 20% betere resultaten kan behalen. Anderzijds heb je het minste controle ooit omdat het algoritme een bijzonder groot deel van het werk overneemt, heel wat functies niet langer mogelijk zijn, en er heel wat informatie wordt afgeschermd van de marketeer en de ondernemer, zoals bijvoorbeeld welk aandeel van je advertenties op welk platform en in welk formaat wordt vertoond.&nbsp;&nbsp;<br><\/p>\n\n\n\n<div id=\"wp-block-themeisle-blocks-advanced-columns-678cc482\" class=\"wp-block-themeisle-blocks-advanced-columns alignfull has-1-columns has-desktop-equal-layout has-tablet-equal-layout has-mobile-collapsedRows-layout has-reverse-columns-mobile has-vertical-bottom ticss-c00aadba\"><div class=\"wp-block-themeisle-blocks-advanced-columns-overlay\"><\/div><div class=\"innerblocks-wrap\">\n<div id=\"wp-block-themeisle-blocks-advanced-column-4d412c51\" class=\"wp-block-themeisle-blocks-advanced-column\">\n<h2 id=\"wp-block-themeisle-blocks-advanced-heading-fb3c7a39\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-fb3c7a39\">Nieuwsgierig naar SEA?<\/h2>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-default\"><a class=\"wp-block-button__link has-nv-dark-bg-color has-nv-light-bg-background-color has-text-color has-background wp-element-button\">Leer Meer over SEA<\/a><\/div>\n\n\n\n<div class=\"wp-block-button is-style-primary\"><a class=\"wp-block-button__link wp-element-button\">Contacteer Ons<\/a><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Zoekmachine-adverteren &#8211; of ook Search Engine Advertising (SEA) of Search Engine Marketing (SEM) &#8211; is het inkopen van advertentieruimte boven, naast en onder de natuurlijke (organische of niet-betalende) zoekresultaten door in een veiling te bieden op (ondermeer) zoektermen (keywords, zoekwoorden of trefwoorden) of producten (product groepen) waarbij aanvankelijk werd afgerekend per duizend vertoningen (CPM of&hellip;&nbsp;<a href=\"https:\/\/dimaprom.be\/nl\/wat-is-sea-en-hoe-werkt-het\/\" rel=\"bookmark\">Lees verder &raquo;<span class=\"screen-reader-text\">Wat is SEA en hoe werkt het?<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":985,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"content-type":"","neve_meta_sidebar":"default","neve_meta_container":"default","neve_meta_enable_content_width":"off","neve_meta_content_width":100,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"[\"content\",\"tags\",\"comments\"]","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-353","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Wat is SEA en hoe werkt het? 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