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Book SEA Licences

Search Engine Advertising (SEA) improves visibility on search engines by delivering the right information at the right time: Paid and targeted text ads appear on search engines like Google exactly when users search for a relevant keyword in a relevant region. The billing for the text ads takes place by click.

Requirements​

If you do not yet have an SEA product in Markee, please contact the support. We will then go through the process with you.

Types​

  1. Automated campaigns
  2. or automated campaigns, which allows you to create a custom SEA booking:

This is a custom Focus Branch within a licence We will go into the specifics of the individual campaign types later in this article.

Setup​

After you have assigned the licence, you can enter the following information:

Explanation of the fields:​

  1. Start and end date
  2. External ID = can be used as external order number
  3. Internal note = field for internal notes
  4. Destination address = is the destination URL to which the user is redirected after clicking on the ad.

Format:  https://xyz.de  -> not including www.

  1. Display Url = if a different URL than the actual target address is to be displayed in the ad.
  2. Focus category(ies) = one or more focus category(ies) / matchcraft category(ies) for which automated search engine advertising is possible, e.g. women's summer shoes
  3. Geo Targeting (km) = radius in kilometres around the location address.
  4. Name = pre-filled with the name of the focus industry, could be customised without further impact on the focus industry
  5. Budget target = the monthly SEA budget, e.g. 250 EUR) With Save, the SEA licence is created in Markee. As soon as a focus category is booked and the licence is created in Markee, you can add further focus categories to this licence.

Guide - Add more focus categories​

Geo Targeting Radius​

The individual geo-targeting radius is linked to the focus category and must be specified for each focus category - can also be set individually for each focus category in the case of multiple focus categories.

Exclude cities or postcodes Cities or individual postcode areas can be excluded within a defined radius per focus sector. To do this, go to the details in Markee and enter the names of the cities or towns or individual postcodes for the exclusion in the "Exclude cities" field below the selected focus sector and geo-targeting.

The excluded city(ies) / postcode area(s) only relate to a single focus category. If several focus categories are booked and cities / postcode areas are to be excluded here for several focus categories, the exclusion must be entered in several focus categories.

Include cities or postcodes After creating a subscription, one or more cities / postcode areas can also be defined per defined focus category for geo-targeting, for which the advertisements are to be displayed within this focus category. The mandatory requirement is either the specification of the radius or the specification of a city or postcode area. To do this, go to the details in Markee and enter the names of the cities or towns or individual postcodes for inclusion below the selected focus sector and geo-targeting in the field "Include cities or postcode areas".  Thus, geo-targeting can be defined for a radius around the location plus additional cities and postcode areas. Or geotargeting can be defined without a radius independent of the location for cities and postcode areas.

Keyword match types​

Each individual keyword has a match type defined for it. 

Exact = exact match = exact match of the search query with the term or very similar variants of the term with the same meaning.

Example: caps for women Example searches: caps for women / caps for ladies / caps women / caps ladies

Phrase = matching word group = search queries matching the word group or very similar variants; additional words can come before or after it

Example: caps for women Example searches: blue caps for women / buy caps for women / caps for women on sale

Negative_Phrase = group of words to be excluded = This keyword setting prevents the ad from being delivered for search queries in which the exact keyword group occurs. The search queries may contain additional words, but the ad will not appear as long as the user enters the keywords in the same order.

Suppress keyword integration​

In the "Details" of the individual ad texts, you have another setting option that affects the ad text.  With the function "Suppress keyword integration" you can influence the display of the ad text. If this function is active, the corresponding keyword (e.g. application photo photographer) is not integrated in the headline of the ad.

Suppression of the location extension / location extension in the ad text​

With the release on 21.05.2021, the user has the possibility to suppress the location extension in the ad text. By default, the location extension is transmitted when a new SEA licence is created, so that the address or a mobile "Call" button also appears in the ad. With the "Suppress location extension" slider on the SEA licence overview page, the user can now set that no address and no additional mobile "Call" button appear in the ad:

If the position of the slider is grey, the display appears with location extension and mobile with "Call" button. If the slider is set to red, the display appears without location extension and mobile without "Call" button.

Live activation of the campaign​

When the synchronisation service is running from Markee to our partner, everything is transferred in about one minute maximum, including geo-targeting, added categories, excluded locations per category, etc. If the synchronisation service is not running, the changes in Markee go into a queue and are processed as soon as the service is active again.

Automatic campaign​

With automated campaigns, you can automatically run search engine advertising. Markee has defined different ad texts and different keywords for each focus sector via a partner, which are then booked automatically for the focus sector.

Modification or a new automatic campaign​

You need a new focus sector or an existing one should be adapted? Then please contact the support.

Updates Automated focus sectors are continuously optimised by our partner, for example the ad texts are optimised or the keywords are adjusted. These automated focus sectors update automatically when campaigns are booked in Markee for this focus sector. The display of keywords and ad texts in the Markee licence is updated once a week. Also, when our partner offers new focus industries, they are added to Markee once a week.

This automatic updating of keywords and ad texts is also maintained if the radius is adjusted or the cities / postcode areas to be excluded are changed.

Missing taxonomy​

If our partner has not yet entered any ad texts and keywords for a bookable category, this note appears:

In this case, our partner receives an automatic notification and suitable texts and keywords are developed manually by a German-speaking team. These should be created by our partner within a few days.

User-defined bookings / focus categories​

Each campaign, or rather each focus category, can be individualised in Markee. Ad texts can be deleted and added, keywords deleted or added. In Markee, you can recognise such a campaign by the small symbol behind the campaign name.

Different from the standard campaigns, where only the focus category/ies is/are transferred, the ad texts and the keywords are also transferred to our partner via interface for the user-defined categories.  The number of characters (incl. spaces) when entering the keywords is limited to 80 characters. Keywords over 80 characters will not be transferred and the campaign will not be broadcast.

Once a campaign is set up as a user-defined campaign, it remains in this "status". In order to benefit from the automatic optimisation of the campaign by the partner, the focus sector must be newly created as a campaign.

Updates​

For the custom focus categories, the campaign details will not update automatically by the partner unless the Markee user re-edits the ad texts and keywords in Markee. In this case, the custom focus category will be updated manually accordingly.

Statistics​

You can find the SEA statistics by clicking on the "Statistics" tab for the relevant site.