Search Engine Marketing (SEM) for more inquiries and customers

Keyword analysis as the foundation for the SEM strategy

For a successful SEM strategy, it is fundamental to know what the target group is actually looking for. With the help of Google Ads Keyword Planner, Google Trends, Ahrefs and other helpful tools, we use accurate search volume data to determine the most important keywords (search terms) for your SEM strategy. Sustainable SEO measures and efficient SEA campaigns are only conceivable on the basis of a detailed keyword analysis. It therefore occurs right at the beginning of our joint collaboration.

Presence of all important Google accounts

Professional search engine marketing mainly relates to Google SEM, since Google is currently the world leader in the search engine market. The existence of all important Google accounts is accordingly another important basic requirement that must be met in order to successfully operate Search Engine Marketing or Google SEM. These accounts include Google Analytics, Google Ads, Google Search Console, Google Tag Manger, Google My Business, Googlemail and YouTube.

Correct linking of all important Google accounts to one another

Google enables various Google products to be linked. Only when the most important Google accounts have been created and correctly linked can advertisers efficiently collect and analyze data. In order to be optimally utilize the mutual synergies of SEO & SEA, it is important, for example, to link Google Ads with Google Analytics, Google Analytics with Google Search Console and Google Search Console with Google Ads. When linking the Google Ads account with the corresponding Google Analytics account, make sure that the automatic tagging is active and that all website measurements from Analytics are imported into the Ads account.

Intelligent event & conversion tracking

In order to measure the success of the Google SEM measures very precisely, it is essential to implement intelligent event & conversion tracking. The Google Tag Manager, in conjunction with Google Analytics, enables the tracking of many different events, microconversions and goals. For example, contact requests that are sent via a form or clicks on certain download links, telephone numbers or e-mail addresses can be tracked. It is important that the events tracked via the Google Tag Manager in the Google Analytics account are also defined and set up as target projects (conversions) with a realistic target value (conversion value). Only in this way can all events and microconversions be imported into the Google Ads account.

Analysis

Before we can set specific goals and work out a promising SEM strategy, we take an inventory and analyze the current situation together with you. What services and products do you offer as a company and what online marketing measures have you used to advertise them so far? Have the previous SEO & SEA measures been based on intelligently selected key terms (keywords)? And have your landing pages been suitable for your search engine marketing at all so far? On the basis of the current state, we then define the target state together. Numerous useful SEM tools are used in our analyzes. For example, we use Ahrefs, SEMrush, Google Ads Keyword Planner, Google Search Console, Screaming Frog and many other tools to create particularly well-founded analyses.

Strategy and Goal setting

After we have gotten to know you, your company, your colleagues, your SEM measures and, if necessary, your existing Google Ads campaigns, we will work with you to define specific goals that are to be achieved with the help of an intelligent SEM strategy. Important questions here are, for example, "How many conversions should be achieved in which period and within which budget?" Or "How much budget should be invested in sustainable SEO measures and how much should be invested in cost-efficient SEA campaigns?" When working out your SEM strategy in detail, we ensure a healthy mix of suitable SEM measures that can generate more inquiries, customers and sales after just a short time.

Elaboration of an intelligent SEM concept

Once the questions relating to objectives, strategy and positioning have been clarified, we will work out the appropriate SEM concept together with you. Basically, there are two sub-concepts: one for SEO, one for SEA. While the SEO concept will focus on technical details, content and link recommendations in particular, the SEA concept will be a Word document in which all settings, campaigns, ad texts, ad extensions, keywords and the like will be recorded in a transparent and understandable manner. We will of course be happy to consider your change requests.

Improving the quality of the main landing pages

Since high-quality landing pages, which are optimized for the most important key terms, play a central role in successful search engine marketing, we pay attention to precisely these after creating the SEM concept. This step includes a professional on-page optimization in which the content (headings, running texts, images, videos, etc.) and the meta information of every important page are made search engine-friendly. We also take conversion rate optimization (CRO) into account when increasing the quality of the landing page. For example, you can generate more inquiries just by implementing intelligently placed calls to actions. If a website is very old and urgently needs a redesign, we generally advise you to renew it. Good quality landing pages are just too important to be neglected. For both SEO and SEA.

Establishment of efficient SEA campaigns

If the landing pages are ready for use, we implement the SEA concept approved by you. Since all central settings have already been defined in the Word document, the actual setup is quick and easy. The starting shot for the advertisement is of course only fired once the conversion tracking has been set up. As a SEM agency with many years of experience, we rely on a very granular campaign structure that follows a clear and logical structure. At the beginning we focus on the most important key terms with which your target group can identify very well. Each keyword cluster receives its own campaign and thus its own advertisements. Over time and within our monthly support, more and more promising keywords and ads will be added.

Continuous support in the areas of SEO & SEA

Once the initial phase has ended and the basic framework is in place, our continuous support in the areas of SEO & SEA begins. With regard to SEO, we regularly analyze the development of the placement of your most important keywords in the organic Google search engine by using tools such as Sistrix, SERPROBOT or Ahrefs. On the basis of our analysis, we draw logical conclusions and give clear recommendations for action, the implementation of which will bring you even further forward. With regard to SEA, we focus in particular on improving the conversion value / cost value (sales divided by Google Ads costs). However, this procedure is only possible if clear target projects with realistic target values ​​have been defined in advance. Furthermore, we pay particular attention to CPCs, CPAs, actual search terms, quality factors, advertising relevance, shares of possible impressions and optimization options suggested by Google itself.