Search Engine Advertising for increased turnover

Keyword analysis as basis for the SEA strategy

If you don't know what the actual target group is looking for, you can't create a proper SEA strategy. With the help of Google Ads' Keyword Planner, we, as an official Google partner, determine the most important keywords for your SEA campaigns based on valuable search volume data. During the keyword analysis we cluster the interesting keywords in such a way that a first goal-oriented campaign structure is recognizable. This can then of course be further refined and optimized.

Link the Google Ads account to the Google Analytics account

By linking the Google Ads account with the corresponding Google Analytics account, important measurements from Google Analytics can be imported into the Google Ads account and vice versa. When linking, it’s important to make sure that the automatic tagging is active and that all website metrics are imported.

Intelligent Event & Conversion Tracking

Also essential to successful Search Engine Advertising is the establishment of intelligent event & conversion tracking. We make full use of the possibilities offered by the Google Tag Manager in combination with Google Analytics. For example, we can track contact requests sent via a contact form, clicks on telephone numbers and e-mail addresses, videos played, PDF downloads and many other (micro) conversions. It’s important that all events in Google Analytics are also created as target events (conversions) with target conversion value, so that the corresponding data can also be imported into the Google Ads account.

Analysis

Before we can approach the topics of goal setting, objective setting, strategy and positioning, we must of course analyse the current situation. Which services and products do you actually offer and how are they currently advertised? What distinguishes you from your competitors and what can we learn from them? Have SEA campaigns already been created and are they based on intelligently selected keywords? These and similar questions will be examined at the very beginning in order to define a target state based on the actual state. In order to obtain a particularly meaningful analysis, we use tools such as Keyword Planner from Google Ads, Ahrefs, SEMrush and more.

Strategy and Target Definition

After we’ve gotten to know you, your company, the competitive situation, your online marketing measures and, if applicable, your existing SEA campaigns, we then define goals with you, which we would aim to achieve through creative and professional SEA campaigns. Which CPAs (Cost per Acquisition) should be adhered to in which time frame, which monthly total budget should be set? During the development of the SEA strategy, we already point out which campaign structure can be considered for you and which mix of SEA campaigns is particularly promising.

Development of a solid SEA concept

Once the strategy, positioning and goals have been defined, we finally start working out the concrete SEA concept. In a Word document, all basic settings, campaigns, ad texts, extensions, keywords, etc. are transparently recorded. The corresponding Word document is a "living document", which we will work on together. You are encouraged to bring in your valuable ideas and thoughts when designing new SEA campaigns. When creating new ad texts, it’s important to use the language of your customers and to mention all important USPs (unique selling points of your company).

Establishment of the new SEA campaigns

Once you’ve approved the SEA concept, we will professionally set up the new SEA campaigns. We take into account all important setting options in advance, or rather in the concept stage, so that the set-up is no longer a difficult task. We will also implement the entire conversion tracking before the launch. In general, our campaigns have a very granular structure. We focus on the most important keywords at the beginning and then gradually expand your campaign structure.

Support and Optimization

Once the new SEA campaigns are activated, it’s time to sit back and relax. Not quite! Now the most important data must be analyzed at regular intervals. A particularly important value is the conversion value/cost value, or turnover divided by the SEA costs. This value should be as high as possible. When supporting and optimizing your campaigns, we naturally also pay attention to click prices (CPC), CPAs, actual search terms, advertising opportunities, quality factors, advertising relevance, etc. Irrelevant search queries are excluded and keywords with high conversion rates are given higher bids.