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Alexander discovered his passion for online marketing in 2019. Since then, he has been intensely involved with all topics related to PPC, social media, and lead generation. His keen eye for numbers and the latest trends and developments also allows him to make well-informed and data-driven decisions that especially benefit his clients. Alexander is always open to lively discussions on the topic of online marketing.
- Blog Posts
Alexander discovered his passion for online marketing in 2019. Since then, he has been intensely involved with all topics related to PPC, social media, and lead generation. His keen eye for numbers and the latest trends and developments also allows him to make well-informed and data-driven decisions that especially benefit his clients. Alexander is always open to lively discussions on the topic of online marketing.
- Blog Posts
Alexander discovered his passion for online marketing in 2019. Since then, he has been intensely involved with all topics related to PPC, social media, and lead generation. His keen eye for numbers and the latest trends and developments also allows him to make well-informed and data-driven decisions that especially benefit his clients. Alexander is always open to lively discussions on the topic of online marketing.
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Why Microsoft Advertising (Bing Ads) Should Not Be Missing From Any Marketing Mix
Jun 2, 2025
Alexander
Frank
Category:
Search Engine Advertising
Microsoft Advertising (previously known as “ Bing Ads ”) is a powerful addition to Google Ads, offering numerous advantages such as comparatively lower click prices and advanced targeting options. Are you already using Microsoft Ads, or have you limited your advertising to Google so far? In this article, we explore why it's more worthwhile than ever for companies to invest in Microsoft Advertising , what differences and benefits the platform offers, and why the topic of generative AI should not be overlooked. What is Microsoft Advertising (Bing Ads)? To begin, here's a brief overview: Microsoft Ads (formerly known as “Bing Ads”) is Microsoft's advertising platform , enabling companies to engage in search engine marketing (SEM), similar to Google Ads. Ads primarily appear on Bing's search results pages, but also on Yahoo, AOL, and partner networks, as well as in Microsoft products like Edge, Outlook, Windows, and the Microsoft Audience Network. Microsoft Advertising was launched as “Microsoft adCenter” in 2006, rebranded to “Bing Ads” in 2009, and finally to “Microsoft Ads” in 2019. With Microsoft Ads, for example, it’s possible to run keyword-based Text Ads (Search Ads) and also offers Shopping Ads that require a Microsoft Merchant Center feed, Responsive Search Ads , as well as native advertising in the Microsoft Audience Network and Remarketing . Bing in Search Engine Ranking and Technological Innovations When people search the internet, they often “Google.” Over time, the term “Googling” has become embedded in the language of most people and even made it into the 23rd edition of the Duden in 2004. It’s perhaps no surprise that “Googling” originated from the namesake search engine. Other search engines still remain in Google's shadow, often slipping from memory when it comes to marketing efforts. But is this justified? Bing may not automatically come to mind first when thinking about internet research. Nonetheless, the platform has undergone many positive changes and established itself as a solid alternative to Google. In recent years, Bing's market share has steadily grown , while Google currently remains stable (albeit at a high level). According to Statista, Bing's market share was 11.75% globally in April 2025, compared to around 8% three years prior. In Germany, Bing even holds a 15% market share . The Microsoft Search Network leveraged by Bing includes other search engines such as Yahoo!, DuckDuckGo, and Ecosia, collectively reaching a significant number of users. This enhances the opportunities for advertisers on Microsoft Ads and increases the potential visibility of their ads. While the Microsoft Search Network still falls short of Google in absolute terms, it has carved out a stable place in the market. It is expected that Bing’s market share will continue to rise, as more people seek alternative search engines in an era of growing privacy concerns. Microsoft, like Google, continually invests in technological innovations to make Bing more appealing to users. This is demonstrated not only by the new AI features continually being implemented in Bing , but also by a general massive increase in interest around Artificial Intelligence among internet users. This development naturally benefits Microsoft Ads as well. For example, Microsoft Office products offer the possibility of integrating Copilot into an extended license. Copilot is Microsoft’s AI-based agent that draws on Bing as a search engine when needed. Advantages of Microsoft Advertising over Google Ads An important factor that sets Bing apart from Google is the demographic composition of its users. While Google appeals to a broad audience, Bing is particularly popular among middle-aged individuals and business professionals . This can be advantageous for companies looking to target these specific audiences. Decision-makers and influencers can be particularly well-reached this way. Often overlooked, but just as important: On most work PCs running Windows, Microsoft Edge is the default browser, making Bing the default search engine . Cortana also pulls its results from there. This greatly increases the likelihood that a search query on Bing will occur in a business-relevant context. Additionally, the majority of traffic consists of desktop users. These factors can further positively influence the quality of traffic . Another advantage of Microsoft Advertising is the native integration of LinkedIn targeting . As Microsoft owns LinkedIn, advertisers can access the extensive professional data of LinkedIn users and target their ads more precisely. The attributes “Job Function,” “Company,” and “Industry” are available for more tailored targeting. Bid adjustments can be used, for example, to place higher bids for particularly relevant target groups. This is especially useful when B2B marketing plays a role. However, possibly the most significant advantage is that Bing, and thus Bing Ads/Microsoft Ads, is still surprisingly underutilized by many companies. Commonly cited arguments include a comparatively low search volume compared to Google and a lack of time to create and manage a complete account setup on this platform. But therein lies a great opportunity for businesses. The much lower volume of competitors positively impacts cost per click and can help companies position successfully on Bing with relatively low budget investment, yielding significantly more sales and leads compared to Google Ads vs. Microsoft Ads - Overview of Pros and Cons: Google Ads Advantages: Higher market share, worldwide and in Germany Greater reach and traffic potential Broader range of target audiences Higher mobile user coverage Disadvantages: Higher competition and hence typically higher click prices (CPC) More complex user interface Microsoft Ads Advantages: Less competition and hence Typically more affordable CPC, especially in niche markets More cost-effective, even with smaller budgets Additional reach through other platforms/search engines like Yahoo!, MSN, and AOL Reaches an audience that may not use Google (middle-aged and Edge users) Target audience is generally older and wealthier, with many desktop users (particularly interesting for B2B and certain markets) Disadvantages: Lower market share and therefore Traffic potential Less automation and features Copilot in Microsoft Ads Microsoft Copilot is a AI-based assistant integrated into Microsoft Advertising that helps advertisers with various tasks based on campaign data, user inputs, and AI models. This includes: Campaign creation , such as automated keyword research, ad text suggestions, and the creation of Responsive Search Ads based on landing pages or product information Campaign optimization , e.g., bid strategy and budget distribution suggestions or A/B testing of ad elements Report and analysis creation , e.g., intelligent campaign performance summaries and creation of visual reports Like Google Ads, Microsoft Ads offers numerous opportunities to automate routine tasks with Copilot, saving time. Automatic intelligent analysis supports data-driven decisions. Copilot is integrated into the platform and allows for dialog-based interaction, similar to tools like ChatGPT. However, caution is advised with any AI-based automation - results should always be checked. Bid strategy suggestions must be critically evaluated to ensure that changes have the desired effect. Another example is ad text, which should always be checked for relevance to the product or service. Getting Started with Microsoft Advertising (Bing Ads) As mentioned earlier, many companies forgo advertising on Bing due to the increased setup and maintenance effort, which doesn't seem proportional to the expected return on investment. However, getting started with Microsoft Ads is surprisingly easy. An account can be created in just a few minutes, and the interface somewhat resembles Google's. So those who already advertise on Google’s platform will find navigating Microsoft Advertising straightforward. Importing Google Account Data into Microsoft Ads Additionally, Microsoft offers a useful import function that allows entire account setups from Google Ads to be mirrored into Microsoft Ads with just a few clicks. This also applies to other platforms like Facebook Ads or Pinterest Ads or uploading a completed template. This makes it particularly easy for companies with an existing Google Ads account to get started. There’s even the option to regularly import a Google account into Microsoft Ads, keeping the Bing account up-to-date with frequent changes. But beware: While Microsoft aims to make the entry into Microsoft Advertising as easy as possible and provides various tools, a certain level of account maintenance is still necessary. Importing accounts allows for a quick and easy way to advertise on Bing. However, to get the most out of the channel, Microsoft Ads should also be viewed separately and appropriate optimization measures undertaken. This ensures the target audience is optimally engaged and no potential is wasted. FAQs for Getting Started with Microsoft Ads Here are some questions our clients frequently ask about Microsoft Ads (and previously Bing Ads), giving you a deeper insight and helping you decide for or against Microsoft Advertising: For whom is Microsoft Advertising particularly worthwhile? Due to the differences in target demographics, Microsoft Ads are especially worthwhile for companies selling to B2B customers or targeting an older, more affluent audience. B2C companies can also benefit from Microsoft Advertising due to lower competition. Thanks to Bing's broader reach, Microsoft Ads are particularly effective in Germany, the USA, UK, Canada, and Australia. In contrast, reaching a younger demographic (under 25) might be more successful through Google or other channels. How effective are Microsoft Ads? Microsoft Advertising can be very effective, but the performance of your campaigns largely depends on the services or products you offer and the target group you wish to reach. The lower CPC and highly accurate B2B targeting can make Microsoft Ads very effective. We also observe from many clients a lower cost per acquisition with the same or even higher quality of leads or product purchases. If you’re unsure, we’re happy to advise whether Microsoft is a sensible addition for your business. What types of advertising campaigns are available on Microsoft? The campaign types on Microsoft are similar to those on Google Ads. Available campaign types include Search Ads, Shopping Ads, Multimedia Ads, Audience Campaigns, Remarketing Campaigns, Dynamic Search Ads (DSA), Hotel Ads, Local Ads, Performance Max Campaigns, and App Install Campaigns. Additionally, with Microsoft Ads, ads can be run on CTV (e.g., with an add-on package on Netflix). What automation options are available in Microsoft Ads? Thanks to Copilot, Microsoft offers AI-based support directly in the advertising platform. Copilot enables automated creation and optimization of ads, as well as analyses and reports. Additionally, automatic bidding strategies (Smart Bidding) are possible as in Google Ads. Campaign management can also be automated, e.g., by setting rules for activating and pausing ads. However, it's important to note that automation is not a substitute for strategy or expertise, but rather a complement to efficient work. It's crucial to regularly check whether all campaigns and ads deliver the desired performance. Is Bing/Microsoft better than Google Ads? No, Microsoft Ads are a worthwhile addition for many companies and can even be an alternative depending on orientation and target group. Both platforms have advantages and disadvantages that need to be weighed against each other. For B2B companies, but also for many other topics and industries, a combination of Google and Microsoft Ads is the optimal blend in the marketing mix. We’re happy to advise if Microsoft Ads can be effective for your business. Microsoft Ads for B2B Companies As mentioned earlier, Microsoft Advertising is a very attractive alternative or addition to Google Ads for companies with a B2B target audience. The combination of target audience, platform integration, and cost-efficiency makes Microsoft Ads, just like earlier Bing Ads, very interesting for B2B businesses. Many users in the Microsoft Search Network are doing professional work when using Windows, Microsoft Edge, Cortana, and Office. It’s an effective way to reach decision-makers and executives . The higher proportion of higher-educated and higher-earning users makes Microsoft Ads relevant for industries like SaaS, industrial, and financial services . On average, Bing users are also older than the Google target audience. The lower competition and often cheaper CPCs are very advantageous for companies with costly leads and long sales cycles . The frequently 20-40% lower click prices make better ROIs possible. The high proportion of desktop users is also an ideal match for a B2B target group, as many purchases and research activities in a business environment occur via desktop, not mobile. The combination of desktop usage in professional fields increases the conversion likelihood for users in Microsoft Ads. Thanks to LinkedIn targeting , users from specific industries or companies, with certain job titles or functions, can be specifically targeted. This segmentation is only possible with Microsoft Ads, making the platform particularly appealing for B2B companies. It is important, though: Microsoft Ads should not be viewed as a replacement for Google Ads, but as a strategically sensible addition to specifically reach a B2B audience and expand reach outside the Google universe. Why Microsoft Advertising? Bing, and consequently Microsoft Advertising, is still often underestimated today but offers many advantages. While both platforms are quite similar, there are some key differences between Microsoft Ads and the major competitor Google Ads that make Microsoft's platform a true alternative or an effective complement. To summarize: Running ads on Bing is relatively simple Cost-effective and efficient with regular account maintenance Enhanced targeting capabilities , especially relevant for a B2B target audience Differences in target audience compared to Google: generally older, higher educated, and with a higher household income Exclusive access to other search engines , e.g., DuckDuckGo and Ecosia For anyone wanting to get a step ahead of the competition, seriously considering incorporating Microsoft Advertising into the marketing mix can unlock full potential in online marketing. We’re Happy to Assist You The internetwarriors team consists of experts in various online marketing disciplines, from SEA to SEO, from workshops for service companies to strategic consulting for eCommerce companies. Our decades of expertise as a full-service agency allow us a comprehensive view of different channels and measures, and an informed comparison, such as between Google Ads and Microsoft (Bing). Have you been thinking for a while about advertising through Microsoft Ads, or would you like some preliminary advice on the topic? Then feel free to contact us, and we’ll find the right solution for your business!
Website Optimization - Effectively Boost Conversions
Mar 21, 2025
Alexander
Frank
Category:
Search Engine Advertising
Welcome to the fifth and final post of our blog series “5 Tips on How to Keep Your Online Marketing Strategy Relevant in Times of Automation” . In this part, we focus on Website Optimization . We discuss why it's important to keep an eye on the competition, the ways to identify them, and how we can leverage insights to gain advantages. If you missed the previous parts of the series, feel free to check them out. We talk about why it's important to define the right business goals , the benefits of broadening your online marketing channels , why contextual advertising is often underestimated, and how a competitor analysis can provide a competitive edge. Optimizing Your Content Arguably the most important aspect of optimization is undoubtedly one's own website. No matter how much effort we put into optimization measures before the click - if the foundation, the website, is not right, we cannot be successful in the long run. Therefore, it's essential to make the user experience on our website as smooth, enjoyable, and intuitive as possible. It starts with user-friendly navigation that guides users clearly and directly through the pages to their intended goal. An optimized checkout process, guest checkouts , as well as up-to-date and secure payment methods , also help to reduce cart abandonment hurdles. To ensure everyone finds what they need quickly on our site, it might also be worthwhile to implement an intelligent site search that provides suggestions during the actual search and, in some cases, shows product recommendations directly. We'll see what such an intelligent search looks like in the following example from Nike. But even on specific landing pages, where we either advertise strategically or want to push in other ways, there are additional content optimization measures: Clear and compelling offer Effective call-to-actions Adequate information for informed (purchase) decisions Trust-building elements Fast load times + Mobile optimization A/B testing! The Impact of FAQs Today, we have less and less time to convince people of our offer. Therefore, it's all the more important to answer as many questions as possible already on the landing page. FAQs, for example, in an “accordion element,” help provide as much information as possible that users can expand when needed without being overwhelmed by walls of text. At this point, the importance of A/B testing for landing page optimization should be highlighted . They serve as one of the key elements for improving performance and should always be an integral part of optimization measures. All major companies have likely subjected their landing pages to hundreds or thousands of tests, and for good reason. Quick tip : External tools like Hotjar or Microsoft Clarity help enormously in better understanding user behavior on the site and making data-driven optimizations. The content available on landing pages should also depend on the target audience the page is intended for. Providing Solutions & Contact Options When generating leads, we should ensure we provide adequate contact opportunities . A persistent contact field can be helpful here, allowing users to establish contact when they're ready without having to search. This is particularly relevant for pages with a large amount of text content. Here, we also bridge to target group definition from Tip #2. On our landing page, we now have the opportunity to understand the pain points of our target group and present solution approaches . An effective means can also be showing opportunity costs if a collaboration is foregone. It quickly becomes clear how the service could impact one's own company and how much working hours and/or money can be saved. By sharing expert knowledge, such as case studies, white papers, or webinars , we not only inform and qualify our target group in advance but also create a higher level of trust. This is especially important in B2B, as the costs for offered services can easily reach six to seven figures in euros, and decisions are often made at the highest business levels. Those who score with their expertise in advance significantly increase their chances of being commissioned. On product pages, alongside many of the previously mentioned points, the following content optimization options can also be added: High-quality product images Detailed product descriptions Encouraging/displaying customer reviews Product recommendations/similar products/“Often bought together” Product videos Price and market analyses Clear, customer-friendly return policies Focusing on Customer Satisfaction We should make it as easy as possible for users to decide whether the product is relevant or not. Above all, high-quality content on the product page helps. The impact of customer reviews should also never be underestimated, especially for high-priced products. Nowadays, many people compare products in advance, and one of the crucial criteria is often a good product rating. Not only do we benefit to some extent from user-generated content, but we also have the opportunity to see what customers appreciate about our product and, importantly, where we can still improve. Those who actively reach out to their customers, take suggestions for improvement, and then implement them, increase long-term customer satisfaction and thus also customer loyalty . Speaking of customer satisfaction: A good customer support is, of course, essential for long-term success. If we receive an inquiry from a dissatisfied customer, we have the chance to turn the negative experience into a positive one. This not only leads to a better customer experience but often also reflects in customer reviews, which can directly impact the purchase decision and give the brand a more positive image. Through email marketing or newsletters , we effectively reach existing customers and prospects, announcing new products or promotional offers. Often, such offers are exclusively available to newsletter subscribers, which can positively impact the signup rate. This way, we gather more customer data without significant monetary additional costs while simultaneously providing attractive offers. With loyalty programs , customers can be retained long-term by the company, increasing the number of repeat buyers. These programs range from points for purchases to referring other people to cashback promotions or subscriptions with additional benefits or discounts. There are therefore manifold website optimization possibilities that can help improve the user experience, increase CLTV, and thus also have a direct impact on various marketing channels. As mentioned earlier, website optimization is undoubtedly one of the most effective measures to improve performance since it is the place where most users ultimately convert one way or another. Conclusion In conclusion, we return to the initial question: Will online marketing become obsolete due to developments in AI and automation ? Here we can reply with a resounding NO . Those who rely solely on automation and AI for their marketing strategy will lose in the long run. While all the new AI features are indeed helpful and can enrich online marketing, they are not the ultimate solution. The heavy reliance on data, on which AI is based, enables the processing of countless pieces of information, but it is also its greatest weakness. Many data points are often inaccessible, and important connections are thus lost. Apart from advertising platforms, there are many other optimization possibilities that should be utilized to get the most out of one's strategy. Ultimately, only the proportion of work shifts from operational to strategic . And for that, at the end of the day, you still need a human with experience. Thank you for your attention! We hope you enjoyed our blog series on “5 Tips on How to Keep Your Online Marketing Strategy Relevant in Times of Automation” and that you can not only justify your marketing job better to your boss but also take away a trick or two. If you haven't seen our other blog entries yet, feel free to check them out! Automation in Marketing - Part 1 | Optimize for Goals Automation in Marketing - Part 2 | Channel Diversification Automation in Marketing - Part 3 | Contextual Advertising Automation in Marketing - Part 4 | Competitor Analysis Automation in Marketing - Part 5 | Website Optimization for More Conversions Did we forget something important, or do you have further questions on any of the topics? Then feel free to write it in the comments!
Competitive Analysis: Understanding Competitors, Optimizing Strategies & Strengthening Market Position
Mar 18, 2025
Alexander
Frank
Category:
Search Engine Advertising
Welcome back to our blog series “5 Tips on How to Keep Your Online Marketing Strategy Relevant Even in Times of Automation”! In this part, we focus on a often underestimated yet essential topic: Competitive Analysis. Why is it so important to keep a close watch on the competition? What tools and methods can help identify relevant competitors? And above all: How can strategic advantages be derived from these insights? This is exactly what we will explore in this post. If you missed the previous parts of our series, feel free to take a look - there we discuss, among other things, why clear business goals are essential, how to optimally position your online marketing channels , and why Contextual Advertising is often underestimated. Competitive Analysis - What is the competition doing? Competition is well-known for driving business. While this is often a blessing for end consumers, it has already broken many companies as their product suddenly became irrelevant, and thus their customers stayed away. Therefore, it is essential to never lose sight of your own competition and to regularly look out for new, emerging companies. A so-called competitive analysis is recommended for this purpose. First of all, it is necessary to identify your competitors . There are numerous ways to do this. Anyone already using Google Ads can easily access the auction insights within the campaigns and see which companies are actively participating in the auctions and how aggressively they are doing so. The metrics “ Top of page rate ” and “ Absolute top of page rate ” help us here by indicating how often we appear in the auctions either in the first three results, or even at the very top. By looking a bit more closely, we can even determine if we might be overbidding and artificially driving prices up. Other ways to understand the competitor's approach If you're interested in what type of advertising the competition is running and what images and texts are being used, the ad libraries of all major advertising platforms are recommended. There, we can see exactly which ads have been played by other companies, completely effortlessly and for free. For example, the Google Ads Transparency Center and the Meta Ads Library are mentioned here. But additional information such as rough target groups, estimated budgets, and targeting options can also be gleaned there, albeit not in detail. Other platforms like LinkedIn or TikTok also have such libraries that are extremely helpful for competitor analysis. Other options include external tools (e.g., Semrush, Similarweb, Ahrefs), generative AI tools (Google Gemini, ChatGPT), or simply the classic Google search . This allows us to see aside from Google Ads who potentially appears with us in auctions, or which companies also rank organically or show presence in another form for relevant search queries. We can also relatively simply identify and use the relevant content of the competition for our analysis. Once the competitors are identified, we can start the actual competitive analysis and thus gain a better overview of the competitive environment we are operating in. Topics we should look at more closely include, among others: Website - What does the site look like? Is it a one-pager, or does it have a more complex design? Is the navigation simple, or rather more nested? How high is the informational content? What kind of approach is used? How easy is it for a user to convert? Marketing Strategy - What fundamental goals are pursued? Which actions are potential users supposed to take on the website (appointment requests, demos, downloading informational materials, product purchases, etc.)? Online Marketing Activities - Which channels are being played, which advertisement formats are used? Social Media Presence - What topics are covered? What works well, what doesn’t (engagement)? Where are there still gaps for our own positioning? Price and Offer Structure - Are discounts or other promotions frequent? Does the quality justify the prices, or is there an increasing reliance on low-priced products? Customer Reviews and Feedback - What do the customers say about this competitor? What do they like, what do they criticize? Summarize and keep an overview For better visibility, we can also summarize the insights gained in a classic SWOT analysis to visualize the current situation. This helps us to understand the status quo more easily, highlight our own strengths better, and identify potential gaps . Additionally, it can be worthwhile not only to compare the competitors to our own company but also to compare them with each other as part of the competitive analysis. This way, we may recognize commonalities and overlaps on which we should particularly focus. These analyses help us to gain a better understanding of our own USPs . Moreover, we can discover new potentials and play segments or products that have hardly existed until now. Based on this, we optimize our marketing strategy and in some cases can even predict new trends . If we discover significant differences in the price structure compared to our competitors, it becomes easier for us to justify our own prices . Perhaps our products are indeed more expensive than those of the competition, but in return, they are more robust and durable. This can be effectively communicated. We learn from the weaknesses and mistakes of our competitors through customer feedback and can ideally profit from them. By targeting communication that addresses the exact problems and concerns of the target group, we gain a competitive advantage and ensure better customer satisfaction and loyalty from the very beginning . By implementing the measures defined from this, not only do we ideally save a lot of money and tons of nerves, but we also free up time for the really important things, namely providing the best possible experience for the customers and also the employees within the company. Thank you very much for your attention! Hopefully, it was insightful, and you could take something away for yourself! In the fifth and final part of our mini-series, we will delve deeper into the topic of optimizing your own website . Our previous post on the topic of Contextual Advertising follows. Have we forgotten something important, or do you have questions on the subject? Then feel free to write it to us in the comments! If you want to get in direct contact with us, feel free to check out our contact form. We help you better understand your competitive situation and benefit from it, so you can get the most out of your online marketing strategy - simple and non-binding!
Contextual Advertising: How Context-Based Advertising Works
Mar 12, 2025
Alexander
Frank
Category:
Search Engine Advertising
In this article, we take a closer look at Contextual Advertising. We will discuss the advantages of this advertising form and highlight some providers and opportunities that are particularly suitable for it. If you missed the previous parts of the series, feel free to check them out. There, we talk about why it is important to define the right corporate goals and the benefits of broadening your online marketing channels . Contextual Advertising With stricter data protection laws and the resultant increasing targeting restrictions , as well as the trend of many marketing platforms to automate and broaden campaign distribution, it becomes even more crucial to reach the right target audience at the right time and to minimize scatter losses as effectively as possible. But what are the options for targeting one's audience more effectively? This is where Contextual Advertising comes into play. In this form of advertising, ads are not displayed based on users' demographic data, preferences, and interests, but the algorithm primarily focuses on the current context of the page - which gives it the name “Contextual” Advertising. This means that websites are categorized based on various factors. These could be, for example: Product categories Images Text passages Specific keywords in the running text. After a successful categorization, ads that match the page content are played. In the example above, we see a NIKE advertisement placed in an article about the major running shoe test of 2024. It can be assumed that people interested in this article are also more likely to be interested in purchasing new running shoes in the near future. Thus, there is a match between the advertised ad and the purchase intention. The fact that the ad often blends seamlessly into the actual content of the website additionally reduces friction and enhances the coherence between advertising and content. Numerous studies have already shown that this positively impacts user perception and can increase purchase readiness. As mentioned earlier, Contextual Advertising helps to create as much relevance as possible for the target group while impacting the user experience minimally, and ideally even improving it. Additionally, it offers a good opportunity to position your brand in a targeted and brand-safe manner, thus avoiding unnecessary scatter losses. Since it completely dispenses with the use of cookies , this form of advertising is significantly more future-proof and robust against the increasing restrictions on third-party cookies. The question of the right channel for Contextual Advertising often cannot be answered universally but depends on many factors. On the one hand, there are the classic providers such as Google Ads or Microsoft Advertising , which enable contextual advertising. Here, targeting by keywords or specific placements is available. From experience, Google's keywords are often interpreted very “broadly,” which can make this type of targeting quite inaccurate. Advertising via placements works better. For example, offering moving services could achieve above-average campaign results on sites dealing with apartment searches, house buying, and similar topics. Other providers have almost exclusively specialized in Contextual Advertising. The most well-known among them are probably Criteo and GumGum , which have developed more advanced algorithms for website categorization, thus ensuring a significantly better match between content and ads . This is particularly worthwhile if the product range is quite broad. But what options are there if we offer a very “niche” service? Reddit offers the possibility, for example, of reaching people who have viewed or interacted with specific subreddits. Since Reddit is generally a platform with relatively higher engagement rates, this can positively affect ad perception and interaction. Although it's not possible to exclusively target specific subreddits here, higher relevance for the target group is still given by the fact that interaction with a subreddit already assumes a higher interest . Companies that sell tech products or gaming accessories could also find a promising channel in Twitch . Originally started as a purely gaming platform, Twitch has significantly expanded its offerings, but for many tech-savvy individuals, it remains a very relevant channel in the entertainment routine. And who hasn’t wanted a setup like their favorite streamer? Often unjustly underestimated, (Digital) Out of Home Advertising, also known as (D)OOH , is still often treated very negligently. What used to be indispensable in the form of billboard advertising in any marketing mix has lost significant popularity since the introduction of digital marketing, but has been on the rise again in recent years. More and more companies are recognizing the advantages of well-placed outdoor advertising, especially since the introduction of digital screens, which opens up a whole new range of possibilities. Suddenly, it is possible to advertise very dynamically at specific locations or at relevant times, reaching exactly the right target group at that moment. McDonald's demonstrated impressively a few years ago that this approach can work. Thank you very much for your attention! Hopefully, it was informative, and you could take something away from it! In the fourth part of our miniseries, we will take a closer look at competitive analysis . Have we forgotten something important, or do you still have questions on the topic? Feel free to write it in the comments! If you want to get in touch with us directly, feel free to visit our contact form . We help you to position your brand even more effectively with Contextual Advertising so that you can get the most out of your online marketing strategy - simply and without obligation!
Channel Diversification in Online Marketing
Mar 7, 2025
Alexander
Frank
Category:
Search Engine Advertising
Putting everything on one card means you're either very lucky or could quickly lose a lot of money. The same applies to online marketing. Focusing solely on one channel allows you to concentrate all your attention there, but it also carries significant risks . If there's an issue with that channel, your entire outbound marketing effort could quickly come to a halt. So if you rely solely on that for customer acquisition, you might soon find yourself in a pickle. That's exactly why it makes sense to broaden your marketing strategy through channel diversification . Besides risk mitigation in the event of failures, there are additional advantages such as: Greater Reach - Certain target groups prefer specific channels. By diversifying, you can reach more users, and thus potential new customers. Higher Brand Awareness - A consistent message across multiple channels strengthens brand identity and increases visibility. More Data-Driven Insights - Different channels provide unique perspectives on data, enabling additional insights that help make more informed decisions. Better Customer Engagement - Engaging with users across multiple channels can lead to potentially more personal interactions and thus a stronger connection to the company. Potentially Higher ROI - Data-driven decisions across multiple channels often lead to increased efficiency in online marketing efforts, resulting in higher profits. Choosing Suitable Channels Which channel we should consider for diversification usually depends on what goal we want to achieve with it. Where do we see the greatest potentials , the best chance to position ourselves as a brand, or possibly even those so-called "low hanging fruits"? Are there channels where there are currently few competitors? One way to choose the most suitable channels is to be guided by the classic marketing funnel - depending on which step the target group is in and which conversion actions we particularly want to promote. It's also advisable to regularly check whether the current target group definition is still accurate or needs to be adjusted. Because requirements, needs, and search behavior can change over time . This allows us to observe a potential shift in the target group and respond accordingly. In some cases, the target group defined in advance differs from the actual group we reach and convert. The ideal customer can be determined by various factors, such as: Demographic data (age, gender, location, family status...) Interests Purchase behavior/purchasing power Lifestyle ... This is where you need to discover further potentials and expand existing ones. There may also be niche target groups that are highly relevant to us. The advantage here: Generally, competition is lower, which can lead to lower customer acquisition costs. By identifying the pain points of the target groups, we can also tailor the messaging of campaigns and creatives precisely to them . This can lead to more relevance, higher interaction, and, at best, a better ROI. Adhering to Rules As we can see, channel diversification is extremely important in marketing. However, we should observe two rules: Channel diversification should always be well thought out and not done just for its own sake . Expanding immediately to multiple platforms carries the risk of being overwhelmed and not doing justice to the nuances of each channel. This could quickly lead to undesirable results, causing the channels to be shut down before they have reached their full potential. It is also important to give the channel sufficient time . Rarely does the first attempt succeed directly, and adaptations and optimizations along the way are essential. Only after going through several optimization cycles and gathering sufficient data can we fairly assess the channel's performance and make sensible decisions. Of course, channel diversification also requires a certain investment. As mentioned above, it depends on many factors how many and which channels are suitable for diversification. Additionally, these differ individually from company to company and should therefore be carefully examined and considered beforehand. But if we approach it correctly, it can be more than worth it in many cases. Thank you for your attention! Hopefully, it was insightful, and you could take something from it! In the third part of our mini-series, we'll delve further into the topic of Contextual Advertising . You can find our previous post on Business Goals here . Did we forget anything important, or do you have further questions on the topic? Feel free to leave it in the comments! If you'd like to get in touch with us directly, feel free to visit our contact form . We'll help you find the right marketing channels for your company so you can get the most out of your online marketing strategy - easily and without obligation!
Automation in Marketing: Optimizing for Goals
Mar 4, 2025
Alexander
Frank
Category:
Search Engine Advertising
By the end of 2024, on average, every fifth company was already regularly using artificial intelligence (AI) . For large companies with more than 250 employees, the figure was even 48%. AI and other automation processes (such as Machine Learning ) affect virtually all aspects of everyday life and don't stop at online marketing. These technologies sometimes heavily influence the workday, causing some marketers to wonder if their profession still has a future or if it will soon be completely replaced by AI. But is this concern even justified? Or are there perhaps ways to actively intervene in your marketing strategy, even in times of automation? How it works is what we explore in our blog series “5 Tips to Keep Your Online Marketing Strategy Relevant in Times of Automation” . Automation in Marketing - Part 1 | Optimize on Goals Automation in Marketing - Part 2 | Channel Diversification Automation in Marketing - Part 3 | Contextual Advertising Automation in Marketing - Part 4 | Competitive Analysis Automation in Marketing - Part 5 | Website Optimization for More Conversions Where Automation in Online Marketing is Already Being Used Among all industries, marketing worldwide is probably one of the biggest pioneers in the use of AI and automation in the workday. According to a study by Hubspot from the year 2024, 74% of marketers reported already actively using AI in some form in their profession. In 2023, this figure was just 21%. This represents a increase of ~250% compared to the previous year and shows how much AI is specifically shaping online marketing. The use ranges from data analysis to research work all the way to content creation, such as creating images or texts for blog posts (this one, however, is 100% handcrafted by humans, scout's honor). Even in tools that marketers have used over the last two decades, more and more AI features are being integrated . This has reached a point where, for example, in Google Ads or Meta Ads, entire campaign types are almost fully automated. According to Google, Meta, and other advertising platforms, these campaign types (Performance Max, Advantage+, Accelerate Campaigns, etc.) are supposed to help scale accounts faster, easier, and with less effort, generate cheaper relevant traffic through the power of AI, and achieve better results by drastically reducing preliminary work and setup efforts, requiring less ongoing maintenance and enabling a more personalized approach overall. It's widely known that this doesn't always reflect reality and often becomes apparent when campaign performance suddenly weakens. In such situations, the “dark sides” of automation become evident, since more automation also means more black box fewer adjustment options, as well as a departure from “traditional” optimization measures. So what should we do when our campaigns fall short of expectations, and we've already exhausted the limited options of the tools? Quite simply, more optimization measures are needed! In our blog series, we present 5 Tips to Keep Your Online Marketing Strategy Relevant in Times of Automation . #1 Optimize on Business Goals When was the last time you defined or adjusted your business goals ? If you have to think about it for longer now, it's probably time to urgently revisit them. Because these can change over time due to changes in your own company or other external factors, such as a changing economic situation, increased competitive pressure, or other unforeseen circumstances. But how do you actually choose the right business goals? There are different approaches for defining your business goals. Particularly widespread and popular is the use of so-called SMART goals . The acronym stands for S pecific M easurable A chievable R elevant T ime-bound. In short, this means we should consider which goals we want to achieve exactly and how we can measure success or failure . The goals should always be realistic and thus achievable and have a high relevance for us. Finally, there should be a deadline by when the goals should be achieved, ideally with checkpoints in between to monitor progress and introduce further measures if necessary. Choosing the right conversions is not easy, because not every possible action on the website is equally important for us. The following four questions can help identify the most relevant conversions. What Conversions Should Be Triggered? First, the question arises of which action(s) the ideal users should trigger. Depending on the marketing strategy, this could be the download of a PDF, a contact request, or even a classic purchase . Perhaps we already have a funnel of our own that aids in further qualification. Can Conversion Values Be Quantified? The simplest case is certainly the purchase, as the value logically results from the sold product. But what if we offer a service that cannot be uniformly assigned a value? In this case, we can try to estimate the value in another way. The intention behind assigning values to conversions is two-fold: it makes it easier to calculate ROI, and it provides ad platforms with specific signals about the importance of conversions on which bid strategies (e.g., target ROAS) can optimize. Are There Differences in Upselling / CLTV? If we have products that are frequently purchased in combination with other products, this provides an opportunity to increase the average conversion value through cross-/upselling . Therefore, it can also be beneficial to strongly promote such products or services, even if the initial value is lower compared to others. Products that are typically repurchased or lead to further purchases additionally increase the Customer Lifetime Value (CLTV) . Are There Entry Barriers / Typical Problems? Perhaps the product is too expensive for many users, or they don't immediately find what they're looking for. Maybe they don't yet know that we offer solutions that specifically help them with their problems. We often observe the latter especially in B2B. These factors could also cause certain conversions to occur less frequently or not at all because the initial hurdle is too high . Here, it may be advantageous to focus first on products and services that require less explanation, or are priced lower, to then further qualify these individuals later on. Especially in Ecommerce, it's particularly worthwhile to optimize not only for pure ROAS in Google Ads & Co but also include profit , as ROAS is not equal to profit! By default, the tools cannot consider margins in the optimization with automation, because the machines simply lack the necessary information. However, if we feed this data back, we can give the algorithm a push in the right direction and overall enhance performance. While ROAS might decrease in the accounts, as long as profits increase, the campaigns will be better aligned with our business goals . Additionally, we should regularly compare the best-selling products in the backend with those in Google Ads, Meta, and likewise. Significant differences may arise here, giving us the opportunity to promote certain products to different extents on various channels . Ultimately, the question also arises: Should we focus more on attracting new customers , or should we prioritize the reactivation of existing customers ? Both goals are valid, but they entail different approaches to promotion. Acquiring new customers can be up to 5x more expensive than stimulating existing customers to buy again. However, it allows us to expand our customer portfolio more easily . If we need to operate with a strictly limited budget, it may be wiser to focus primarily on (dynamic) remarketing to generate revenue more economically. Considering all these points, it becomes significantly easier to identify the right business goals , focus on them, and also drive them forward sustainably. Ultimately, the entire company benefits from this. Thank you for your attention! Hopefully, it was insightful, and you were able to take something away from it! In the second part of our mini-series, we will delve deeper into the topic of channel diversification . Did we forget something important, or do you still have questions on the topic? Feel free to write them in the comments! If you want to get in touch with us directly, feel free to visit our contact form . We will help you find the right marketing channels for your company, so you can get the most out of your online marketing strategy - simply and without obligation!
2026 und das Zeitalter der Agentic Search - Wenn Kunden keine Menschen mehr sind
Jan 14, 2026
Axel
Zawierucha
Category:
Growth Marketing
Hier findest du alle Teile unserer Blogserie: Teil 1 - Warum "Zero-Sum" ein Irrtum ist und die Suche gerade erst beginnt | findest du hier Teil 2 - Das "December 2025 Core Update" und wie man die Sichtbarkeit zurückgewinnt | findest du hier Teil 3 - Werben im Zeitalter der Konversation – Warum Keywords nicht mehr genügen | findest du hier ————— Blogserie: Die Transformation der Suche 2026 (Teil 4/4) Willkommen in der Zukunft. Oder besser gesagt: Willkommen in der Gegenwart des Jahres 2026. In den vorangegangenen Teilen haben wir den Traffic-Crash analysiert und die neuen Werbetools beleuchtet. Zum Abschluss dieser Serie wagen wir den Blick auf das, was gerade entsteht: Das "Agentic Web". Die größte Veränderung, die uns bevorsteht, ist nicht, wie Menschen suchen, sondern wer sucht. Wir erleben den Übergang von der Informationsbeschaffung zur Aufgaben-Erledigung. "Preferred Sources": Die Demokratisierung des Algorithmus Beginnen wir mit einer Technologie, die bereits da ist und SEO für immer verändern wird: "Preferred Sources". Ende 2025 rollte Google dieses Feature global aus. Nutzer*innen können nun aktiv Nachrichtenquellen und Publisher markieren (mit einem Stern), die sie bevorzugen. Warum ist das revolutionär? Bisher war SEO ein technischer Kampf gegen einen anonymen Algorithmus. Jetzt wird Brand Loyalty zum direkten Rankingfaktor. Wenn Nutzer*innen deiner Seite als "Preferred Source" markiert, erhalten deine Inhalte einen permanenten Boost in seinem Feed – völlig unabhängig davon, was das nächste Core Update sagt. Das bedeutet: Community > Keywords: Eine kleine, loyale Fanbasis ist wertvoller als breiter, volatiler Traffic. Trust als Metrik: Du musst deine Nutzer*innen aktiv dazu motivieren, deine Marke als bevorzugte Quelle zu wählen. Das ist der neue Newsletter-Signup. "Live with Search": Die Welt durch die Kamera sehen SEO war bisher textbasiert. Mit "Live with Search" wird es multimodal. Nutzer*innen können nun via Kamera und Sprache in Echtzeit mit Google interagieren. Ein Nutzer filmt ein Regal im Baumarkt und fragt: "Welcher dieser Dübel hält in einer Rigips-Wand?". Dank des neuen Gemini Native Audio Modells antwortet Google flüssig, wie ein menschlicher Berater im Ohr. Die Implikation für Marken: Ihre Produkte müssen visuell identifizierbar sein. Verpackungsdesign wird zu SEO. Und: deine Website muss Fragen beantworten, die man stellt, während man das Produkt ansieht, nicht nur, während man danach sucht. "Agentic Search": Vom Suchen zum Erledigen Der Begriff des Jahres 2026 lautet "Agentic Search". Ein KI-Agent (Agent) ist mehr als ein Chatbot. Ein Chatbot gibt Informationen. Ein Agent handelt. Suche 2024: "Zeig mir Flüge nach London." Agentic Search 2026: "Buche mir den günstigsten Flug nach London am Freitag, nimm meinen bevorzugten Sitzplatz am Gang und trag es in meinen Kalender ein." Experten prognostizieren, dass der Markt für KI-Agenten bis 2030 auf über 50 Milliarden Dollar explodieren wird. Für uns bei internetwarriors.de bedeutet das eine radikale Umstellung der "Search Everywhere Optimization" (SEO). Wenn dein "Besucher" ein Bot ist, braucht er kein schönes Design. Er braucht APIs, klare Schema.org-Strukturen und fehlerfreie Logik. Wir optimieren Websites nicht mehr nur für menschliche Augen, sondern für maschinelle Aktoren. Gemini in Translate: Der globale Wettbewerb Zu guter Letzt fällt die letzte Bastion: Die Sprachbarriere. Mit der Integration von Gemini in Google Translate werden Übersetzungen kontextsensitiv und kulturell nuanciert. Ein US-Shop kann dank Echtzeit-Übersetzung plötzlich den deutschen Markt bedienen, als wäre er lokal ansässig. Für deutsche Unternehmen bedeutet das: Der Wettbewerb wird global. Aber auch Ihre Chancen werden global. Fazit: Das Jahr der Entscheidung Die Transformation der Suche 2026 ist keine Bedrohung für diejenigen, die Qualität bieten. Redundante Informationen sterben aus (Dezember-Update). Transaktion und Expertise gewinnen (Liz Reid Theorie). Werbung wird intelligent und kontextbasiert (AI Max). Markenbindung schlägt Algorithmus (Preferred Sources). Bei internetwarriors sind wir bereit für diese Ära. Wir helfen dir, nicht nur gefunden zu werden, sondern gewählt zu werden – von Menschen und von Agenten. Lass uns gemeinsam deine Strategie für 2026 besprechen. Vereinbare jetzt einen Termin .
Werben im Zeitalter der Konversation – Warum Keywords nicht mehr genügen
Jan 13, 2026
Axel
Zawierucha
Category:
Growth Marketing
Hier findest du alle Teile unserer Blogserie: Teil 1 - Warum "Zero-Sum" ein Irrtum ist und die Suche gerade erst beginnt | findest du hier Teil 2 - Das "December 2025 Core Update" und wie man die Sichtbarkeit zurückgewinnt | findest du hier Teil 4 - 2026 und das Zeitalter der Agentic Search - Wenn Kunden keine Menschen mehr sind | findest du hier ————— Blogserie: Die Transformation der Suche 2026 (Teil 3/4) In den ersten beiden Teilen dieser Serie haben wir die wirtschaftliche Theorie hinter Googles Transformation ("Expansionary Moment") und die brutale Realität des Dezember-Updates für SEOs analysiert. Doch während SEOs noch Wunden lecken, müssen SEA-Manager*innen (Search Engine Advertising) ihre Waffen neu schmieden. Das Jahr 2026 markiert das Ende der klassischen Keyword-Dominanz. Mit der Einführung von "AI Max for Search" und der Öffnung des "AI Mode" für Werbung hat Google die Spielregeln der Monetarisierung grundlegend geändert. Wer heute noch versucht, exakte Keywords ("Exact Match") gegen eine KI zu bieten, kämpft mit Pfeil und Bogen gegen Drohnen. In diesem Artikel dekonstruieren wir die neue Werbe-Infrastruktur und zeigen, wie du Anzeigen in einer Welt schaltest, in der Nutzer*innen nicht mehr suchen, sondern sich unterhalten. AI Max: Der "Intent Engine" ersetzt das Keyword Lange Zeit war "Performance Max" (PMax) das Allheilmittel für Googles Inventar. Doch für reine Suchkampagnen gab es eine Lücke. Diese wird nun durch "AI Max for Search" geschlossen, ein Tool, das Google als "One-Click Power-Up" vermarktet. Das Problem mit Keywords Stell dir vor, Nutzer*innen suchen: "Ich brauche ein Auto für 3 Kinder und einen Hund, das elektrisch fährt und unter 50.000 Euro kostet." Früher musstes du auf Kombinationen wie "Elektro SUV", "Familienauto günstig" oder "7-Sitzer" bieten. Es musste also geraten werden, was die Nutzer*innen eingeben. AI Max dreht dieses Prinzip um. Es analysiert nicht die Wörter (Strings), sondern die Absicht (Intent). Wie AI Max funktioniert AI Max nutzt deine Website und Ihre Assets als Basis. Wenn Nutzer*innen die oben genannte komplexe Anfrage stellt, versteht die KI den Kontext ("Familie + Platzbedarf + Budgetgrenze"). Sie scannt Ihre Landing Page, findet Ihr Modell "E-Family Van", generiert dynamisch eine passende Headline (z.B. "Der perfekte E-Van für Ihre 5-köpfige Familie") und spielt die Anzeige aus – selbst wenn du das Keyword "Hund" nie gebucht hast. Die Ergebnisse sprechen eine deutliche Sprache: Beta-Tests zeigen eine Steigerung der Conversions um 27% bei ähnlichem CPA (Cost per Acquisition) im Vergleich zu reinen Keyword-Kampagnen. Strategischer Rat: Keywords werden zu bloßen "Signalen". Ihre Landing Page und Ihre Creative Assets (Bilder, Texte) werden zum eigentlichen Targeting. Wenn Ihre Landing Page die Frage nicht beantwortet, kann AI Max keine Anzeige generieren. Der "AI Mode": Anzeigen in der Unterhaltung Der "AI Mode" ist Googles Antwort auf ChatGPT und Perplexity – eine rein konversationelle Oberfläche, die komplexe, mehrstufige Anfragen bewältigt. Die entscheidende Frage für Advertiser war lange: Wo ist hier Platz für Werbung? Die Antwort lautet: Sponsored Responses . Integration statt Unterbrechung Im Gegensatz zur klassischen Suche, wo Anzeigen oft als Störfaktor wahrgenommen werden, integriert Google Anzeigen im AI Mode nahtlos in den Dialog. Szenario: Nutzer*innen planen eine Reise nach Tokio und fragt den AI Mode nach Hotels in der Nähe des Shibuya Crossing mit Pool. Werbung: Statt eines Banners erscheint Ihr Hotel als Teil der Antwort, markiert als "Gesponsert", inklusive Bild und direktem Buchungslink. Da Anfragen im AI Mode "2x bis 3x länger" sind als in der klassischen Suche, erhält der Algorithmus wesentlich mehr Kontextsignale. Das ermöglicht ein Targeting von bisher unerreichter Präzision. Ein Nutzer, der so spezifisch fragt, befindet sich tief im Funnel. Die Klickrate mag sinken, aber die Conversion-Rate steigt. Die neue Währung: Assets Um in AI Max und AI Mode stattzufinden, benötigst du "Rohmaterial". Die KI baut die Anzeige in Echtzeit zusammen. Das bedeutet für dich: Visuelle Exzellenz: Du brauchst hochwertige Bilder und Videos. AI Max priorisiert visuelle Elemente, um "Rich Cards" im Chat zu erstellen. Strukturierte Daten: Dein Produkt-Feed (Merchant Center) muss makellos sein. Die KI muss wissen, ob der Schuh "wasserdicht" ist, um ihn auf die Frage "Laufschuhe für Regen" ausspielen zu können. Broad Match + Smart Bidding: Dies ist die technische Voraussetzung. "Exact Match" schneidet dich von den neuen KI-Oberflächen ab. Du müsstest dem Algorithmus die Leine lassen (Broad Match), ihn aber über das Ziel (Smart Bidding auf ROAS/CPA) steuern. Fazit für Teil 3 Wir bewegen uns von einer "Search Engine" zu einer "Answer Engine". Werbung muss zur Antwort werden. Werbebanner sterben aus; hilfreiche, kontextsensitive Produktvorschläge übernehmen. Wird deine Keyword-Listen nicht weg, aber behandeln sie als das, was sie sind: Relikte aus einer Zeit, als wir noch in "Telegrafensprache" mit Maschinen sprachen. Benötigen Sie Hilfe bei der Umstellung auf AI Max? Das SEA-Team von internetwarriors auditiert Ihr Konto und macht es fit für 2026.
Das "December 2025 Core Update" und wie man die Sichtbarkeit zurückgewinnt
Jan 12, 2026
Axel
Zawierucha
Category:
Growth Marketing
Hier findest du alle Teile unserer Blogserie: Teil 1 - Warum "Zero-Sum" ein Irrtum ist und die Suche gerade erst beginnt | findest du hier Teil 3 - Werben im Zeitalter der Konversation – Warum Keywords nicht mehr genügen | findest du hier Teil 4 - 2026 und das Zeitalter der Agentic Search - Wenn Kunden keine Menschen mehr sind | findest du hier ————— Blogserie: Die Transformation der Suche 2026 (Teil 2/4) Während Liz Reid in Interviews die wirtschaftliche Stabilität der Google-Suche betonte, spielten sich in den Serverräumen und Marketingabteilungen weltweit Dramen ab. Das "December 2025 Core Update" wird als eines der volatilsten und härtesten Updates in die Geschichte eingehen. Es war nicht nur eine Korrektur; es war ein Systemwechsel. In diesem zweiten Teil analysieren wir die forensischen Daten des Updates, erklären, warum "Redundanz" das neue "Spam" ist, und zeigen dir mit dem neuen Feature "Preferred Sources" einen Ausweg aus der Abhängigkeit. Holiday Havoc: Das Timing des Schreckens Das Update begann am 11. Dezember 2025 um 9:25 Uhr PT und zog sich bis zum 1. Januar 2026 hin. Für E-Commerce und werbefinanzierte Publisher war dieses Timing – mitten im umsatzstärksten Quartal – der "Holiday Havoc". Die Auswirkungen waren brutal und sofort messbar: Traffic-Kollaps: Hunderte von Webseitenbetreibern meldeten Rückgänge der täglichen Besucherzahlen zwischen 70% und 85% . Discover ist tot (für viele): Besonders hart traf es Google Discover. Ein Publisher dokumentierte einen Rückgang der Impressionen um 98% innerhalb weniger Tage vor der offiziellen Ankündigung. Da Discover für viele News-Seiten mittlerweile bis zu zwei Drittel des Traffics ausmachte, kam dies einer Existenzbedrohung gleich. Volatilitäts-Index: Der SISTRIX Update Radar verzeichnete am Tag der Ankündigung einen Wert von 3.54 – ein massiver Ausschlag, der weit über normalen Schwankungen liegt. Die "Zweite Welle": Warum es zweimal weh tat Unsere Analysen bei internetwarriors zeigen ein ungewöhnliches Muster. Nach dem initialen Absturz am 11. Dezember gab es eine trügerische Ruhe, gefolgt von einer "Zweiten Welle" der Volatilität um den 20. Dezember. Wir interpretieren dies als zweistufigen Filterprozess: Phase 1 (Inhalt): Der Algorithmus scannte auf statische Qualitätsmerkmale und vor allem auf Redundanz. Phase 2 (User Signals): In der zweiten Welle wurden die Nutzerdaten der neuen AI Overviews ausgewertet. Seiten, die zwar noch rankten, aber im Vergleich zur KI-Antwort keine Klicks oder hohe Absprungraten generierten, wurden nachträglich abgewertet. Das neue Ranking-Gift: Redundanz Warum hat es so viele etablierte Seiten getroffen? Die Antwort liegt in der Natur der AI Overviews. Früher war eine Seite wertvoll, wenn sie Informationen gut zusammenfasste. Heute macht das die KI. Das Dezember-Update bestrafte Redundanz. Wenn Ihre Seite lediglich Fakten wiederholt, die im "Knowledge Graph" von Google bereits vorhanden sind (z.B. "Wie groß ist Liz Reid?"), ist Ihre Seite technisch überflüssig. Sie bieten keinen Mehrwert gegenüber der KI. Google hat seine "Helpful Content"-Signale nun fest in den Kern-Algorithmus integriert. "Helpful" bedeutet heute: Bietet diese Seite eine Perspektive, eine Erfahrung oder Daten, die die KI nicht halluzinieren oder aggregieren kann? Der Hoffnungsschimmer: "Preferred Sources" Doch Google nahm nicht nur, Google gab auch. Parallel zum Update und der Volatilität rollte Google das Feature "Preferred Sources" global aus. Dies ist vielleicht die wichtigste strategische Neuerung für 2026. Was ist es? Nutzer*innen können in den Sucheinstellungen oder direkt bei den "Top Stories" ihre bevorzugten Nachrichtenquellen markieren (durch einen Stern). Der Effekt: Inhalte dieser Quellen erhalten einen permanenten Ranking-Boost im persönlichen Feed der Nutzer*innen und erscheinen in einer eigenen Sektion "From your sources". Das ändert die Spielregeln der SEO fundamental. Bisher war SEO ein Kampf um den Algorithmus. Ab jetzt ist es auch ein Kampf um Brand Loyalty. Ein kleiner Nischen-Blog kann die großen Verlage ausstechen, wenn er eine loyale Community hat, die ihn aktiv als "Preferred Source" markiert. Wir sehen hier eine Demokratisierung des Algorithmus: Die Nutzer*innen entscheidet mit, wer rankt, nicht nur die KI. Ihre Überlebensstrategie für Q1 2026 Basierend auf diesen Daten empfehlen wir unseren Kund*innen folgende Sofortmaßnahmen: Redundanz-Audit: Überprüfe deinen Content. Wenn du einen Artikel hast, der von ChatGPT in 10 Sekunden genauso gut geschrieben werden könnte, lösche oder überarbeite ihn. Füge exklusive Daten, Expertenmeinungen oder Videos hinzu. Die "Star"-Kampagne: Starte Kampagnen, um die Nutzer*innen dazu zu bringen, dichals "Preferred Source" zu markieren. Erklären den User*innen, wie es geht. Das ist der neue Newsletter-Signup. Diversifizierung: Verlasse dich nicht allein auf Google Discover. Der 98%-Absturz zeigt, wie volatil dieser Kanal ist. Das Dezember-Update war schmerzhaft, aber es hat den Markt bereinigt. Wer jetzt noch steht, hat Substanz. Doch wie monetarisiert man diese Substanz in einer Welt, in der Keywords an Bedeutung verlieren? In Teil 3 unserer Serie tauchen wir tief in die neue Werbewelt von AI Max und AI Mode ein und zeigen dir, wie Anzeigen geschaltet werden, wenn keiner mehr sucht.
Warum "Zero-Sum" ein Irrtum ist und die Suche gerade erst beginnt
Jan 9, 2026
Axel
Zawierucha
Category:
Growth Marketing
Hier findest du alle Teile unserer Blogserie: Teil 2 - Das "December 2025 Core Update" und wie man die Sichtbarkeit zurückgewinnt | findest du hier Teil 3 - Werben im Zeitalter der Konversation – Warum Keywords nicht mehr genügen | findest du hier Teil 4 - 2026 und das Zeitalter der Agentic Search - Wenn Kunden keine Menschen mehr sind | findest du hier ————— Blogserie: Die Transformation der Suche 2026 (Teil 1/4) Wenn wir auf das Jahr 2025 zurückblicken, sehen wir ein Schlachtfeld. Es war das Jahr, in dem die theoretischen Diskussionen über KI im Marketing plötzlich blutiger Ernst wurden. Es war das Jahr, in dem Publisher Panik bekamen, Börsenkurse wackelten und Google-Vizepräsidentin Liz Reid im Wall Street Journal einen Satz sagte, der in die Geschichte des digitalen Marketings eingehen wird: "We are in an expansionary moment." Für viele unserer Kund*innen bei internetwarriors. fühlte es sich im Dezember 2025 jedoch nicht nach Expansion an, sondern nach Kontraktion. Doch die Daten zeigen ein komplexeres Bild. In diesem ersten Teil unserer vierteiligen Serie zum Jahresauftakt 2026 analysieren wir die makroökonomische Ebene der "neuen Suche". Wir dekonstruieren Googles Strategie und erklären, warum das klassische SEO-Denken in "Klicks" einem neuen Denken in "Transaktionen" weichen muss. Die Angst vor dem Nullsummenspiel Bis Ende 2025 dominierte in der SEO-Branche eine einfache, angstgetriebene Rechnung: Das "Nullsummenspiel" (Zero-Sum Game). Die Logik dahinter schien unwiderlegbar: Wenn eine KI (sei es ChatGPT, Perplexity oder Google AI Overviews) die Antwort direkt gibt, klicken Nutzer*innen nicht mehr auf die Website. 1 KI-Antwort = 1 verlorener Klick für den Publisher Ergo: Das Ökosystem schrumpft Diese Angst war der Treibstoff für die Volatilität, die wir Ende des Jahres sahen. Doch im Dezember 2025 trat Liz Reid, VP of Search bei Google, in einem viel beachteten Interview mit dem Wall Street Journal dieser These entgegen. Ihre Kernaussage: Wir betrachten den Kuchen als statisch, während er in Wahrheit wächst. Die Theorie des "Expansionary Moment" Reid argumentierte, dass wir uns in einem "expansionary moment" befinden. Durch die Fähigkeit der KI, komplexere Fragestellungen zu verarbeiten ("Plan mir eine 3-tägige Reise nach Paris mit Kindern unter 500 Euro"), entsteht eine induzierte Nachfrage (Induced Demand). Früher hätten Nutzer*innen diese komplexe Frage in zehn einzelne Suchanfragen zerlegt – oder sie gar nicht erst gestellt, weil sie wussten, dass Google daran scheitern würde. Heute stellen sie die Frage. Das Paradoxon, das Reid beschreibt, ist entscheidend für Ihre Marketing-Strategie 2026: "Making these things easier causes people to ask more questions... to get more help." Selbst wenn die Klickrate (CTR) pro einzelner Suchanfrage sinkt, weil die KI die Antwort liefert, steigt das totale Suchvolumen so massiv an, dass der absolute Traffic stabil bleibt oder sogar wächst. Reid betont: "Those two things end up balancing out." Für die Webseitenbetreiber*innen bedeutet das: Der Traffic wird nicht verschwinden, aber er wird sich verlagern. Die einfachen Fragen ("Wie hoch ist der Eiffelturm?") sind für Sie verloren. Die komplexen Fragen ("Welches Hotel in Paris bietet Babysitting und liegt zentral?") werden explodieren. Das "Schuh-Paradoxon": Information vs. Transaktion Einer der wichtigsten strategischen Hinweise für 2026 versteckt sich in Reids "Schuh-Beispiel". Auf die Frage nach der Bedrohung des Geschäftsmodells antwortete sie trocken: "If the ads are for shoes, you might get an answer on AI overviews, but you still have to buy the shoes. None of the AIs substitute the need for the actual pair of shoes." Dieser Satz ist Gold wert. Er zieht eine harte Trennlinie durch das Internet: Informations-Arbitrage (Gefährdet): Webseiten, die nur Informationen von anderen aggregieren (z.B. "Die 10 besten Laufschuhe"), werden durch die KI ersetzt. Die KI ist der bessere Aggregator. Transaktions-Ursprung (Sicher): Webseiten, die das Ding an sich haben (den Schuh, das Hotelzimmer, die Dienstleistung), sind unersetzbar. Für unsere Kunden*innen bei den internetwarriors bedeutet das: Wenn dein Geschäftsmodell darauf basiert, Traffic abzufangen und weiterzuleiten, ohne eigenen Mehrwert zu bieten, war 2025 dein letztes gutes Jahr. Wenn du aber das Produkt oder die Expertise besitzt , beginnt jetzt deine goldene Ära. Die Stabilität der Werbeeinnahmen: Ein Blick in die Bücher Viele Analysten erwarteten, dass Googles Werbeeinnahmen einbrechen würden, wenn Nutzer*innen weniger klicken. Doch die Zahlen zeigen Stabilität. Liz Reid bestätigte, dass die Werbeeinnahmen im Umfeld von AI Overviews "relativ stabil" geblieben sind. Warum? Weil die neuen Suchanfragen im AI Mode (dazu mehr in Teil 3) oft 2- bis 3-mal länger sind als klassische Keywords.1 Längere Anfragen bedeuten mehr Kontext. Mehr Kontext bedeutet präziseres Targeting. Nutzer*innen, welche "Laufschuhe" suchen, stöbert vielleicht nur. Nutzer*innen, die "Laufschuhe für Marathon unter 3 Stunden bei Regen" suchen, haben die Kreditkarte schon in der Hand. Die Klicks werden weniger, aber sie werden wertvoller. Wir bewegen uns von einer Ökonomie der Aufmerksamkeit (Traffic) zu einer Ökonomie der Absicht (Intent). Fazit und Ausblick Das Jahr 2025 hat uns gelehrt, dass Google bereit ist, sein eigenes Kerngeschäft zu kannibalisieren, um im KI-Rennen vorne zu bleiben. Für Unternehmen bedeutet das: Keine Panik vor dem Traffic-Verlust bei einfachen Keywords. Konzentrieren Sie sich auf die komplexen Fragen und die Transaktion. Doch während die Führungsebene bei Google von Expansion spricht, sah die Realität für viele SEOs im Dezember 2025 anders aus. Im nächsten Teil dieser Serie analysieren wir das "December 2025 Core Update" – ein algorithmisches Blutbad, das genau diese neue Realität erzwungen hat. Hast du Fragen zu deiner Traffic-Entwicklung 2025? Das internetwarriors Team analysiert gerne deine Daten und hilft dir, die neuen Chancen zu nutzen.
Google AI Mode: New Rules for Visibility – Why SEO Alone Is No Longer Enough (Empirical Study 11/2025)
Nov 24, 2025
Moritz
Klussmann
Category:
SEO
There are moments in digital marketing when the rules of the game are not just slightly adjusted but completely rewritten. We are in such a moment right now. Since October 2025, the Google AI Mode has been available in Germany, and it is Google's answer to ChatGPT. Many marketers and SEOs have been waiting for it, but the reality hits many harder than expected. Introduction: The SEO shake-up we saw coming For years, the mantra was: "Optimize for the top 3, and the traffic is yours." But our latest empirical study at internetwarriors paints a different picture. A picture that is unsettling for traditional SEO strategies but full of opportunities for adaptable companies. The most important finding upfront: A top ranking in the classic Google search is no longer a guarantee to appear in the Large Language Models (LLMs). In fact, our data analysis shows that over 60% of the sources the AI Mode cites do not even show up in the top 50 of organic search. What does this mean for your visibility on Google ? It means that we need to rethink SEO. In this article, we dive deep into our analysis of over 3,000 URLs and show you how you need to adjust your strategy to avoid becoming invisible in the age of AI Search . The Study: A Look Under the Hood of AI Before we get to the strategic implications, it is important to understand the data basis. We did not want to rely on gut feelings but create empirical facts. Our study setup: We conducted a comprehensive analysis that included the following parameters: Scope: 240 different prompts (search queries). Diversity: 12 different industries, from e-commerce and pharma to finance and energy. Data basis: A total of 3,109 URLs were identified and analyzed, which were output by Google AI as sources (citations). Objective: We wanted to know what types of websites are linked, which content formats win, and how strong the overlap with classic search is. The methods overview of our study This data basis provides us with the clearest view so far of how Google selects and presents information in AI Mode . The Shock for Classic SEO: The 60% Gap This is the point at which we have to be honest: The classic SEO playbook only helps to a limited extent in increasing visibility in AI Mode. Our quantitative analyses brought to light a statistic that must make every SEO manager sit up and take notice: "Over 60% of the citations in AI Mode are NOT found in the Google Top 50 results of the classic search." Let that sink in for a moment. Even if you've invested a tremendous amount of budget and time to rank for a keyword on page 1, 2, or 3, the AI ignores you in more than half of all cases in favor of other sources. It becomes even more drastic when we look at the absolute top: Only 21.97% of the URLs linked in AI Mode are also found in the top 10 results of the classic Google search. What Does This Mean for "Improving Google Rankings"? It means that the algorithms that determine organic rankings (backlinks, technical SEO, core web vitals) do not align with the selection criteria of the LLMs (Large Language Models). The AI looks for other signals. It seeks semantic relevance, information density, and context , not necessarily the domain with the highest authority score. Those who only focus on optimizing the classic Google ranking today are missing the future. We see a decoupling of the two search modes. Overlap of AI Mode links with the organic top 10 results Our data also shows interesting differences between the various AI engines. While Google AI Mode and Perplexity overlap by just under 30%, ChatGPT selects completely different sources (under 10% overlap). The "winner-takes-it-all" principle of the old SEO world, where position 1 wins everywhere, is over. Who Are the Winners in AI Mode? (Websites & Content) If the classic top rankings are no longer decisive, then who benefits? Our analysis of the website types provides clear answers on how you should align your AI content strategy . Brand Websites and E-Commerce: The Foundation Stands The good news for brands: Brand websites (44.26%) and e-commerce shops (10.57%) together account for over half of all linkings. This means that Google also gives preference to trustworthy brand sources in AI Mode. But—and that's a big but—it depends on which subpages are linked. Digital PR Is the New Link Building Noteworthy is the increase in news/journalism sites (10.19%) and comparison portals (10.29%). Together, they make up over 20% of the sources. Interpretation: The AI validates information through third parties. If your brand or product is mentioned in a reputable news article or an independent comparison portal, the probability massively increases that the AI will pick up this information and cite you as a source. Digital PR thus becomes more important than classic, technical link building. Forums Are (Still) Overrated Contrary to the hype around "Reddit-SEO," our data shows that forums and community sites account for less than 3% of the mentioned links. A strategy purely based on user-generated content falls short. Type of websites linked in AI Mode. Content Metamorphosis: Moving Away from Selling to Providing Orientation Perhaps the study's most important finding concerns the type of content . This is where companies need to rethink the fastest. Purely sales-driven texts are losing relevance. The AI understands search intent much more granularly. When users utilize AI Mode, they often look for summaries, explanations, or comparisons—not directly for a "buy" button. Our data speaks clearly: Blog articles dominate: 41.23% of all linked URLs are blog articles or blog-like content. Listicles work: At 12.35%, lists (e.g., "The 10 best...") are the second most common format. Help pages lose: Pure FAQ or help pages are only at 4.67%. Why Is This So? Listicles and well-structured blog articles offer the AI "ready-to-eat" information. They provide orientation and structure that the language model can easily extract and recombine. A pure product page often offers too little context. A dry FAQ page is often too specific and does not provide the comprehensive context the AI needs for a generated answer. Type of content The conclusion for your content strategy: Content that provides orientation wins. Companies must shift away from pure sales content and move towards informative, user-centered content that comprehensively answers questions. GEO (Generative Engine Optimization): The New Era of Optimization for Google We must stop saying just "SEO" when we actually mean visibility in AI systems. The technical term emerging here is GEO (Generative Engine Optimization) . Based on our study, concrete action recommendations for GEO can be derived: On-page GEO is a significant lever: Since brand websites are so strongly represented, you have control. Optimize your informational areas. Ensure your blog articles have clear structures, lists, and concise summaries. Informational before transactional: For prompts with an informative search intent, the chance of achieving good rankings in AI Mode is higher. Invest in high-level content that explains topics rather than just promoting products. Expand your PR work: Ensure you are present on news sites and in comparison portals. The AI trusts these sources. Your brand must be present where opinions are formed. Diversify your sources: Do not rely on your Google ranking saving you. Since over 60% of AI links come from "nowhere" (outside the top 50), you have the chance to occupy niches with high-specific, excellent content that are dominated by major players in classic SEO. Conclusion: Those Who Act Now Secure the Lead The integration of AI in search and the use of LLMs will continue to grow. We are only at the beginning of this development. The fact that AI Mode often chooses different sources than the classic algorithm is both frightening and freeing. It means that the cards are being reshuffled. Small players with excellent content can outdo giants that rely solely on their domain authority. Companies that react now and develop their strategy from pure SEO to a hybrid SEO/GEO strategy secure a decisive competitive advantage. Don’t wait until your traffic collapses. Use the insights from our study to make your content ready for the AI search engine . Do You Want to Dive Deeper into the Data? Our study includes many more details, industry breakdowns, and specific analyses on Perplexity and ChatGPT. Download the complete Google AI Mode study now and learn in detail how to optimize your SEO / GEO strategy for the future. Free download of the Google AI Mode study Transparency Note: This article is based on the empirical study "Google AI Mode: New Rules for Visibility" by internetwarriors, conducted in November 2025.
YouTube Ads 2025: Demand Gen & AI are transforming video marketing
Nov 21, 2025
Josephine
Treuter
Category:
Search Engine Advertising
YouTube is a key platform for branding and reach - a channel to make brands visible and generate affordable traffic. Even today, YouTube remains a central part of marketing strategy, especially in the top-of-funnel area. However, with the introduction of Demand Gen campaigns and the increased use of artificial intelligence, new opportunities arise: Branding and performance can now be combined, allowing brands not only to increase their reach but also to strategically and measurably optimize their performance. In the past, YouTube was considered a platform for 'top of funnel' strategies. Today, it's a conversion engine. Thanks to AI-driven automation, marketers can not only target audiences precisely but also dynamically manage bidding strategies such as 'maximize conversions' or 'target ROAS'. AI analyzes in real-time which users are most likely to convert, ensuring that budgets are deployed efficiently. Demand Gen takes it a step further: It combines video and image ads in a single campaign that runs across YouTube, Discover, and Gmail. This means more reach, more touchpoints, and more opportunities to engage your audience to take action. Before diving deeper into the strategies, it's worth looking at the importance of YouTube in the marketing mix and why Demand Gen is the future for anyone serious about performance. Why YouTube? Image source: Google Support In a digital world, YouTube is a central part of the marketing mix. According to Statista, more than 2 billion users worldwide are active on YouTube monthly, which corresponds to about 40% of global internet users. In Germany alone, around 72.6 million people use the platform monthly, with a daily reach of about 37% (survey 2022). This reach offers advertisers enormous opportunities. Users spend a lot of time on the platform, consuming content purposely and responding to recommendations from their favorite creators. With AI-powered algorithms, these users can be analyzed even more accurately, and personalized ads can be served in real time. This not only increases the effectiveness of video ads but also significantly boosts conversion opportunities. What is a Demand Gen campaign? Demand Gen campaigns are the evolution of previous video action campaigns and offer a powerful way to boost conversions across various Google platforms. Instead of relying solely on YouTube, Demand Gen combines different formats, including video, image, and carousel, and plays them out on YouTube, Discover, and Gmail. The goal is not just to reach users but to actively engage them to take action. Through AI-powered automation, audiences are precisely identified, ads dynamically optimized, and bidding strategies such as 'maximize conversions' or 'target ROAS' efficiently implemented. While video action campaigns already represented a significant improvement over previous TrueView for Action campaigns, Demand Gen goes a step further: More reach, more formats, more AI power. Google reports that advertisers can achieve up to 20% higher conversion rates with Demand Gen, thanks to a much more flexible campaign structure. Where are Demand Gen campaigns delivered and what do they look like? Demand Gen campaigns offer maximum flexibility in delivering your ads. Instead of relying only on skippable in-stream ads like before with TrueView for Action, you can now use different formats: Video ads (incl. YouTube Shorts) In-feed ads Carousel and image ads These ads not only appear in the YouTube homepage feed but also in the 'recommended videos' section, on search results pages, and in Google Discover and Gmail. Additionally, they are played across Google video partners, providing significantly larger reach. What's special: AI automatically decides where your ads will have the most impact. It analyzes user behavior, conversion potential, and context, choosing the best placement in real-time. For optimal performance, Google recommends using videos at least 10 seconds long. You can also add multiple assets like call-to-actions, headlines, and descriptions. The AI automatically tests these combinations and selects the variants that achieve the highest engagement and best conversion rates. Success with AI: Best Practices for Demand Gen Campaigns Video ads on YouTube are rapidly evolving, along with the possibilities to boost conversions. Thanks to AI, marketers can control and automatically optimize their YouTube ads more precisely. Those who want to succeed should follow these best practices. 1. Utilize AI-powered targeting Reaching the right audience determines the success of the campaign. AI-optimized YouTube ads analyze behavior and dynamically adjust targeting to maximize conversions. This minimizes wastage and uses budgets efficiently. 2. Deploy automated video creatives Not every video ad achieves maximum impact right away. With AI, video creatives can be automatically tested and optimized: Variants of intro, CTA, or visual layout are analyzed to achieve the highest engagement and conversion rate. 3. Intelligently optimize bidding strategies YouTube ads can dynamically adjust bids using AI, based on historical data, real-time behavior, and conversion potential. Strategies like 'maximize conversions' or 'target ROAS' can thus be implemented much more efficiently. 4. Continuously monitor performance AI-powered dashboards can provide insights into which creatives, call-to-actions, or formats perform best. Marketing experts can make data-driven decisions, optimize campaigns, and increase ROI in the long term. 5. Test and learn with AI Regular experiments are crucial: AI automatically identifies the best combinations of assets, video formats, and text. This saves time and ensures that every campaign is continuously improved. Anyone wanting to execute campaigns successfully on YouTube cannot do without AI anymore. With AI-based strategies for video ads, conversions can be increased, budgets used efficiently, and creative processes automated. Marketing experts who apply these best practices secure a clear competitive advantage. Which AI-supported creatives are suitable for video ads? ABCD principle Creating relevant advertising content is key to the success of any YouTube campaign. The first few seconds of a video are crucial to capturing the viewers' attention. Using visually appealing, high-contrast images and ensuring the brand is recognizable from the start and remains visible throughout the video provides a good foundation. With AI, creatives' variants can be generated and optimized automatically. The AI analyzes texts, images, video clips, and call-to-actions to determine which combinations achieve the highest engagement and conversion rates. This allows for automatic testing of which storytelling elements and visual styles appeal best to your audience. Trying to tell a story within the video that highlights important USPs while also evoking emotions can have a very positive influence. AI can assist in automatically identifying the most effective storytelling elements, visual styles, and call-to-actions to enhance the performance of video ads. Additionally, every video should end with a clear call-to-action (CTA) to encourage interaction. For further information, Google's ABCD principle for effective creatives can be used as a guide. AI-powered bidding strategies for YouTube Demand Gen campaigns As Demand Gen campaigns focus on conversions, conversion-related bidding strategies can be specifically used with AI support, like 'target CPA'. The AI continuously analyzes historical data, user behavior, and current performance to dynamically adjust bids and maximize conversions efficiently. It is important to note that the set campaign budget influences how quickly the AI algorithm can optimize the campaign regarding conversions. Particularly for the 'target CPA' bidding strategy, a daily budget that is at least 15 times the desired CPA is recommended to provide the AI with enough data to make accurate decisions. Advanced AI-powered strategies, such as 'target ROAS' or 'maximize conversion value,' become available for Demand Gen campaigns only after at least 30 conversions have been achieved within the campaign. The AI then ensures that budgets and bids are automatically aligned to the most profitable users and time windows. Why test Demand Gen campaigns with the help of AI? Demand Gen campaigns are the future for performance marketing on YouTube and beyond. They offer an effective way to increase conversions, maximize reach, and sustainably improve ROI. Using AI makes the difference: precise targeting, dynamic bid adjustments, and automatic optimization of creatives ensure budgets are used efficiently and wastage is minimized. Regular testing with AI is crucial to identify the best combinations of video formats, storytelling elements, and call-to-actions. This way, campaigns are continuously optimized and measurable results are achieved. Does your company need support in planning, creating, or optimizing Demand Gen campaigns? The Warriors from Berlin are ready - contact us for a non-binding offer and secure your lead in AI-supported marketing.
Local SEO & AI Visibility: The most important steps for your GEO strategy
Oct 20, 2025
Julien
Moritz
Category:
SEO
The search world is changing rapidly. AI and LLMs like ChatGPT or Google AI Mode influence how businesses are found. To remain visible locally, companies must adapt their strategies and understand vital measures for local GEO and SEO. These measures are crucial for local businesses to effectively connect local SEO and GEO in a comprehensive strategy. Key Points at a Glance The combination of local SEO and GEO content is crucial today for maximum visibility. Business profiles, reviews, off-page actions, and a solid technical foundation are the basis for local discoverability. AI and LLMs are transforming the search landscape: content must be machine-readable, semantically structured, and aligned with the customer journey. Targeted link building and AI-optimized content are the most important actions. With prompt monitoring and new KPIs, sustainable success becomes measurable. Build a Prompt Database – Our Matrix A central success factor for local SEO and AI visibility is aligning content with the customer journey. Why is this relevant? Users are in different phases of decision-making and have varying content requirements. Aligning your content strategy ensures your brand is mentioned in AI-generated responses or that your website is used as a source for these answers. We have developed a matrix for creating this prompt database. Aligning content with this matrix targets users at each phase of the customer journey, sustainably increasing visibility. The process begins with the Discovery & Awareness Phase . Here, users seek general knowledge, want to understand a problem, or learn about a solution. Companies should showcase their authority, provide step-by-step guides, and present their solutions at this stage. In the Consideration Phase , users compare different offers and weigh the benefits. Here, it's important to build trust, highlight the strengths of your own offerings, and positively portray products in comparison. The Decision Phase is characterized by a clear intent to purchase. Content should contain a direct call-to-action, guiding users to the desired transaction. Finally, there are AI-specific Intents . Users give specific commands or want to initiate automated processes. It is important to position your brand within the context of such automated processes and provide solutions for specific tasks in this phase. SEO keywords can be a strong foundation for creating prompts. This ensures that the SEO and GEO strategy work hand in hand. The created prompt database should then be integrated into a monitoring tool to provide an overview of current visibility in AI and search engines. This will lead to measures to revise existing content and identify potential for new content. Local GEO and SEO: What Really Matters Today SEO and AI visibility are particularly important for local businesses today. Companies that implement the right measures for local GEO and SEO remain consistently visible to potential customers and AI systems. Structuring Content for Machine Readability A clean and structured technical implementation is indispensable for the digital visibility of local businesses. For search engines and AI models to optimally capture and display content, the website should be built with clean HTML and semantic tags like <article> and <section>. Additionally, it is advisable to use special markups like FAQ or HowTo structures to make information even more accessible for search engines and AI. The following GEO Formula has proven effective: Relevant user questions are formulated as headings (H2). Directly below, a precise and clear answer follows. Subsequently, further information is offered to delve into the topic or explore additional aspects. This clear structure helps not only users but also ensures that search engines and AI systems better interpret and display the content. Creating Locally Relevant Content City-specific case studies, customer reports, local events, and the integration of landmarks and neighborhoods are especially effective. Such content not only creates closeness to the target audience but also highlights the company's local expertise and presence. Another crucial aspect is the regular use of local keywords (service + city) in website texts. This establishes a clear link between location and services offered, enhancing SEO and LLM visibility. The content should cover various user intents along the customer journey (see Prompt Matrix). In this way, potential customers are specifically targeted and accompanied in each phase. It is important to integrate real user questions into the content. By directly answering frequently asked questions, the relevance of the website for search engines and AI models increases. Heed "Old" Foundations for Local SEO Also for Local GEO A complete business profile on Google and Bing is the foundation for a strong local presence. The more information provided, the better search engines and AI models can classify and display the business. It's equally important to actively seek customer feedback and collect reviews. Positive feedback strengthens credibility and directly impacts local visibility in AI, LLMs, and search engines. Furthermore, registering the business in relevant industry directories increases discoverability and reach. Additionally, targeted branded traffic from social media creates a healthy signal to search engines and AI systems. Active communication and interaction on social platforms create additional credibility and sustainably support local visibility. Link Building in Times of AI Language models generally do not search and compare individual services or products on their own. Instead, they often refer to comparison sites, user reports, and similar sources for recommendations. This presents a valuable opportunity for businesses: strategically building backlinks on such platforms increases the likelihood of being considered in AI-generated answers and recommendations. This boosts AI visibility in LLMs and simultaneously increases the website's relevance for search engines through quality backlinks. Platforms can be identified and prioritized through the selected tool with prompt monitoring. The rule of thumb is quality over quantity: posts that are frequently cited by LLMs are more valuable than those rarely used by AI. Optimize Existing Content for Real User Questions If your domain is already visible in organic search results, it is worthwhile optimizing content specifically for real user questions. Such questions can be identified, for example, using Google Search Console by filtering search queries containing typical question words. We use the following regex filter: ^(how|what|why|when|where|which|who|why|for what reason|how much|whereby|wherewith|by whose)\b Figure 1: Regex filter in Google Search Console Figure 2: Search queries with the regex filter in Google Search Console It is essential to clearly and helpfully answer these questions directly under an H2 heading. This makes the content more attractive to users and also easier for search engines and AI models to understand. If you already have a chatbot on the website, questions asked there can also be a good indicator that they are frequently asked to ChatGPT & Co. Thus, it is also worth answering these questions in the content to be used as a source by LLMs and expand visibility in AI. Establish New GEO KPIs Although traditional SEO metrics like increasing clicks or traffic were long central, they are no longer the sole focus. Many companies are experiencing declines in search engine traffic as AI models and LLMs increasingly provide direct answers, and users click through to websites less frequently. The traffic from LLMs can seldom fully compensate for these losses. However, the quality of this traffic often turns out to be significantly higher, increasing the conversion rate. To specifically measure the visibility of local businesses and the success of your actions, it is advisable to combine proven SEO KPIs with specific GEO KPIs. These include, for example, the Brand Mention Rate, which indicates how often your brand is mentioned in important prompts (e.g., over 40%), the AI Platform Coverage, indicating presence on several relevant LLMs (e.g., more than five), and the Brand Search Uplift, denoting the rise in brand search queries after comprehensive GEO measures (e.g., over 25%). This creates a holistic picture representing both the reach and quality of visibility in traditional search engines and AI-based systems. Conclusion: Local Visibility in LLMs and Search Engines The local visibility of businesses in LLMs and traditional search engines is now significantly determined by the intelligent combination of SEO and GEO strategies. Implementing the key measures ensures presence in both search engines and AI-based systems. The rapid development of AI and LLMs changes the demands on businesses: optimizing only for Google is no longer sufficient. It is crucial to make your brand and offerings visible in AI-generated answers and recommendations. Acting now and aligning your strategy holistically ensures a sustainable competitive advantage in local search. Here you find the appropriate checklist on the topic FAQ - Frequently Asked Questions How can I find out if my local business is already visible in AI-generated responses? To check visibility in AI responses, it is recommended to establish prompt monitoring with specialized tools. These tools show if and how often your brand or website is mentioned in responses from LLMs like ChatGPT or Google AI Mode or used as a source. What role do structured data play in AI visibility? Structured data help AI models better understand and display content. They are crucial to be considered as a source for AI responses and should therefore be used consistently. Are AI-optimized contents also relevant for traditional search engines? Yes, content optimized for AI models—through semantic structure, FAQ markup, and answering real user questions—are also better understood and displayed by traditional search engines. We recommend optimizing prompts based on significant SEO keywords. This ensures optimal combination of local SEO and GEO. How often should I update my content to remain relevant to search engines and LLMs? The search and AI landscape evolves rapidly. It is advisable to review the prompt database and key content at least quarterly and update as necessary to address new trends and user queries early. However, the timeframe can vary and depends on how dynamically the industry continues to develop. Which mistakes should I avoid in local search engine and AI optimization? Common mistakes include incomplete business profiles, missing local keywords, technical structures based on JavaScript and rendered client-side, lack of user question integration, and neglect of monitoring and KPIs.
Transparency in Google Ads: How to Properly Utilize Performance Max Channel Reporting
Oct 10, 2025
Josephine
Treuter
Category:
Search Engine Advertising
Google Ads is one of the most efficient ways to increase a company's reach and achieve targeted conversions. However, in times of AI and automation, the way campaigns are managed and evaluated is also changing. With the introduction of Performance Max campaigns, Google has created a new approach: all channels, from Search to YouTube to Shopping, are bundled into a single, fully automated campaign. This promises maximum efficiency, but at the same time makes it more difficult to trace through which channels the conversions are actually generated. For a long time, it was unclear which channel contributed what to the campaign's performance. Those who needed this information had to resort to technical scripts and complex workarounds - an effort that overwhelmed many teams. With the new Channel Performance Reporting, this changes fundamentally, allowing results to be evaluated per channel. In this article, we'll show you how to make the most of the new reporting, which best practices have already proven themselves, and how to make better decisions with more transparency. As an experienced Google Ads agency, we provide you with practical tips directly from everyday life at internetwarriors. The Essentials in Brief Performance Max bundles all Google channels into one campaign. The Channel Reporting now provides the necessary transparency. You can see how Search, Display, YouTube, Discover, Maps, and Gmail perform individually. The reports can be segmented by ad format, status, or targets like CPA or ROAS. The new reporting allows you to identify optimization potentials more quickly and control them more precisely. The status section helps with technical issues and offers recommendations for action. What Exactly Is a Performance Max Campaign? The Performance Max campaign , or PMax for short, is an automated campaign format in Google Ads available since 2021. It allows ads to be played simultaneously across multiple Google channels such as Search, Display, YouTube, Gmail, Discover, and Shopping, all in a single campaign. Unlike traditional campaigns, PMax relies on Google AI for ad delivery and optimization. Based on goals such as conversions or revenue, the system independently decides which ad to show to which user on which channel. For advertisers, this means less manual control and more focus on high-quality assets and strategic goal setting. With the new Channel Performance Reporting, it is now finally visible which channel contributes what to the overall performance, and this is an important step toward more transparency and control. Why Transparency in a PMax is so Important Performance Max campaigns offer many advantages: They bundle all Google channels into a single campaign, use AI for automated delivery, and promise maximum efficiency. However, this very automation brings a central challenge: a lack of transparency. It was long unclear through which channel a conversion actually occurred. This was a problem for anyone wanting to optimize their campaigns based on data. Without channel-specific insights, it is difficult to make informed decisions: Should more budget flow into YouTube or Search? Do video ads work better than text ads? Which audiences perform on which platforms? The answers to these questions are crucial for effective campaign management, and this is where the new Channel Performance Reporting comes in. It provides the necessary transparency to evaluate the performance of individual channels, identify optimization potentials, and strategically manage budgets. For agencies like internetwarriors, this is an important step to not only deliver results to clients but also develop transparent strategies. How to Find Channel Reporting in Your Google Ads Account The new Channel Performance Reporting for Performance Max is currently still in beta. This means that the feature is being rolled out gradually and may not be immediately available in every Google Ads account. The scope of the displayed data can also vary depending on the account, ranging from basic channel metrics to detailed conversion insights. If your account is already enabled, you can find the reporting directly in the Google Ads interface under: Campaign Overview → Select Performance Max Campaign → Insights → Channel Performance There, you will receive a detailed breakdown of important metrics such as impressions, clicks, conversions, costs, and ROAS. The view can be filtered by time period, device, or conversion goal, providing a valuable basis for data-driven optimizations. What Exactly Does the Channel Reporting Show You? The Channel Performance Reporting provides a structured overview of the performance of individual channels within a Performance Max campaign. It shows how the campaign is distributed across platforms like Search, Display, YouTube, Gmail, Discover, and Shopping, and what each channel's share of the achieved conversions is. This transparency allows an informed evaluation of budget distribution, identifies underperforming channels, and assists in prioritizing future investments. Additionally, the reporting offers extensive segmentation and filtering options. The data can be analyzed by key metrics such as Cost per Acquisition (CPA), Return on Ad Spend (ROAS), or Click-Through Rate (CTR). This provides a comprehensive view of the campaign's performance, both cross-channel and data-driven in a strategically usable way. What Can Be Learned from the Data The Channel Performance Reporting delivers far more than just numbers. It opens up new perspectives for the strategic management of Performance Max campaigns. By breaking down key figures like impressions, clicks, conversions, and costs by channel, it becomes visible which platforms are genuinely contributing to achieving targets and how the deployed budget is distributed. This data enables an informed assessment of the used ad formats, targeting methods, and device distribution. Conclusions can also be drawn regarding the customer journey and potential optimization potentials can be identified, for example, in the design of assets or budget allocation. For agencies like internetwarriors, this transparency is a valuable foundation for not only optimizing campaigns efficiently but also communicating transparently with clients. How to Optimize Your Campaigns with the New Insights The channel-specific data from the Channel Performance Reporting provides a valuable foundation for the strategic optimization of Performance Max campaigns. By analyzing individual channels, it becomes apparent which platforms work particularly efficiently, where wastage is occurring, and which ad formats achieve the best results. Based on this, budgets can be distributed more strategically, assets can be designed more precisely, and target groups can be addressed more diversely. Furthermore, the insights enable a more precise evaluation of the customer journey: Are users addressed via YouTube but convert only via Search? Such patterns can now be comprehended and incorporated into the campaign structure. The selection of conversion goals can also be newly assessed based on the data to further align campaign orientation with actual user behavior. Limitations and Pitfalls of Channel Reporting Even though the Channel Performance Reporting represents an important step towards transparency, current limitations and pitfalls should not be neglected. Since the feature is still in the beta phase, availability is not guaranteed across the board, and the scope of displayed data can vary from account to account. In some cases, only aggregated values are displayed, without deeper insights into individual ad formats or audiences. Moreover, it should be noted that Performance Max operates cross-channel, and the individual channels do not stand alone but work collectively. A channel with seemingly weak performance can nevertheless make an important contribution to conversion, for example, through early user engagement in the funnel. Therefore, interpreting the data requires a holistic understanding of the customer journey and shouldn't rely solely on individual metrics. Technical limitations such as incomplete conversion attribution, missing asset data, or limited segmentation options can also complicate analysis. Therefore, a combination of Channel Reporting, conversion tracking, and supplementary tools such as Google Analytics or server-side tracking is recommended for a sound evaluation. Conclusion: More Control, Better Decisions With the new Channel Performance Reporting, a decisive step toward transparency within Performance Max campaigns is taken. The ability to evaluate channel-specific data directly in the Google Ads interface provides a solid basis for strategic decisions and targeted optimizations. Even though the feature is still in the beta phase and not fully available in every account, it is already clear how valuable these insights are for modern campaign management. The combination of automation and data-driven control makes it possible to distribute budgets more efficiently, use assets more targetedly, and better understand the customer journey. For agencies like internetwarriors, this means: more clarity in analysis, better arguments in customer communication, and significantly increased effectiveness in digital marketing. As an experienced Google Ads agency, we help you harness the full potential of your Performance Max campaigns. We assist you not only with setting up and optimizing your campaigns, but also with the targeted use of the new Channel Performance Reporting. This way, you'll gain clear insights into the performance of individual channels, can distribute budgets sensibly, and make data-based decisions. With our expertise in AI-supported campaign management and cross-channel analysis, we ensure that your ads not only perform but are transparent and traceable. Get in touch with us!
VKU Marketing Experts 2025 – AI in Focus
Oct 8, 2025
Axel
Zawierucha
Category:
Inside Internet Warriors
On September 24, 2025, Berlin was the hotspot for marketing experts from public utilities. The VKU Marketing Experts Congress provided an excellent platform to discuss the industry's most pressing issues. This year's top topic: the unstoppable rise of artificial intelligence in marketing. As internetwarriors, we were there, represented by our experts Julien Moritz (SEO/GEO expert) and Axel Zawierucha (CEO), to share our knowledge and gain new insights. The transformation is now: AI as a game-changer The atmosphere at the congress was marked by a palpable sense of optimism. Numerous lectures and discussions made it clear that AI is no longer just a buzzword but a tangible tool that is revolutionizing marketing strategies. From personalized customer engagement to automated content creation and data-driven forecasts – the possibilities seem endless. However, with new opportunities come new challenges. One of the central questions that arose in many conversations was: How can companies remain visible in a digital landscape dominated by AI systems and language models (LLMs) and effectively reach their target audiences? Our workshop: Visibility in the age of AI We dedicated our interactive workshop to precisely this question. Under the title "Visibility in the AI Era: How to Position Your Business in New Systems," Julien Moritz and Axel Zawierucha provided practical insights and strategic advice. The interest was overwhelming. Intense discussions with participants made it clear that many companies are seeking guidance on how to prepare their content and data to be optimally captured and presented by AI-based search and recommendation systems. We demonstrated how a well-thought-out data strategy and content optimization for semantic searches can make a significant difference. The many exciting questions and the enthusiastic participation showed us that we struck a chord here. How we as GEO specialists can support Especially in a local context, geographic visibility is crucial. As GEO specialists, we help you strengthen your presence in local search systems and map applications – an important factor to be found even in AI-driven environments. With structured location data, local SEO, and targeted integration into semantic search systems, we ensure that your offerings appear where your target audience is searching – today and in the AI-driven future. Contact us!
DMEXCO 2025: CRM, AI and the Future of Search Engine Marketing
Sep 24, 2025
Axel
Zawierucha
Category:
Inside Internet Warriors
DMEXCO 2025 in Cologne was more than just a trade show for us at internetwarriors.de – it was a vibrant marketplace of ideas, a melting pot of innovations, and above all, a confirmation of the topics that move us and our customers every day. With a record attendance of over 40,000 participants and under the motto "Be Bold. Move Forward.", this year's leading trade fair for digital marketing sent a clear signal: The future belongs to the bold, the pioneers, and those who are ready to blaze new trails. In countless inspiring conversations with customers, partners, and industry colleagues, a common thread emerged for us, connecting the central challenges and opportunities of our time: the inseparable linkage of Customer Relationship Management (CRM), the revolution through Artificial Intelligence (AI), and the redefinition of campaign planning in the era of generative models. The foundation of successful performance campaigns: The CRM feedback loop A theme that repeatedly came to the forefront in our conversations at DMEXCO 2025 was the immense importance of deep integration of CRM systems in performance marketing campaigns. It's a realization as simple as it is crucial: those who want to successfully generate leads must not merely scratch the surface. The mere generation of contact information is only half the battle. The true value unfolds only when a seamless feedback loop between marketing and sales is established. This is where CRM comes into play. It is the centerpiece that consolidates all relevant information about a potential customer and tells us what actually became of a generated lead. Was the contact qualified? Did it lead to a sales conversation? Was a contract concluded? This feedback is pure gold for optimizing performance campaigns. Without this feedback, we operate blindly. We see which ads and keywords generate clicks and conversions, but we don't know which truly lead to revenue. From our extensive practical experience and the intensive discussions at the fair, we can make a clear recommendation. As an official implementation partner of Teamleader in Germany, we have gained deep insights into the capabilities of modern CRM systems. We are convinced that Teamleader unites all critical features to conduct business successfully. From the central contact database, deal tracking, and project management to time tracking and invoicing, the platform offers an all-in-one solution specifically tailored to the needs of agencies and service-oriented SMEs. Seamless integration enables precisely the valuable feedback loop essential for data-driven marketing. The discussions at DMEXCO showed that companies that have successfully closed this loop deploy their marketing budgets much more efficiently. They can target their campaigns on the channels and audiences that deliver the most valuable customers. In an era where digital advertising costs are steadily rising, and competition is becoming more intense, this data-driven precision is no longer a "nice-to-have," but an absolute must for sustainable success. Google in transition: The future of search in the age of AI Of course, the future of AI and Google, along with organic search, was one of the dominant topics in the Cologne exhibition halls. The era of purely keyword-based searches is coming to an end. Generative AI models and the increasing integration of AI into search engine result pages (SERPs) signal a paradigm shift. The question everyone is asking is: How will search change, and what does it mean for our SEO and SEA strategies? The keynotes and expert lectures at DMEXCO painted a clear picture: search will become more contextual, dialogue-oriented, and personalized. Users no longer just expect a list of links, but direct answers and solutions to their concerns. Google's "Search Generative Experience" (SGE) is just the beginning. The ability to understand complex queries and answer in full sentences will fundamentally change how we search for information. For us as an agency, this means we need to adapt our content strategies. It's no longer just about optimizing individual keywords but creating comprehensive thematic worlds that holistically answer users' questions. "Topical Authority" will become the new currency in SEO. We must become the experts in our niche and create content that offers real value both for users and AI-driven algorithms. At the same time, AI also opens new possibilities for paid search. Performance-Max campaigns are a good example of how Google uses AI to automate and optimize the display of ads across the entire Google network. The challenge for us marketers is to provide the AI with the right signals – and{
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2026 und das Zeitalter der Agentic Search - Wenn Kunden keine Menschen mehr sind
Jan 14, 2026
Axel
Zawierucha
Category:
Growth Marketing
Hier findest du alle Teile unserer Blogserie: Teil 1 - Warum "Zero-Sum" ein Irrtum ist und die Suche gerade erst beginnt | findest du hier Teil 2 - Das "December 2025 Core Update" und wie man die Sichtbarkeit zurückgewinnt | findest du hier Teil 3 - Werben im Zeitalter der Konversation – Warum Keywords nicht mehr genügen | findest du hier ————— Blogserie: Die Transformation der Suche 2026 (Teil 4/4) Willkommen in der Zukunft. Oder besser gesagt: Willkommen in der Gegenwart des Jahres 2026. In den vorangegangenen Teilen haben wir den Traffic-Crash analysiert und die neuen Werbetools beleuchtet. Zum Abschluss dieser Serie wagen wir den Blick auf das, was gerade entsteht: Das "Agentic Web". Die größte Veränderung, die uns bevorsteht, ist nicht, wie Menschen suchen, sondern wer sucht. Wir erleben den Übergang von der Informationsbeschaffung zur Aufgaben-Erledigung. "Preferred Sources": Die Demokratisierung des Algorithmus Beginnen wir mit einer Technologie, die bereits da ist und SEO für immer verändern wird: "Preferred Sources". Ende 2025 rollte Google dieses Feature global aus. Nutzer*innen können nun aktiv Nachrichtenquellen und Publisher markieren (mit einem Stern), die sie bevorzugen. Warum ist das revolutionär? Bisher war SEO ein technischer Kampf gegen einen anonymen Algorithmus. Jetzt wird Brand Loyalty zum direkten Rankingfaktor. Wenn Nutzer*innen deiner Seite als "Preferred Source" markiert, erhalten deine Inhalte einen permanenten Boost in seinem Feed – völlig unabhängig davon, was das nächste Core Update sagt. Das bedeutet: Community > Keywords: Eine kleine, loyale Fanbasis ist wertvoller als breiter, volatiler Traffic. Trust als Metrik: Du musst deine Nutzer*innen aktiv dazu motivieren, deine Marke als bevorzugte Quelle zu wählen. Das ist der neue Newsletter-Signup. "Live with Search": Die Welt durch die Kamera sehen SEO war bisher textbasiert. Mit "Live with Search" wird es multimodal. Nutzer*innen können nun via Kamera und Sprache in Echtzeit mit Google interagieren. Ein Nutzer filmt ein Regal im Baumarkt und fragt: "Welcher dieser Dübel hält in einer Rigips-Wand?". Dank des neuen Gemini Native Audio Modells antwortet Google flüssig, wie ein menschlicher Berater im Ohr. Die Implikation für Marken: Ihre Produkte müssen visuell identifizierbar sein. Verpackungsdesign wird zu SEO. Und: deine Website muss Fragen beantworten, die man stellt, während man das Produkt ansieht, nicht nur, während man danach sucht. "Agentic Search": Vom Suchen zum Erledigen Der Begriff des Jahres 2026 lautet "Agentic Search". Ein KI-Agent (Agent) ist mehr als ein Chatbot. Ein Chatbot gibt Informationen. Ein Agent handelt. Suche 2024: "Zeig mir Flüge nach London." Agentic Search 2026: "Buche mir den günstigsten Flug nach London am Freitag, nimm meinen bevorzugten Sitzplatz am Gang und trag es in meinen Kalender ein." Experten prognostizieren, dass der Markt für KI-Agenten bis 2030 auf über 50 Milliarden Dollar explodieren wird. Für uns bei internetwarriors.de bedeutet das eine radikale Umstellung der "Search Everywhere Optimization" (SEO). Wenn dein "Besucher" ein Bot ist, braucht er kein schönes Design. Er braucht APIs, klare Schema.org-Strukturen und fehlerfreie Logik. Wir optimieren Websites nicht mehr nur für menschliche Augen, sondern für maschinelle Aktoren. Gemini in Translate: Der globale Wettbewerb Zu guter Letzt fällt die letzte Bastion: Die Sprachbarriere. Mit der Integration von Gemini in Google Translate werden Übersetzungen kontextsensitiv und kulturell nuanciert. Ein US-Shop kann dank Echtzeit-Übersetzung plötzlich den deutschen Markt bedienen, als wäre er lokal ansässig. Für deutsche Unternehmen bedeutet das: Der Wettbewerb wird global. Aber auch Ihre Chancen werden global. Fazit: Das Jahr der Entscheidung Die Transformation der Suche 2026 ist keine Bedrohung für diejenigen, die Qualität bieten. Redundante Informationen sterben aus (Dezember-Update). Transaktion und Expertise gewinnen (Liz Reid Theorie). Werbung wird intelligent und kontextbasiert (AI Max). Markenbindung schlägt Algorithmus (Preferred Sources). Bei internetwarriors sind wir bereit für diese Ära. Wir helfen dir, nicht nur gefunden zu werden, sondern gewählt zu werden – von Menschen und von Agenten. Lass uns gemeinsam deine Strategie für 2026 besprechen. Vereinbare jetzt einen Termin .
Werben im Zeitalter der Konversation – Warum Keywords nicht mehr genügen
Jan 13, 2026
Axel
Zawierucha
Category:
Growth Marketing
Hier findest du alle Teile unserer Blogserie: Teil 1 - Warum "Zero-Sum" ein Irrtum ist und die Suche gerade erst beginnt | findest du hier Teil 2 - Das "December 2025 Core Update" und wie man die Sichtbarkeit zurückgewinnt | findest du hier Teil 4 - 2026 und das Zeitalter der Agentic Search - Wenn Kunden keine Menschen mehr sind | findest du hier ————— Blogserie: Die Transformation der Suche 2026 (Teil 3/4) In den ersten beiden Teilen dieser Serie haben wir die wirtschaftliche Theorie hinter Googles Transformation ("Expansionary Moment") und die brutale Realität des Dezember-Updates für SEOs analysiert. Doch während SEOs noch Wunden lecken, müssen SEA-Manager*innen (Search Engine Advertising) ihre Waffen neu schmieden. Das Jahr 2026 markiert das Ende der klassischen Keyword-Dominanz. Mit der Einführung von "AI Max for Search" und der Öffnung des "AI Mode" für Werbung hat Google die Spielregeln der Monetarisierung grundlegend geändert. Wer heute noch versucht, exakte Keywords ("Exact Match") gegen eine KI zu bieten, kämpft mit Pfeil und Bogen gegen Drohnen. In diesem Artikel dekonstruieren wir die neue Werbe-Infrastruktur und zeigen, wie du Anzeigen in einer Welt schaltest, in der Nutzer*innen nicht mehr suchen, sondern sich unterhalten. AI Max: Der "Intent Engine" ersetzt das Keyword Lange Zeit war "Performance Max" (PMax) das Allheilmittel für Googles Inventar. Doch für reine Suchkampagnen gab es eine Lücke. Diese wird nun durch "AI Max for Search" geschlossen, ein Tool, das Google als "One-Click Power-Up" vermarktet. Das Problem mit Keywords Stell dir vor, Nutzer*innen suchen: "Ich brauche ein Auto für 3 Kinder und einen Hund, das elektrisch fährt und unter 50.000 Euro kostet." Früher musstes du auf Kombinationen wie "Elektro SUV", "Familienauto günstig" oder "7-Sitzer" bieten. Es musste also geraten werden, was die Nutzer*innen eingeben. AI Max dreht dieses Prinzip um. Es analysiert nicht die Wörter (Strings), sondern die Absicht (Intent). Wie AI Max funktioniert AI Max nutzt deine Website und Ihre Assets als Basis. Wenn Nutzer*innen die oben genannte komplexe Anfrage stellt, versteht die KI den Kontext ("Familie + Platzbedarf + Budgetgrenze"). Sie scannt Ihre Landing Page, findet Ihr Modell "E-Family Van", generiert dynamisch eine passende Headline (z.B. "Der perfekte E-Van für Ihre 5-köpfige Familie") und spielt die Anzeige aus – selbst wenn du das Keyword "Hund" nie gebucht hast. Die Ergebnisse sprechen eine deutliche Sprache: Beta-Tests zeigen eine Steigerung der Conversions um 27% bei ähnlichem CPA (Cost per Acquisition) im Vergleich zu reinen Keyword-Kampagnen. Strategischer Rat: Keywords werden zu bloßen "Signalen". Ihre Landing Page und Ihre Creative Assets (Bilder, Texte) werden zum eigentlichen Targeting. Wenn Ihre Landing Page die Frage nicht beantwortet, kann AI Max keine Anzeige generieren. Der "AI Mode": Anzeigen in der Unterhaltung Der "AI Mode" ist Googles Antwort auf ChatGPT und Perplexity – eine rein konversationelle Oberfläche, die komplexe, mehrstufige Anfragen bewältigt. Die entscheidende Frage für Advertiser war lange: Wo ist hier Platz für Werbung? Die Antwort lautet: Sponsored Responses . Integration statt Unterbrechung Im Gegensatz zur klassischen Suche, wo Anzeigen oft als Störfaktor wahrgenommen werden, integriert Google Anzeigen im AI Mode nahtlos in den Dialog. Szenario: Nutzer*innen planen eine Reise nach Tokio und fragt den AI Mode nach Hotels in der Nähe des Shibuya Crossing mit Pool. Werbung: Statt eines Banners erscheint Ihr Hotel als Teil der Antwort, markiert als "Gesponsert", inklusive Bild und direktem Buchungslink. Da Anfragen im AI Mode "2x bis 3x länger" sind als in der klassischen Suche, erhält der Algorithmus wesentlich mehr Kontextsignale. Das ermöglicht ein Targeting von bisher unerreichter Präzision. Ein Nutzer, der so spezifisch fragt, befindet sich tief im Funnel. Die Klickrate mag sinken, aber die Conversion-Rate steigt. Die neue Währung: Assets Um in AI Max und AI Mode stattzufinden, benötigst du "Rohmaterial". Die KI baut die Anzeige in Echtzeit zusammen. Das bedeutet für dich: Visuelle Exzellenz: Du brauchst hochwertige Bilder und Videos. AI Max priorisiert visuelle Elemente, um "Rich Cards" im Chat zu erstellen. Strukturierte Daten: Dein Produkt-Feed (Merchant Center) muss makellos sein. Die KI muss wissen, ob der Schuh "wasserdicht" ist, um ihn auf die Frage "Laufschuhe für Regen" ausspielen zu können. Broad Match + Smart Bidding: Dies ist die technische Voraussetzung. "Exact Match" schneidet dich von den neuen KI-Oberflächen ab. Du müsstest dem Algorithmus die Leine lassen (Broad Match), ihn aber über das Ziel (Smart Bidding auf ROAS/CPA) steuern. Fazit für Teil 3 Wir bewegen uns von einer "Search Engine" zu einer "Answer Engine". Werbung muss zur Antwort werden. Werbebanner sterben aus; hilfreiche, kontextsensitive Produktvorschläge übernehmen. Wird deine Keyword-Listen nicht weg, aber behandeln sie als das, was sie sind: Relikte aus einer Zeit, als wir noch in "Telegrafensprache" mit Maschinen sprachen. Benötigen Sie Hilfe bei der Umstellung auf AI Max? Das SEA-Team von internetwarriors auditiert Ihr Konto und macht es fit für 2026.
Das "December 2025 Core Update" und wie man die Sichtbarkeit zurückgewinnt
Jan 12, 2026
Axel
Zawierucha
Category:
Growth Marketing
Hier findest du alle Teile unserer Blogserie: Teil 1 - Warum "Zero-Sum" ein Irrtum ist und die Suche gerade erst beginnt | findest du hier Teil 3 - Werben im Zeitalter der Konversation – Warum Keywords nicht mehr genügen | findest du hier Teil 4 - 2026 und das Zeitalter der Agentic Search - Wenn Kunden keine Menschen mehr sind | findest du hier ————— Blogserie: Die Transformation der Suche 2026 (Teil 2/4) Während Liz Reid in Interviews die wirtschaftliche Stabilität der Google-Suche betonte, spielten sich in den Serverräumen und Marketingabteilungen weltweit Dramen ab. Das "December 2025 Core Update" wird als eines der volatilsten und härtesten Updates in die Geschichte eingehen. Es war nicht nur eine Korrektur; es war ein Systemwechsel. In diesem zweiten Teil analysieren wir die forensischen Daten des Updates, erklären, warum "Redundanz" das neue "Spam" ist, und zeigen dir mit dem neuen Feature "Preferred Sources" einen Ausweg aus der Abhängigkeit. Holiday Havoc: Das Timing des Schreckens Das Update begann am 11. Dezember 2025 um 9:25 Uhr PT und zog sich bis zum 1. Januar 2026 hin. Für E-Commerce und werbefinanzierte Publisher war dieses Timing – mitten im umsatzstärksten Quartal – der "Holiday Havoc". Die Auswirkungen waren brutal und sofort messbar: Traffic-Kollaps: Hunderte von Webseitenbetreibern meldeten Rückgänge der täglichen Besucherzahlen zwischen 70% und 85% . Discover ist tot (für viele): Besonders hart traf es Google Discover. Ein Publisher dokumentierte einen Rückgang der Impressionen um 98% innerhalb weniger Tage vor der offiziellen Ankündigung. Da Discover für viele News-Seiten mittlerweile bis zu zwei Drittel des Traffics ausmachte, kam dies einer Existenzbedrohung gleich. Volatilitäts-Index: Der SISTRIX Update Radar verzeichnete am Tag der Ankündigung einen Wert von 3.54 – ein massiver Ausschlag, der weit über normalen Schwankungen liegt. Die "Zweite Welle": Warum es zweimal weh tat Unsere Analysen bei internetwarriors zeigen ein ungewöhnliches Muster. Nach dem initialen Absturz am 11. Dezember gab es eine trügerische Ruhe, gefolgt von einer "Zweiten Welle" der Volatilität um den 20. Dezember. Wir interpretieren dies als zweistufigen Filterprozess: Phase 1 (Inhalt): Der Algorithmus scannte auf statische Qualitätsmerkmale und vor allem auf Redundanz. Phase 2 (User Signals): In der zweiten Welle wurden die Nutzerdaten der neuen AI Overviews ausgewertet. Seiten, die zwar noch rankten, aber im Vergleich zur KI-Antwort keine Klicks oder hohe Absprungraten generierten, wurden nachträglich abgewertet. Das neue Ranking-Gift: Redundanz Warum hat es so viele etablierte Seiten getroffen? Die Antwort liegt in der Natur der AI Overviews. Früher war eine Seite wertvoll, wenn sie Informationen gut zusammenfasste. Heute macht das die KI. Das Dezember-Update bestrafte Redundanz. Wenn Ihre Seite lediglich Fakten wiederholt, die im "Knowledge Graph" von Google bereits vorhanden sind (z.B. "Wie groß ist Liz Reid?"), ist Ihre Seite technisch überflüssig. Sie bieten keinen Mehrwert gegenüber der KI. Google hat seine "Helpful Content"-Signale nun fest in den Kern-Algorithmus integriert. "Helpful" bedeutet heute: Bietet diese Seite eine Perspektive, eine Erfahrung oder Daten, die die KI nicht halluzinieren oder aggregieren kann? Der Hoffnungsschimmer: "Preferred Sources" Doch Google nahm nicht nur, Google gab auch. Parallel zum Update und der Volatilität rollte Google das Feature "Preferred Sources" global aus. Dies ist vielleicht die wichtigste strategische Neuerung für 2026. Was ist es? Nutzer*innen können in den Sucheinstellungen oder direkt bei den "Top Stories" ihre bevorzugten Nachrichtenquellen markieren (durch einen Stern). Der Effekt: Inhalte dieser Quellen erhalten einen permanenten Ranking-Boost im persönlichen Feed der Nutzer*innen und erscheinen in einer eigenen Sektion "From your sources". Das ändert die Spielregeln der SEO fundamental. Bisher war SEO ein Kampf um den Algorithmus. Ab jetzt ist es auch ein Kampf um Brand Loyalty. Ein kleiner Nischen-Blog kann die großen Verlage ausstechen, wenn er eine loyale Community hat, die ihn aktiv als "Preferred Source" markiert. Wir sehen hier eine Demokratisierung des Algorithmus: Die Nutzer*innen entscheidet mit, wer rankt, nicht nur die KI. Ihre Überlebensstrategie für Q1 2026 Basierend auf diesen Daten empfehlen wir unseren Kund*innen folgende Sofortmaßnahmen: Redundanz-Audit: Überprüfe deinen Content. Wenn du einen Artikel hast, der von ChatGPT in 10 Sekunden genauso gut geschrieben werden könnte, lösche oder überarbeite ihn. Füge exklusive Daten, Expertenmeinungen oder Videos hinzu. Die "Star"-Kampagne: Starte Kampagnen, um die Nutzer*innen dazu zu bringen, dichals "Preferred Source" zu markieren. Erklären den User*innen, wie es geht. Das ist der neue Newsletter-Signup. Diversifizierung: Verlasse dich nicht allein auf Google Discover. Der 98%-Absturz zeigt, wie volatil dieser Kanal ist. Das Dezember-Update war schmerzhaft, aber es hat den Markt bereinigt. Wer jetzt noch steht, hat Substanz. Doch wie monetarisiert man diese Substanz in einer Welt, in der Keywords an Bedeutung verlieren? In Teil 3 unserer Serie tauchen wir tief in die neue Werbewelt von AI Max und AI Mode ein und zeigen dir, wie Anzeigen geschaltet werden, wenn keiner mehr sucht.
Warum "Zero-Sum" ein Irrtum ist und die Suche gerade erst beginnt
Jan 9, 2026
Axel
Zawierucha
Category:
Growth Marketing
Hier findest du alle Teile unserer Blogserie: Teil 2 - Das "December 2025 Core Update" und wie man die Sichtbarkeit zurückgewinnt | findest du hier Teil 3 - Werben im Zeitalter der Konversation – Warum Keywords nicht mehr genügen | findest du hier Teil 4 - 2026 und das Zeitalter der Agentic Search - Wenn Kunden keine Menschen mehr sind | findest du hier ————— Blogserie: Die Transformation der Suche 2026 (Teil 1/4) Wenn wir auf das Jahr 2025 zurückblicken, sehen wir ein Schlachtfeld. Es war das Jahr, in dem die theoretischen Diskussionen über KI im Marketing plötzlich blutiger Ernst wurden. Es war das Jahr, in dem Publisher Panik bekamen, Börsenkurse wackelten und Google-Vizepräsidentin Liz Reid im Wall Street Journal einen Satz sagte, der in die Geschichte des digitalen Marketings eingehen wird: "We are in an expansionary moment." Für viele unserer Kund*innen bei internetwarriors. fühlte es sich im Dezember 2025 jedoch nicht nach Expansion an, sondern nach Kontraktion. Doch die Daten zeigen ein komplexeres Bild. In diesem ersten Teil unserer vierteiligen Serie zum Jahresauftakt 2026 analysieren wir die makroökonomische Ebene der "neuen Suche". Wir dekonstruieren Googles Strategie und erklären, warum das klassische SEO-Denken in "Klicks" einem neuen Denken in "Transaktionen" weichen muss. Die Angst vor dem Nullsummenspiel Bis Ende 2025 dominierte in der SEO-Branche eine einfache, angstgetriebene Rechnung: Das "Nullsummenspiel" (Zero-Sum Game). Die Logik dahinter schien unwiderlegbar: Wenn eine KI (sei es ChatGPT, Perplexity oder Google AI Overviews) die Antwort direkt gibt, klicken Nutzer*innen nicht mehr auf die Website. 1 KI-Antwort = 1 verlorener Klick für den Publisher Ergo: Das Ökosystem schrumpft Diese Angst war der Treibstoff für die Volatilität, die wir Ende des Jahres sahen. Doch im Dezember 2025 trat Liz Reid, VP of Search bei Google, in einem viel beachteten Interview mit dem Wall Street Journal dieser These entgegen. Ihre Kernaussage: Wir betrachten den Kuchen als statisch, während er in Wahrheit wächst. Die Theorie des "Expansionary Moment" Reid argumentierte, dass wir uns in einem "expansionary moment" befinden. Durch die Fähigkeit der KI, komplexere Fragestellungen zu verarbeiten ("Plan mir eine 3-tägige Reise nach Paris mit Kindern unter 500 Euro"), entsteht eine induzierte Nachfrage (Induced Demand). Früher hätten Nutzer*innen diese komplexe Frage in zehn einzelne Suchanfragen zerlegt – oder sie gar nicht erst gestellt, weil sie wussten, dass Google daran scheitern würde. Heute stellen sie die Frage. Das Paradoxon, das Reid beschreibt, ist entscheidend für Ihre Marketing-Strategie 2026: "Making these things easier causes people to ask more questions... to get more help." Selbst wenn die Klickrate (CTR) pro einzelner Suchanfrage sinkt, weil die KI die Antwort liefert, steigt das totale Suchvolumen so massiv an, dass der absolute Traffic stabil bleibt oder sogar wächst. Reid betont: "Those two things end up balancing out." Für die Webseitenbetreiber*innen bedeutet das: Der Traffic wird nicht verschwinden, aber er wird sich verlagern. Die einfachen Fragen ("Wie hoch ist der Eiffelturm?") sind für Sie verloren. Die komplexen Fragen ("Welches Hotel in Paris bietet Babysitting und liegt zentral?") werden explodieren. Das "Schuh-Paradoxon": Information vs. Transaktion Einer der wichtigsten strategischen Hinweise für 2026 versteckt sich in Reids "Schuh-Beispiel". Auf die Frage nach der Bedrohung des Geschäftsmodells antwortete sie trocken: "If the ads are for shoes, you might get an answer on AI overviews, but you still have to buy the shoes. None of the AIs substitute the need for the actual pair of shoes." Dieser Satz ist Gold wert. Er zieht eine harte Trennlinie durch das Internet: Informations-Arbitrage (Gefährdet): Webseiten, die nur Informationen von anderen aggregieren (z.B. "Die 10 besten Laufschuhe"), werden durch die KI ersetzt. Die KI ist der bessere Aggregator. Transaktions-Ursprung (Sicher): Webseiten, die das Ding an sich haben (den Schuh, das Hotelzimmer, die Dienstleistung), sind unersetzbar. Für unsere Kunden*innen bei den internetwarriors bedeutet das: Wenn dein Geschäftsmodell darauf basiert, Traffic abzufangen und weiterzuleiten, ohne eigenen Mehrwert zu bieten, war 2025 dein letztes gutes Jahr. Wenn du aber das Produkt oder die Expertise besitzt , beginnt jetzt deine goldene Ära. Die Stabilität der Werbeeinnahmen: Ein Blick in die Bücher Viele Analysten erwarteten, dass Googles Werbeeinnahmen einbrechen würden, wenn Nutzer*innen weniger klicken. Doch die Zahlen zeigen Stabilität. Liz Reid bestätigte, dass die Werbeeinnahmen im Umfeld von AI Overviews "relativ stabil" geblieben sind. Warum? Weil die neuen Suchanfragen im AI Mode (dazu mehr in Teil 3) oft 2- bis 3-mal länger sind als klassische Keywords.1 Längere Anfragen bedeuten mehr Kontext. Mehr Kontext bedeutet präziseres Targeting. Nutzer*innen, welche "Laufschuhe" suchen, stöbert vielleicht nur. Nutzer*innen, die "Laufschuhe für Marathon unter 3 Stunden bei Regen" suchen, haben die Kreditkarte schon in der Hand. Die Klicks werden weniger, aber sie werden wertvoller. Wir bewegen uns von einer Ökonomie der Aufmerksamkeit (Traffic) zu einer Ökonomie der Absicht (Intent). Fazit und Ausblick Das Jahr 2025 hat uns gelehrt, dass Google bereit ist, sein eigenes Kerngeschäft zu kannibalisieren, um im KI-Rennen vorne zu bleiben. Für Unternehmen bedeutet das: Keine Panik vor dem Traffic-Verlust bei einfachen Keywords. Konzentrieren Sie sich auf die komplexen Fragen und die Transaktion. Doch während die Führungsebene bei Google von Expansion spricht, sah die Realität für viele SEOs im Dezember 2025 anders aus. Im nächsten Teil dieser Serie analysieren wir das "December 2025 Core Update" – ein algorithmisches Blutbad, das genau diese neue Realität erzwungen hat. Hast du Fragen zu deiner Traffic-Entwicklung 2025? Das internetwarriors Team analysiert gerne deine Daten und hilft dir, die neuen Chancen zu nutzen.
Google AI Mode: New Rules for Visibility – Why SEO Alone Is No Longer Enough (Empirical Study 11/2025)
Nov 24, 2025
Moritz
Klussmann
Category:
SEO
There are moments in digital marketing when the rules of the game are not just slightly adjusted but completely rewritten. We are in such a moment right now. Since October 2025, the Google AI Mode has been available in Germany, and it is Google's answer to ChatGPT. Many marketers and SEOs have been waiting for it, but the reality hits many harder than expected. Introduction: The SEO shake-up we saw coming For years, the mantra was: "Optimize for the top 3, and the traffic is yours." But our latest empirical study at internetwarriors paints a different picture. A picture that is unsettling for traditional SEO strategies but full of opportunities for adaptable companies. The most important finding upfront: A top ranking in the classic Google search is no longer a guarantee to appear in the Large Language Models (LLMs). In fact, our data analysis shows that over 60% of the sources the AI Mode cites do not even show up in the top 50 of organic search. What does this mean for your visibility on Google ? It means that we need to rethink SEO. In this article, we dive deep into our analysis of over 3,000 URLs and show you how you need to adjust your strategy to avoid becoming invisible in the age of AI Search . The Study: A Look Under the Hood of AI Before we get to the strategic implications, it is important to understand the data basis. We did not want to rely on gut feelings but create empirical facts. Our study setup: We conducted a comprehensive analysis that included the following parameters: Scope: 240 different prompts (search queries). Diversity: 12 different industries, from e-commerce and pharma to finance and energy. Data basis: A total of 3,109 URLs were identified and analyzed, which were output by Google AI as sources (citations). Objective: We wanted to know what types of websites are linked, which content formats win, and how strong the overlap with classic search is. The methods overview of our study This data basis provides us with the clearest view so far of how Google selects and presents information in AI Mode . The Shock for Classic SEO: The 60% Gap This is the point at which we have to be honest: The classic SEO playbook only helps to a limited extent in increasing visibility in AI Mode. Our quantitative analyses brought to light a statistic that must make every SEO manager sit up and take notice: "Over 60% of the citations in AI Mode are NOT found in the Google Top 50 results of the classic search." Let that sink in for a moment. Even if you've invested a tremendous amount of budget and time to rank for a keyword on page 1, 2, or 3, the AI ignores you in more than half of all cases in favor of other sources. It becomes even more drastic when we look at the absolute top: Only 21.97% of the URLs linked in AI Mode are also found in the top 10 results of the classic Google search. What Does This Mean for "Improving Google Rankings"? It means that the algorithms that determine organic rankings (backlinks, technical SEO, core web vitals) do not align with the selection criteria of the LLMs (Large Language Models). The AI looks for other signals. It seeks semantic relevance, information density, and context , not necessarily the domain with the highest authority score. Those who only focus on optimizing the classic Google ranking today are missing the future. We see a decoupling of the two search modes. Overlap of AI Mode links with the organic top 10 results Our data also shows interesting differences between the various AI engines. While Google AI Mode and Perplexity overlap by just under 30%, ChatGPT selects completely different sources (under 10% overlap). The "winner-takes-it-all" principle of the old SEO world, where position 1 wins everywhere, is over. Who Are the Winners in AI Mode? (Websites & Content) If the classic top rankings are no longer decisive, then who benefits? Our analysis of the website types provides clear answers on how you should align your AI content strategy . Brand Websites and E-Commerce: The Foundation Stands The good news for brands: Brand websites (44.26%) and e-commerce shops (10.57%) together account for over half of all linkings. This means that Google also gives preference to trustworthy brand sources in AI Mode. But—and that's a big but—it depends on which subpages are linked. Digital PR Is the New Link Building Noteworthy is the increase in news/journalism sites (10.19%) and comparison portals (10.29%). Together, they make up over 20% of the sources. Interpretation: The AI validates information through third parties. If your brand or product is mentioned in a reputable news article or an independent comparison portal, the probability massively increases that the AI will pick up this information and cite you as a source. Digital PR thus becomes more important than classic, technical link building. Forums Are (Still) Overrated Contrary to the hype around "Reddit-SEO," our data shows that forums and community sites account for less than 3% of the mentioned links. A strategy purely based on user-generated content falls short. Type of websites linked in AI Mode. Content Metamorphosis: Moving Away from Selling to Providing Orientation Perhaps the study's most important finding concerns the type of content . This is where companies need to rethink the fastest. Purely sales-driven texts are losing relevance. The AI understands search intent much more granularly. When users utilize AI Mode, they often look for summaries, explanations, or comparisons—not directly for a "buy" button. Our data speaks clearly: Blog articles dominate: 41.23% of all linked URLs are blog articles or blog-like content. Listicles work: At 12.35%, lists (e.g., "The 10 best...") are the second most common format. Help pages lose: Pure FAQ or help pages are only at 4.67%. Why Is This So? Listicles and well-structured blog articles offer the AI "ready-to-eat" information. They provide orientation and structure that the language model can easily extract and recombine. A pure product page often offers too little context. A dry FAQ page is often too specific and does not provide the comprehensive context the AI needs for a generated answer. Type of content The conclusion for your content strategy: Content that provides orientation wins. Companies must shift away from pure sales content and move towards informative, user-centered content that comprehensively answers questions. GEO (Generative Engine Optimization): The New Era of Optimization for Google We must stop saying just "SEO" when we actually mean visibility in AI systems. The technical term emerging here is GEO (Generative Engine Optimization) . Based on our study, concrete action recommendations for GEO can be derived: On-page GEO is a significant lever: Since brand websites are so strongly represented, you have control. Optimize your informational areas. Ensure your blog articles have clear structures, lists, and concise summaries. Informational before transactional: For prompts with an informative search intent, the chance of achieving good rankings in AI Mode is higher. Invest in high-level content that explains topics rather than just promoting products. Expand your PR work: Ensure you are present on news sites and in comparison portals. The AI trusts these sources. Your brand must be present where opinions are formed. Diversify your sources: Do not rely on your Google ranking saving you. Since over 60% of AI links come from "nowhere" (outside the top 50), you have the chance to occupy niches with high-specific, excellent content that are dominated by major players in classic SEO. Conclusion: Those Who Act Now Secure the Lead The integration of AI in search and the use of LLMs will continue to grow. We are only at the beginning of this development. The fact that AI Mode often chooses different sources than the classic algorithm is both frightening and freeing. It means that the cards are being reshuffled. Small players with excellent content can outdo giants that rely solely on their domain authority. Companies that react now and develop their strategy from pure SEO to a hybrid SEO/GEO strategy secure a decisive competitive advantage. Don’t wait until your traffic collapses. Use the insights from our study to make your content ready for the AI search engine . Do You Want to Dive Deeper into the Data? Our study includes many more details, industry breakdowns, and specific analyses on Perplexity and ChatGPT. Download the complete Google AI Mode study now and learn in detail how to optimize your SEO / GEO strategy for the future. Free download of the Google AI Mode study Transparency Note: This article is based on the empirical study "Google AI Mode: New Rules for Visibility" by internetwarriors, conducted in November 2025.
YouTube Ads 2025: Demand Gen & AI are transforming video marketing
Nov 21, 2025
Josephine
Treuter
Category:
Search Engine Advertising
YouTube is a key platform for branding and reach - a channel to make brands visible and generate affordable traffic. Even today, YouTube remains a central part of marketing strategy, especially in the top-of-funnel area. However, with the introduction of Demand Gen campaigns and the increased use of artificial intelligence, new opportunities arise: Branding and performance can now be combined, allowing brands not only to increase their reach but also to strategically and measurably optimize their performance. In the past, YouTube was considered a platform for 'top of funnel' strategies. Today, it's a conversion engine. Thanks to AI-driven automation, marketers can not only target audiences precisely but also dynamically manage bidding strategies such as 'maximize conversions' or 'target ROAS'. AI analyzes in real-time which users are most likely to convert, ensuring that budgets are deployed efficiently. Demand Gen takes it a step further: It combines video and image ads in a single campaign that runs across YouTube, Discover, and Gmail. This means more reach, more touchpoints, and more opportunities to engage your audience to take action. Before diving deeper into the strategies, it's worth looking at the importance of YouTube in the marketing mix and why Demand Gen is the future for anyone serious about performance. Why YouTube? Image source: Google Support In a digital world, YouTube is a central part of the marketing mix. According to Statista, more than 2 billion users worldwide are active on YouTube monthly, which corresponds to about 40% of global internet users. In Germany alone, around 72.6 million people use the platform monthly, with a daily reach of about 37% (survey 2022). This reach offers advertisers enormous opportunities. Users spend a lot of time on the platform, consuming content purposely and responding to recommendations from their favorite creators. With AI-powered algorithms, these users can be analyzed even more accurately, and personalized ads can be served in real time. This not only increases the effectiveness of video ads but also significantly boosts conversion opportunities. What is a Demand Gen campaign? Demand Gen campaigns are the evolution of previous video action campaigns and offer a powerful way to boost conversions across various Google platforms. Instead of relying solely on YouTube, Demand Gen combines different formats, including video, image, and carousel, and plays them out on YouTube, Discover, and Gmail. The goal is not just to reach users but to actively engage them to take action. Through AI-powered automation, audiences are precisely identified, ads dynamically optimized, and bidding strategies such as 'maximize conversions' or 'target ROAS' efficiently implemented. While video action campaigns already represented a significant improvement over previous TrueView for Action campaigns, Demand Gen goes a step further: More reach, more formats, more AI power. Google reports that advertisers can achieve up to 20% higher conversion rates with Demand Gen, thanks to a much more flexible campaign structure. Where are Demand Gen campaigns delivered and what do they look like? Demand Gen campaigns offer maximum flexibility in delivering your ads. Instead of relying only on skippable in-stream ads like before with TrueView for Action, you can now use different formats: Video ads (incl. YouTube Shorts) In-feed ads Carousel and image ads These ads not only appear in the YouTube homepage feed but also in the 'recommended videos' section, on search results pages, and in Google Discover and Gmail. Additionally, they are played across Google video partners, providing significantly larger reach. What's special: AI automatically decides where your ads will have the most impact. It analyzes user behavior, conversion potential, and context, choosing the best placement in real-time. For optimal performance, Google recommends using videos at least 10 seconds long. You can also add multiple assets like call-to-actions, headlines, and descriptions. The AI automatically tests these combinations and selects the variants that achieve the highest engagement and best conversion rates. Success with AI: Best Practices for Demand Gen Campaigns Video ads on YouTube are rapidly evolving, along with the possibilities to boost conversions. Thanks to AI, marketers can control and automatically optimize their YouTube ads more precisely. Those who want to succeed should follow these best practices. 1. Utilize AI-powered targeting Reaching the right audience determines the success of the campaign. AI-optimized YouTube ads analyze behavior and dynamically adjust targeting to maximize conversions. This minimizes wastage and uses budgets efficiently. 2. Deploy automated video creatives Not every video ad achieves maximum impact right away. With AI, video creatives can be automatically tested and optimized: Variants of intro, CTA, or visual layout are analyzed to achieve the highest engagement and conversion rate. 3. Intelligently optimize bidding strategies YouTube ads can dynamically adjust bids using AI, based on historical data, real-time behavior, and conversion potential. Strategies like 'maximize conversions' or 'target ROAS' can thus be implemented much more efficiently. 4. Continuously monitor performance AI-powered dashboards can provide insights into which creatives, call-to-actions, or formats perform best. Marketing experts can make data-driven decisions, optimize campaigns, and increase ROI in the long term. 5. Test and learn with AI Regular experiments are crucial: AI automatically identifies the best combinations of assets, video formats, and text. This saves time and ensures that every campaign is continuously improved. Anyone wanting to execute campaigns successfully on YouTube cannot do without AI anymore. With AI-based strategies for video ads, conversions can be increased, budgets used efficiently, and creative processes automated. Marketing experts who apply these best practices secure a clear competitive advantage. Which AI-supported creatives are suitable for video ads? ABCD principle Creating relevant advertising content is key to the success of any YouTube campaign. The first few seconds of a video are crucial to capturing the viewers' attention. Using visually appealing, high-contrast images and ensuring the brand is recognizable from the start and remains visible throughout the video provides a good foundation. With AI, creatives' variants can be generated and optimized automatically. The AI analyzes texts, images, video clips, and call-to-actions to determine which combinations achieve the highest engagement and conversion rates. This allows for automatic testing of which storytelling elements and visual styles appeal best to your audience. Trying to tell a story within the video that highlights important USPs while also evoking emotions can have a very positive influence. AI can assist in automatically identifying the most effective storytelling elements, visual styles, and call-to-actions to enhance the performance of video ads. Additionally, every video should end with a clear call-to-action (CTA) to encourage interaction. For further information, Google's ABCD principle for effective creatives can be used as a guide. AI-powered bidding strategies for YouTube Demand Gen campaigns As Demand Gen campaigns focus on conversions, conversion-related bidding strategies can be specifically used with AI support, like 'target CPA'. The AI continuously analyzes historical data, user behavior, and current performance to dynamically adjust bids and maximize conversions efficiently. It is important to note that the set campaign budget influences how quickly the AI algorithm can optimize the campaign regarding conversions. Particularly for the 'target CPA' bidding strategy, a daily budget that is at least 15 times the desired CPA is recommended to provide the AI with enough data to make accurate decisions. Advanced AI-powered strategies, such as 'target ROAS' or 'maximize conversion value,' become available for Demand Gen campaigns only after at least 30 conversions have been achieved within the campaign. The AI then ensures that budgets and bids are automatically aligned to the most profitable users and time windows. Why test Demand Gen campaigns with the help of AI? Demand Gen campaigns are the future for performance marketing on YouTube and beyond. They offer an effective way to increase conversions, maximize reach, and sustainably improve ROI. Using AI makes the difference: precise targeting, dynamic bid adjustments, and automatic optimization of creatives ensure budgets are used efficiently and wastage is minimized. Regular testing with AI is crucial to identify the best combinations of video formats, storytelling elements, and call-to-actions. This way, campaigns are continuously optimized and measurable results are achieved. Does your company need support in planning, creating, or optimizing Demand Gen campaigns? The Warriors from Berlin are ready - contact us for a non-binding offer and secure your lead in AI-supported marketing.
Local SEO & AI Visibility: The most important steps for your GEO strategy
Oct 20, 2025
Julien
Moritz
Category:
SEO
The search world is changing rapidly. AI and LLMs like ChatGPT or Google AI Mode influence how businesses are found. To remain visible locally, companies must adapt their strategies and understand vital measures for local GEO and SEO. These measures are crucial for local businesses to effectively connect local SEO and GEO in a comprehensive strategy. Key Points at a Glance The combination of local SEO and GEO content is crucial today for maximum visibility. Business profiles, reviews, off-page actions, and a solid technical foundation are the basis for local discoverability. AI and LLMs are transforming the search landscape: content must be machine-readable, semantically structured, and aligned with the customer journey. Targeted link building and AI-optimized content are the most important actions. With prompt monitoring and new KPIs, sustainable success becomes measurable. Build a Prompt Database – Our Matrix A central success factor for local SEO and AI visibility is aligning content with the customer journey. Why is this relevant? Users are in different phases of decision-making and have varying content requirements. Aligning your content strategy ensures your brand is mentioned in AI-generated responses or that your website is used as a source for these answers. We have developed a matrix for creating this prompt database. Aligning content with this matrix targets users at each phase of the customer journey, sustainably increasing visibility. The process begins with the Discovery & Awareness Phase . Here, users seek general knowledge, want to understand a problem, or learn about a solution. Companies should showcase their authority, provide step-by-step guides, and present their solutions at this stage. In the Consideration Phase , users compare different offers and weigh the benefits. Here, it's important to build trust, highlight the strengths of your own offerings, and positively portray products in comparison. The Decision Phase is characterized by a clear intent to purchase. Content should contain a direct call-to-action, guiding users to the desired transaction. Finally, there are AI-specific Intents . Users give specific commands or want to initiate automated processes. It is important to position your brand within the context of such automated processes and provide solutions for specific tasks in this phase. SEO keywords can be a strong foundation for creating prompts. This ensures that the SEO and GEO strategy work hand in hand. The created prompt database should then be integrated into a monitoring tool to provide an overview of current visibility in AI and search engines. This will lead to measures to revise existing content and identify potential for new content. Local GEO and SEO: What Really Matters Today SEO and AI visibility are particularly important for local businesses today. Companies that implement the right measures for local GEO and SEO remain consistently visible to potential customers and AI systems. Structuring Content for Machine Readability A clean and structured technical implementation is indispensable for the digital visibility of local businesses. For search engines and AI models to optimally capture and display content, the website should be built with clean HTML and semantic tags like <article> and <section>. Additionally, it is advisable to use special markups like FAQ or HowTo structures to make information even more accessible for search engines and AI. The following GEO Formula has proven effective: Relevant user questions are formulated as headings (H2). Directly below, a precise and clear answer follows. Subsequently, further information is offered to delve into the topic or explore additional aspects. This clear structure helps not only users but also ensures that search engines and AI systems better interpret and display the content. Creating Locally Relevant Content City-specific case studies, customer reports, local events, and the integration of landmarks and neighborhoods are especially effective. Such content not only creates closeness to the target audience but also highlights the company's local expertise and presence. Another crucial aspect is the regular use of local keywords (service + city) in website texts. This establishes a clear link between location and services offered, enhancing SEO and LLM visibility. The content should cover various user intents along the customer journey (see Prompt Matrix). In this way, potential customers are specifically targeted and accompanied in each phase. It is important to integrate real user questions into the content. By directly answering frequently asked questions, the relevance of the website for search engines and AI models increases. Heed "Old" Foundations for Local SEO Also for Local GEO A complete business profile on Google and Bing is the foundation for a strong local presence. The more information provided, the better search engines and AI models can classify and display the business. It's equally important to actively seek customer feedback and collect reviews. Positive feedback strengthens credibility and directly impacts local visibility in AI, LLMs, and search engines. Furthermore, registering the business in relevant industry directories increases discoverability and reach. Additionally, targeted branded traffic from social media creates a healthy signal to search engines and AI systems. Active communication and interaction on social platforms create additional credibility and sustainably support local visibility. Link Building in Times of AI Language models generally do not search and compare individual services or products on their own. Instead, they often refer to comparison sites, user reports, and similar sources for recommendations. This presents a valuable opportunity for businesses: strategically building backlinks on such platforms increases the likelihood of being considered in AI-generated answers and recommendations. This boosts AI visibility in LLMs and simultaneously increases the website's relevance for search engines through quality backlinks. Platforms can be identified and prioritized through the selected tool with prompt monitoring. The rule of thumb is quality over quantity: posts that are frequently cited by LLMs are more valuable than those rarely used by AI. Optimize Existing Content for Real User Questions If your domain is already visible in organic search results, it is worthwhile optimizing content specifically for real user questions. Such questions can be identified, for example, using Google Search Console by filtering search queries containing typical question words. We use the following regex filter: ^(how|what|why|when|where|which|who|why|for what reason|how much|whereby|wherewith|by whose)\b Figure 1: Regex filter in Google Search Console Figure 2: Search queries with the regex filter in Google Search Console It is essential to clearly and helpfully answer these questions directly under an H2 heading. This makes the content more attractive to users and also easier for search engines and AI models to understand. If you already have a chatbot on the website, questions asked there can also be a good indicator that they are frequently asked to ChatGPT & Co. Thus, it is also worth answering these questions in the content to be used as a source by LLMs and expand visibility in AI. Establish New GEO KPIs Although traditional SEO metrics like increasing clicks or traffic were long central, they are no longer the sole focus. Many companies are experiencing declines in search engine traffic as AI models and LLMs increasingly provide direct answers, and users click through to websites less frequently. The traffic from LLMs can seldom fully compensate for these losses. However, the quality of this traffic often turns out to be significantly higher, increasing the conversion rate. To specifically measure the visibility of local businesses and the success of your actions, it is advisable to combine proven SEO KPIs with specific GEO KPIs. These include, for example, the Brand Mention Rate, which indicates how often your brand is mentioned in important prompts (e.g., over 40%), the AI Platform Coverage, indicating presence on several relevant LLMs (e.g., more than five), and the Brand Search Uplift, denoting the rise in brand search queries after comprehensive GEO measures (e.g., over 25%). This creates a holistic picture representing both the reach and quality of visibility in traditional search engines and AI-based systems. Conclusion: Local Visibility in LLMs and Search Engines The local visibility of businesses in LLMs and traditional search engines is now significantly determined by the intelligent combination of SEO and GEO strategies. Implementing the key measures ensures presence in both search engines and AI-based systems. The rapid development of AI and LLMs changes the demands on businesses: optimizing only for Google is no longer sufficient. It is crucial to make your brand and offerings visible in AI-generated answers and recommendations. Acting now and aligning your strategy holistically ensures a sustainable competitive advantage in local search. Here you find the appropriate checklist on the topic FAQ - Frequently Asked Questions How can I find out if my local business is already visible in AI-generated responses? To check visibility in AI responses, it is recommended to establish prompt monitoring with specialized tools. These tools show if and how often your brand or website is mentioned in responses from LLMs like ChatGPT or Google AI Mode or used as a source. What role do structured data play in AI visibility? Structured data help AI models better understand and display content. They are crucial to be considered as a source for AI responses and should therefore be used consistently. Are AI-optimized contents also relevant for traditional search engines? Yes, content optimized for AI models—through semantic structure, FAQ markup, and answering real user questions—are also better understood and displayed by traditional search engines. We recommend optimizing prompts based on significant SEO keywords. This ensures optimal combination of local SEO and GEO. How often should I update my content to remain relevant to search engines and LLMs? The search and AI landscape evolves rapidly. It is advisable to review the prompt database and key content at least quarterly and update as necessary to address new trends and user queries early. However, the timeframe can vary and depends on how dynamically the industry continues to develop. Which mistakes should I avoid in local search engine and AI optimization? Common mistakes include incomplete business profiles, missing local keywords, technical structures based on JavaScript and rendered client-side, lack of user question integration, and neglect of monitoring and KPIs.
Transparency in Google Ads: How to Properly Utilize Performance Max Channel Reporting
Oct 10, 2025
Josephine
Treuter
Category:
Search Engine Advertising
Google Ads is one of the most efficient ways to increase a company's reach and achieve targeted conversions. However, in times of AI and automation, the way campaigns are managed and evaluated is also changing. With the introduction of Performance Max campaigns, Google has created a new approach: all channels, from Search to YouTube to Shopping, are bundled into a single, fully automated campaign. This promises maximum efficiency, but at the same time makes it more difficult to trace through which channels the conversions are actually generated. For a long time, it was unclear which channel contributed what to the campaign's performance. Those who needed this information had to resort to technical scripts and complex workarounds - an effort that overwhelmed many teams. With the new Channel Performance Reporting, this changes fundamentally, allowing results to be evaluated per channel. In this article, we'll show you how to make the most of the new reporting, which best practices have already proven themselves, and how to make better decisions with more transparency. As an experienced Google Ads agency, we provide you with practical tips directly from everyday life at internetwarriors. The Essentials in Brief Performance Max bundles all Google channels into one campaign. The Channel Reporting now provides the necessary transparency. You can see how Search, Display, YouTube, Discover, Maps, and Gmail perform individually. The reports can be segmented by ad format, status, or targets like CPA or ROAS. The new reporting allows you to identify optimization potentials more quickly and control them more precisely. The status section helps with technical issues and offers recommendations for action. What Exactly Is a Performance Max Campaign? The Performance Max campaign , or PMax for short, is an automated campaign format in Google Ads available since 2021. It allows ads to be played simultaneously across multiple Google channels such as Search, Display, YouTube, Gmail, Discover, and Shopping, all in a single campaign. Unlike traditional campaigns, PMax relies on Google AI for ad delivery and optimization. Based on goals such as conversions or revenue, the system independently decides which ad to show to which user on which channel. For advertisers, this means less manual control and more focus on high-quality assets and strategic goal setting. With the new Channel Performance Reporting, it is now finally visible which channel contributes what to the overall performance, and this is an important step toward more transparency and control. Why Transparency in a PMax is so Important Performance Max campaigns offer many advantages: They bundle all Google channels into a single campaign, use AI for automated delivery, and promise maximum efficiency. However, this very automation brings a central challenge: a lack of transparency. It was long unclear through which channel a conversion actually occurred. This was a problem for anyone wanting to optimize their campaigns based on data. Without channel-specific insights, it is difficult to make informed decisions: Should more budget flow into YouTube or Search? Do video ads work better than text ads? Which audiences perform on which platforms? The answers to these questions are crucial for effective campaign management, and this is where the new Channel Performance Reporting comes in. It provides the necessary transparency to evaluate the performance of individual channels, identify optimization potentials, and strategically manage budgets. For agencies like internetwarriors, this is an important step to not only deliver results to clients but also develop transparent strategies. How to Find Channel Reporting in Your Google Ads Account The new Channel Performance Reporting for Performance Max is currently still in beta. This means that the feature is being rolled out gradually and may not be immediately available in every Google Ads account. The scope of the displayed data can also vary depending on the account, ranging from basic channel metrics to detailed conversion insights. If your account is already enabled, you can find the reporting directly in the Google Ads interface under: Campaign Overview → Select Performance Max Campaign → Insights → Channel Performance There, you will receive a detailed breakdown of important metrics such as impressions, clicks, conversions, costs, and ROAS. The view can be filtered by time period, device, or conversion goal, providing a valuable basis for data-driven optimizations. What Exactly Does the Channel Reporting Show You? The Channel Performance Reporting provides a structured overview of the performance of individual channels within a Performance Max campaign. It shows how the campaign is distributed across platforms like Search, Display, YouTube, Gmail, Discover, and Shopping, and what each channel's share of the achieved conversions is. This transparency allows an informed evaluation of budget distribution, identifies underperforming channels, and assists in prioritizing future investments. Additionally, the reporting offers extensive segmentation and filtering options. The data can be analyzed by key metrics such as Cost per Acquisition (CPA), Return on Ad Spend (ROAS), or Click-Through Rate (CTR). This provides a comprehensive view of the campaign's performance, both cross-channel and data-driven in a strategically usable way. What Can Be Learned from the Data The Channel Performance Reporting delivers far more than just numbers. It opens up new perspectives for the strategic management of Performance Max campaigns. By breaking down key figures like impressions, clicks, conversions, and costs by channel, it becomes visible which platforms are genuinely contributing to achieving targets and how the deployed budget is distributed. This data enables an informed assessment of the used ad formats, targeting methods, and device distribution. Conclusions can also be drawn regarding the customer journey and potential optimization potentials can be identified, for example, in the design of assets or budget allocation. For agencies like internetwarriors, this transparency is a valuable foundation for not only optimizing campaigns efficiently but also communicating transparently with clients. How to Optimize Your Campaigns with the New Insights The channel-specific data from the Channel Performance Reporting provides a valuable foundation for the strategic optimization of Performance Max campaigns. By analyzing individual channels, it becomes apparent which platforms work particularly efficiently, where wastage is occurring, and which ad formats achieve the best results. Based on this, budgets can be distributed more strategically, assets can be designed more precisely, and target groups can be addressed more diversely. Furthermore, the insights enable a more precise evaluation of the customer journey: Are users addressed via YouTube but convert only via Search? Such patterns can now be comprehended and incorporated into the campaign structure. The selection of conversion goals can also be newly assessed based on the data to further align campaign orientation with actual user behavior. Limitations and Pitfalls of Channel Reporting Even though the Channel Performance Reporting represents an important step towards transparency, current limitations and pitfalls should not be neglected. Since the feature is still in the beta phase, availability is not guaranteed across the board, and the scope of displayed data can vary from account to account. In some cases, only aggregated values are displayed, without deeper insights into individual ad formats or audiences. Moreover, it should be noted that Performance Max operates cross-channel, and the individual channels do not stand alone but work collectively. A channel with seemingly weak performance can nevertheless make an important contribution to conversion, for example, through early user engagement in the funnel. Therefore, interpreting the data requires a holistic understanding of the customer journey and shouldn't rely solely on individual metrics. Technical limitations such as incomplete conversion attribution, missing asset data, or limited segmentation options can also complicate analysis. Therefore, a combination of Channel Reporting, conversion tracking, and supplementary tools such as Google Analytics or server-side tracking is recommended for a sound evaluation. Conclusion: More Control, Better Decisions With the new Channel Performance Reporting, a decisive step toward transparency within Performance Max campaigns is taken. The ability to evaluate channel-specific data directly in the Google Ads interface provides a solid basis for strategic decisions and targeted optimizations. Even though the feature is still in the beta phase and not fully available in every account, it is already clear how valuable these insights are for modern campaign management. The combination of automation and data-driven control makes it possible to distribute budgets more efficiently, use assets more targetedly, and better understand the customer journey. For agencies like internetwarriors, this means: more clarity in analysis, better arguments in customer communication, and significantly increased effectiveness in digital marketing. As an experienced Google Ads agency, we help you harness the full potential of your Performance Max campaigns. We assist you not only with setting up and optimizing your campaigns, but also with the targeted use of the new Channel Performance Reporting. This way, you'll gain clear insights into the performance of individual channels, can distribute budgets sensibly, and make data-based decisions. With our expertise in AI-supported campaign management and cross-channel analysis, we ensure that your ads not only perform but are transparent and traceable. Get in touch with us!
VKU Marketing Experts 2025 – AI in Focus
Oct 8, 2025
Axel
Zawierucha
Category:
Inside Internet Warriors
On September 24, 2025, Berlin was the hotspot for marketing experts from public utilities. The VKU Marketing Experts Congress provided an excellent platform to discuss the industry's most pressing issues. This year's top topic: the unstoppable rise of artificial intelligence in marketing. As internetwarriors, we were there, represented by our experts Julien Moritz (SEO/GEO expert) and Axel Zawierucha (CEO), to share our knowledge and gain new insights. The transformation is now: AI as a game-changer The atmosphere at the congress was marked by a palpable sense of optimism. Numerous lectures and discussions made it clear that AI is no longer just a buzzword but a tangible tool that is revolutionizing marketing strategies. From personalized customer engagement to automated content creation and data-driven forecasts – the possibilities seem endless. However, with new opportunities come new challenges. One of the central questions that arose in many conversations was: How can companies remain visible in a digital landscape dominated by AI systems and language models (LLMs) and effectively reach their target audiences? Our workshop: Visibility in the age of AI We dedicated our interactive workshop to precisely this question. Under the title "Visibility in the AI Era: How to Position Your Business in New Systems," Julien Moritz and Axel Zawierucha provided practical insights and strategic advice. The interest was overwhelming. Intense discussions with participants made it clear that many companies are seeking guidance on how to prepare their content and data to be optimally captured and presented by AI-based search and recommendation systems. We demonstrated how a well-thought-out data strategy and content optimization for semantic searches can make a significant difference. The many exciting questions and the enthusiastic participation showed us that we struck a chord here. How we as GEO specialists can support Especially in a local context, geographic visibility is crucial. As GEO specialists, we help you strengthen your presence in local search systems and map applications – an important factor to be found even in AI-driven environments. With structured location data, local SEO, and targeted integration into semantic search systems, we ensure that your offerings appear where your target audience is searching – today and in the AI-driven future. Contact us!
DMEXCO 2025: CRM, AI and the Future of Search Engine Marketing
Sep 24, 2025
Axel
Zawierucha
Category:
Inside Internet Warriors
DMEXCO 2025 in Cologne was more than just a trade show for us at internetwarriors.de – it was a vibrant marketplace of ideas, a melting pot of innovations, and above all, a confirmation of the topics that move us and our customers every day. With a record attendance of over 40,000 participants and under the motto "Be Bold. Move Forward.", this year's leading trade fair for digital marketing sent a clear signal: The future belongs to the bold, the pioneers, and those who are ready to blaze new trails. In countless inspiring conversations with customers, partners, and industry colleagues, a common thread emerged for us, connecting the central challenges and opportunities of our time: the inseparable linkage of Customer Relationship Management (CRM), the revolution through Artificial Intelligence (AI), and the redefinition of campaign planning in the era of generative models. The foundation of successful performance campaigns: The CRM feedback loop A theme that repeatedly came to the forefront in our conversations at DMEXCO 2025 was the immense importance of deep integration of CRM systems in performance marketing campaigns. It's a realization as simple as it is crucial: those who want to successfully generate leads must not merely scratch the surface. The mere generation of contact information is only half the battle. The true value unfolds only when a seamless feedback loop between marketing and sales is established. This is where CRM comes into play. It is the centerpiece that consolidates all relevant information about a potential customer and tells us what actually became of a generated lead. Was the contact qualified? Did it lead to a sales conversation? Was a contract concluded? This feedback is pure gold for optimizing performance campaigns. Without this feedback, we operate blindly. We see which ads and keywords generate clicks and conversions, but we don't know which truly lead to revenue. From our extensive practical experience and the intensive discussions at the fair, we can make a clear recommendation. As an official implementation partner of Teamleader in Germany, we have gained deep insights into the capabilities of modern CRM systems. We are convinced that Teamleader unites all critical features to conduct business successfully. From the central contact database, deal tracking, and project management to time tracking and invoicing, the platform offers an all-in-one solution specifically tailored to the needs of agencies and service-oriented SMEs. Seamless integration enables precisely the valuable feedback loop essential for data-driven marketing. The discussions at DMEXCO showed that companies that have successfully closed this loop deploy their marketing budgets much more efficiently. They can target their campaigns on the channels and audiences that deliver the most valuable customers. In an era where digital advertising costs are steadily rising, and competition is becoming more intense, this data-driven precision is no longer a "nice-to-have," but an absolute must for sustainable success. Google in transition: The future of search in the age of AI Of course, the future of AI and Google, along with organic search, was one of the dominant topics in the Cologne exhibition halls. The era of purely keyword-based searches is coming to an end. Generative AI models and the increasing integration of AI into search engine result pages (SERPs) signal a paradigm shift. The question everyone is asking is: How will search change, and what does it mean for our SEO and SEA strategies? The keynotes and expert lectures at DMEXCO painted a clear picture: search will become more contextual, dialogue-oriented, and personalized. Users no longer just expect a list of links, but direct answers and solutions to their concerns. Google's "Search Generative Experience" (SGE) is just the beginning. The ability to understand complex queries and answer in full sentences will fundamentally change how we search for information. For us as an agency, this means we need to adapt our content strategies. It's no longer just about optimizing individual keywords but creating comprehensive thematic worlds that holistically answer users' questions. "Topical Authority" will become the new currency in SEO. We must become the experts in our niche and create content that offers real value both for users and AI-driven algorithms. At the same time, AI also opens new possibilities for paid search. Performance-Max campaigns are a good example of how Google uses AI to automate and optimize the display of ads across the entire Google network. The challenge for us marketers is to provide the AI with the right signals – and{
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