Now that all necessary measures for search engine optimization (also: ) have been taken and the website achieves top rankings? Even if the first steps are successfully mastered, the next step comes - SEO for PDFs! The PDF file is notoriously not well-regarded in the SEO world, but sometimes it's unavoidable. This is partly due to the static format (HTML pages are not as easily downloadable) and partly due to the user experience: some people prefer to read certain content offline, and PDF files usually provide detailed information that isn't always suitable for HTML pages due to text length (extensive scrolling and unnecessary information can, in the worst case, lead to bounce rates). So PDFs have their own target audience that can and should be addressed. Therefore, optimizing PDFs for search engines is worthwhile, even if it brings some challenges. Back to the roots: History and relevance of PDFs Regular users of Google search know that organic search results can include not only websites but also PDF documents. In fact, PDF files have been in the Google index since the year 2000: PDF file in Google search - https://www.internetwarriors.de/ The PDF format (Portable Document Format) has existed since the early '90s - developed by Adobe Inc. - and can contain both text and images, forms, links, etc. Today it stands for the open standard (ISO) and is very popular for its accessibility. The inclusion by search engines allowed users a broader access to information. This added value resulted in the discussed indexing of static PDF files. This was the starting shot for another discipline of search engine optimization: SEO PDF. Though PDF files differ from 'classic' web formats, they offer numerous advantages for SEO. This isn't just about the profit for users, but also about keywords (PDFs can be excellently optimized for keywords), (PDFs as a source for backlinks), and enduring content. Therefore, when well-integrated into the SEO strategy, PDFs can provide significant added value. Search engine optimization for PDFs: Doing it right! To understand how to optimize PDF documents, two main questions arise: How does Google rank PDF files? What decides their position compared to websites? And ultimately - what differentiates PDFs from classic websites? Two points stand out: PDFs are generally longer Users tend to link less to PDF documents Google itself also says that determining relevance is difficult because it depends on personal preference whether a user prefers to read a PDF or a website. Different search engines handle this differently and so only some helpful hints can be provided here. Find out what these are! But first, a golden rule: Google, as a text-based search engine, needs real text to optimally read and evaluate a document. PDFs often consist of images, especially if they are scanned book pages, etc. With the help of OCR software (Optical Character Recognition - a technology many are familiar with from scanners), Google might be able to better read images containing text in the future, but until then, pure text documents are the better choice. This is where SEO optimization for PDFs begins: Formatting, adjusting, and reformatting As mentioned, PDF SEO optimization starts with the correct file format. It's simple to check if it’s correct: if text from a PDF document can be copied and pasted into, e.g., a Word file, it is real text. Even if tables are present in a file, they should be text-based. Selectable text isn’t the only requirement for the correct format. Besides the text content, other aspects need to be considered, such as file size. Following the principle “as small as possible” practically ensures you can’t go wrong in this regard. Generally, file size reflects loading speed and download duration. A size under 1 MB is generally considered user-friendly, but some PDFs require more, justified by the amount of content. Additionally, a range between 1 and 5 MB can be seen as optimal, with anything over 1 MB aimed at large files and documents. It’s important to consider image compression to prevent unnecessarily increasing the file size. Always ask whether the file size suits its purpose and prioritize user experience. Don’t overlook the write protection of PDFs - it’s crucial to prevent changes and modifications to the original files. Despite crawlers accessing write-protected PDFs, indexing them is usually pointless. It’s recommended to set such PDFs to noindex.  In summary: Correct formatting is the first step in PDF SEO optimization. It also ensures readability and accessibility, essential for a positive user experience. Content determines success “Content is King” seems to be one of the most well-known and current quotes, even though it originates from a 1996 essay by Bill Gates. The saying has become somewhat of a cliché and has its place in the online marketing world. It’s also a rule in search engine optimization when it comes to content creation. PDFs are no exception. The rule always applies - it’s all about the users. Thus, the PDF should provide added value if a good ranking is to be achieved. It needs not only SEO optimization but also informative, relevant, and useful content for the user. Added value, quality, and credibility are crucial for , making it essential to create high-quality content. Content optimization for PDFs follows the same rules as for 'normal' HTML pages - one of the most important: it must be unique. This means: PDFs should provide additional information to the HTML content, may complement them, but must not be identical. This leads to the issue of duplicate content. If there’s a good reason to duplicate content, a Canonical Tag must not be forgotten. In terms of keyword optimization, there are almost no differences: PDFs should and must be keyword optimized because search engines find and index PDFs through relevant keywords. Care should be taken to integrate keywords as naturally as possible into the content, and they should also appear in headings, title tags, meta descriptions, and file names. PDF Mastery: Onpage optimization for maximum success An is also required for PDF SEO. Essentially, it is very similar to onpage optimization of HTML pages. When done correctly, discoverability, user experience, and accessibility can benefit. The first concern should be the file name : it should be as descriptive and simple as possible. Integrating a meaningful keyword into the file name is a helpful step, as it facilitates indexing by search engines. However, avoid using special characters and prefer hyphens - this measure is partly for better compatibility (for various software and operating systems), URL friendliness, and error avoidance (special characters have specific meanings in the file system). Next, the title , part of the metadata, should be optimized. Common SEO rules apply here - length (max. 60 characters), unique design, relevant keywords, and brand at the end of the title. The title is directly stored in the PDF file and is an essential part of PDF SEO. It's possible to save the file name as the title simultaneously, which is also a permissible implementation. This must now be noted in the settings (Adobe Acrobat) accordingly. Contrasting with the title, the meta description or description is not quite identical to what is known from SEO optimization. For PDFs, metadata includes title, author, keywords, and content summaries. Additionally, further information can be added via additional metadata. Except for keywords, which no longer have ranking relevance, all fields must be filled out. Even with different handling of PDF files, it is advisable to still consider the description's length (max. 160 characters) and add a usual call-to-action. Traditionally, headings play a very special role in SEO: …they structure content for users and search engines …provide an excellent opportunity to integrate keywords for better ranking …improve user experience …facilitate navigation, especially for users relying on screen readers …highlight content Moreover, headings are an important ranking factor. Therefore, it's crucial to equip not only websites but also PDFs with good headings. The same rules as for HTML pages should be followed - no unnecessary headings, keyword optimization, one H1 per page or document, and maintaining logical order. Inserting headings is very straightforward using Adobe Acrobat (or PDF-XChange Editor) or already in the Word file (with subsequent export of the document as PDF). If content is considered a king in the SEO world, then internal linking is at least a hidden bridge to SEO success. Internal linking is also very relevant for PDFs, as it can increase the value of the PDF itself and its visibility. Internal linking can be well implemented through relevant keywords in the content. It is merely necessary to maintain thematic coherence and link to pages that fit the PDF's content. Moreover, anchor texts should not be overlooked, nor should the embedding in the sitemap. If backlinks from high-quality websites point to the document, there is an excellent chance to improve authority and visibility and thus work into the E-E-A-T concept. Furthermore, internal linking is almost indispensable if one wants to optimize PDFs for SEO. Tech-Tuning: Optimize your PDF! Once content, keywords, and onpage aspects for PDFs are optimized, the first half is done. The next and almost last step should be technical optimization. Including it in the sitemap is essential for universal and/or current PDFs. However, one should start with the added value - does the PDF file offer it to the user? If this question can be positively answered and the criteria are met, then the sitemap is the right place for PDFs. The advantages are similar to HTML pages - direct indexing, better discoverability, improved performance, and proactive control of the indexing process. However, if certain files are to be excluded from indexing, this can also be done using the “noindex” tag. The canonical tag should be correctly used and applied: Is the PDF content similar or even identical to the HTML page content? If so, the canonical tag is indispensable to avoid the issue of duplicate content. The SEO optimization of PDFs also requires mobile optimization - correspondingly, aspects that characterize a mobile-friendly file should be considered - starting with file size (shouldn't be too large) to correct formatting (e.g., portrait orientation, left-aligned text, use of sections & headings, good structuring, etc.). If these points are observed, PDF search engine optimization is on the right track! PDF without barriers: Accessibility redefined! The topic of has been discussed for a long time - and rightly so! Websites should be accessible to everyone, and from June 2025, this becomes mandatory. Hence, basic adaptations should be made in PDFs: All images/graphics should have alt texts Headings and tags must also be implemented Content must be text-based but also need appropriate contrast and readable typeface Lastly: Don’t forget necessary configurations for screen readers. The good news is that all these measures can be directly implemented in PDF programs like Adobe Acrobat or the PDF-XChange Editor. Afterward, you can use the accessibility check (also available in the programs) to verify implementation. SEO PDF Accessibility PDF Tracking: Measuring with Precision Those wanting to measure performance should definitely consider tracking. This is also part of PDF SEO and can be used effectively. It provides a way to understand how users interact with the PDF document. There are many methods suitable for tracking PDF files - everyone can find what works best for them. However, the tracking concept should be approached with caution, always weighing its necessity. SEO Optimization for PDFs: Strategies for Success Even if PDF SEO is considered complex, it’s worth optimizing such files correctly. It should not be underestimated that PDFs can be SEO-relevant for several reasons: Indexing of content (text-based) Additional opportunity for keyword optimization Positive user experience Distribution of link equity Sustainable content PDFs are thus a valuable addition to the website, offering content expansion, targeting specific audiences, and appropriately optimized can increase visibility. If you follow the rules and properly implement search engine optimization for PDFs and fundamentally include the use of PDF files in the SEO strategy, you can only benefit from the expanded content format! Need help optimizing your PDF content? Don't hesitate to contact us - our team is happy to assist you! It's simple: and get all the insights! Learn more about our

Google Ads offers a variety of standard reports that provide valuable insights into campaign performance. However, these reports often reach their limits when it comes to analyzing specific data points or creating individual evaluations. This is where custom columns come into play. With custom columns, you can tailor Google Ads data to your needs, gathering the information most relevant to you. In this blog article, we explore how custom columns work and introduce you to important formulas you can implement directly in your account. What are custom columns? Custom columns in Google Ads are specially tailored data fields that you can define yourself. Unlike the predefined columns available by default in Google Ads, custom columns offer the flexibility to create your own metrics and perform complex calculations. This feature is especially useful for gaining detailed insights into your campaign performance and tracking specific metrics. Benefits of using custom columns Using custom columns in Google Ads offers numerous benefits: 1. Personalization of data analysis: You can create metrics that are precisely tailored to your business goals. For instance, you can calculate ROI, Customer Lifetime Value (CLV), or other business-specific KPIs. 2. Increased efficiency: Custom columns in Google Ads allow you to perform complex data calculations directly in the Google Ads interface, reducing the need for external spreadsheets and speeding up the analysis process. 3. Improved decision-making: With tailored metrics, you can make more informed decisions, gaining specific insights into your campaign performance that would otherwise be hidden. 4. Better reporting: Custom columns facilitate the creation of detailed reports that provide your stakeholders with exactly the information they need. Creation and implementation of custom columns Creating custom columns in Google Ads is a relatively simple process. Here are the basic steps: Log into your Google Ads account and go to the campaign area. On the right side, you will find the "Columns" menu item. Figure 1: Step 1 Select Columns   Click "Custom," but you can also get there via "Customize Columns." In the next step, you will reach the overview page and open "Custom Columns." Figure 2: Step 2 Customize Columns for Campaigns   From here, you can create the corresponding columns. Figure 3: Step 3 Create Columns   Give the column a name and description. Choose the desired metric and calculation formula. Formulas and calculations: You can use simple calculations like addition, subtraction, multiplication, and division to create your custom metric. Once you've created the custom column, you can add it to your reports and dashboards. This allows you to monitor and analyze your campaigns' performance using the new metrics. Important custom columns for Google Ads To help you get started, we've compiled some useful custom columns that you can create directly in your Google Ads account: 1. Expected costs for the current month: This column shows you the monthly budget you should expect if you don't change existing settings or budgets. Formula: REPLACE MANUALLY!!! 2. Cost-per-conversion by conversion action: This column shows the average cost per conversion for various conversion actions (e.g., purchase, newsletter signup). This helps you better understand the profitability of your conversion actions. Formula: REPLACE MANUALLY!!! Here is an excerpt of conversions we have set up in our account: Figure 4: Overview of created conversions   These are also associated with the respective CPA per conversion. The above data provides extremely useful insights into each conversion phase. Different views can also be examined to see which search terms, keywords, and ads perform accordingly, allowing you to find out very specifically where you need to optimize, cut, or increase your budget. 3. CPA in the last 7 days: This column shows the average CPA in the last 7 days. This allows you to compare the development of the CPA over the last 30 days and the last week at a glance. Formula: REPLACE MANUALLY!!! 4. ROAS in the last 7 days: This column shows the average ROAS in the last 7 days. This allows you to compare the development of the ROAS over the last 30 days and the last week at a glance. Formula: REPLACE MANUALLY!!! 5. Budget utilization: The "Budget Utilization" column shows the percentage of the set daily budget that the campaign spent on average per day in the last 7 days. It is important to note that if the daily budget is increased or decreased, the column will change accordingly. This means it is only meaningful if the budget is not adjusted. Formula: REPLACE MANUALLY!!! Conclusion Custom columns in Google Ads are a powerful tool for tailoring Google Ads data to individual needs. By creating your own columns, you gain deeper insights into your campaign performance and make informed decisions to optimize results. We are happy to help you identify and create the right custom columns in your Google Ads account. Simply contact us via the and secure your non-binding offer!

The is famously very diverse - content SEO, E-commerce SEO, on-page SEO, off-page SEO, technical SEO, and local SEO. Many of these intertwine and are difficult to separate. Although each type of SEO has its own peculiarities and nuances, there is also a common foundation that is the same across different types of SEO. One of the most current SEO topics is local SEO. What is local SEO and where does it come from? The origins of this field date back to 2005. With the launch of Google Maps, the local aspect suddenly became very relevant. Since then, it has been gaining more and more importance. While traditional search engine optimization focuses on being easily found on Google, local search engine optimization aims to be found when users are searching for a result in their immediate area. It is implemented in different forms - from the Google Business Profile to local keywords. But what does it include and how is it optimized? It's not enough to just specify the city Local business SEO is not just about keywords or the city name in the title tag. It's much more about strategy, planning, and execution. The goal of local SEO is to optimize local visibility, such as how the service or product is presented and its visibility with a local context. The search results are displayed based on the users' location. The increasing relevance of local SEO is due to the fact that nowadays, many people (if not most) are mobile. This means that, for instance, when looking for a restaurant or a good online marketing agency, local SEO is the way to go: Fig.1: Local Search - 360 Online Marketing Agency For companies, local SEO is not only a cost-effective strategy but also a way to stand out from the competition. With a well-crafted profile, specific and locally tailored content, as well as feedback and reviews, your visibility will shine in new colors. As a small bonus - it helps you gain and strengthen your customers' trust! Overall, local SEO is your excellent chance to position yourself locally and gain market presence! Opportunities and limits of Local SEO Of course, you must always weigh the pros and cons. SEO for local businesses has a different tone and, while it offers many bonus points, it also presents its own challenges: The local aspect : The local aspect, which is the focus of local search engine optimization, can be both a curse and a blessing. Compared to classic SEO measures, the website is found in certain geographic regions with a local SEO strategy, making it difficult to rank for general queries. If the company's main target is at the local level, this is definitely an advantage. However, if you want to be visible beyond one city, you should consider combined SEO strategies and not rely solely on local SEO. Continuous change in algorithms : One should always remember that search engine algorithms change very quickly, so it's important to keep adapting local SEO strategies. Competition : Especially in certain local industries, competition can be very strong, which brings certain challenges. Time investment : The time investment is another factor because you can't do SEO halfheartedly. The effort in local SEO involves keeping all information up-to-date. In certain industries, the frequency can be relatively high, but the profiles should still be kept current and maintained. Reviews : Feedback, reviews, and testimonials strengthen customer trust, and that's true! But one must not forget that reviews are not always positive. A negative review can have serious consequences and requires immediate action. A thoughtful and constructive response to a negative comment can also create trust. If you're wondering if the effort is worth it, the answer is: Absolutely, because the benefits are huge. Targeted reach : With local SEO, you can specifically target users in your area searching for products or services, significantly increasing the likelihood of interaction. Visibility : A good placement in local search results will not only increase your visibility in the region but also encourage customer interactions, both online and offline. Cost-effectiveness: Compared to many traditional marketing measures, local SEO is a cost-effective solution, mainly relying on organic traffic. However, if you do not have enough experience in the industry, working with a local SEO agency is a good decision to balance efficiency and costs. Mobile search : As mentioned before, mobile phones are the most commonly used search medium. Local SEO is ideal to reach users seeking local insights while on the go. Trust : A business can enhance its image in the community through positive customer reviews, building trust. Practical tips from professionals: How local SEO works! It's essential to evaluate and be clear on what marketing measure is right. Even if it seems like there's a formulaic approach in practice, it's not all that straightforward. If you're unsure whether local search engine optimization is right for you, answer this simple question: Does your business (store, restaurant, shop, etc.) have a fixed location? If you can answer this question with "Yes," then it's the right SEO strategy for you! Local SEO works when there is a location that can be visited. If your business is only online, it doesn't make sense. This is because most users will make very specific search queries with local references, such as "Pizza place Mitte" or "Beauty salon Schöneberg Berlin." Geographical orientation is the starting point. Once the question of choosing the right SEO strategy is clarified, here are some fundamental tips to maximize local visibility: Google Business Profile Google has its own local SEO management. To be present there, you need to know the rules. The first one is: "Create a Google Business Profile." Formerly known as “Google My Business,” the Google Business Profile is of enormous importance for local optimization. From the provided information, Google can determine relevant insights like reviews, opening hours, photos for local rankings, and display these alongside local hits: Fig.2: Google Business Profile - internetwarriors GmbH Moreover, connections to Google Maps, Google Street View, and Google Local Pack (also known as Google 3-Pack) are only possible with the Google Business Profile. Another advantage of this platform is that it is developed directly by Google and thus also considered in organic search. This means you can appear in local Google search results, even if the content on your website hasn't been optimized. NAP NAP stands for Name, Address, and Phone number and is another important component of local SEO. This information is essential for Google and should be consistent everywhere: On third-party platforms, on your own website, and within the Google Business Profile. The spelling should be uniform as well. Otherwise, it can lead to confusion, especially for users, but also for search engines, leading to negative ranking effects. On-page & Content Anyone familiar with on-page SEO will not find major differences in local on-page SEO. One should pay attention to the same components: keywords, title tags, meta descriptions, headings, etc. But since it's about the local context, this should also be mirrored everywhere. If the title tag says, for instance, "Delicious Italian Pizza," it's best to add the city or district, for example, "Delicious Italian Pizza from Berlin-Schöneberg." The same rules apply to meta descriptions and headings. With keywords, local relevance should also be considered. This applies to the content as well. Users should understand that it is a local provider. Of course, don't forget that the content must provide value and high quality. It’s much more about the substance than marking every sentence with a keyword of local relevance. Structured Data Let's not forget structured data. Even if users do not see it, structured data is visible to search engines. By marking all necessary data, you can also benefit. Search engines recognize such information (e.g., address, opening hours, etc.) and use it for display in search results. They also contribute to better local ranking. Moreover, using structured data provides the opportunity to display rich snippets. Mobile Optimization Though it seems evident, the relevance of mobile optimization should not be neglected. On one hand, local SEO is perfect for mobile search; on the other hand, it is generally important for ranking and visibility. Furthermore, some simple rules should be followed: The less, the better: Your website’s code should not be overloaded to achieve fast loading speeds. Your website's content should not be overloaded either. Users should not have to scroll excessively, whether on desktop or mobile, to reach the desired content. Responsive Design: This is by far the most important aspect. When designing the website, responsive design should always be implemented so the content adjusts dynamically to all mobile sizes. Business Directory Back in the day, people often looked up the Yellow Pages to find desired information and addresses. Today, everything is digitized, and numerous digital business directories exist. Utilizing this opportunity and registering your business there can yield additional benefits. Reviews and Testimonials Your local SEO checklist should not miss handling reviews & testimonials! The reviews and testimonials left by customers can lift or lower the business. Negative reviews undermine trust. But you should respond to such reviews and make a statement. Therefore: Don't leave reviews unanswered and never delete negative reviews! It's important to handle criticism and not panic. Also, try encouraging customers to give feedback and leave reviews, as the more reviews there are, the stronger the profile. Regularity is also a positive signal for search engines. However, you should collect genuine reviews to gain trust from both users and search engines. Backlinks Working with backlinks is also part of local SEO. Therefore, after completing all mentioned measures, start building relevant from websites in the local environment. Attention should be paid to the importance of links. We always recommend generic, or free, backlinks collection, as it offers significant added value. Helpful steps include using PR measures or collaborating with other local businesses. Local SEO - Your To-Do List When opting for local search engine optimization, always keep a cool head. Proper implementation brings great added value! Local SEO increases visibility in local search results and is the first point of contact when looking for services or products nearby. Additionally, it generates targeted traffic and highlights local brand presence. In summary, these are the To-Do’s that must be checked off for effective local search engine optimization: Google My Business Profile Local keywords Structured data NAP On-page & content Possibly expand social media profiles Maintain reviews Mobile optimization Backlinks We are happy to help you implement your local SEO strategies! Simply contact us via the and secure your non-binding offer! Together, towards the most sought-after local brand! Did you enjoy the blog? Recommend it now!

In the world of search engine optimization, there are numerous strategies and techniques to enhance the visibility of a website. One often underestimated but highly effective method is optimizing internal linking. Internal linking in SEO serves to connect different pages within a website. This plays a crucial role not only in navigation and user-friendliness but also in distributing what is known as "Link Juice," which increases the authority and relevance of pages in the eyes of search engines. In this blog post, you'll learn how to improve your SEO strategy through thoughtful and targeted internal linking. Discover the best practices to satisfy both your users and search engines and ultimately improve your ranking. As a basis for the concept of your internal linking, you will learn in a step-by-step guide how to analyze the current state and identify potential areas of improvement. Definition and significance for SEO Basically, there are two types of hyperlinks: Internal links are connections that lead from your website to a subpage within your website. They help users navigate through your site and assist search engines in understanding the structure and hierarchy of your site. The advantage is that you have 100% control over them. External links , on the other hand, lead from a completely different domain to your website or vice versa. They can enhance credibility. However, you do not have full control over these and are dependent on other websites. This blog post will focus solely on internal linking. An important term in this context is "link juice." Link juice is the strength of a page. It consists of the quality and number of incoming links as well as their distribution across a website. As a result, the homepage has the most link juice and can pass it on through internal links. Links from pages considered more important transfer more link power than links from less important pages . A page is deemed important when many other important pages link to it. Link power is not distributed evenly. For example, if there are 100 internal links, they do not each receive 1/100 link power. Some links receive more, others less link power. The significance for SEO is diverse. Internal links enhance the user experience by helping visitors easily reach the desired information. For search engines, internal links are indicators of which pages on your website are most important. Pages that receive many internal links are considered particularly relevant and can rank higher in search results. Additionally, internal links make it easier for search engine crawlers to explore and index your site, thereby improving the discoverability and visibility of your content. Significance for Users The importance of internal links for SEO is diverse. They improve the user experience by helping visitors easily find the desired information. Within a text, for example, other products or services of the company are linked. This allows users to reach the page directly via the link without having to navigate to the site's menu. A well-thought-out internal linking strategy for SEO can help increase the user's time spent on your site. This can lead to better rankings in search results, as search engines consider user behavior in evaluating a site. Significance for Search Engines For search engines, internal links are an indicator of which pages on your site are most important. Pages with high link juice are considered particularly relevant and can rank higher in search results. Additionally, internal links make it easier for search engine crawlers to explore and index your site. This, in turn, improves the discoverability and visibility of your content. We occasionally hear the idea of marking links with nofollow to save link power. However, we advise against this. In such cases, the link is not followed, but it is still perceived as a link. During the calculation of link power, this link is considered in the total count. Concrete tips for optimizing internal linking We have concrete and practical tips on how you can optimize the internal linking on your website for more efficient SEO. From identifying particularly rewarding pages to choosing the right anchor texts to strategically placing links, these tips will help you fully exploit the potential of your internal linking and sustainably improve your SEO performance. 1. Use Screaming Frog to find pages that particularly benefit from additional internal links How can you find out which pages would benefit the most from additional internal links? This is where Screaming Frog comes into play. This powerful SEO tool allows you to specifically search for pages that are currently under-linked and therefore have great potential for additional internal links. Especially for pages that already have high traffic and are relatively poorly linked, there is a high probability that additional links will increase visibility and relevance in search results. First, create an API connection with Google Search Console : 1. Configuration → API Access → Google Search Console 2. Log in and select domain → OK Figure 1: Screaming Frog Guide: Set up API access Then start the crawl of the domain and limit the dataset to relevant data : 1. Internal → HTML 2. Select the following columns: Address, Meta Robots 1, Inlinks, Impressions 3. Filter: Meta Robots 1 → does not contain → "noindex" Figure 2: Screaming Frog Dataset Once the crawl is complete, you should have a manageable number of pages. Now the ratio between inlinks and impressions is relevant. For optimization, especially those pages are interesting that have many impressions but few incoming links . For these pages, optimizing internal linking is a great way to capture the low-hanging fruits (threshold keywords). If the number of URLs is too overwhelming, you can save the data and create a chart using Excel. 2. Use internal links in the content of the page When using links in the text, the so-called anchor text (or also anchor text/link text) is particularly important. You shouldn't use phrases like "Click here" or "Learn more." Because not only should users learn from the anchor text what to expect on the linked page, but so should bots. Therefore, the linked text should as closely as possible match the keyword of the target page. However, we recommend not using the same anchor text (the keyword) 1:1 for every linking of a page, as that would seem unnatural. Ideally, use variations and synonyms, sometimes single words, phrases, or even entire sentences with keywords. It's also important to consider the position of the link. The highest importance lies in links within a text. The context signals to both users and bots the context in which the link is located. The further up on the page it is placed, the more important it appears. Of course, buttons can still be used, as they are user-friendly. Pay attention to a good link text here as well. Furthermore, images can also be linked. In this case, using the alt attribute and a good image title is particularly important. Specifically, the alt text visualizes for the bots what can be seen in the images and indicates what content the target page offers. 3. Use internal links in the navigation Navigation consists mainly of the menu and the footer . The navigation can be accessed from any page, and thus the links are visible on every page. Especially the most important pages should be linked in the menu, as they receive a lot of link power from this placement. The links in the footer should also not be forgotten. However, it is not meant to contain innumerable links. Linking pages from the menu a second time in the footer makes no sense. Moreover, the links pass less link juice because they are less likely to be clicked. Seasonal pages should be well-linked internally with some lead time. If a topic is relevant in 5-6 months, the target page can be linked in the footer. However, it should be linked more prominently 2-3 months beforehand, e.g., in the menu, on the homepage, and from relevant content to show search engines that it is currently a very important page. We also recommend integrating a breadcrumb for easy navigation. The links it contains show the hierarchical depth of the active page and offer the users the opportunity to reach the correct parent page with a few clicks. As a result, it is very user-friendly and increases the number of internal links in the domain. 4. Quality over Quantity There is no optimal amount of internal links on a website. More important is that the links are relevant and make sense . If you keep this principle in mind, you cannot have too many internal links on a page. You can ask yourself for each link: Could this page be interesting for users? If that is the case, it is a good and relevant link. If you want to create a concept for the internal linking of your website from scratch, you should consider the so-called siloing . This is the topic-relevant linking . According to this principle, online shop visitors on a product detail page for a soccer shoe should not see links to products from the "T-shirts" or "Pants" categories. These are likely not relevant in this case. Instead, it makes sense to offer a link to a soccer shoe from another brand, as the users are obviously interested in this product type. Therefore, internal linking should be limited to the category in which the users currently are and should only refer to the homepages of other categories. Figure 3: Siloing - topic-relevant linking Internal Linking & SEO: Conclusion from internetwarriors Optimizing internal linking is an important but often underestimated method for improving a website's SEO strategy. Through targeted internal linking, both the user-friendliness and the visibility and relevance of pages for search engines can be significantly improved. Well-thought-out internal linking supports navigation, efficiently distributes link juice, and helps search engines better understand the structure of the website. Practical tips such as the use of tools like Screaming Frog, the correct selection and placement of anchor texts, as well as high-quality and topic-relevant linking, are essential for success. Overall, optimized internal linking contributes to longer user dwell time and a better ranking in search results. We are happy to support you in developing an SEO strategy for internal linking. With an , we find the potential of your website, define measures, and can implement these together under . us anytime for a non-binding offer! Did you like the blog? Recommend it now!

Google plans to block third-party cookies in Chrome and replace them with cohort data. However, this faced difficulties. Even though the plans were abandoned, the fear of a comprehensive tracking blockade remains. In this blog post, you'll learn more about the latest developments in tracking and how our solution can help. Chrome relies on third-party cookies – What you need to know now In 2019, Google announced that with the introduction of the Google Privacy Sandbox, it would block all third-party cookies in its Chrome browser. These measures have already been implemented by the browsers Safari and Firefox. However, Google's approach encountered significant challenges, particularly regarding the use of cohort data provided by Google based on browsing history. Instead of traditional third-party cookies, the Privacy Sandbox is intended to provide information about user groups, known as cohorts or interest groups. These groups are based on browsing history and offer advertisers a new way to reach target audiences. The problem is that marketers rely on the data provided by Google, which could allow Google to gain a monopoly position. Additionally, the results of the Privacy Sandbox trial from the first quarter of 2024 did not yield the desired outcomes. These insufficient results ultimately led to Google abandoning its . This was confirmed in an official blog post by Anthony Chavez. Yet, the concern over a comprehensive blockade may not necessarily be over. With Google’s new proposal, users can make informed decisions about which data to permit for tracking. This might lead many users to opt for a full or heavily restricted tracking blockade. Therefore, it remains essential to keep your advertising tracking methods up to date to counteract the effects of potential tracking blockades. A proven technology in this area is server-side tracking. Our case studies and the experiences of numerous clients show that . Do you have any further questions or comments? Feel free to or use the comment function below.

For nonprofit organizations, reaching a broad public and promoting their mission with limited budgets is often a challenge. This is where Google Ad Grants comes into play: The program offers nonprofits the opportunity to run free ads through Google Ads, significantly increasing their reach. In this blog post, you'll learn how Google Ad Grants works and what requirements must be met to participate in the program. Along with a step-by-step guide to setting up and managing your Google Ad Grant account, we provide tips for creating effective campaigns and ads, and share optimization strategies to increase your visibility and conversion rate.  Dive in and discover how you can maximize the impact of your nonprofit work with Google Ad Grants! In this blog post, we show you how to quickly create your creatives through clever design and the right layout - making your creative ads true eye-catchers. Discover the secrets behind successful ads and learn how to design your ads to not only grab attention but also boost your conversion rates. What exactly is Google Ad Grants and how does it work? Google Ad Grants is an initiative by Google that offers nonprofits the opportunity to advertise for free on Google Search. The program provides eligible organizations with up to $10,000 per month in ad credits, which can be used to promote their mission, events, donation opportunities, and more. Benefits of Google Ad Grants for Nonprofits: Increased Visibility With Google Ad Grants, you can raise awareness of your organization and reach a wider audience of potential supporters. Targeted ads focusing on relevant keywords and audiences significantly enhance your organization's online presence. Increased Donations Strategically placed ads increase the likelihood of people willing to donate. By using the ad credits, you can spread your donation appeals more effectively and increase the willingness to donate. More Engagement Google Ad Grants enables you to promote participation in your events, campaigns, and other initiatives. With the right ads, you can encourage more people to actively participate in your programs. Lower Marketing Costs One of the biggest advantages of Google Ad Grants is the reduction in marketing costs. By providing free ad credits, you can invest your resources in other important areas without compromising effective online advertising. Requirements for Participation in Google Ad Grants To participate in the Google Ad Grants program, nonprofit organizations must meet certain criteria. Here are the key requirements: Nonprofit Status : Your organization must be officially recognized as a nonprofit in your country and have a valid tax-exempt certificate. This ensures that only legitimate nonprofit organizations can take advantage of the program. Website : Your organization must maintain an active website that provides clear information about its mission, activities, and contact options. A professional and informative website is crucial to gain trust from potential supporters. No Commercial Focus : Your organization must not sell products or services unless they exclusively serve the nonprofit mission. The main goal should always be to support charitable work, not commercial profit. No Political Background : Your organization must not support or promote political activities. Google Ad Grants is aimed at promoting nonprofit purposes, not political agendas. Compliance with Policies : Your organization must comply with all Google Ads policies and terms of service. This includes ensuring that all ads meet Google's quality standards and do not contain misleading or inappropriate content. Eligible organizations include, but are not limited to: Charitable organizations Foundations Educational institutions Hospitals Research institutes Environmental organizations Humanitarian organizations Find more success stories of organizations supported by Google Ad Grants here: . Application for Google Ad Grants: Step-by-Step Guide for NGOs To apply for Google Ad Grants, you must first create a Google for Nonprofits account. You can start this process on the following page: . The verification process then proceeds as follows: Identity Verification : Confirm the identity of your organization with an official document such as a tax-exempt certificate. This ensures that only legitimate nonprofit organizations can utilize the program. Website Verification : Link your website to your Google for Nonprofits account and confirm access to the site. A clear and informative website is crucial for the success of your Google Ad Grants campaigns. Policy Compliance Check : Google reviews your organization and website for compliance with program policies. This check ensures that all participating organizations meet Google's quality standards. Verification can take several weeks. Once your account is verified, you can apply for Google Ad Grants and benefit from the program's numerous advantages for NGOs. Limitations of the Google Ad Grants Program When users make a search query on Google, the system scans Ad Grants participants' ads for those relevant to the entered keywords. These ads are then auctioned off based on several factors: Bid : The amount you're willing to pay per click on your ad. Ad Relevance : How relevant your ad is to the search query made by the user. Quality Score : An assessment of your ad and landing page quality. The ad with the highest product of bid, ad relevance, and best quality score is displayed first, followed by other ads in descending order. A limitation of Google Ad Grants is that only Search campaigns are possible - other campaign types known in Google Ads, such as Display or Performance Max campaigns, are not permitted. Within Search campaigns, you can use various bidding strategies, from manual CPC to Maximize Conversions, to maintain control over your spending and optimize results. Guidelines for Ad Grants Campaigns No Single-Word Keywords Google Ad Grants has specific guidelines for keyword usage to maximize the relevance and effectiveness of ads. Generally, single-word keywords are not allowed as they are often too general and can lead to irrelevant traffic, reducing conversion rates and increasing costs. Exceptions include branded keywords (e.g., "WWF"), recognized medical conditions (e.g., "Diabetes"), and some special cases that may be individually approved. To achieve the best results, you should use long-tail keywords that are specific and relevant, leading to better traffic and higher conversions. Regularly analyze your keywords' performance and pause ineffective single-word keywords. Google Ads also offers a filter to easily identify and pause single-word keywords. This ensures your campaigns remain optimized and your resources are used efficiently. Use the Keyword Quality Guidelines for Google Ad Grants According to Google Ad Grants guidelines, keywords with a quality score of 1 or 2 are not allowed and must be paused or removed to maintain the account status. The quality score consists of ad relevance, expected click-through rate (CTR), and the user experience with the landing page. Regular reviews of your account for keywords with low-quality scores are therefore essential. To simplify the process, you can set up an automated rule to pause these keywords automatically. By adhering to this guideline, you improve your ad quality and increase the efficiency of your Google Ad Grants account. Automatically pause keywords with poor quality scores using a rule Handling Low CTR in Google Ad Grants For Google Ad Grants, a click-through rate (CTR) of at least 5% must be achieved across all campaigns to avoid account deactivation. A high CTR indicates that your ads are relevant and appealing, while a low CTR suggests irrelevant or unattractive ads. If your campaigns exhibit a low CTR, you should pause keywords with many impressions and low CTR, adjust bids, optimize your keywords and ad texts, and improve the user experience on your landing page. Set up automated rules to automatically pause ads with low CTR and use the Google Ads Keyword Planner to find relevant keywords with high potential. This way, you can enhance the quality and efficiency of your campaigns. Set up automation: Pause ads with low CTR using a rule. Use the Google Ads Keyword Planner to find relevant high-potential keywords. The Importance and Optimization of Conversion Tracking in Google Ad Grants To maximize the success of your Google Ad Grants campaigns, the Google Ad Grants program requires achieving at least one conversion per month. Conversion tracking plays a crucial role in this. Why is Conversion Tracking Important? Improved Campaign Success : Conversion tracking shows you which ads and keywords lead to the most conversions. This helps you optimize your campaigns and reach more potential supporters. Necessary for Policy Compliance : Ad Grants accounts must implement conversion tracking to meet program requirements. Increased Account Opportunities : Demonstrating conversions shows Google that your campaigns are effective and should be supported. Efficient Budget Utilization : With conversion data, you can deploy your budget more efficiently and avoid wasting money on ineffective ads. Data-Driven Decisions : Conversion data enables informed decisions about your campaign strategies, allowing you to specifically optimize your ads and keywords. If your Google Ad Grants campaign did not achieve any conversions last month, there are various actions you can take: First, you should create Google Analytics goals and import them into Google Ads. Alternatively, you can add new conversions directly into Google Ads. These actions help you gain detailed insights into your campaign's performance. If no conversions are still recorded, detailed troubleshooting is needed. Check the conversion tracking tag in Google Ads to ensure it is implemented correctly. It is also important to check the setup of goals in Google Analytics to ensure everything functions correctly. Besides the technical review, optimizing your landing pages is crucial. Ensure your landing pages are relevant to the respective ads and keywords and include a clear call-to-action (CTA). By conducting A/B tests, you can compare different versions of your landing pages to determine and continually improve the best conversion rate. Through effective conversion tracking and targeted optimizations, you can significantly increase the efficiency of your Google Ad Grants campaigns and ensure that your ads achieve their desired goals. Conduct A/B tests to compare different landing page variants and improve the conversion rate. The Campaign Structure and Ad Groups To enhance the effectiveness of your Google Ads campaigns, a well-thought-out structure is crucial. Each ad group should contain at least two ads tailored to different user preferences to maximize relevance. Setting the ad rotation to "Optimize" ensures the optimal ad selection for each auction. Each campaign should set up at least two ad groups focusing on relevant keywords and landing pages to improve campaign performance. It's crucial to use highly relevant keywords that are closely related to target high click-through rate search queries. Regular campaign structure reviews and A/B tests for various ads and ad extensions are also recommended to continuously optimize overall performance. Regularly review campaign structure & A/B test various ads and ad extensions to optimize performance. Setting Up Ad Extensions: Sitelink ad extensions enhance the user experience by linking directly to relevant pages of the website without detours via the home page. This increases user satisfaction and optimizes the user experience. For Google Ad Grants accounts, at least 2 sitelinks per ad must be added, which lead to high-converting target pages like campaign pages, detail pages, or contact pages. Best Practices for Your Google Ad Grants Account Optimize Ads: Create engaging ads with a clear CTA Highlight benefits and differentiation from competitors A/B test for best performance Optimize Landing Pages: Ensure relevance of used keywords and ad texts Ensure a user-friendly experience on landing pages Conversion optimization with CTAs, forms, and load times Track and improve conversion rate Ensure Account Structure: Are there at least two active ad groups per campaign? Are there at least two active ads per ad group? Are there at least two sitelinks per ad? Do all campaigns use conversion-based smart bidding ("Maximize Conversions", "Maximize conversion value", "Target CPA" or "Target ROAS")? Is geographic targeting applied? internetwarriors – Performance Agency Berlin To optimally optimize Google Ad Grants accounts and campaigns, a comprehensive understanding of the program's requirements and guidelines, as well as continuous optimization, is essential. Do you want to take your online marketing for NGOs to the next level with the help of the Google Ad Grants program? Then you've come to the right place with the internetwarriors! As an experienced with more than 20 years of expertise, we support you in running effective performance marketing campaigns. From account creation to campaign optimization, we stand by your side. Benefit from our experience and let's achieve your advertising goals together. us now and benefit from our extensive range of services!

In today's fast-paced digital world, it's more important than ever for your ads to stand out from the crowd and capture the attention of your target audience. Smart design strategies play a crucial role in this. But how do you manage to stand out from the multitude of ads and create true conversion magnets? In this blog post, we will show you how you can easily create your creatives through clever design and the right layout - and make your creative ads real eye-catchers. Discover the secrets behind successful ads and learn how to design your ads so that they not only attract attention but also boost your conversion rates. The Design Process and Conceptualization The core of performance design lies in the seamless connection between graphic design and performance marketing, with the primary goal of improving conversion rates. For the conception of an advertising campaign, it is crucial to first understand the needs of the users in detail. The questions that need to be answered are diverse: How do I address the target audience correctly? And how can we meet their needs and prompt them to take action? The following points can help with this: Addressing the target audience correctly: Selection of the target audience Definition of interests and needs Choice of product Conveying the message Choice of advertising format Appealing design Inducing the desired action  Motivation Appealing to interests Utilizing pain points Technique Links Sound / Image / Subtitles Trigger Colors / Effects CTAs The technical implementation involves selecting the right format and setting the campaign parameters such as placements, audiences, and budgets. The visual design, on the other hand, deals with color schemes, the selection of appealing images or videos, and the formulation of the right text. The psychological component also plays a major role: it’s about setting emotional triggers that not only appeal to users but also resonate with them. Video Ads: Best Practices The attention span of users on platforms like TikTok and Instagram is very short these days. Video ads, therefore, need to captivate within the first few seconds. Here is a detailed overview of how to design an effective promotional video: Video Structure Along the Arc of Suspense Seconds 1-3: Capturing Attention The first three seconds of an advertising video are crucial to capture the attention of the viewers. In this short time frame, the video must not only catch attention but also build suspense. This can be achieved through a provocative question or a visually striking scene that piques interest in the topic. The use of dynamic visual elements like color explosions or unexpected movements can help increase the curiosity of the viewers. Seconds 4-6: Conveying the Core Message Once interest is piqued, the core message of the video must be communicated clearly and succinctly. During these seconds, viewers should learn about the product or service being promoted. It is also the ideal moment to introduce the brand or company to avoid any uncertainty among viewers. The use of color and movement during this phase can create a slight provocation that keeps interest alive. Seconds 7-11: Presenting Relevant Information During this phase, important information should be presented. The use of expressive images or videos representing the advertised product or service is significant here. Techniques like quick cuts, split-screen views, or subtitles can be used to maintain suspense while effectively conveying relevant information. Seconds 12-15: Clear Call-to-Action The final seconds of the video are crucial for the call-to-action. It should be clearly and unambiguously communicated what viewers should do next. This could be a call to purchase, an invitation to participate in a survey, or a link for further reading. Visual reinforcements like text overlays or animated buttons can help underscore this message and increase the conversion rate.  Example Video Structure: “Pain Points” Problem Presentation and Amplification Initially, the current state is presented in the advertising content by clearly defining and explaining a specific problem faced by the target audience. Example: Jewelry that is not waterproof and thus could be damaged upon contact with water. To increase urgency, the problem is portrayed more intensely, for instance by showing how the jewelry discolors the skin or damages clothing. This creates a greater awareness of the problem's extent and motivates viewers to seek a solution. Presentation of the Desired State Subsequently, the desired state is presented, showing the ideal situation or desired outcome. This could be illustrated with an example where a friend wears high-quality, waterproof jewelry. This representation offers a visual illustration of what is possible and presents a direct contrast to the problem-laden current state. Problem Solution The next step involves offering a solution to the problem. The product or service is presented, highlighting its specific benefits. It is shown how the product effectively solves the problem. For instance, a demonstration of waterproof jewelry in a vacation context could be made to illustrate how the jewelry maintains its quality and appearance even under extreme conditions. Call-to-Action (CTA) Finally, a clear call-to-action is formulated. This should encourage the purchase of the showcased product or prompt a specific action that boosts the conversion rate. A typical CTA could be: "Order Now!" This direct call aims to motivate customers to take immediate action, thereby achieving the desired conversion. Checklist for Video Ads Static Ads: Best Practices For static ads, it is recommended to use high-contrast, brand-specific colors to immediately catch the viewer's eye. Text should be minimized and the message communicated clearly and concisely to avoid overwhelming visual overload and increase the click-through rate. Different formats should be used throughout the marketing funnel to promote specific actions, from awareness-building to customer retention. Creative Formats Along the Customer Funnel Throughout the customer funnel, there are various creative concepts that address the user at their respective step of the customer journey. To target users at the “Top Funnel” , it is important to capture attention at all, as users have had no contact with the brand so far. For this, there is, for example, the option to use the concept of "us vs. them." This way, the brand’s unique selling points and special features are presented directly. The next step addresses customers in the so-called “Mid Funnel” . Initial contact with the brand has already been made, but users have mostly not converted yet. It is therefore important to once again highlight the benefits of the brand or product and convey values with which the customer can identify. Advertising communication options here include "3 reasons why," or "Which type are you." For the “Lower Funnel” , it is worthwhile to address the target group with like-minded voices - that is, either with testimonials, experts, or followers on social media channels. This builds trust among potential users or buyers. In the last funnel step, the “Bottom Funnel” , the focus is primarily on addressing people who have already been in contact with the brand and have tested its products or services. The goal here is mainly to entice customers to return to the brand and be convinced once again by their products. One way to do this is by advertising with a discount code. It is also useful to use wording like "We miss you" to appeal to the emotional side of consumers. Design Tips When designing creatives, there are also some proven tips and tricks that can help you create engaging and effective ads . Colors play a crucial role in this. High-contrast colors can draw the viewer's eye and direct their gaze exactly where you want it: on your ad. This often happens subconsciously, as the user has to pause to see what catches their eye. Use this feature to highlight important information and capture the attention of users. A clear and concise message is also crucial for a successful ad. Reduce text to a minimum to quickly and clearly convey your message. Long text blocks often appear overwhelming, are not visually appealing, and are rarely read. A short and precise phrasing helps your ad stand out and be click-worthy.The use of brand colors is another effective way to strengthen brand awareness while creating a strong brand experience. By consistently using your branding elements, you ensure recognition and build trust with your users. Additionally, A/B tests are an excellent way to test the effectiveness of your ad creatives. Create different designs for the same product and see which design resonates better with your audience. These tests help you make data-driven decisions and continuously optimize your ads. An often overlooked, yet very important aspect is the use of whitespace , also known as “negative space” . Whitespace are the neutral areas surrounding the core of your image. There are two main reasons why you should use more whitespace in your creatives: Whitespace helps to focus the eye and directs users exactly where they should look. It draws attention to the essential elements of your ad . Furthermore, a generous use of whitespace makes your design appear cleaner and more sophisticated, which many users associate with professionalism and quality. By following these tips, you can design engaging and effective creatives that capture your target audience's attention and strengthen your brand image. internetwarriors - Performance Agency Berlin To design a successful performance campaign, a thorough understanding of the target audience, market conditions, and psychological triggers is required. The combination of technical precision and creative design enables the creation of campaigns that not only stand out but also achieve measurably successful results. Do you want to fully exploit the potential of your ads? Then internetwarriors is the right place for you! As an experienced performance ads agency with more than 20 years of expertise, we support you in running effective campaigns in performance marketing. From account creation to campaign optimization, we are by your side. Benefit from our experience and let's achieve your advertising goals together. Contact us now and take advantage of our extensive range of services!

Many marketing experts today still consider YouTube to be a good way to increase brand awareness and generate cheap traffic. This assumption is indeed legitimate, as YouTube video ads primarily served this purpose in the past. But times have changed, and so have the opportunities YouTube offers marketers. While it used to be unimaginable to achieve many direct conversions with YouTube campaigns, it is now possible to focus your campaign on conversions and use automated bidding strategies such as “maximize conversions” and “maximize conversion value.” And this is thanks to one of the latest Google Ads video campaigns launched on the market - the video action campaign. Before addressing the main topic, I want to emphasize the significance of YouTube as a channel and highlight the importance of incorporating this platform into your marketing mix. Why YouTube? Image Source: Google Support In a world where digital presence is increasingly decisive, YouTube has established itself as a key platform in the marketing mix. This has been confirmed by several statistics in recent years. According to Statista, more than 2 billion users are active on YouTube every month worldwide, which corresponds to about 40% of global users. In January 2024, YouTube secured the second place in the ranking of the world's largest social networks. This positioning is no surprise when you consider that only in Germany, about 72.6 million people use YouTube monthly, with a daily reach of about 37%, according to a survey from 2022. The fact that many users spend a lot of time on the platform is evidenced by the 2019 Comscore study, which shows that YouTube offers the longest playback time among ad-supported streaming services. Regarding the user demographics, YouTube is most frequently used by people aged 25 to 34 years, unlike platforms like TikTok, which are more preferred by a younger target audience. YouTube's popularity is due to its numerous advantages. Users can learn, get inspired, become part of a community with shared interests, and discover new products. All these factors make the platform a powerful tool for advertisers looking to effectively engage their target audiences and increase brand or product awareness. Especially the possibility to reach users at the very moment they search for products or services is a decisive advantage. Moreover, many users consider the recommendations of their favorite YouTube creators in the purchasing process. All in all, YouTube has proven to be “the place to be,” and as marketers, we want to advertise where everyone wants to be. What is a Video Action Campaign? Video action campaigns offer an efficient way to generate a higher number of conversions through a single automated campaign on both YouTube and other platforms. They are designed to directly encourage your audience to take action and not only scale conversions but also the overall revenue. However, this is not the first YouTube campaign type designed to encourage direct conversions. Video action campaigns are considered an evolution of the former TrueView for Action campaigns, which have not been available on Google Ads since 2022. While the latter offered many benefits, they lacked some of the advanced features integrated into video action campaigns. Google reports that compared to TrueView for Action campaigns, you can achieve up to 20% higher conversion rates with them. In this sense, the “True View for Action” campaign served as the foundation for developing the current YouTube campaign type. Where are the video ads displayed and what do they look like? YouTube allows advertisers to deliver their ads through various formats, including skippable in-stream ads, in-feed video ads, and YouTube Shorts. In contrast, True View for Actions could only use skippable in-stream ads. Besides the homepage feed, video ads can appear in the “Recommended Videos” section and on the search results pages. They are displayed not only on YouTube but also with Google video partners, significantly increasing reach. If you want to use video ads, they should be at least 10 seconds long. As for video ads themselves, the Google ad videos you want to use as ads must be at least 10 seconds long. Since the introduction of video action campaigns, Google Ads has improved the ad's appearance. Recently, the number of assets you can add to ad texts has been expanded. Currently, you can insert 5 call-to-actions, headlines, long ad titles, and descriptions per ad. However, some assets are not displayed in certain formats. For example, descriptions are not visible in skippable in-stream ads. For even stronger campaign performance, various additional assets can be integrated. These include site links, lead forms, or product feeds. These elements can significantly enhance user engagement and conversions by providing additional interaction opportunities directly within the ad.   Which creatives are suitable for video action campaigns? ABCD Principle Creating relevant advertising content is key to the success of any YouTube campaign. The first few seconds of a video are crucial in capturing the viewers' attention. Use visually appealing, high-contrast images and ensure that your brand is noticeable from the beginning and consistently present throughout the video. Try to tell a story within your video that highlights important USPs but also evokes emotions. End each video with a clear call-to-action (CTA) to encourage interactions. For more information, you can check out Google's ABCD principle for effective creatives. What bidding strategies can be used? Since video action campaigns focus on conversions, you can select conversion-related bidding strategies like “Target CPA.” It is important to note that the set campaign budget influences how quickly the algorithm can optimize the campaign for conversions. Particularly for the “Target CPA” bidding strategy, a daily budget is recommended that is at least 15 times the targeted CPA. The “Target ROAS” and “Maximize conversion value” bidding strategies are only available for video action campaigns once the campaign has achieved at least 30 conversions.   Which best practices are recommended for video action campaigns? Using the WAVE tool on the Google Store Test different ad variations: Experiment with different CTAs, ad texts, and video content to find out what resonates best with your audience. As more users are mobile, it is advisable to include vertical videos among the ad materials as they are optimized for mobile devices. Use additional assets only when necessary: While the use of assets, such as lead forms, can improve your campaign's performance, this is not always the case. They can affect how your ads are delivered and user behavior. For example, a long lead form may cause users to abandon rather than convert. Furthermore, you should strategically consider whether different assets are even beneficial for the success of your video action campaign. Select the right conversion goal: This point is particularly important if many and different conversion goals are stored in the account. When creating a video action campaign, you should only retain those that are relevant, as the algorithm cannot distinguish between different conversion goals. Activate optimized targeting: With this option, Google promises about 20% more conversions. Set the right expectations: As already mentioned, video action campaigns are conversion-oriented, and as such, the algorithm prioritizes the conversions set as a goal in the campaign. You can certainly strengthen your brand or product awareness, but the prices you would pay for this, e.g., the average CPM, would be higher than with other Google Ads video campaigns. For this reason, you should be clear about what you want to achieve with YouTube as part of the marketing mix and which measures are best suited for this purpose. Why test the video action campaign? Testing is an essential part of every marketing expert's daily routine. Taking the known path might generally be beneficial but does not always work. Regular success on Google Ads requires staying up to date and testing what the platform has to offer. In this sense, I encourage you to give the video action campaign a fair chance and experience its unique features for yourself. If you need help planning, creating, or optimizing such campaigns, the Warriors from Berlin are happy to assist you. You can contact us anytime for a non-binding offer .

The Digital Accessibility Enhancement Act, scheduled for 2025, marks a significant advance in the development of an inclusive digital society. It aims to improve the accessibility of digital products and services for people with disabilities. This legislation builds on existing legal frameworks for accessibility and extends them to meet the needs of the digital age. It is a good reason to check if your website meets the requirements. In this article, you will learn how to use the tools WAVE and Lighthouse to identify issues, determine what actions are needed, and get a good idea of what it means to optimize your website to meet WCAG - AA criteria. Why the WCAGs matter A key aspect of this law is compliance with the Web Content Accessibility Guidelines (WCAG) developed by the World Wide Web Consortium (W3C). The WCAGs serve as an internationally recognized standard for web content accessibility and are divided into three levels of conformance: A, AA, and AAA. These guidelines offer detailed recommendations on how to design digital content to make it accessible to people with a range of disabilities, including visual, auditory, motor, and cognitive impairments. The law is expected to include requirements ensuring that websites, mobile applications, and other digital technologies comply with WCAG standards. This means that developers and providers of digital products and services must design their offerings to be accessible to all users, regardless of their physical or sensory abilities. Key elements of the WCAG include ensuring keyboard operability, providing alternative text for visual content, enhancing the usability and understandability of content, and compatibility with assistive technologies. The Digital Accessibility Enhancement Act will have far-reaching impacts on the public sector as well as on companies providing digital products and services for the German market. Implementing WCAG compliance will not only promote digital inclusion but also improve the quality and accessibility of online offerings overall. Measuring accessibility with Google Lighthouse Lighthouse is an open-source tool developed by Google to improve the quality of websites. It is a valuable resource for both developers and website operators to analyze and optimize the performance, accessibility, best practices for web applications, and search engine optimization (SEO) of your websites. Accessibility and SEO have synergies that should not be underestimated when optimization aims not only at accessibility but also at increasing organic visibility. A is available from us. The installation, functionality, and measurement of accessibility with Lighthouse are explained below. Lighthouse can be installed and used in several ways: Lighthouse can be installed as an extension in the Google Chrome browser. You can simply visit the Chrome Web Store, search for Lighthouse, and add it. Lighthouse is also directly integrated into Chrome DevTools. To use it, you simply open the DevTools in Chrome, navigate to the "Lighthouse" tab, and start the analysis in Lighthouse. The website also evaluates accessibility. Lighthouse performs a series of tests to evaluate various aspects of a website. The results of these tests are summarized in a report that not only shows the performance of the page but also offers specific recommendations for improvement. The report is divided into several categories: Categories measured in Lighthouse Measuring accessibility with the Lighthouse tool Accessibility is evaluated by Lighthouse through a series of automated tests as well as manual review recommendations. These tests include: Contrast ratios: Checking the text contrast compared to the background. Keyboard accessibility: Ensuring that all interactive elements of the website are reachable and usable by keyboard. Aria attributes: Use of ARIA (Accessible Rich Internet Applications) attributes to improve accessibility for screen readers and other assistive technologies. HTML structural elements: Using correct HTML elements to structure content and navigation elements. Classic SEO basics, such as heading structure, ALT attributes, or [lang] attributes. It is important to note that despite the comprehensive tests by Lighthouse, a fully accessible website cannot be guaranteed solely through automated checks. The manual review recommendations provided by Lighthouse are a crucial step to ensuring comprehensive accessibility. In the Google Developer Tools, a is published, where individual factors carry a weight from 1 to 10. It is advantageous to focus first on the measures with a higher weight - interestingly, these factors are also closely linked to SEO measures. Excerpt of individual metrics and weightings The Google Tool Lighthouse shows the individual errors in website accessibility, categorized by topic. The display is in accordion format, ensuring an overview - see 1. Lighthouse also offers users the option to display more information about the errors. In this example, it not only shows what an ALT attribute for images should look like but also how it should be best implemented in the source code so that it can be read by search engines and also by assistive technologies like screen readers - see 2. The final part specifically displays the elements where the aforementioned error occurs, in the form of a screenshot and a snippet of the code. Unfortunately, the screenshots shown by the Lighthouse Tool are very unclear, making it difficult at first glance to place the element on the entire website - see 3. Error display in Google Lighthouse In summary, Lighthouse is a powerful tool that helps web developers and website operators analyze and optimize their websites. With its versatile installation and usage options and detailed reports and recommendations, Lighthouse plays an important role in modern web development, especially in the area of search engine optimization, where these values are an important indicator. So far, Google has not made a specific statement that the accessibility of a website is a ranking factor. However, many metrics are already indirectly evaluated. Accessible websites are becoming increasingly important, so it's only a matter of time before possible indicators and measurements are also found in the Google Search Console. WAVE - Tool with visual marking of accessibility You can also easily and freely test your website's accessibility using the WAVE tool. However, unlike the Lighthouse tool, it was not developed by Google itself. Lighthouse provides the advantage that the results come directly from Google and may be a more significant indicator for ranking. WAVE was developed by the recognized organization WebAIM and also adheres to WCAG guidelines. The results of the respective tools should thus not differ significantly when testing a website for accessibility. Therefore, for us, the clear presentation of results and the handling of the tool are in the foreground. There is also a paid version. The WAVE API is installed locally and can analyze your entire website. In this article, we present the free version and do not go into the WAVE API further. WAVE is available both as an and as a practical browser extension for Chrome and Firefox, allowing web content to be made easily and efficiently accessible. When using it, you stay visually on the website (see Figure 4). The tool shows accessibility hints and errors using small icons. This immediate feedback allows you to quickly identify and address issues. WAVE pays particular attention to critical aspects of accessibility - from alt attributes to the labeling of forms to contrast issues. It also shows whether your website has a clear structure. Additionally, the WAVE tool considers ambiguous or non-descriptive links and the use of ARIA labels, which can be used to provide an optimal web experience for people using screen readers. Using the WAVE Tool on the Google Store Error identification On the left side of the screen, there is a dashboard. It serves to navigate and display accessibility elements. The menu consists of six different sections and is intuitively usable. In addition to the summary of how many errors and contrast errors, warnings, features, structural elements, and ARIA usages there are, they are listed in the "Details" tab. Here you can click directly to the cause on the website. Under "Reference," you find a detailed description of the problem and how to fix it (see Figure 5). Dashboard of the WAVE Tool (Section 1 - 3) Furthermore, there is the option to disable styles or open the HTML code directly at the appropriate place. The WAVE tool ensures that every error can be found and identified. The tool for testing websites for accessibility also shows the tab order (navigation with the tab key to all interactive elements - links & form fields). It provides an overview of the structural setup with headings and offers the option to manually check contrasts (see Figure 6). This can be important, for example, for contrast ratios on relevant images, as the WAVE tool does not check these. In some cases, for example, when text is directly in the image, it is also important that it can be read by everyone. Interpretation of the results Errors and contrast errors are usually clear violations of WCAG Level AA guidelines and should be rectified before the Accessibility Enhancement Act takes effect. In the case of warnings, the WAVE tool identifies potential barriers that are not as drastic and not always based on a legal basis. However, all results should generally be critically examined and controlled before implementation. With the use of features and ARIA labels, these are HTML elements designed, among other things, to enable accessible websites. However, they should be used correctly. For example, an existing alt attribute of an image is marked as a feature. However, the quality or correct use cannot be captured by the WAVE tool. Alt attributes should ideally describe the content of the image as they are read aloud by screen readers. You need to check for yourself if they are well-chosen. Another example is ARIA labels. Here, correct use is also important. The WAVE tool shows all used labels. However, they can also be used incorrectly and cause more barriers. To check if they are used correctly, it's very helpful to use your website with a screen reader. For Windows devices, we recommend the screen reader , which is free to download and easy to use. Apple devices have the "VoiceOver" accessibility feature integrated. The tab order should follow a logical sequence of links, visually counting up from left to right and from top to bottom on the website. If this is not the case, the code needs to be adjusted. Conclusion - Lighthouse and WAVE The benefits of accessibility are clear. It's an opportunity for website operators to improve usability and make content accessible to all. At the same time, visibility also benefits from accessible implementation. But which tool should you use to check your website for accessibility? In this blog article, we introduced two tools, Lighthouse and WAVE. These are our two favorites. Both can be used as browser extensions or directly on the respective website. Lighthouse is a Google tool and has the advantage that the results may soon directly influence the ranking. Implementing the tool's suggestions puts you in a good position from an SEO standpoint. In our opinion, WAVE clearly has the edge in terms of result presentation. Errors and notices are directly visible on the page. From a contrast checker to the display of the structure to the option to disable styles, the WAVE tool offers a wide variety of applications. It remains clear and easy to use. The errors and warnings of the two tools are very similar according to our experience. However, it is important to emphasize that these are automated tools. The actual assessment and understanding of barriers require human judgment. Therefore, it is recommended to further review the identified results with screen readers to get a realistic picture of a website's accessibility. Another aspect is that they only analyze individual pages and not the entire website. This can lead to missing problems that arise from the interaction of different pages. Do you need help checking and implementing accessibility for your website? The warriors from Berlin are happy to assist you. By June 28, 2025, all affected websites must be accessible. Prepare now and stand out from your competitors! You can contact us for a non-binding offer at any time.

Online research has long become a part of everyday life. Whether it's a recipe for a family dinner, a nearby gym, or the latest football scores, Google has been working on innovations for years to improve the way people search for information on the internet, ensuring users always find exactly what they are looking for. From more precise search results to personalized recommendations - Google has consistently led the digital revolution. In 2017, Google introduced one of its most important innovations - Google for Jobs. This search engine extension has significantly changed not only the search behavior of job seekers and employers but also the use of major job portals like Indeed or Stepstone. Since 2019, Google for Jobs has also been available in Germany, allowing companies to post job ads with structured data directly on Google, turning the world of online job searching upside down, as around 80 percent of job searches begin on Google. In this article, we will show you the advantages of Google job search for job seekers and employers, the requirements you must meet for an ad on Google for Jobs, and how optimized job advertisements can help you achieve perfect results in your recruitment efforts. More Applicants, Better Matches: The Benefits of Google for Jobs In 2023, Bing gained a significant market share, making it an indispensable element of any SEO strategy. Interestingly, it shows that Bing users are on average older and have higher incomes than Google users. These demographic factors can be particularly relevant for companies whose products or services are geared toward this target group. On one hand, it's due to the convenience and searching habits of users. Google has been the number 1 among search engines for years with over 2 trillion searches per year. Users who used to search for "marketing jobs near me" on Google save the extra click on one of the many job portals and instead get job offers with all necessary information directly integrated into the search results. The timeliness of job postings and the filter function are also reasons for using Google job search. Another crucial aspect that distinguishes Google for Jobs from traditional job portals is the timeliness of job postings. By integrating job ads from various sources in real-time, Google for Jobs provides users with access to current job offerings in the market. This timely presentation of jobs is of enormous importance in the fast-paced job market, allowing job seekers to respond immediately to newly advertised positions and thus increase their chances of landing their dream job. In addition to timeliness, the extensive filtering functions make Google for Jobs such a powerful tool in job searching. Users can customize their search in detail - be it by job title, location, company, working hours model, contract type, or even specific industries. This flexibility in search allows job seekers to find job offers that are perfectly tailored to their individual needs and career goals. This benefits not only employees but also employers. Thanks to the filtering options, the pool of applicants is precisely tailored to the employer's target group. For employees, this means saving time and avoiding unnecessary applications, while employers no longer have to sift through thousands of applications. Behind the Scenes - Setting up Google for Jobs IndexNow is an innovative technology that enables website operators to directly submit their latest updates and content changes to search engines like Bing. This tool breaks the traditional waiting for search engine crawlers and brings fresh content almost in real-time into the search results. It's particularly valuable for dynamic websites that change frequently. The integration of IndexNow into Bing Webmaster Tools is quite straightforward, either via an API or through user-friendly plugins in popular content management systems like WordPress. This integration ensures a fast and smooth update of content. To ensure a consistent code and thus seamless reading of data, Google, Bing, Yahoo, and Yandex launched the Schema.org initiative in June 2011. This website provides users with a comprehensive collection of schema markup tags with which various types of content on a website can be labeled, such as events, products, and much more. However, when it comes to data tagging, it's important to know which tags need to be used and which are optional. Google offers useful tools for this, such as the and detailed Google for Jobs guides on the . In the specific example of job advertisements, there are 5 so-called required properties that must be specified and marked: Date the employer posted the job Complete job description (tasks, qualifications, skills, working hours, and requirements concerning education and work experience) Organization offering the position The company's location(s) where the employee will work Job title In addition to the required ones, there are also recommended properties. Recommended properties offer additional information that can enhance the quality and relevance of the content, while required properties represent the minimum information necessary for correct data interpretation. In Google for Jobs, the recommended properties play an important role as they include additional information such as base salary or application deadlines. These details allow employees to receive more tailored job offers, while employers benefit from a more targeted selection of applicants. Google for Jobs as a Key to Efficient Recruitment The integration of Google for Jobs into your recruitment strategy can provide enormous benefits. Through continuous Google for Jobs optimizations, including the application of Schema.org, precise tagging of all important data, regular updates, and adjusting your ads for mobile devices, you can increase the visibility of your job ads and effectively target top talents. On the other hand, employees benefit from job offers that are better tailored to their needs, making their job search more efficient. This win-win situation makes Google job search an important resource for employers and employees. internetwarriors GmbH has many years of experience in SEO optimization for various channels. We believe that a solid Google for Jobs SEO strategy is essential to remain visible in the job ad market in the long term. We are happy to support you in optimizing your job ads to maximize your visibility. us today to learn more about how we can individually support you.