Wer alles auf eine Karte setzt, hat entweder sehr viel Glück oder verliert schnell mal einen ganzen Haufen Geld. Gleiches gilt auch im Online Marketing. Nur einen Kanal zu bespielen, ermöglicht zwar, seine Aufmerksamkeit nur darauf zu fokussieren, birgt aber auch erhebliche Risiken . Denn kommt es auf diesem Kanal zu einem Problem, ist in Windeseile das ganze Outbound Marketing aus. Wer sich also bei der Kundenakquise ausschließlich darauf verlässt, kommt schnell mal in die Bredouille. Genau deswegen ist es sinnvoll, seine Marketingstrategie durch Kanal-Diversifizierung aufzufächern. Neben der Risikoverminderung bei Ausfällen kommen noch weitere Vorteile hinzu, wie etwa: Mehr Reichweite - bestimmte Zielgruppen bevorzugen bestimmte Kanäle. Durch Diversifizierung können mehr Nutzer, und damit auch potenzielle Neukunden angesprochen werden. Höhere Brand Awareness - Eine einheitliche Message über mehrere Kanäle hinweg stärkt die Brand-Identität und erhöht die Sichtbarkeit. Mehr Data-Driven Insights - Verschiedene Kanäle geben jeweils einen einzigartigen Blick auf die Daten und ermöglichen so zusätzliche Erkenntnisse, die dabei helfen, fundiertere Entscheidungen zu treffen. Besseres Customer Engagement - Durch Interaktionen mit Nutzern auf mehreren Kanälen etablieren sich potenziell persönlichere Interaktionen und somit eine stärkere Bindung zum Unternehmen. Potenziell höherer ROI - Datengetriebene Entscheidungen über mehrere Kanäle hinweg führen häufig auch zu einer Steigerung der Effizienz von Online Marketing Maßnahmen und somit zu einem höheren Gewinn. Auswahl geeigneter Kanäle Welchen Kanal wir für die Diversifizierung in Betracht ziehen sollten, hängt meist davon ab, welches Ziel wir damit erreichen wollen. Wo sehen wir die größten Potenziale , die beste Chance uns als Marke zu positionieren oder vielleicht auch sogenannte “low hanging fruits”? Gibt es Kanäle, auf denen bisher noch kaum Mitbewerber unterwegs sind? Eine Möglichkeit, die geeignetsten Kanäle auszuwählen, ist sich am klassichen Marketingfunnel zu orientieren - abhängig davon in welchem Schritt die Zielgruppe sich befindet und welche Conversion-Aktionen wir besonders bewerben wollen. Es ist ebenfalls ratsam, regelmäßig zu überprüfen, ob die aktuelle Zielgruppendefinition noch akurat ist oder angepasst werden muss. Denn Anforderungen, Bedürfnisse und Suchverhalten können sich im Laufe der Zeit ändern . So können wir einen potenziellen Wandel in der Zielgruppe beobachten und entsprechend reagieren. In manchen Fällen unterscheidet sich die im Vorfeld definierte Zielgruppe auch von der tatsächlichen, die wir erreichen und die bei uns konvertiert. Wie dabei der optimale Kunde aussieht, ergibt sich aus verschiedenen Faktoren, wie beispielsweise: Demografischen Daten (Alter, Geschlecht, Standort, Familienstatus …) Interessen Kaufverhalten/Kaufkraft Lifestyle … Hier gilt es, weitere Potenziale zu entdecken und bestehende zu erweitern. Möglicherweise gibt es auch Nischenzielgruppen , die für uns eine hohe Relevanz haben. Der Vorteil dabei: In der Regel ist die Konkurrenz niedriger, was zu geringeren Kosten bei der Neukundenakquise führen kann. Identifizieren wir die Pain Points der Zielgruppen, können wir auch das Messaging der Kampagnen und Creatives genau daran anpassen . Das sorgt mitunter für mehr Relevanz, höhere Interaktion und im Bestfall für einen besseren ROI. An Regeln halten Wie wir also feststellen, ist die Kanal-Diversifizierung enorm wichtig im Marketing. Allerdings sollten wir dabei zwei Regeln beachten: Eine Diversifizierung der Kanäle sollte immer wohlüberlegt sein, und nicht nur um der Sache Willen geschehen . Wer sofort auf mehrere verschiedene Plattformen expandiert, läuft Gefahr, überfordert zu sein und den Nuancen der jeweiligen Kanäle nicht gerecht zu werden. Das wiederum kann schnell zu unerwünschten Ergebnissen führen, wodurch die Kanäle im Zweifel wieder abgeschaltet werden, ohne ihr volles Potenzial ausgeschöpft zu haben. Ebenso ist es wichtig, dem Kanal ausreichend Zeit einzuräumen . In den seltensten Fällen gelingt direkt der erste Wurf, und Anpassungen und Optimierungen entlang des Weges sind unabdinglich. Erst wenn wir mehrere Optimierungszyklen durchlaufen und ausreichend Daten gesammelt haben, können wir die Performance des Kanals fair bewerten und so sinnvolle Entscheidungen treffen. Selbstverständlich erfordert auch eine Kanal-Diversifizierung ein gewisses Investment. Wie oben bereits erwähnt hängt es von vielen Faktoren ab, wie viele und welche Kanäle für eine Diversifizierung in Frage kommen. Zusätzlich unterscheiden sich diese auch ganz individuell von Unternehmen zu Unternehmen und sollten deshalb im Vorfeld gut geprüft und überlegt werden. Gehen wir die Sache allerdings richtig an, kann sich das in vielen Fällen mehr als auszahlen. Vielen Dank für deine Aufmerksamkeit! Hoffentlich war es aufschlussreich, und du konntest etwas davon für dich mitnehmen! Im dritten Teil unserer Miniserie beschäftigen wir uns näher mit dem Thema Contextual Advertising . Unseren vorherigen Post zum Thema Business-Ziele findest du hier . Haben wir etwas Wichtiges vergessen, oder hast du noch Fragen zum Thema? Dann schreib’ es uns gerne in die Kommentare! Falls du dich direkt in Verbindung mit uns setzen willst, schau gerne mal bei unserem Kontaktformular vorbei. Wir helfen dir dabei, die für dein Unternehmen richtigen Marketingkanäle zu finden, damit du das Maximum aus deiner Online Marketing Strategie holen kannst - ganz einfach und unverbindlich!

Ende 2024 nutzte im Schnitt schon jedes fünfte Unternehmen regelmäßig künstliche Intelligenz (KI) . Bei Großunternehmen mit mehr als 250 Beschäftigten waren es sogar 48%. KI und weitere Automatismen (wie beispielsweise Machine Learning ) betreffen so gut wie alle Aspekte des Alltags, und machen auch vor dem Online Marketing nicht Halt. Dabei greifen sie gerne mal stark in den Berufsalltag ein, und lassen den einen oder anderen Marketeer daran zweifeln, ob der eigene Beruf überhaupt noch Zukunft hat, oder bald komplett durch KI ersetzt wird. Aber ist diese Befürchtung überhaupt gerechtfertigt? Oder gibt es vielleicht doch Möglichkeiten, wie man auch in Zeiten der Automation noch aktiv in seine Marketingstrategie eingreifen kann? Wie das geht, zeigen wir dir in unserer Blog-Serie “5 Tipps, wie die eigene Online Marketing Strategie auch in Zeiten der Automation noch relevant bleibt” . Wo Automation im Online Marketing schon Verwendung findet Von allen Branchen ist Marketing weltweit wahrscheinlich einer der größten Vorreiter in Bezug auf die Nutzung von KI und Automation im Berufsalltag. Laut einer Studie von Hubspot aus dem Jahr 2024 gaben 74% der Marketer an , in ihrem Beruf schon aktiv KI in irgendeiner Form zu verwenden. 2023 lag diese Zahl noch bei 21%. Das ist ein Anstieg von ~250% im Vergleich zum Vorjahr und zeigt, wie sehr KI speziell das Online Marketing prägt. Dabei reicht die Nutzung von Datenanalysen über Recherchearbeiten bis hin zu Content Creation, wie etwa der Erstellung von Bildern oder Texten für Blogeinträge (dieser hier ist aber zu 100% aus Menschenhand, großes AndroidenPfadfinderehrenwort). Doch auch in Tools, die Marketer in den letzten zwei Jahrzehnten verwendet haben, finden immer mehr KI-Features Einzug . Das geht so weit, dass beispielsweise in Google Ads oder Meta Ads schon ganze Kampagnentypen fast vollständig mit Automatisierung laufen. Laut Google, Meta und weiteren Werbeplattformen. sollen diese Kampagnentypen (Performance Max, Advantage+, Accelerate Campaigns, etc.) dabei helfen, schneller, einfacher und mit weniger Aufwand Accounts zu skalieren, durch die Power von KI günstiger relevanten Traffic zu generieren und bessere Ergebnisse zu erzielen, indem sie Vorarbeiten und Setup-Aufwände teils drastisch reduzieren, weniger operative Pflege benötigen und insgesamt eine personalisiertere Ansprache ermöglichen. Dass dies nicht immer der Realität entspricht, ist mittlerweile hinreichend bekannt und zeigt sich vor allem dann, wenn die Performance der Kampagnen plötzlich schwächelt. In solchen Situationen offenbaren sich die “Schattenseiten” der Automatisierung , denn mehr Automation bedeutet gleichzeitig auch mehr Blackbox weniger Einstellungsmöglichkeiten, sowie eine Abkehr von den “klassischen” Optimierungsmaßnahmen. Was also tun, wenn unsere Kampagnen unter den Erwartungen bleiben, und wir die begrenzten Möglichkeiten der Tools selbst schon ausgeschöft haben? Ganz einfach, es müssen weitere Optimierungsmaßnahmen her! In unserer Blog-Serie zeigen wir dir 5 Tipps, wie die eigene Online Marketing Strategie auch in Zeiten der Automation noch relevant bleibt . #1 Auf Business-Ziele optimieren Wann hast du eigentlich das letzte Mal deine Business-Ziele definiert und/oder angepasst ? Wenn du jetzt länger darüber nachdenken musst, wird es vermutlich mal wieder dringend Zeit. Denn diese können sich im Laufe der Zeit ändern, bedingt durch Veränderungen im eigenen Unternehmen, oder anderen, externen Faktoren, wie etwa eine sich ändernde Wirtschaftslage, höherer Konkurrenzdruck oder andere unvorhersehbare Gegebenheiten. Doch wie wählt man eigentlich die richtigen Geschäftsziele aus? Für die Definition der eigenen Geschäftsziele gibt es unterschiedliche Ansätze. Besonders verbreitet und populär ist die Verwendung von sogenannten SMART-Goals . Das Akronym steht hierbei für S pecific M easurable A chievable R elevant T ime-bound. Kurz zusammengefasst bedeutet das, wir sollten uns überlegen, welche Ziele wir genau erreichen wollen und wie wir den (Miss-)Erfolg messen können. Die Ziele sollten immer realistisch und damit erreichbar sein und eine hohe Relevanz für uns haben. Zum Abschluss sollte es eine Deadline geben, bis zu der die Ziele erreicht werden sollen, sowie im Optimalfall auch Kontrollpunkte dazwischen, um den Fortschritt zu überprüfen und bei Bedarf weitere Maßnahmen einzuleiten. Dabei ist die Wahl der richtigen Conversions gar nicht so einfach, denn nicht jede mögliche Aktion auf der Webseite ist für uns von gleichwertiger Bedeutung. Die folgenden vier Fragen können dabei helfen, die relevantesten Conversions zu identifizieren. Welche Conversions sollen ausgelöst werden? Zunächst stellt sich die Frage, welche Aktion(en) die optimalen Nutzer*innen auslösen sollen. Je nach Marketing-Strategie kann das beispielsweise der Download eines PDFs, eine Kontaktanfrage oder auch der klassische Kauf sein . Möglicherweise haben wir auch schon einen eigenen Funnel, der bei der Weiterqualifizierung hilft. Lassen sich Conversionwerte beziffern? Der einfachste Fall ist hier mit Sicherheit der Kauf, da sich dort der Wert logischerweise aus dem verkaufen Produkt errechnet. Was aber, wenn wir eine Dienstleistung anbieten, die nicht pauschal auf einen Wert festzulegen ist? In diesem Fall können wir versuchen, den Wert anderweitig zu ermitteln. Die Intention der Vergabe von Werten für Conversions begründet sich darin, dass es damit zum einen leichter fällt, einen ROI zu berechnen, und zum anderen den Werbeplattformen spezifische Signale zur Bedeutung der Conversions gibt, auf die dann etwaige Gebotsstrategien (bspw. Ziel-ROAS) optimieren können. Gibt es Unterschiede bei Upselling / CLTV? Haben wir Produkte, die häufig in Kombination mit anderen Produkten gekauft werden, bietet sich hier die Möglichkeit, per Cross-/Upselling den durchschnittlichen Conversion-Wert zu erhöhen. Deshalb kann es auch von Vorteil sein, solche Produkte oder Dienstleistungen besonders stark zu bewerben, selbst wenn der initiale Wert niedriger ist als bei anderen. Produkte, die in der Regel wiederholt gekauft werden oder zu weiterführenden Käufen führen, erhöhen zusätzlich den Customer Lifetime Value (CLTV) . Gibt es Einstiegshürden / typische Probleme? Möglicherweise ist für viele Nutzer das Produkt zu teuer, oder sie finden nicht auf Anhieb was sie suchen. Vielleicht wissen sie auch noch nicht, dass wir Lösungen anbieten, die genau bei ihren Problemen helfen. Letzteres beobachten wir besonders häufig im B2B. Diese Faktoren könnten auch dafür sorgen, dass bestimmte Conversions seltener oder im Extremfall gar nicht ausgelöst werden, weil die initiale Hürde zu groß ist . Hier kann es von Vorteil sein, sich vorerst auf Produkte und Dienstleistungen zu fokussieren, die weniger erklärungsbedürftig, oder in der Preiskategorie etwas tiefer angesiedelt sind, um dann im Anschluss diese Personen weiterzuqualifizieren. Besonders im Ecommerce kann es sich besonders lohnen, in Google Ads & Co nicht nur auf einen reinen ROAS zu optimieren, sondern auch den Gewinn miteinzubeziehen , denn ROAS ist nicht gleich Gewinn! Von Haus aus können die Tools auch mithilfe von Automation keine Margen bei der Optimierung berücksichtigen, dazu fehlen den Maschinen schlicht und ergreifend die nötigen Informationen. Spielen wir diese Daten aber zusätzlich zurück, können wir dem Algorithmus einen Schubs in die richtige Richtung geben und so insgesamt die Performance steigern. Zwar kann der ROAS in den Konten dadurch sinken, solange sich aber der Gewinn erhöht, laufen die Kampagnen optimierter ausgerichtet auf unsere Business-Ziele . Zusätzlich sollten wir in regelmäßigen Abständen einen Abgleich zwischen den bestverkaufenden Produkten im Backend und denen in Google Ads, Meta, und dergleichen machen. Hier kann es nämlich zu signifikanten Unterschieden kommen, was uns die Möglichkeit gibt, bestimmte Produkte auf verschiedenen Kanälen unterschiedlich stark zu bewerben . Letztlich stellt sich auch immer die Frage: Sollen verstärkt Neukunden angesprochen werden, oder setzen wir vermehrt auf die Reaktivierung von Bestandskunden ? Beide Ziele sind valide, bringen aber unterschiedliche Vorgehensweisen bei der Bewerbung mit sich. Die Neukundenakquise kann bis zu 5x teurer sein , als Bestandskunden zu einem erneuten Kauf anzuregen. Dafür können wir so aber auch unser Kundenportfolio deutlich einfacher erweitern . Müssen wir mit einem stark limitierten Budget agieren, könnten wir aber auch gut beraten sein, hauptsächlich auf (dynamisches) Remarketing zu setzen, um so potenziell kostengünstiger Umsatz zu generieren. Berücksichtigen wir alle diese Punkte, fällt es uns anschließend deutlich einfacher, die richtigen Unternehmensziele zu identifizieren , uns darauf zu fokussieren und diese auch nachhaltig voranzutreiben. Und davon profitiert dann letztendlich auch das ganze Unternehmen. Vielen Dank für deine Aufmerksamkeit! Hoffentlich war es aufschlussreich, und du konntest etwas davon für dich mitnehmen! Im zweiten Teil unserer Miniserie beschäftigen wir uns näher mit dem Thema Kanal-Diversifizierung . Haben wir etwas Wichtiges vergessen, oder hast du noch Fragen zum Thema? Dann schreib’ es uns gerne in die Kommentare! Falls du dich direkt in Verbindung mit uns setzen willst, schau gerne mal bei unserem Kontaktformular vorbei. Wir helfen dir dabei, die für dein Unternehmen richtigen Marketingkanäle zu finden, damit du das Maximum aus deiner Online Marketing Strategie holen kannst - ganz einfach und unverbindlich!

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: [object Object] 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 contact form and secure your non-binding offer!

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: Free Google Ads for Nonprofits . 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: Google for Nonprofits . 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 Google Ads Keyword Planner 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. [object Object] 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: [object Object] Create engaging ads with a clear CTA Highlight benefits and differentiation from competitors A/B test for best performance Optimize Landing Pages: [object Object] 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: [object Object] Are there at least two active ad groups per campaign? [object Object] Are there at least two active ads per ad group? [object Object] Are there at least two sitelinks per ad? [object Object] Do all campaigns use conversion-based smart bidding ("Maximize Conversions", "Maximize conversion value", "Target CPA" or "Target ROAS")? [object Object] 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 Performance Ads Agency 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. Contact 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. [object Object] [object Object] [object Object] [object Object] 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. [object Object] 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. [object Object] 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. [object Object] 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. [object Object] 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. [object Object] 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 contact us .

In recent years, advertising with Google Ads has become a significant challenge due to increasing competition, tracking restrictions, and constantly changing regulations. Therefore, marketing experts are searching for every little advantage to stand out and improve campaign performance. This is where predictive Google Ads play a significant role. Google Ads and Predictive Analytics? Predictive Google Ads are part of a larger topic: Predictive Marketing and Predictive Analytics . Nowadays, companies gather information about their customers and the market from countless sources. Data is collected, for example, from the website, newsletters, purchase histories, store visits, reports, etc. Predictive Marketing focuses on continuously collecting and analyzing this data to develop data-driven marketing strategies that predict customer behavior and preferences. How is this done? Through a continuous and detailed process that begins and ends with data. This includes many steps, which can be summarized as: Data Collection: What data do we need and how do we collect it? Data Analysis: Cleaning data to ensure its reliability, and analyzing the data to determine customer characteristics and behavior patterns. Customer Segmentation: Dividing customers into different segments based on shared characteristics, behaviors, and business value. Predictive Modeling: Creating forecasts with clear structure and solid concept to predict future changes in customer behavior and interests. Measurement and Optimization: After conducting campaigns, reviewing and analyzing results, and repeating the process to refine each step based on new information. The goal of the entire process is to perfectly optimize the marketing strategy to effectively and efficiently target each customer group throughout each phase of the customer lifecycle in the business funnel. [object Object] A good example of predictive marketing is personalized campaigns like birthday emails. However, any campaign that anticipates certain behaviors in the future based on past data, such as seasonal campaigns, is an example of predictive marketing. Figure 1: Birthdays for personalized campaigns (www.campaignmonitor.com) The aforementioned predictive Google Ads generally follow the same process and tactics to predict the performance of future campaigns. We would like to share some simple tips we apply at internetwarriors to implement this in our work. New Companies: Data is the core of predictive marketing. However, new companies or products may not have previous data that could help them in making predictions. Nevertheless, there are some tools that can help make an informed guess about the performance of your campaigns . In this article, we focus only on free and easy-to-use tools readily available in the Google Ads account . Google Trends: This tool by Google is excellent for getting an initial general idea of the level of interest in a particular product, area, industry, company, etc. It provides general data about seasonality and behavior changes over a specific period in the past. Google Keyword Planner : Similar to Google Trends, this tool shows how search volume for certain keywords develops and changes over time. However, it can also make predictions about the expected performance of certain campaigns using these keywords with specific goals, budgets, etc. Google Performance Planner: This tool requires some historical data. Depending on the campaign type and goals, it can provide performance predictions after a few weeks of runtime. The more data available, the better the predictions. These three tools are just a small glimpse into the many tools that can help you predict the future when starting a new company or when still in the exploration phase. However, their accuracy should be taken with caution, as they tend to be generic and not focused on your own business and customers. Established Companies: The biggest advantage of an established company is having plenty of historical data and information about customers and their behavior. Such data can help determine the exact main and off-seasons, as well as predict the daily performance of your Google Ads campaigns , the number of conversions you should achieve on certain days, and whether you need to plan and allocate your budget differently. Web Analytics: Today, it is expected that anyone working with Google Ads already has a very strong web analytics structure . There are some free tools like the standard version of Google Analytics , as well as some paid ones tailored to your business needs. Any good web analytics tool and structure you have must serve your business needs and provide enough information to improve your main goals and KPIs. It is important when analyzing web analytics data to look at the big picture like yearly seasonality, but also very detailed aspects of individual products or sectors. For instance, different products might have different seasonal periods compared to general business seasons. Google Ads Script: Google Ads Scripts can offer great possibilities for monitoring, automation, analysis, identifying market trends and issues, etc. You do need some programming experience to create them, but there are many pre-made reports that can help you accomplish your tasks effortlessly. The Black Friday Predictor by Jack Felstead is one of my personal favorites. [object Object] [object Object] Figure 2: Conversion Rate trend from Black Friday Predictor (Jack Felstead) It uses historical data from your Google Ads campaigns from the past two years to predict campaign performance in the upcoming days of the current year. So far, it has been quite accurate, but nothing can be 100% precise, as market behavior and Google Ads can change at any time due to many factors like changes in algorithms, economic situations, shifts in competition, etc. AI Tools: The AI revolution has the potential to be your biggest Google Ads asset . It can write ads, find keywords, analyze performance, and, of course, predict the future. A tool like ChatGPT can provide similar results to the analysis work with web analytics or the predictions of Google Ads Scripts , but instead of taking days, weeks (sometimes maybe months or years) to produce meaningful results, it can reduce the process to a few minutes if you provide it with a simple data source like an Excel sheet.   Conclusion - Predictive Google Ads for Your Strategy In conclusion, predictive Google Ads and the associated marketing strategy are essential for success in today's digital advertising landscape . Both new and established companies can equally benefit from the tools and techniques presented. It is crucial to recognize the value of data and use it effectively for more precise predictions and targeted campaigns . The combination of traditional tools like Google Trends and Google Keyword Planner with advanced technologies such as AI and Google Ads Scripts offers a powerful platform to enhance campaign performance and optimize marketing efforts. It is important to constantly adapt to the dynamic nature of digital marketing and be prepared to incorporate new approaches to secure a competitive advantage. We can support you in creating the right strategy and utilizing the tools that suit you best. Contact us to effectively achieve your company's advertising goals and strengthen your presence in the digital space.

Anyone who searches for something on the internet is Googling. The term "Googling" has firmly established itself in the vocabulary of most people and even made it into the 23rd edition of the Duden in 2004. [object Object] The fact that "Googling" originates from the eponymous search engine will probably surprise no one. Other search engines still stand in the shadow of the giant Google and are often forgotten in marketing efforts. But is that justified? [object Object] In this article, we explore why Bing continues to be criminally overlooked and why it is now more worthwhile than ever for businesses to invest in Microsoft Advertising (formerly Bing Ads ), what differences and advantages the platform offers, and why the topic of generative AI should not be ignored. Bing in the Search Engine Ranking and Technical Innovations Bing may not be the first search engine that comes to mind when thinking about internet research. Nevertheless, the platform has undergone many positive changes and established itself as a solid alternative to Google. In recent years, Bing's market share has steadily increased, while Google is currently stagnant (at a high level). [object Object] The Microsoft Search Network used by Bing includes other search engines such as Yahoo!, DuckDuckGo, and Ecosia, which together reach a considerable number of users. This, in turn, expands the possibilities for advertisers in Microsoft Ads and increases the potential visibility of their ads. In an absolute comparison, the Microsoft Search Network still lags behind Google, but it has carved out a stable place in the market. It is also expected that Bing's market share will continue to rise in the future, as more and more people search for alternative search engines in times of a growing desire for privacy. Microsoft's continuous investment in technical innovations to make Bing more attractive for users contributes to this. This is not only reflected in the new AI features that are continually being implemented in Bing but also in a general massive increase in interest in artificial intelligence among internet users. Naturally, the in-house advertising platform Microsoft Ads also benefits from this development. Advantages of Microsoft Advertising Over Google Ads An important factor where Bing differs from Google is the demographic composition of its users. While Google targets a broad audience, Bing is particularly popular with older people and business professionals. This can be advantageous for certain companies that want to reach precisely these target groups. Decision-makers and influencers, in particular, can be effectively reached in this way. Often forgotten but not less important: On most work PCs running Windows, Microsoft Edge is the default browser, and Bing is therefore the default search engine. Cortana also retrieves its results from there. This significantly increases the likelihood that a search query in Bing will occur in a business-relevant environment. Furthermore, the majority of traffic consists of desktop users. These factors can additionally positively influence the quality of the traffic. [object Object] Another advantage of Microsoft Advertising is the native integration of LinkedIn audiences. Since Microsoft owns LinkedIn, advertisers can access the extensive professional data of LinkedIn users and target their ads more precisely. Attributes such as "job function," "company," and "industry" are available for this purpose. By adjusting bids, a higher bid can be placed for particularly relevant target groups. This is particularly useful when B2B marketing plays a role. [object Object] The most noteworthy aspect is probably the fact that Bing and thus Bing Ads/Microsoft Ads are still surprisingly neglected by most companies. Common arguments include a very low search volume compared to Google and lack of time to set up and manage a complete account on this platform. However, this presents a great opportunity for businesses. The significantly lower volume of competitors positively affects the cost per click and can thus help in achieving success on Bing with relatively little budget, resulting in significantly more sales and leads. The New AI Features of Bing and Their Impact Over the past year, Microsoft has introduced impressive AI features in Bing, the most well-known of which is undoubtedly ChatGPT. There is good reason why OpenAI's new generative AI is on everyone's lips, especially with Microsoft as a major investor. Initially available as a standalone tool, ChatGPT has now been firmly integrated into Bing in the form of "Bing Chats," allowing for especially easy and seamless interaction for all platform users. These AI features also have positive effects on Microsoft Advertising , which additionally benefits from a significantly increased number of users. Bing Chat, for example, can help users find relevant information more effectively and quickly. Unlike a "classic" search, users in Bing Chat often receive fully formulated and comprehensive answers that require little to no additional research. [object Object] A well-placed ad can be particularly effective in this case. The seamless integration of Bing Chat into Bing means no separate tool is needed to run ads there. The ads created in Microsoft Ads are automatically available for Bing Chat as well. Getting Started with Microsoft Advertising As mentioned before, many businesses refrain from advertising on Bing due to an increased setup and maintenance effort, which does not seem to justify the expected return on investment. However, getting started with Microsoft Ads is very easy. An account can be created in just a few minutes, and the interface is somewhat similar to that of Google Ads. So, anyone already advertising on Google's platform will find it easy to navigate Microsoft Advertising . [object Object] Additionally, Microsoft offers a useful import function that allows entire account setups from Google Ads to be easily mirrored into Microsoft Ads with just a few clicks. This also applies to other platforms like Facebook Ads, Pinterest Ads, or even uploading a filled-out template. For companies that already have an active Google Ads account, getting started is particularly easy. There is even the option to import a Google account regularly into Microsoft Ads , should frequent changes be made. This keeps the Bing account always up to date. However, caution is advised: Even though Microsoft strives to make entering Microsoft Advertising as easy as possible and provides various tools for this purpose, a certain level of account management and upkeep should not be neglected. While importing accounts offers a quick and easy way to advertise on Bing, those who want to maximize the channel's potential should also treat Microsoft Ads separately and carry out appropriate optimization measures. This ensures that the target group is optimally reached, and no unnecessary potential is wasted. So, Why Microsoft Advertising? Bing and thus also Microsoft Advertising are often underestimated today, but they offer many advantages. Although both platforms are very similar, there are some important differences between Microsoft Ads and the major competitor Google Ads that make Microsoft's platform a real alternative. [object Object] Not only is placing ads on Bing relatively simple, but with regular maintenance, it can also be potentially very cost-effective and efficient. If you want to stay ahead of the competition now, you should seriously consider incorporating Microsoft Advertising into your marketing mix to fully exploit its potential in online marketing. [object Object] Have you been thinking about advertising with Microsoft Ads for some time, or would you like to get some preliminary advice on the topic? Then feel free to contact us , and we will find the right solution for your company!

The provider Twitch started its success story as a streaming platform in 2011 and has since developed into one of the most significant players in the digital entertainment industry. In 2014, the platform was acquired by Amazon and experienced explosive growth in the following years. Twitch currently has around 140 million monthly active users and an average of 2.41 million concurrent viewers, which speaks to the company's popularity and global reach. Initially, Twitch presented itself as a streaming site for gamers that simplified live streaming of games and provided the gaming community with a communication channel with like-minded people. Over the years, however, the platform has evolved significantly. Despite or even due to its return to its roots in the gaming community, Twitch now manages to attract a diverse spectrum of streamers who share content on a wide variety of topics worldwide. In addition to entertainment and music, the platform also features interesting social and political commentary, educational content, informative discussions, fitness offerings, hobby groups with interests like cooking, and much more. This diversification of content has led to Twitch becoming an important meeting place for a lively and continually growing online community that appeals to a vibrant array of interests, hobbies, and people. Despite attempts by established players like YouTube or Facebook, as well as emerging direct competitors like Kick or Rumble to launch a competitive platform, Twitch remains the most important player in the market for live streaming services. The initial focus on live interactivity and community-building has always given the platform a unique advantage that continues to attract and retain new users. Online Marketing via Twitch | Sponsorships Online marketing on Twitch is divided into two categories: Sponsorships and Ads. Similar to influencer marketing strategies on platforms like YouTube or Instagram, sponsorships are based on collaboration between brands and influential streamers. Companies choose streamers they want to work with, who then test and evaluate the company's products/services live in front of their audience. It is also worthwhile to host fully sponsored live sessions where the brand is introduced to viewers in a familiar environment, such as in the form of a banner in the background or an ad frame. Streamers can also integrate product placements into their streams. It is important that companies identify streamers whose content, personality, and audience harmonize with the brand identity. Online Marketing via Twitch | Twitch Ads The other option for online marketers to get active on Twitch involves conventional ad formats. Ads formats such as static or animated banners, carousels, and video ads can be posted on Twitch. The most popular formats include skippable and non-skippable in-stream ads, which play before or during a stream and can last from 30 seconds to up to 3 minutes. The frequency and duration of these ad breaks are usually determined by the streamers themselves. Online Marketing via Twitch | Limits and Limitations Twitch still does not offer an ads manager that, like Google, META, or LinkedIn Ads, allows advertisers to create and manage their own campaigns. Companies wishing to advertise on Twitch must therefore negotiate directly with the platform's sales team to plan and execute their campaigns. This approach has its disadvantages but does not overshadow the benefits that advertising on Twitch brings. Companies can target their campaigns to homogenous, highly connected communities and thus benefit from important multiplier effects such as "word-of-mouth communication.” Unique and targeted advertising messages can thus involve entire communities for the brand. Twitch, from Outsider to Leader Due to being perceived as a pure entertainment channel for gamers, Twitch is often overlooked or ignored altogether in planning online marketing campaigns. The platform lacks a professional appearance like LinkedIn, the extensive content variety and depth of YouTube, or Facebook's long-standing industry lead. Nevertheless, Twitch is a hidden gem in the online marketing landscape. Remarkably, almost 60% of the Twitch audience is over 25 years old, an interesting figure for brands whose core business targets this demographic. Moreover, this audience is characterized by high engagement, enhancing the potential for creative, interactive marketing campaigns on this platform. As with any other marketing activity, developing a strategy for Twitch requires clear objectives and a suitable approach tailored to the platform's unique conditions. While Twitch may not serve as the ideal platform for your B2B lead-generation campaign due to different demographic and content contexts, it still offers a valuable channel to reach a specific audience and an intriguing starting point in the customer journey. Twitch is an excellent tool for B2B companies, especially those daring and ready to experiment, targeting a young, working audience. The platform offers a unique opportunity to reach young professionals who are not only users but also already well-established in life. Thanks to diverse communities and high engagement rates, Twitch provides digital marketing opportunities that should not be overlooked. Think back to the viral Volvo truck campaign with Jean-Claude Van Damme! It is a striking example of exceptional and creative marketing. Similarly, Twitch, with its loyal and interactive user base, can work wonders in repositioning brands. The platform provides the ideal space to present a brand in a casual and interactive environment and foster customer loyalty from day one. Furthermore, Twitch not only offers the opportunity to market products or services but also holds immense potential in the field of employer branding. B2B companies serious about hiring young and middle-aged, creative, and technically skilled professionals should consider Twitch as part of their recruitment strategy. It is worth using the platform's reach and connection to the gamer community to showcase their corporate culture, values, and career opportunities where their target audience, digital natives, is most likely to be found. This strategy helps address potential candidates on a personal level and present the company as a forward-thinking and attractive workplace. Conclusion In conclusion, Twitch is gradually establishing itself as a profitable marketing platform but remains largely untapped in terms of B2B marketing. This presents an exciting opportunity for those bold enough to explore new paths. As an early adopter, a company can still attract attention without having to compete with many rivals. With little competition for attention, a B2B company has the chance to pioneer and shape the platform's use for marketing and recruitment in the future. Furthermore, the marketing opportunities on the platform are already diverse enough to plan a suitable marketing strategy. With the continuous growth of users and communities, it is a cautious prediction that Twitch will develop more innovative ways to use the platform for online marketing in the future. Those willing to take the step now can already benefit from the advantages of a still uncontested market. We would be happy to advise you on the topic of Twitch marketing. Explore together with us how you can integrate Twitch into your marketing plans. With our extensive experience in all areas of digital marketing, we are happy to help you plan and broadcast your first Twitch campaign.

The performance of your campaigns in Google Ads hinges on the use of suitable keywords. Therefore, the right set of keywords is essential for the success of your campaigns in search engine marketing. In your keyword research, the Google Keyword Planner is indispensable. This Google tool is extremely powerful and allows you to find relevant keywords for Google Ads and the optimization of your campaigns with relatively little effort. But does the tool live up to its promises? Or are there competitor tools that are more effective? In this blog post, we would like to take a closer look at Google's tool and provide you with a comprehensive guide for your perfect set of keywords. Basics and requirements of the Keyword Planner To effectively exploit the potential of the Google Keyword Planner for your keyword search, it is necessary to understand its basics. The Google Keyword Planner is a tool from Google Ads that can be used in combination with a Google Ads advertising account. Until 2018, the Google Keyword Planner was freely available under the name AdWords and not tied to the use of a Google Ads account. However, since 2018, Google Adwords has been restructured into the current service Google Ads. With this redesign, new features and tools were introduced to enable advertisers to implement even more targeted and effective advertising. To use the Keyword Planner, at least one search network campaign must be created in the linked Google Ads account - whether it is activated or paused is irrelevant for its use. Since the Google Keyword Planner is a tool of Google Ads, a valid payment method must also be stored in the account. The facts at a glance: Why should you use the Keyword Planner? Finding new keywords - whether through a group of words or a website Identifying trends and search volume over a custom time period Creating keyword lists and combining them Insights into competition for specific keywords and suggested bids Strategic planning of your campaigns and direct integration of keywords into Google Ads campaigns The 5 steps of effective keyword research To make the most of the Keyword Planner's potential, we would now like to take a look at the individual steps to your effective set of keywords and record best practices for using the Google Keyword Planner. You can find the Keyword Planner in your Google Ads account under Tools and Settings. If you don't find it here, you need to change your account in the settings from a Smart Mode account to an Advanced account. On the home page of the Keyword Planner, you first have the option to either discover new keywords or access search volume and forecasts. In the first option, you can examine the search volume of different terms and be shown additional relevant keywords. If you have no starting points for your keywords yet, you can alternatively enter the URL of a website for which you need keywords. 1. Analyze target group & search intent To identify suitable keywords in your search, you should also analyze your target group and cover their needs, interests, and search habits before using the Keyword Planner. [object Object] If you find this point difficult, take a look at your website: What sets your website apart? What unique features distinguish you from your competition? What problem does the customer want to solve through your website? What terms would you use yourself to find your content? 2. Enter starting keyword(s) into the Google Keyword Planner Then use the Google Keyword Planner to expand and refine your search queries from your brainstorming. To better narrow down your results, you should also ensure that you select the appropriate language and location settings here. Use the displayed information about similar keywords, search volume, and competition to make informed decisions. After entering one or more starting terms, you can now look at further related search queries and save matching searches directly in a list. 3. Find and sort new keyword ideas When selecting keywords, analyze them in terms of search volume, relevance, and competition. Prioritize relevant and attractive keywords with appropriate search volume and moderate competition. Always make sure that the keyword should reflect the user's search intent, and also consider long-tail keywords for a higher conversion rate. 4. Verify the search intent of keywords with a search engine test If you're unsure whether your keywords match the user's search intent, you can conduct a simple search engine test: Enter the keyword into a search engine of your choice and check whether the results match the content of your website. 5. Categorize the new keywords When you have found your new keywords, you can directly integrate them into your campaigns via the Google Keyword Planner. However, to increase the performance of your ads, it is important that you categorize the found keywords and create your ads to match your keywords thematically. Sort your keywords into categories. Then create an ad group per category, where you store the appropriate keywords. Based on these stored keywords, you can now write your ad titles and texts. Best practices for your keyword set: Finding keywords is just the beginning. Let’s take a look at some best practices to continuously optimize your keyword set: Keyword Grouping: Group similar keywords within your ad groups thematically to effectively incorporate them into your campaign structure. This will allow you to make your ads more relevant and manage your budgets more efficiently. More tips on creating your ads can be found in our article on Responsive Search Ads . Continuous Optimization: Just adding keywords to your ads once isn't enough - monitor the performance of your keywords and regularly adjust your strategy. Use tools like Google Analytics to gain insights into search behavior and conversion rates. Testing and Adjustment: Conduct A/B testing to compare the performance of your keywords and make optimizations. Experiment with different bids, ad texts, and landing pages to continuously improve your campaigns. Relevant Landing Pages: Ensure that your ad landing pages align with the chosen keywords and user expectations. A good user experience on the landing pages can lead to a higher conversion rate. Monitor the Market: Stay up to date with current trends and developments in your industry. Adjust your keyword strategy accordingly to stay competitive and seize new opportunities. What are the alternatives to the Google Keyword Planner? The Google Keyword Planner is a powerful tool for keyword research. A major advantage of the tool is that the researched keywords can be seamlessly integrated into Google Ads campaigns. It is important to note that there are also free alternatives that can be used independently of advertising accounts and assist you in finding keywords as well as developing a successful search engine marketing strategy. Here are some popular free alternatives: Google Trends: Google Trends is an online tool from Google that provides insights into the search interest of users for specific keywords and shows trends over time and geographic regions. Google Trends is particularly helpful for identifying seasonal trends. Ubersuggest: Ubersuggest is a free keyword research tool that provides you with keyword ideas, search volume, difficulty, and suggested keywords similar to the Google Keyword Planner. It also allows checking the competition for specific keywords. Keyword.io: Keyword.io is an easy-to-use tool that helps you generate keyword ideas. Since Keyword.io uses data from Google, Bing, YouTube, and Amazon among others, this tool is particularly helpful for searching long-tail keywords. Answer the Public: Answer the Public provides insights into the questions and phrases that users frequently search for on a specific topic. It offers a visual representation of the most common questions users ask, providing inspiration for content and keywords. Although the functional range of these tools varies in some respects from the Google Keyword Planner, they nevertheless offer valuable insights and are good resources to orient yourself in your keyword research. The proper use of the Google Keyword Planner is crucial for optimizing your search engine marketing strategy in Google Ads. The tool allows you not only to find and identify interesting keywords but also provides insight into competition and bids. Combined with strategic keyword optimization, it is the key to success in search engine marketing. If you need support in the area of Google Ads, Google Analytics, or the Keyword Planner, contact internetwarriors GmbH . Our certified Google Ads specialists are happy to assist you.