Google AdWords Agency: Advertising, Campaigns and Ads – Search Engine Marketing

Google Ads – Today we want to get started with you on the topic of “advertising on Google” or AdWords. CPC, CPM, AdWords, impressions, clicks…. many technical terms from performance marketing! We want to explain Google Ads very simply today, based on the most frequently asked questions. How does advertising on Google work? How do I place ads on Google? What do Google AdWords really bring? As an agency for Google in the specific topic of advertising, target groups, targeting and marketing campaigns, we receive many questions every day. We have collected the most important ones and would like to answer them for you here. How advertising on Google works, search engine marketing (SEM), explained step by step.

Google AdWords for online shops

Google AdWords – Here we have important tips for successful advertising with Google Adwords and thus at the same time more sales in the online shop. The online marketing mix is becoming increasingly complex. For e-commerce, there are now numerous options for digital advertising. From organic to paid reach. However, the most interesting for most online retailers is Google AdWords! Why and why, we clarify today on the basis of the most important questions that reach us as a Google AdWords agency.

  1. Increase product awareness
  2. Brand promotion and brand awareness
  3. Increase sales
  4. Generate more leads

In Berlin, Cologne, Düsseldorf, Munich and Hamburg and all over Germany: If you have more in-depth questions or specific projects and concerns, we look forward to your call or e-mail! We advise you: Contact.

Advantages of Google Ads

Advantages of Google Ads at a glance:

  • Place ads on keywords
  • Advertise according to data (age, location, language, …)
  • Days, time and frequency can be planned
  • Cost = User / Scalable
  • Cost control
  • Local / global focus

How does advertising work on Google?

The central advantage of advertising on Google is the extremely precise reachability of target groups.

Quite simply explained, Google is one of the biggest companies when it comes to user data. Not just data, there are many insights that can be gained from it: Wishes, dreams, habits, probabilities.

What interests do users have? What do they want? Where do they come from? Which website do they visit? Which products do you look at in online shops? How much time do they spend on a particular topic, e.g. In an online blog? What friends do they have on social media? Which groups did you have to follow? All these questions can be answered by Google and accordingly users can be served with extremely precise ads.

The more precisely these ads are sent out (target group definition), the less budget has to be spent on the ad. This of course lowers the costs!

The ads are then played out on various websites, blogs and online shops in the display network. Not only that, but ads are also played out in apps, regardless of whether they are on Android or iOS devices. The technical term for this is the display network.

Agencies that explicitly deal with the topic of Google Ads are there to define target groups, identify them, create campaigns, test them against each other and get the most success out of the ads. This is how you achieve your goals of “product awareness”, “brand awareness”, “increased sales” and “more leads”.

Campaign optimization

  1. CPC Bids (Bid Management)
  2. Quality factors
  3. Keyword pools
  4. Account structure
  5. Campaign settings
  6. Conversion and landing page

Remarketing / Retargeting of visitors

But it gets even better, through remarketing and retargeting visitors to their own website or online shop can be easily reached again for online retailers. Those who do not directly decide to buy, but leave the shopping cart or even just the product page, will be played with the product again through remarketing. An ingenious marketing tool!

The user is therefore not lost when abandoning or leaving the own online shop. He or she is immediately and accurately recorded during the visit and packed into a further segmented target group. In this way, individual levels can also be created within campaigns, e.g. people who have visited your online shop, placed a product in the shopping cart, but did not order it! Exactly the same product, with photo, description is now played out. Within the search engine but also in the Display Network, if desired.

Retargeting therefore enables the targeted, renewed reaching of a specific user or user group, with a specific product, regardless of whether it is physical or digital.

Reaching target groups: minimizing wastage

As just described, but also certain target groups can be created. For example, the people who have placed a product in the shopping cart. But it can also be reached the users who have viewed a particular product. Likewise, users can be segmented by length of stay. Those who were on the online shop for more than a minute are saved extra, because the interest was high. The more precise the target groups, the cheaper the ads will be in the end.

Depending on this, individual and personalized advertisements can be created. These address the people even more precisely through the already known product, which increases the potential willingness to buy. This is the big secret of target groups behind advertising on Google.

A/B tests and success optimization: personalization of advertising

The big advantage in digital marketing, especially with and on Google, is the flexible options.

This includes, for example, the testing of different ads (so-called A/B tests or split tests). In the past, in classic advertising, e.g. with posters, designs were decided in lengthy processes and ultimately printed thousands of times – unchangeable. If you place ads on Google, you can customize your ads permanently, 24 hours a day, 7 days a week. Personalization is the big magic word. The more personalized such an ad is, the more sales it generates.

Good agencies therefore permanently test different ads against each other. These tests differ, e.g. in the wording, in the text layout, in the type of words, the length of the words, … All forms and variations are tested against each other to filter the most effective ads.

The CPC is taken as the key figure. CPC means cost per click, i.e. the costs that arise for a click. Depending on the campaign, you do not primarily pay for the impressions (quantity of ads), but for the actual clicks.

Conversion: Sales, Leads & Co.

Good conversion, bad conversion? Conversion in online marketing stands for a “deal” (sale, newsletter, workshop, etc.). If I want a deal does not always have to be a sale of a product, as a conversion is also called, for example, the registration in a newsletter or the registration for a webinar (free video online course). Depending on this, the key figures that are used to measure success also differ, such as the CPC just described.

Analysis and evaluation in monitoring

The constant analysis of such different tests running against each other to check the effectiveness of individual campaigns is what makes ads so effective after the initial run for tests on Google.

In online marketing, this form of analysis brings completely new possibilities and of course also detailed statements about successes and failures. Here again a small comparison to classic poster campaigns: Key figures were hardly verifiable here! With an ad on Google, you can even see the age of the buyers, as well as get information about people who have not bought, such as interests, place of residence and much more.

In the past, such a detailed analysis would have required the services of an expensive market research institute, but today the figures are available free of charge!

Due to the constant and extremely detailed analyses, the monitoring at the end of the process is of course also extremely sophisticated, which in turn enables short and yet meaningful reporting for the customer.

Advertisements optimization

The better, the initial target groups are organized, the more accurate the retargeting of individual products is, the better the testing, the better the conversion, the better the analysis and monitoring, the better the ads! Good agencies make sure that the metrics are always optimal and that your media budgets are used efficiently.

How do I place ads on Google?

How do I place ads on Google? Of course, Google, as one of the largest companies in the world, offers its own system for placing ads. In this Google Ads Manager, which is definitely very complex for beginners, all sorts of settings and configurations can be made.

What are the benefits of Google Ads?

What does Google AdWords really bring? This is the question that is asked in many marketing departments, in many companies, by many employees! Because in online marketing mix, there are now numerous ways to promote sales. From contentmarketing to influencer marketing, social media marketing to social media advertising, article placements in blogs and magazines, search engine optimization, the possibilities are so many.

Google Ads allow you to promote your products and services online, but how efficient are ads on Google?

As they later still at the best practice example of the click behavior or heat map of the search engine results, a large part of the active clicks and interactions is limited in particular to the top rankings. This is exactly where advertisements such as Google Ads are placed. For the normal user it is recognizable that it is an advertisement, but it plays no role for the user in the active search. Accordingly, people like to click on the first place, whether it is an ad or not.

Quick results, buy fast!

So Google Ads fit into the normal everyday life of people, they are not a disturbing popup, but in the first, quick perception a recommendation from a renowned brand, Google. Moreover, the recommendation comes from Google, the biggest search engine in the world, a brand that is trusted a lot by its users. This is the answer to the question, how does advertising work on Google? A strong algorithm that meets the needs and desires of users, a strong brand that is trusted a lot and the typical click behavior, quick results, little comparison. By placing ads, you can quickly get your company to the top rankings.

This makes good ads an extremely successful model in online marketing!

What is a Google AdWords campaign?

Google AdWords campaigns specifically target search results in the Google search engine.

The largest search engine in the world

First to the biggest and ultimate advantage of Google as an advertising platform, the majority of all searches in this world are done through Google.

In numerous countries around the world, the word “googling” is its own technical term for searching for information online. Billions of people want to know every day, what is the best dog food? What is the weather like in New York? Ladies T-shirt trends? Recommendation vacation Italy? Lawyer divorce? Search queries are as diverse as the users themselves, Google filters billions of web pages and sorts them through the extremely smart algorithm in a way that has allowed Google to rise to be one of the top companies in this world.

Accordingly, Google as a platform for companies is also so interesting. Extremely large reach, targeted to specific user groups, personalized the ads.

Companies that advertise on Google use AdWords. The program for advertisements on Google. Whoever advertises here will be displayed on the first places in the search engine.

Display on the first places

The first places are extremely coveted, not only in search engines, but also in recommendation lists. No matter if it’s a printed magazine in the area of lifestyle and living or a super digital Instagram page with many followers. Referral marketing is always a powerful way to convince people of your product or service. Accordingly, a good placement and referral lists but also in search engines is worth so much. The one on top is important! This is exactly how the principle and concept behind Google Adwords works. How extreme the click behavior is concentrated on the first places, you can see now in click behavior and heatmap.

Click behaviour and heatmap

If you look at the click behavior and the movement of the eyes on the Google home page, as shown here in our best practice, you will quickly see that the front rankings in the search engine in particular have a very high frequency. A large part of the clicks happen right here on the first positions. Accordingly, this listing is valuable.

Believe it or not, we also receive very simply formulated inquiries, which ultimately contain an interesting core. E.g. this one, “What does ad on Google search mean?” In fact, ads on Google are differentiated by two factors, the first is the impressions, that is, the display in the search results and the clicks, that is, an active interaction leading to your own, website or online store.

Impressions therefore express the amount of people who have seen your website or your online shop in the search results. However, this does not yet lead to an active action or interaction. Only a click makes this. In the end, payment is also made according to clicks, and costs and prices are calculated accordingly.

Costs are incurred with every single click. The more people click on the ad, the more media budget is spent. In the end, crucial in the metrics are the clicks, how many people went to the online project and what interaction did they perform afterwards? Did they view a particular product? Was a product perhaps even placed in the shopping cart? Was the purchase process already triggered, but then cancelled?

You are already back to the topic of ad optimization around target groups and target group segmentation. The more precisely the actions on your own website or online shop are tracked, the more accurately ads can be played on Google afterwards.

Unconsciously, many in online marketing would naturally immediately think, different offers are compared by the visitor – no! In fact, it is so that we usually accept the first offer. Anyone who works with a search engine company, for example, knows how difficult it is to get to first place. But in the end it is all that counts! Because almost no one looks at page 2 in the search results, 90% stay on page 1. Not even one in ten people even go so far as to look at the second page of search results. In fact, a full 68% only stay on the first 5 rankings of the first pages.

Page 1 and Top 5 is all

Accordingly, there is only one goal, placement in the top places! This can be achieved either by spending in the field of search engine optimization (long-term) or you buy direct results (short-term) through Google AdWords.

What does impressions mean on Google?

Two metrics are especially important if you deal with advertising more often. Impressions and clicks. Where is the difference?

Basically, the whole event also focuses the search results, following a search query of a user. The user sees the search results, which usually consist of 10 recommendations, sorted in the ranking from 1 to 10, on page 2 you can then find more recommendations, from place 11 to 20 and so on.

Impression and click – The difference

Impressions: Display in the search results

Impressions – Every time a user is shown your website or online shop within the search results, it is an impression. That means your company was displayed 1x.

Clicks: referral and visit

Clicks – Clicks are important because it is the active click that lands the user on your website or online store.

In the area of Google Ads, but also in search engine optimization, one therefore focuses in particular on these two key figures. In search engine optimization, the average ranking is added, because here organic traffic is built up through content marketing. That sounds good, doesn’t it? But where is the disadvantage? Content marketing is always a long-term project, every single page has to be written and new articles have to be published constantly.

Through Google Ads you can skip this long way and place your product or service directly on the first places in the search results. The big goal in search engine optimization thus becomes achievable within a few minutes – that’s the big advantage. This is what makes Google Ads so popular with companies and a real success model in online marketing.

How much does it cost to advertise on Google?

How much does an ad cost on Google? Costs and prices the most interesting question for many who are looking for a good Google Ads agency, How much does such advertising cost at all? And how much does advertising cost in comparison, for example, on Facebook? Not only in online marketing there is competition, of course also in the classic media, for example TV advertising. In larger projects, it is also about questions such as “How much does a Super Bowl ad cost?” or on a smaller scale, “How much does advertising on ZDF, RTL, Pro7 and Co. cost?”

Different advertising formats compete against each other and ultimately it’s about evaluating and assessing the different channels. Which advertising channel promises the most effective benefit, the greatest attention and the most sales?

The big question for many, what does it cost to run an ad on Google?

Price calculation: advertising space and competition

Ad rates are extremely customized depending on what industry you are in with your company, who you want to reach, and what competition you have in your particular field. Topics such as finance, vacations, hotels, real estate,…. Are loaded with high density of competition. Accordingly, this needs smart concepts and strategies to provide that extra attention in the search engine and among the competition. To give you an idea of how much an ad costs on Google, we would like to give you a little insight into different areas and industries.

Here you can see the click price for certain search queries. But you also see the difference in the spelling. Briefly described: You book advertising spaces (individual keywords) with Google AdWords. The fewer advertising spaces are available, the higher the price. As seen in the example “buy house Berlin” compared to “buy house Berlin” – 50% saved!!!

  • “Buy a house Berlin” with 9,900 searches per month is 1.10€ / click
  • “Buy a house in Berlin” with 1,000 searches per month is 1.19€ / click
  • “Berlin Haus kaufen” with 720 searches per month is only 0,55€ / click

If you manage to reach 10,000 visitors per month, you will reach 120,000 visitors per year. 120,000 clicks that do not have to be financed by paid advertising. Accordingly, search engine optimization pays off extremely in the long run.

  • 120.000 visitors per year at an average of 0,92€ / click = 110.400€ equivalent value

A good SEO project that attracts 120,000 visitors over 5 years reaches a total of 600,000 people, an equivalent of 552,000 €.

Save money in the long run with SEO? How Search Engine Optimization (SEO)Works

Tip. Want to learn more about SEO? Watch free + premium videos in the Lukinski SEO Masterclass and here for free in the Social Media One blog.

Clear advantage of Google Ads

But here again lies the most obvious and greatest benefit of Google Ads in relation to advertising, such as is placed on TV or on billboards. The users are directly on the offer through a click. Even better, beforehand they have actively carried out a search query themselves, so they are currently in a phase of interest, need and desire. With a poster or TV advertising, this interest must first be generated!

  • User has executed search query independently
  • Recommendation at the moment of active interest
  • Desire for interest does not have to be generated first, as with billboards or TV ads but also a lot of the social ads if they are not configured well

Key figures: Comparison through KPI

There are so many different ways to reach people! But how do you compare the different advertising methods with each other?

For new campaigns but also entire new strategies, ways have to be found to inform people. Classic marketing! The roads to Rome are different, but ultimately it is always about reaching people to activate and inform them. From the message from the public relations department to the new product launch in the online shop.

CPM: cost to reach 1,000 people

So that a comparison between the different media can take place, the “cost per thousand” is used for evaluation and comparison, in short CPM or costs per mille, i.e. the costs that are invested to reach 1,000 people.

How do you start a Google Ads strategy?

If you decide to run Google Ads or AdWords on a professional level, you need a good strategy!

The advertising strategy is worked out together with the agency. The first step is an initial, brief conversation and the naming of the most important goals on their part. In the next step, the agency will take a look at your brand in an initial brainstorming session. In a subsequent workshop, concrete goals are named and ultimately strategic paths are developed from them.

Strategic development includes e.g. prioritization but also categorization of products. From the classical BWL one knows this e.g. from the categorization A, B and C products. From products make up only a small part of the assortment, but deserve a large part of the attention. For example, because they serve as a PR vehicle, as well as a particular product from a particular brand such as the world famous “Billy shelf” a Swedish furniture brand. Certain areas have such a focus, e.g. brand names, certain brand products or even bestsellers.

After identifying the most important products like goes into depth. Whether 1,000 or 2,000 links, a good Google AdWords agency ensures that you have presence in the largest search engine in the world! Every single product, every single link and every single page will be optimized, based on keywords, semantics but also by attention grabbers, e.g. capital letters, arrows or discounts.

The deeper you go into the topic, the more complex and broader the topics that need to be considered in AdWords to run Google Ads. From the first conversation to the workshop with the agency to the final strategy, the set-up of the campaign, the optimization and the expansion, the monitoring and reporting. So that you and your company are always up to date and therefore state-of-the-art, the cooperation with an agency is the recommendation for professional Google Ads management.

Want to advertise on Google? Then you are exactly right with us! We help you with the conception, strategy and implementation of your ads and campaigns.

Consulting, workshop and strategy

With many recommendations and experience we create campaigns for our clients. In doing so, we do not go for quantity, but for quality. Consulting is therefore one of our cornerstones, as well as the development of strategy papers and of course the subsequent campaign implementation for our customers. From nationally active e-commerce to international, multilingual systems. We guarantee performance and solid output.

Advertisements, campaigns and search engine marketing (SEM)

We place ads and campaigns, we analyze the results and optimize them so that they become more and more efficient.

Contact and contact person

Questions about consulting, workshop, strategy development? And get in touch with our contact persons now:

New! Native Ads: Referral Marketing

Native ads (also called native display ads) refer to all paid advertising formats that are discreetly labeled as ads. So, simply put, native advertising is advertising that doesn’t look like advertising. Native Ads offer small disadvantages, but mostly advantages. Did you know. According to a whitepaper by AppNexus, the CTR of native display ads is 8.8 times higher on average. According to Forbes, Native Ads increase purchase intent by a whopping 18%. We also always measure a higher CTR in our client projects. What does this have to do with? Personalization of content, storytelling and more discreet communication channels: referral marketing. Why Native Advertising? What is native advertising? What is native advertising?

Jobs: Google Ads and Performance Marketing

You already have experience with Google Ads? And you are looking for new challenges? Perfect! Support us and our clients in Performance Marketing. Find out more about us, vacancies and contact details for your application here:

Performance Marketing: Overview

Email marketing is a part of the overall performance marketing strategy.

Agency, strategy for sales closings

Performance Marketing Agency – Performance marketing includes a mix of instruments from online marketing. We present you here all areas and advantages, step by step. You will get to know: Social Media, Email Marketing, Affiliates, Display and Native Advertising, but also Content Marketing, Search Engine Ads and lastly Search Engine Optimization. Everything starts with the right strategy and a good performance marketing agency that understands your craft.

  • Performance marketing