Advertising costs at a glance

Coded with ♡ von Stephan

With search engine and display ads, you can reach users at exactly two moments: actively searching (search) or passively consuming (display). Our calculators help you to realistically plan budgets at channel and campaign level – including reach and click estimates.

• Google Search Ads Calculator
• Google Display Ads Calculator
• Microsoft (Bing) Ads Calculator

Google Search Ads

Google Search Ads place you at the top of the search results when users actively search for solutions. Use the calculator to plan click prices, daily budgets and expected clicks – an ideal basis for lead and sales campaigns.

• High intent: Visible for relevant search queries
• Strong lever for performance (leads & sales)
• Google Search Ads Calculator

Read here what we can do for you: Google Ads Agency.

Google Display Ads

Google Display Ads deliver reach on millions of websites, apps and YouTube. Perfect for upper funnel, awareness and retargeting. Use the calculator to see how many impressions your budget can realistically deliver.

• Wide inventory in the Google Display Network
• Ideal for branding and smart retargeting setups
• Google Display Ads Calculator

Microsoft (Bing) Ads

Microsoft Advertising (Bing) reaches target groups that search outside of Google – often with higher purchasing power and less competition. The calculator helps you to plan CPC, budget and click reach precisely.

• Alternative search reach with solid conversion quality
• Often lower CPC due to less competition
• Microsoft (Bing) Ads Calculator

Plan budget & reach realistically

Realistic media plans are based on clear assumptions: CPC, CTR, CR and target CPA. Our calculators ensure transparency – you can immediately see what reach, clicks and conversions your budget is likely to achieve, comparable across all channels.

• Fast scenarios: Low / Medium / High
• Transparent basis for offer & forecast phases
• Free to use online – without registration

Best practices for greater efficiency

Solid structure beats high budget: Work with clean keyword groups, negative keywords, suitable placements and clear goals. Combine search (intent) and display (reach/recall) – plus retargeting – for a holistic performance.

• Clean campaign structure & tracking
• Combine search + display + retargeting
• Test regularly: ad texts, target groups, bids

Marketing calculator online: All tools

Looking for free marketing tools? We’ve collected them all for you! You can calculate the most important KPIs for your marketing such as CPC, CR or ROI directly online. We also have social media ad calculators for budget and reach, including for TikTok, Instagram and YouTube. Search engine and display ads calculators are also included, such as for Google Search, Google Display or Microsoft Bing. With the right bidding strategies, you can work wonders in online marketing. Start now and optimize your campaigns online for free!

• Marketing calculator free of charge
• Marketing Tools: List

How can you build backlinks?

Explained very simply in advance, as a kind of definition:

How does link building work?

Backlinks can be built in various ways. These include creating high-quality, shareable content, guest blogging, sharing content on social media, submitting websites to directories and requesting links from partners or industry associations. Another important strategy is “broken link building”, which involves finding broken links on other websites and suggesting that webmasters replace them with links to their own relevant content.

The advantages of link building are brief:

• Building trust and authority
• Increase visibility in search engines
• Goal: Number 1 ranking on Google

This works with:

• High-quality content
• Guest blogging
• Social media sharing
• Directory submissions
• Partnerships
• Broken Link Building

Info Graphic: Link Building

The big goal: Number 1 ranking on Google.

What are backlinks examples?

In the end, it’s all about the algorithm of search engines. How can we influence it positively, a simple explanation and a practical example:

My favorite example: Philosophical

The “bar principle”:

Situation 1: Imagine a bar. Someone enters the bar and nobody knows the person, nobody turns around. So the person will walk to the bar all alone without anyone noticing them.

Situation 2: Someone enters the bar and a few people know the person, turn around and start whispering. Other people become aware of this (cf. algorithm). Why are they whispering? Why are they pointing at this person? Suddenly, more and more people are looking at this person and the effect intensifies.

Backlinks are like this example: the more people talk about you, the more people become aware of you, the more reach and attention you get.

The search engine algorithm works in a similar way, the more good quality websites link to you, the better – simply put.

Practical: Guest articles on websites

Examples of backlinks can be simple links from blog articles, recommendations on industry sites, links from information sites (such as Wikipedia) or links through partnerships and cooperations.

How many backlinks should you have?

There is no fixed rule as to how many backlinks you should have. More important than the sheer number is the quality of the backlinks. A few high-quality backlinks from authoritative and thematically relevant sites can be significantly more valuable than a large number of backlinks from less relevant or lower-quality sites.

• No fixed rule
• Quality before quantity
• Prefer high-quality, thematically relevant backlinks

What makes a good backlink?

A good backlink should come from a thematically relevant and trustworthy source, ideally from a website with a high authority in the respective industry. The link should of course be embedded in the context and offer the user added value.“Follow” links are generally more valuable than“no-follow” links, as they contribute directly to SEO value.

• Thematic relevance
• Trusted source
• High authority of the linking page
• Natural embedding in context
• “Follow” links preferred

Writing SEO texts: What to look out for?

Good SEO texts follow a structure, just as books have a certain structure over the decades and centuries, so does SEO. Learn more about the structure of good guest articles and SEO texts here:

• Writing SEO texts: What to look out for?
• 472% more performance: SEO example

What types of backlinks are there?

There are different types of backlinks, including but not limited to do-follow and no-follow links, internal vs. external links, and naturally or artificially placed links. “Do-follow links contribute directly to search engine rankings, while no-follow links do not, but can still be useful for generating traffic.

• “Do-Follow” and “No-Follow”
• Internal vs. external
• Natural vs. artificially placed

How much does a backlink cost?

The cost of backlinks can vary greatly depending on the quality and source of the backlink. Some link building strategies, such as creating content or using social media, can be relatively inexpensive. On the other hand, paid guest posts or buying links, which is not recommended by search engines like Google, can be more expensive and carry risks.

• Vary strongly
• Cost-effective strategies vs. paid links
• Risks of purchased links

How long does it take for backlinks to work?

The time until backlinks start to have a positive impact on the ranking of a website can vary. As a rule, it can take several weeks to months for search engines to recognize the new links and take them into account in their algorithms. Patience and continuous maintenance of high-quality content as well as ongoing efforts to obtain high-quality backlinks are crucial for long-term success.

• A few weeks to months
• Patience and continuous content maintenance are crucial
• Long-term development of good quality backlinks

Long-term effect: Heatmap example for #1 ranking

The long-term effect of good backlinks. As you can see here in the Google heatmap, 80%+ of all activity takes place on-page (search results without scrolling).

That’s it! More about SEO & SEA?

We are your agency for SEO & SEA strategies. Specializing in e-commerce and performance tools such as email marketing and sales funnels, we push your KPIs to a new level! Learn more about our strategies and our agency here.

• Link building agency
• SEO X SEA Agency
• Contact us

Types of keywords

Here you can see the different types of keywords and their meaning listed:

• Money keywords – products and services
• Brand Keywords – Company Name in Focus
• Compound keywords – combination of company name and products or services
• Other – no relation to the brand or the product or service

Keyword classification

Keywords can be classified into short-tail or long-tail. Short-tail keywords are short keyword phrases such as “buy top” or “chocolate vegan”. Such search queries usually have a high monthly search volume. Long-tail keywords are longer, more complex and accordingly less frequent than short keyword phrases. An example would be “make your own sugar-free vegan Nutella”.

Keywords quickly explained

Keywords briefly explained:

• Keywords
• Description of your website
• Words entered in search engines

PPC price and application (mostly search engines)

The opposite would be organic reach, that is, visitors who come to your online project not through advertising, but through good content (for example, a blog on the topic).

The result is then the CPC, the “cost-per-click”.

PPC takes place in search engines, but also in social networks. However, in social networks, people are usually not billed by clicks, but by impressions. In the technical term CPM, means “cost-per-mille”. Simply explained, the cost of 1,000 views of the ad.

Popular in PPC are especially Google Ads.

Google Ads: What is it?

CPC, CPM, AdWords, impressions, clicks,… many technical terms from performance marketing! Today we want to explain Google Ads very simply, 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 Ads

Become a Content Marketing Manager at One

Image and video production – video marketing without sound, text overlays, small smartphones, customization of scenes. Further use for Youtube, instead of 30 seconds 10 minutes, instead of text overlays, speech, moderation. For Instagram new square formats, only 10 seconds time, maximum 2 seconds to engage the follower – phew! A lot of work. We help you produce the perfect media and content for social media.

• Image and video production
• Content marketing

You already have experience in content production? Excellent! Send us your application.

• Email: office@socialmediaone.de
• Subject: Application Content Marketing
• Appendix: Application and curriculum vitae

You can expect an international and dynamic working atmosphere. And yes… We celebrate successes together at events. We always have an open ear for your ideas! You can permanently contribute your other skills and take on a leading role in the future.

Your profile as Content Marketing Manager

• Professional experience in the field (agency side or client side)
• You like to be on Instagram, YouTube, TikTok & Co.
• You know current trends and topics
• You work conscientiously
• Willing to learn, responsible, reflective

Your salary, vacation & Co.

We evaluate your qualities individually! In Content Marketing Management, we offer you a fair to very good salary and additional opportunities for bonuses, depending on the skills you bring to the table.

• Salary: By arrangement
• Salary: By arrangement

Collaboration with our partners, customers and our team members: Welcome to One! We look forward to receiving your application.

All jobs: Agency overview

Business Development for new clients of our agency, Performance Marketing for existing clients, Social Marketing, Social Ads, Google Ads, Content Marketing, we are always looking for talent. Here you can find all jobs in an overview:

• Jobs

Customers: A selection

Become a Google Ads Manager at One

Advertisements in Google & Co. – What interests do users have? What do they want? Where do they come from? Which website do they visit? Which products do they look at in online shops? How much time do they spend on a particular topic, e.g. In an online blog? What interests do they have?

• Google Ads

You know the answers to the questions? Apply now at Social Media One!

• Email: office@socialmediaone.de
• Subject: Application Google Ads
• Appendix: Application and curriculum vitae

You can expect an international and dynamic working atmosphere. And yes… We celebrate successes together at events. We always have an open ear for your ideas! You can permanently contribute your other skills and take on a leading role in the future.

Your profile as Google Ads Manager

• Professional experience in the field (agency side or client side)
• You like to be on Instagram, YouTube, TikTok & Co.
• You know current trends and topics
• You work conscientiously
• Willing to learn, responsible, reflective

Your salary, vacation & Co.

We evaluate your qualities individually! In Google Ads Management, we offer you a fair to very good salary and additional opportunities for bonuses, depending on the skills you bring to the table.

• Salary: By arrangement
• Salary: By arrangement

Collaboration with our partners, customers and our team members: Welcome to One! We look forward to receiving your application.

All jobs: Agency overview

Business Development for new clients of our agency, Performance Marketing for existing clients, Social Marketing, Social Ads, Google Ads, Content Marketing, we are always looking for talent. Here you can find all jobs in an overview:

• Jobs

Customers: A selection

Marketing Agency China: Made in Germany

Quality, Made in Germany. But how do you make this worldwide, unique brand promise known as a company in China? As a marketing agency, we have focused early on the Chinese market and are, not only for the typical marketing strategies contact, but also and especially, for new, digital media. As one of the few agencies, we place advertisements on TikTok (Douyin in China) in the Chinese market. From building digital sales structures, to gaining reach, read more, first insights about marketing in China here!

Communicating quality: Channels, Messages in the Giant Kingdom

Owner, Stephan M. Czaja

Products and ideas that are Made in Germany have one of the strongest seals of quality that exist in this world. The largest market in this world, however, is for many still a book with seven seals. With over a billion potential contacts, the biggest problem, or the biggest question for companies that want to build customers in China:

How does marketing work in China?

Cities like Chongqing, Shanghai, Beijing, Guangzhou, Shenzhen, Wuhan and Tianjin alone have more inhabitants than the largest German cities together. The city of Chongping alone, seen immediately in the example, offers a reach of 31 million people. That’s 9x as many as Berlin, 21x Munich or 31x Cologne – in one, single city.

China as a whole, has a market volume of 16.5 trillion US dollars, 16,480 billion US dollars to be exact, rising for decades. Of that, about 2,077 billion goes to imports only, a full 2 trillion. By 2050, i.e. in 30 years, the population in China will be + 9.4 years older on average, from 38.4 years at present to 47.6 years. Valuable metrics that make the Chinese population one to target when it comes to global competition, in almost every industry: Automotive, Solar, Financial Products, Real Estate in China, Medical, etc.

• Purchasing power: 16,500 billion
• Imports: 2,077 billion
• Population: 1.393 billion
• Annual income / capita: $ 11,841

That is, even ultra local marketing, in just one city manages to reach millions of contacts. An enormous potential, from which some German companies want to profit and increasingly more. You have questions, ideas or already a concrete project in planning and are looking for support and solutions? Get in touch with our contact persons for China.

• Contact

After the facts and figures about China, we also give an insight into the work of our marketing agency, with a focus on digital media and performance marketing, including social media marketing, native advertising and search engine advertising. Here already once briefly, presented in advance.

How do we work as a marketing agency?

Marketing: 3-point strategy from One

3-point strategy, what does that mean? Firstly, advertising (new people), in the second step advertising on keywords (interested / searching people) and for interested people referral marketing (checking people).

• Advertising (new people)
• Advertising on keywords (interested / searching persons)
• Referral marketing (reviewing persons)

The goal is to reach all potential buyers. How do we achieve this goal for our customers? We rely in particular on digital marketing:

• Social Media – Content Marketing & Advertising
• Search engines – Advertising on keywords
• Blogs, magazines and online portals – recommendation marketing

As described before, China has real mega cities. So if you advertise “only” residents of Chongping, you already have an audience of 31 million people. That is 9x Berlin, 21x Munich or 31x Cologne – in one city.

View of Chongping: Mega City

Chongping alone has 31.02 million inhabitants, the largest city in China, ahead of Shanghai and Beijing. However, also distributed over an area of 82,300 km². For comparison, Berlin has only 3.76 million inhabitants (12%), but also only an area of 891.8 km² (1%).

So when looking at China, we are talking about completely different “area scales”. For a small, first impression, here is a look at the region around the city.

The dimensions of the city you can imagine, when looking from Chaotiamen Square. Skyscrapers as far as the eye can see. There is not “only” a quarter, in which is built high, here everything is a little bigger. A view of the metropolis of millions from Chaotiamen Square:

The large amount of people leads the government to be significantly more restrictive in many aspects than “Western” countries. From a media point of view, China is therefore very different from the rest of the world. You can see that quickly by looking at the social networks used.

How many social networks from China do you know?

Ranking of the most popular social networks

If you look at the top 10 networks and messengers, you’ll actually find only 1 “western” network, LinkedIn to be precise, from America. Here you can see the latest ranking of the most popular social networks and messengers, according to the share of users in China.

Addendum – Not yet in the statistics is TikTok, which began its triumphal march, especially in 2020. It is estimated that 57% of TikTok / Douyin (which is the name of the app here), are based in China. Also not included in this statistic were QZone, Toutiao and Zhihu.

We would therefore like to add to this:

• TikTok (Douyin)
• QZone
• Toutiao
• Zhihu

In addition, the networks and messengers, according to survey of statistics (3rd quarter 2019):

1. WeChat – 78%
2. Sina Weibo – 56%
3. Baidu Tieba – 50%
4. Xiaohongshu – 39 %
5. Tencent Weibo – 36%
6. Kuaishou – 32%
7. Douban – 23%
8. Douyu – 20%
9. LinkedIn – 20%
10. Meitu – 15%
11. Meipai – 13%
12. Skype – 12%
13. Yizhibo – 10%
14. Huya – 9%
15. Yammer – 8%

WeChat, Sina Weibo, Baidu Tieba, Xiaohongshu and Tencent Weibo – All names that companies and marketers still have to get used to if they want to be active in the Chinese market.

Purchasing Power: Selling in China

Even if the per capita income is not exactly the same, nearly 1.4 billion residents are looking for new products, brands, ideas and ways to spend or even invest their money. More precisely, 1.393 billion, with an average income of 82,413 yuan a year, equivalent to around 11,841 US dollars. This already gives a purchasing power of 16,480,583,000,000 US dollars, or 16 trillion US dollars, or 16,480 billion.

16.5 trillion US dollars purchasing power / year

People, like everywhere else on the planet, are investing in goods that no longer just satisfy basic needs. From French wine and Swiss watches to German-made automobiles. Due to the increasing prosperity in China, the needs and desires of consumers are rising. An excellent time for German companies.

USA vs China: Largest economy

China has already overtaken the US as the world’s largest economy! So was at least speculated, as seen here in the infographic. However, that was still too optimistic thought because, still the US is the largest economy in the world, as seen in a moment.

Forecast (10 years ago) did not happen!

According to the latest IMF forecast from 2020, the US will remain the leading economy in 2026. Seen here, in the top 10 countries, with the largest gross domestic product (GDP) from 2019 to 2026 (in billions of US dollars). First a look at the current year, then the forecast for 2023 to 2026.

Source: Statista.

Growth in comparison: Current

Growth forecast (IMF): 2026

Population and GDP development: forecasts 2026

Not only is China one of the big players, the country continues to grow, as seen here, in total population from 1980 to 2018 and projections to 2026, with the population approaching one and a half billion by 2026.

• 2025 – 1,417 billion +0.9 %
• 2020 – 1,404 billion +2.18 %
• 2015 – 1,374 billion + 2.53 %
• 2010 – 1,340 billion + 5.76 %
• 2000 – 1,267 billion + 10.84%
• 1990 – 1,143 billion
• 1980 – 987.05 m
• …

More and more inhabitants are earning more and more money. Since 2006/2008, the gross domestic product has been rising almost inexorably. Since statistics are worth a thousand words, here is the gross domestic product (GDP) in current prices, from 1980 to 2019 and forecasts, again with forecast to 2026 (in billions of US dollars).

• 2025 – $23,029 billion + 54.97 %
• 2020 – $14,860 billion + 33.71%.
• 2015 – $11,113 billion + 84.20%
• 2010 – $ 6,033 billion + 163.44 %
• 2005 – $ 2,290 billion + 90.04 %
• 2000 – $1,205 billion
• 1990 – $396 billion
• 1980 – $303 billion
• …

Here you can see once again the real growth of the gross domestic product (GDP) from 1980 to 2019 and forecasts to 2026 (compared to the previous year) visualized.

What does that mean per person? If you divide the GDP among individuals, it shows that the purchasing power of individuals in China is increasing and increasing. Another indicator that makes China one of the current and future sales markets.

• 2025 – 16.284,03 $ + 50,22 %
• 2020 – 10.839,44 $ + 34,07 %
• 2015 – 8.084,80 $ + 79,67 %
• 2010 – 4.499,79 $ + 373,08 %
• 2000 – 951,15 $ + 174,21 %
• 1990 – 346,86 $
• 1980 – 307,00 $
• …

Target group China: age and structure

Who buys? The target group and product offering must harmonize in order to make sales. A key look when identifying target audiences in marketing, including in the Chinese market, is current age and upcoming age. Why?

Customer Lifetime Value – Simply put, “repeat customers.” Does a customer make a one-time purchase of a product or service, or does our one-time customer, become a returning customer? As with e-commerce optimization, it’s all about building loyalty to our product.

People in China are getting older, accordingly a product can, in the long run, grow with the target group. A typical example here: Automobile industry. Some car models achieve such a “cult status” among the respective brand followers that subsequent models are bought almost automatically.

Here’s a quick look, at the average age of the population, from 1950 to 2020 and projections to 2050. By 2050, 30 years from now, the population in China will be + 9.4 years older on average, from 38.4 years currently to 47.6 years.

• 2050 – 47.6 years (+ 1.3 years)
• 2040 – 46.3 years (+ 3.7 years)
• 2030 – 42.6 years (+ 4.2 years)
• 2020 – 38.4 years (+ 3.2 years)
• 2010 – 35.2 years (+ 5.1 years)
• 2000 – 30.1 years
• …

As learned above, the country currently has a total purchasing power of $16,000 billion at its disposal. But, how much of that goes to imports? Currently, about 12.5%, or 2,000 / 16,000 billion. To see here, on the import of goods from 2009 to 2019 (in billions of US dollars).

• 2019 – $2,077.1 billion + 23.67%.
• 2015 – $1,679.57 billion + 20.29%.
• 2010 – $1,396.25 billion

What share do goods and services from Germany have in Chinese imports? Here you can see the value of German exports to China from 2007 to 2019 (in billions of euros).

• 2019 – $95.98 billion (+$24.7 billion)
• 2015 – $71.28 billion (+$17.49 billion)
• 2010 – $53.79 billion (+23.89 billion)
• 2007 – $29.9 billion

Media Mix in China: Strategies

As already mentioned at the beginning, Chinese use completely different platforms than Europeans or Americans when it comes to obtaining information.

Communication with friends, celebrity news, shopping to paying at restaurants and for online stores, does not take place on separate platforms here, but often in a single app.

Apps like WeChat are also much more comprehensive. They are social network, users do their online banking through the app, much more even, even simple payment at the supermarket or, as mentioned above, at the restaurant, are possible with the app.

Accordingly, you need for your brand on the one hand, a marketing concept and on the other: A completely new customer journey, when “everything” takes place in an app. Customer journey means the path of the user, from acquisition to lead (desired conclusion, from newsletter to product sale). In comparison: someone searches for a product on Google, clicks there, comes to e-commerce, puts a product in the shopping cart, registers as a customer and pays.

1. Marketing concept
2. Customer Journey

Besides WeChat, there are other apps that a large portion of the population actively uses. Here is a brief review of the top 10 social networks in China:

1. WeChat – 78%
2. Sina Weibo – 56%
3. Baidu Tieba – 50%
4. Xiaohongshu – 39 %
5. Tencent Weibo – 36%
6. Kuaishou – 32%
7. Douban – 23%
8. Douyu – 20%
9. LinkedIn – 20%
10. Meitu – 15%
11. …

Solutions for German companies in China

Solutions for German companies in China are always individual – for market entry, whether physical or only medial, there is no simple 1-2-3 roadmap that shows the way. For more complex products, the solutions are even more individual, for example for companies in mechanical and plant engineering. Here, it is no longer sufficient to “only” place advertisements.

Therefore, the very first step is to have a conversation. What are your / yours:

• Assortment, products and A-products
• Target group
• Company and structure
• Employees and capacities
• Competition and local competition
• Key market figures on site

From this, the first strategies are formulated, from pure e-commerce marketing, to local partners on the ground, with sales structures.

But before we get too far into the subject, let’s get back to basics.

Market barriers and communication management

China, as I’m sure you know, is a very regulated country and actions have to be considered in advance. Unlike in the European Union or in Germany, you need local partners for a lot of marketing and advertising.

Our agency also had to communicate with many partners in the first weeks, the focused work in China, in order to create trust. Only then did we get the appropriate approvals, for example for advertisements in individual apps, or the opportunity to work with local partners on site and their system and / or structures.

The market entry itself is much more difficult than, for example, an advertising campaign in France, a direct neighbor and member of the European Union. Especially when it comes to reach millions of people with a message as a company with an advertising budget, not twice but three times as much attention is paid to the action(s).

In particular, the platforms that are based in China want to protect themselves from possible violations. Accordingly, the selection of advertising partners is very selective. The longer one is active as a marketing agency in China, the more freedom and desires are approved.

Social Media One: Bridge to USA & China

Marketing agency: 3-point strategy

Our marketing agency has been specializing in global marketing since 2018. With a focus on digital media and performance marketing. Our services include social media marketing, as well as native advertising and search engine advertising. This gives our clients a presence in all new, important media.

How do we work?

Marketing concept and strategy

Our strategy employs a 3-point strategy: Firstly advertising (new people), secondly advertising on keywords (interested / searching people) and for interested people referral marketing (checking people).

1. Advertising (new people)
2. Advertising on keywords (interested / searching persons)
3. Referral marketing (reviewing persons)

The goal is to reach all potential buyers. How do we achieve this goal for our customers? We rely in particular on digital marketing, state-of-the-art in the 20s.

1. Social Media – Content Marketing & Advertising<
2. Search engines – Advertising on keywords
3. Blogs, magazines and online portals – recommendation marketing

These are the core elements of our marketing strategies, also in China. With this, potentially interested parties, at all important points, are adressed and also adressed again(social ads / remarketing).

1) Through advertising, you reach people for your company and your products, who have not yet had contact with it. Through 2) advertisements in search engines, the people are adressed who are actively looking for specific information at this very moment. In a 3) further step, we rely on recommendation marketing, for example through tests by bloggers, comparisons, testimonials on magazines and online portals.

Online first: Complementary offline methods

In addition, there are other methods and strategies, depending on which strategy has been worked out for the respective company or the individual product and campaign. These could be, for example, posters, printed and in the streets of the city of Shanghai and Beijing or also influencer marketing actions, i.e. reputation marketing, by brand advocates. In China, trends are picked up quickly, so virtual influencers are also part of the mix. In particular, these local multipliers ensure that a campaign is not only seen, but really, as relevant information, perceived by the prospect on the ground.

Start a company in China: Company (List)

Founding a company in China? This question comes up relatively often for companies that want to expand to China. In Europe, as well as in America, people are used to the fact that setting up a company for activities in the local market is relatively easy. In China, however, it is the case that every time a foreigner sets up a company, a Chinese partner must be involved.

You can find more information about the company models here (external).

• Representative Office
• Company with exclusively foreign participation (WFOE)
• Foreign trading companies (FICE)
• Joint venture – joint ventures
• Partnerships with foreign shareholders (Foreign Invested Partnerships)
• Branches

Contact and contact person

Do you have questions, ideas or are you already planning a concrete project and looking for support and solutions? Get in touch with our contact persons for China.

• Contact

Search algorithm: Google Updates

How does the Google algorithm work? How does Google sort the search results? How does the page rank work?

Every year, Google makes hundreds of changes to the search algorithm. In 2018, they reported an incredible 3,234 updates, averaging nearly 9 per day. Although most of these changes are minor, Google occasionally makes major algorithmic updates (like Panda and Penguin) that significantly impact search results.

For search engine marketers, knowing when major Google updates occurred can help explain changes in rankings and organic website traffic, and ultimately improve search engine optimization.

Many who only maintain a single domain do not know the impact that such an update of the algorithm has on different sites. To give you a little insight into how such a change affects the rating of pages or the number of impressions, i.e. the display within the search results, we have some interesting screenshots for you.

Effect on Google.de: 4 days later

These screenshots show Google Search Console. It shows what successes a single domain has in the Google search engine. All rankings are listed, i.e. all keywords or keywords for which your website or e-commerce is placed.

Some sites benefit from such updates in the algorithm, while others lose extremely in value. Without digging too deep into the sewing box, there have been some worried calls in our agency.

The tenor is then mostly relatively the same, our site suddenly crashed! -40%, -50% in range. Circa 100 live visitors, suddenly there are only 50. Accordingly, the update of the algorithm has a big impact on website operators.

Who wins, who loses?

The effects refer to the general content quality standards. Who offers his reader the most added value?

1. Unique Content – Unique Content
2. Visual media – increase retention time
3. Sharing – How often is your site shared
4. Left – Outgoing and incoming links
5. …

Those who make the most effort benefit from such updates.

How does an algorithm work?

Why don’t we ask Google… How does an algorithm work?

Now let’s look at some examples.

Best Practice: SEO impact

Here you see pages from our (so to speak, private portfolio). This includes our companies. Here you can see how such an update affects domains.

• 65% of our domains are constant
• 25% increased moderately in range (approx. ~5% growth)
• 5% increased strongly in range (approx. ~20% growth)
• 5% dropped in the ranking (test projects including scraping)

Test projects that were not filled with qualitative content decreased in reach. All others (95%) for which we put a lot of effort (as you can see in this article) went up.

Loser: Example real estate (scraped data)

Project: Confidential.

This is how things can go down when test projects are based purely on data, not on “human” texts. One of our side has been hit extremely hard!

Consistent

65% of our domains have hardly changed or, as can be seen here, have remained the same in terms of organic growth.

Winners with strong increase: Example fashion magazine

Here you can see our modemagazine.

The first day I thought, why?! Then, after 3, 4 days it went steeply uphill!

This testing in the first few days was also the case for other domains, which also recovered but did not receive an additional push.

Winners with strong: example real estate

Project: Confidential.

Country comparison, average CPC price in Europe

Super interesting is this new country comparison. Before we take a look at the statistics on the average CPC price in Europe, first of all the question, how do I calculate the CPC?

Factors for the price determination

The price of advertising (whether social media or search engine) is calculated based on supply and demand. The more users are relevant for a certain industry, the more expensive the price, the more competitors from a certain industry are active in a certain keyword or in a certain group, the more expensive the price. Conversely, keywords and target groups with less competition cost less.

There is no uniform average price for advertising on search engines. However, it is very interesting to take a look at the comparative figures, especially to the other European neighbouring countries.

An exact price can only be defined on a daily basis.

Country comparison and costs of CPC

It depends heavily on the industry, demand and competition. Some click prices can reach 12, 14 or even 16 Euros. In general, the average click price in Germany is 0.62 Euros.

CPC in Germany: 0.62 Euro

This comparison with the CPC price in other countries is very interesting. Here you can see the country comparison. Exactly the average cost per click (CPC) price for advertising in search engines 2018 (in US dollars).

1. Switzerland: 0.80 Euro CPC
2. Norway: 0.77 Euro CPC
3. UK: 0.71 Euro CPC
4. Sweden: 0.62 Euro CPC
5. Germany: 0.62 Euro CPC
6. Austria: 0.53 Euro CPC
7. Ireland: 0.49 Euro CPC
8. Belgium: 0.49 Euro CPC
9. Netherlands: 0.49 Euro CPC
10. Finland: 0.49 Euro CPC
11. Denmark: 0.49 Euro CPC
12. France: 0.46 Euro CPC
13. Spain: 0.31 Euro CPC
14. Italy: 0.29 Euro CPC
15. Poland: 0.17 Euro CPC

You can find more statistics at Statista

Price calculation: advertising space and competition

Here is an excerpt from our article on Google Ads, advertising on search engines.

Advertising rates are extremely individual, depending on the industry you are in with your company, who you want to reach and the competition you face in your particular field. Topics such as finance, holidays, hotels, real estate, … Accordingly, this requires smart concepts and strategies to get the necessary extra attention in the search engine and among the competition. To give you an insight into how much an ad costs on Google, we would like to give you a small insight into different areas and industries.

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

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

Those who manage to reach 10,000 visitors a month themselves, can reach 120,000 visitors a 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
• Save money in the long run through SEO? This is how search engine optimization (SEO)

Influencer Search Engine: The Online Tool for Instagram

A simple Influencer search engine does not exist! Or is it? Instagram belongs to Facebook. Facebook’s business model is data about users. If Facebook or Instagram made this data available so easily, the business model would no longer be exclusive to them. Other companies could quickly settle down to steal their own programs from the data. Facebook or Instagram acts as an intermediary and therefore keeps all data to itself. If you remember the data scandal of the company Cambridge Analytica, you will see what you can do with large amounts of data. In the course of the data affair and after Mark Zuckerberg’s hearings with high-ranking US officials, access to the data was restricted even more. Instead of thousands of accesses again, now only a few hundred are possible per minute. Therefore companies, software in addition, most on-board systems cannot pull large quantities of data any more. Since Instagram has nearly one billion users, one would have to update all these profiles daily, in order to be able to supply really meaningful values. With only 200 requests per minute, you can’t get that far every day. That’s why there is no exact analytics software for Influencer on Instagram.

The best alternative to detecting Influencer on Instagram is therefore a small live hack on our part!

Finding influencers with Combin

Agency everyday life: Influencers are sought by hand on the smartphone. This takes a lot of time. It is better to have a smart tool work for you: Combin.

Search function and results

Combin stands in particular for increasing reach through interaction. The basic function is to find the right audience using parameters. These include, for example, the number of likes on a picture or the targeted search for media with a specific hash tag. If you are looking for influencers, you can use this function to track down people.

Combin analyses millions and billions of contents in the search and sorts itself according to search criteria and chronologically. You get a simple overview with media and the most important data (likes, comments, etc.). Now you have 50, 100, 250 or more influencers at a glance! So the selection is easy.

• Continue to: Combin Software
• Price: Free of charge (Package: Starter)

Search filter

The search can be further restricted by entering hashtags. For car manufacturers #mercedes or #bmw easy to find people who:

1. Post the right content (with hashtag)
2. A certain number of Likes have (correspondingly many followers)
3. Associated number of comments
4. Time factor
5. Much more…

Specific search for influencers in regions? Whoever works internationally, for example in Europe, is confronted with many different languages. Our tip: Translate words with Translator (e.g. Google Translator) into national languages, then search. International search? When searching, it is particularly worthwhile to search for terms in the national languages.

If you search only for a #hashtag like #fashion, all postings (also with 0 Likes) appear, so you should set the filter directly to 5,000 + Likes. So the general search looks up with results, only filtered to one #hashtag.

Combin continues to evolve into Instagram marketing and content planning solutions.

Analyze channel

Here in Best Practice to see a new channel for a fashion magazine. This gives your own social media / influencer manager an immediate overview.

Instagram Analysis Online with a few clicks

Of course Combin can do much more! With our online tool you can perform the Instagram Analysis online. Very easy and convenient, from notebook, tablet, desktop PC and of course from smartphone. So you always have an overview of your current influencers, for different projects or campaigns.

• Continue to: Combin Software
• Price: Free of charge (Package: Starter)

Find influencers: Database for exact search

Most influencer agencies as well as social media agencies still work in Excel lists. Here the individual influencers are collected, with their channel ID, the individual URL but also the current follower and the current news. The data must be constantly updated, this costs a lot of time from employees and therefore a lot of money! Finding influencers is definitely not free of charge. For some campaigns it is 97.98 % time saving. The tool offers so many advantages to your company. Also in our consultations we see how much time can be saved in some agencies. Especially if one or two employees update data every day. After the online tool for the influencer search was integrated into the everyday life of the agency, these people were able to focus directly on more effective work.

amit you not only have a huge selection of influencers to find in Germany, but also in Europe and worldwide. So far, the search is focused on Germany, but you have protection access to many countries and cities in the world.

How to categorize influencers?

More about this topic: Influencer categorization.

Infographic: Classification of influencers