Search Engine Advertising (SEA)

Placing advertisements in the search engine – that is search engine advertising, or SEA for short. As the largest search engine in the world, Google plays a central role in this. With its online advertising system Google Ads (formerly Google AdWords), advertisements can be placed in Google Search, Google Shopping, YouTube or the Google advertising network (i.e. on websites and in apps of Google’s advertising partners). The advantage over classicsearch engine optimisation (SEO) lies in the planability and scalability as well as the quick set-up and response.

Google Partner

We are a certified Google partner agency for search engine advertising and video advertising and are allowed to use the official Google partner logo. But what does that mean for you?

Google Partner is a programme for advertising agencies and other digital marketing companies that manage Google Ads accounts on behalf of their clients. Google awards the Google Partner logo to those companies that meet the following requirements:

  • Performance:
    The agency must be able to demonstrate and maintain an optimization factor of at least 70% in its Google Ads campaigns.
  • Expenditure:
    The agency must be able to demonstrate a minimum amount of Google Ads spend within 90 calendar days.
  • Certification:
    50% of the agency’s Account Strategists must have successfully completed Google Ads certifications. This includes at least one certification for search campaigns, one certification for video campaigns, and one certification for app campaigns, all of which must be repeated annually.

Google therefore only awards the status to agencies that distinguish themselves through expertise, the application of best practices as well as experience. The agency’s success is reviewed regularly – and if anything no longer fits, this status is withdrawn from the agency.

If we are allowed to carry this logo, you can be sure that you are being served by a high-quality and tested SEA agency.

Potential analysis using the example of a newly launched online shop

Wish and reality – does that go together? The analysis of your competitors provides reliable data.

I. Search volume

Once we have identified the crucial keywords (e.g. by looking at competitors, see overview / chart), we can estimate the approximate search volume and thus the potential market volume.

II. cost per click (CPC)

Since the Google ad spaces for the search terms are auctioned off, there are very different costs for a click on the ad; the mere visibility of the ad is free of charge.

III Conversion Rate

How many visitors make a purchase? This rate is usually between 0.5% and 3.0% and can vary greatly depending on the sector. A conversion rate of 0.5% means that you need 200 visitors to your shop to complete a purchase.

IV. Shopping cart calculation

With the analysed values, first calculation examples can now be created:

If we assume a search volume of 25,000 per month, we can try to attract a large proportion of these potential customers to your site with a well-adjusted Google Ads campaign.

With a CPC of EUR 0.50, we can buy 5,000 relevant visitors per month for EUR 2,500 click costs.

Let’s assume that the conversion rate is 2.0%, which means 100 sales and advertising costs per sale of EUR 25.00 (cost per conversion = CPC).

With an average shopping basket of EUR 500.00, this example would result in a monthly turnover of EUR 50,000.

The digital storefront

On the net as in real life, the saying goes: You will only be found in the right places!

Profitable turnover through a “digital shop window in the best location”.

1. layer

Using SEA and SEO to get a favourable position for the “shop”: To appear as high as possible in the search results list on Google. Comparable to the best location in the city, with the highest rents.

2. shop window

Use informative and compelling ad copy in Google Ads: Attract passers-by who are strolling by.

3. design

Appealing design of the shop and a serious appearance: Highlight unique selling point (USP).

4. products

The right choice of products, presented with informative descriptions to make the selection easier.

5. offers

In the window and in the shop: The right products at an appealing price enables comparability with the competition – the “shop next door”.

… and what happens next?

Ongoing analyses

Pricing policy
Market exploration: monitor prices and supply of potential competitors

  • Adjustment of own price and product structure, if necessary, in order to remain competitive

Regular analyses of the Google Ads results

  • Optimise keywords and ads
  • Adjust budget

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