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Search-Engine-Advertising optimieren: Mehr Erfolg mit Google AdWords, Bing Ads & Co.

Search-Engine-Advertising optimieren: Mehr Erfolg mit Google AdWords, Bing Ads & Co.

          
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About the Book

Google ist absoluter Marktführer in Sachen Suchmaschinenwerbung und auch YouTube glänzt mit guten Zahlen für Display- und Videowerbung. Im Mai 2017 gab Google einmal mehr Veränderungen für sein Werbeprogramm AdWords bekannt. Dazu gehört die Einführung von Expanded Text-Ads, Responsive Display-Ads und Local-Search-Ads, die seit letzter Woche nun auch tatsächlich zur Verfügung stehen. Des Weiteren können Nutzer nun gezielt festlegen auf welchen Endgeräten - Desktop, Tablet, Smartphone - ihre Anzeigen ausgespielt werden. All das führt dazu, dass die Werbekunden weiter Schlange stehen. Doch ohne echtes Know-How in Sachen Suchmaschinenwerbung (Search-Engine-Advertising, SEA), ist auch der smarteste Algorithmus im schlechtesten Fall ineffiziente Geldverschwendung. In unserem aktualisierten Whitepaper liefern wir die Grundlagen für eine erfolgreiche Anzeigen-Kampagne. Der Begriff Suchmaschinenwerbung (Search-Engine-Advertising, SEA) umfasst als Teildisziplin des Suchmaschinenmarketings alle kostenpflichtigen Werbemaßnahmen auf Suchmaschinen wie Google, Bing, Yahoo und Co. Weitere synonym verwendete Begriffsbezeichnungen sind Keyword-Advertising oder Paid Search. Search-Engine-Advertising eignet sich hervorragend zur schnellen und messbaren Skalierung des Website-Traffics. Die weltweit meist genutzten SEA-Systeme sind Google mit dem Google-AdWords-System, Bing und Yahoo. Letztere sind seit 2010 im Bing-Ads-Netzwerk zusammengefasst. In China und Russland gibt es mit Baidu und Yandex lokale Player mit hoher Relevanz in den Heimatmärkten. In Europa und insbesondere im deutschsprachigen Raum verfügt Google mit einem Marktanteil von über 90 Prozent über ein Quasi-Monopol. Innerhalb des Online-Marketing-Mix gehört SEA, genau wie SEO, zu den Pull-Marketing-Kanälen. Potentielle Interessenten werden anhand ihrer Suchintention angesprochen, welche wiederum auf ein bereits vorhandenes Informations- oder Kaufinteresse schließen lässt. Beim Pull-Marketing ist demnach ein konkreter Bedarf bereits vorhanden. Als Mittel zur Kundenansprache kann Suchmaschinenwerbung dennoch entlang der kompletten Customer-Journey eingesetzt werden. Im Gegensatz zu den eher langfristigen Optimierungspotentialen im SEO, kann SEA auch kurzfristig zur Erhöhung von Reichweite und Sichtbarkeit eingesetzt werden. Durch die immer präziseren Targeting-Möglichkeiten lassen sich Kampagnen zielgruppenspezifischer steuern. Unnötige Streuverluste wie bei klassischen Reichweitenkanälen (Print, TV, Radio) können minimiert werden. In Summe macht dies die Suchmaschinenwerbung zu einer der spannendsten Werbeformen im Online-Marketing-Mix. Dank der sehr detaillierten Reporting-Möglichkeiten und zahlreicher KPI hat man zu jeder Zeit volle Kostenkontrolle. In unserem aktualisierten SEA-Whitepaper geben wir einen Überblick über die Arbeit eines SEA-Managers. Wir verraten, was die strategischen Ziele im SEA sein sollten, welche Einflussfaktoren es für die Anzeigenposition gibt und wie man komplette AdWords-Kampagnen optimiert. Unser SEA-Whitepaper ist der Grundstein für eine erfolgreiche Anzeigen-Kampagne.


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Product Details
  • ISBN-13: 9781978125001
  • Publisher: Amazon Digital Services LLC - KDP Print US
  • Publisher Imprint: Createspace Independent Publishing Platform
  • Height: 216 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Weight: 91 gr
  • ISBN-10: 1978125003
  • Publisher Date: 02 Aug 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Mehr Erfolg mit Google AdWords, Bing Ads & Co.
  • Width: 216 mm


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