SEA Search engine advertising is very complex. Trusted Shops shares seven tips to help online store owners get the most out of Google AdWords.1. start with the Google search networkThere are various networks for advertising with Google AdWords. The search network generally covers Google search with all vertical searches (Shopping, Maps, etc.). However, Google partners can also be included, e.g. AOL. These should not be included at the start so as not to mix up the results too much. The networks can be found in the settings of your own campaigns.2. create structureA fine and clear structure in AdWords is a prerequisite for high quality and therefore favorable click prices. Store operators should use campaigns as an overall structure and refine the thematically related keywords in ad groups. The advantage: individual ads can be set per ad group - and the better the ad matches the actual search query, the higher the quality of the keyword is calculated and the better an ad will be clicked. This in turn has a positive effect on the quality factor.3. use "Largely appropriate" very sparinglyIf store operators enter new keywords and do not use any other symbols, the keyword is treated as largely matching. This means that Google has the greatest possible freedom to decide when to show an ad for other related search terms, e.g. synonyms. The problem is that there is little control over whether the search terms match the products. In addition, the ad can no longer be finely tuned to the query. Example: A store operator books red shoes and his ad appears in the search query red sneakersalthough the retailer does not sell sports shoes. This works better: with suitable groups of words that are defined by quotation marks ("red shoes"), products can be defined very clearly. Spelling errors and singular or plural are still taken into account in the search query. More about the keyword options can be found in the Google Help.4.  Check the actual search queriesEven if you use the keyword option "largely appropriate" sparingly, it is worth taking a look at the actual search queries (tab Keywords -> Details -> Search Terms). Is the keyword "red shoes", the display for buy red shoes or cheap red shoes appear. If you then determine that these are meaningful terms that achieve corresponding impressions, the keywords should also be booked in. This ensures high quality, as these keywords are even more specific. If you find that there are terms that are not relevant, the quality can still be improved: These keywords should be booked in negatively to prevent further ad placements for this term.5. stay in controlMany store operators fear high costs when placing Adwords. However, if the daily budget is set realistically, the monthly costs can be determined very precisely. For a fine structure with different campaigns, as suggested in point 2, a budget must be set for each campaign, which makes the calculation more confusing. However, store operators can also define a central budget that applies to all desired campaigns. To do this, select the "Shared library" in the left-hand navigation and then the "Budgets" item. A daily budget can be created there, which can then be selected for all campaigns, but spending more money is of course worthwhile if the corresponding sales are achieved. Store operators should therefore set up conversion tracking from the outset to monitor success and analyze whether the investment in AdWords ads is worthwhile.6. extend range with the display networkIf you have set up text ads, you can also place ads in the display network for greater reach. The display network includes various third-party websites on which potential customers can be reached (by narrowing down the target group via interests, etc.) or brought back (remarketing). Google offers a Step-by-step instructions. Important: Always remember to define frequency capping. This specifies the maximum display of the ad per user. How often the display is optimal for products must be tested. A maximum of 5 impressions per day is a good starting value.7. present your product optimally with Google ShoppingGoogle Shopping functions as a product search engine and has been part of the paid area of search engine marketing since the beginning of 2013. Product ads can be displayed to users when the Shopping ads appear in the general search or when users filter for Shopping directly on Google. Store operators must first create a Google Merchant Account and provide a product list that is updated regularly. The Merchant Center and AdWords should then be integrated with each other. linked can be used. Store operators then create a separate shopping campaign and the product list is used to display the product ads. No keywords are required to display the ads. Tip: negative keywords can, however, be added. The actual search queries should therefore be checked and the corresponding terms excluded.

SEA Search engine advertising is very complex. Trusted Shops shares seven tips to help online store owners get the most out of Google AdWords. (more…)