A sophisticated keyword strategy is the basis of a good and successful AdWords campaign.
That is why we invest a lot of time in this area during the setup of your campaign and try to research all relevant search terms from the brands to generic keywords to long tail and product terms. This is the only way to ensure that all relevant keywords, and therefore the entire purchasing cycle of the searcher, are covered at the start of the campaign. All keywords that are found are subsequently clustered into meaningful advertisement groups by us.
We continuously expand the search terms during the course of a campaign. Search strings on Google & Co. are evaluated and keywords that are not yet included in the campaign and / or have led to sales are added. This results in more and more variations, versions and synonyms for successful keywords.
We and also Google do not consider the duplicated delivery by SEA and SEO a problem - in fact, this is viewed as productive and complementary.
Reasons include:
- Not every user clicks on index entries. Many people are used to clicking on the advertisement and not on the organic index. The AdWords advertisement is also more eye-catching and motivates clicking.
- Crowding out competitors - if you are not represented in the SEA area, there is a risk that competitors can secure this position (also above the own generic area).
- Text sovereignty: You determine the content of the texts. This allows a clean, brand and marketing-specific text to be defined and amended quickly as circumstances demand. The spider responsible for SEO placement pulls the data itself.
- SEA advertisements are a good complement to SEO results, since both site links and offers, USPs, promotions etc. can be prepared, put on hold and exchanged purposefully and in real time.
- Studies have proven the positive interaction of SEA and SEO, that is, the interplay between organic and paid search results. An example is the Google study Paid vs. Organic.
