Google’s algorithms are programmed in such a way that they evaluate a website almost exactly like a person who is supposed to assess whether the page matches the search query. The following factors are important: technical factors (URL structure, source code structure, metadata, navigation & more), content factors (content such as texts, images, videos, but also layout and visual elements, etc.) and factors outside the website ( Backlinks and mentions). An SEO optimization includes improvements in these three areas.
SEO optimization is always individual in detail, but is based on a defined and transparent scheme: analysis, planning, implementation as well as monitoring & controlling. The analysis reveals problems and potentials that are relevant for the ranking. In the planning phase, all actions that should take place in the context of SEO optimization are discussed. The implementation is carried out exactly according to plan and is always visible to the client.
This makes it easier for the search engine to classify the web pages in terms of content and thus play them more appropriately for certain search queries. The structured data therefore helps Google to better understand data.
With structured data, you give Google more context to understand what the website is about. This can be helpful for online shops, for example, when the product descriptions are rather short and the search engine indexing is therefore imprecise.
Using structured data, additional content can also be displayed in the search results (so-called rich snippets). For example, customer reviews can be displayed in the form of asterisks or event dates. This has no immediate advantage in ranking, but increases the click rate in the SERPs (Search Engine Result Pages). The additional information makes your search results stand out from those of competitors without structured data and thus attract more attention.
The Google Analytics seminar starts at 10.00 a.m. During the seminar there will be small coffee breaks and a lunch break together. Lunch is of course included. The Google Analytics seminar ends around 5:30 p.m.
Can I also work on my website in the Google Analytics seminar?
SEO and Google are extremely important channels for B2B marketing and should be firmly anchored in every marketing strategy. If you rank well in your B2B industry, it will lead to a lot of traffic from the right target group. This in turn can significantly increase the conversion rate and leads. It also makes your brand known and your company is perceived as an expert in the respective subject area.
How do B2B companies manage to get a good placement in Google search results? First of all, it’s important to understand how your target audience searches on Google (or other search engines).
Because the seekers usually know their own problem – but usually they do not yet know the solution to it and certainly not the providers of those solutions. That means, in order to do really good SEO with content, you have to know the problems of your target group.
You have to optimize your content and answer relevant questions from your users to these problems and the corresponding answers.
But above all: google your keyword and look at the search results. In this way you can also determine the search intention of the users and know how to structure your content. You can also read in well-ranking articles which related keywords, phrases and topics you also need to cover in your content. In the past, Google’s Keyword Planner was often recommended as a free alternative. Today we can no longer do that with a clear conscience. The results that Google Ads gives out are just too vague. If you want to do SEO sustainably and successfully, you cannot avoid investing in an SEO tool.
In the B2C sector, Google Ads is undoubtedly very widespread. Many B2B companies, on the other hand, still believe that search engine advertising (SEA) is not particularly useful in the B2B area and primarily use other marketing measures.
But what does reality look like? Is it really only the end customer who googles while the entrepreneur uses other media? On the contrary: around 93% of all decision-makers in B2B companies use search engines to search for products or services.
It is therefore urgently necessary for companies in the B2B area to be present in search engines. In addition to search engine optimization (SEO), search engine advertising can also be a profitable marketing measure.
YouTube video ads are designed to fit any budget. If you’re just getting started and want your video ads to reach local customers, we recommend starting with $10/€10 a day. And you’ll have the option to set your account to bill automatically or manually.
Any business, no matter the size, can reach the right customers on YouTube. It’s easy to create a high-quality video that tells the story of your business, and there’s flexible pricing to fit any budget.
Will I end up paying more if my ads are being placed by different CSSs?
The fact that a merchant works with multiple CSSs won’t lead to Google charging higher CPCs.
How much an advertiser pays for an ad is based on the next best bid placed by a competitor. So if a CSS places a winning bid in the auction for one of your offers, Google calculates the cost of the click based on the next best bid for a competing merchant. Google ignores bids for any offers that also come from you. This means that whether one, three, seven, or even more different CSSs bid for you in the Shopping ad auction, the CPCs paid in the auction do not increase.
Google charges this CPC to the CSS who placed the winning bid on your behalf. Note that how the CSS ultimately invoices you for the click depends on the agreement you have with them. Some add a margin for their services, some charge fixed CPCs by category, and others charge commissions only if the click actually results in a sale. You can choose the CSSs that offer a model that is right for you.
Combining different models may allow you to benefit from different types of CSS expertise. One may have superior targeting strategies and thereby ensure higher conversion rates. Another may excel in helping you acquire new customers.
What type of merchants and retailers can benefit from working with Google Shopping as their CSS?
Yes, only a CSS can place Shopping ads on the Google general search results page in the European Economic Area & Switzerland. You can use Google Shopping or any other CSS of your choice. You can also participate via one or several CSSs at the same time.
The CSS Partner badge and the Premium CSS Partner badge are granted to companies in the CSS Partner program who have qualified for Partner status. Partners who’ve earned either badge can add it to their website, other online properties, and offline marketing materials to show that Google recognizes their company as a certified CSS Partner.
A Comparison Shopping Service (CSS) is a website that allows users to search for and compare products, then redirects users to retailer sites to make purchases. In the European Economic Area and Switzerland merchants must work with one or more CSSs to begin placing Shopping ads.
CSSs work with online retailers to showcase their product offers on the CSS’s website. They offer various features to consumers, allowing them to search for and compare products offered by a range of shops.
Most CSSs also advertise their partners’ products on other channels to generate leads for them. Shopping ads on Google’s general search results pages is one channel CSSs manage on behalf of their customers. Some CSSs generate leads for you across a multitude of channels, while others offer programs dedicated to specific channels, including Shopping ads.
Can you tell us about your bid/budget management strategies or best practices?
This should give you an idea of how your account will be managed on a regular basis. Any agency worth its salt will have an internal strategy/process for Google Ads management that they can discuss at a moment’s notice. Our suggestion is to look for an AdWords agency that is always looking for ways to improve your campaigns – not one that sets the account on autopilot and forgets about it.
At UnitedAds you will get your own dedicated growth team. Your resourcing will include a strategist, and campaign managers – as well as our designers and Google Ads copywriters. All working together to ensure you hit your growth targets through Google Ads.
Can you tell us about similar types of Google Ads accounts you’ve managed successfully?
They may or may not give you actual client names, but they should be able to give some high level information about similar Google Ads accounts they’ve managed. To get the best value from your budget, be sure that your agency can handle your needs and requirements.
Not all Google Ads strategies are created equal. Some are much more advanced than others, some have a larger team to handle larger companies, and some offer to integrate your PPC advertising into a fully functional inbound marketing campaign.
What type of Google Ads strategy do you foresee with our business goals?
At a high level, any Google Ads agency should be able to discuss some initial PPC strategy ideas that can help your company reach the required business goals. Usually, a full strategy will come after you’ve chosen your Google Ads vendor.
At UnitedAds we will give you a full Google ads strategy layout before you decide to work with us.
Do you offer full reporting with your services? Are they included or an additional fee?
One of the biggest advantages of all online advertising is the ability to capture data on every action, no matter how small.
Ask your Google Ads agency if they will provide reports on a predetermined schedule, and if those reports are included in your management fees. Additionally, ask what is included in those reports. Will they include strictly data, or analysis of the data and expert recommendations as well?
At UnitedAds you will get weekly or monthly reports including expert feedback on the results and recommendations.
How much will it cost to grow my business using Google Ads?
The total cost will depend on your company’s growth goals, your budget, your industry, and your timeline. Some of our clients have been happy spending $1k-$2k/mo for the last 9 months on Google Ads, others have profitably scaled from $10k to $100k/mo.
At UnitedAds, we prescribe each client partner a bespoke spending projection and services package that will hit your targets with the best results for your budget.
Are we able to see actual spend within Google Ads, or do we pay the Google Ads Agency and you pay the ad spend bill?
If you are paying an ad budget, you should be able to see and track every penny that is spent within Google Ads. Unfortunately, this is not always the case. In some instances, you’ll pay an agency a bulk sum and they will pay the ad bill to Google and not provide you actual spend. This is not in compliance with the Google third-party guidelines and you should be careful to work with somebody who does not respect these guidelines.
At UnitedAds we belive should have full access to every penny that is spent on ads, and be able to see how your budget is being used.
What type of management is included with your management fee?
Some Google Ads agencies bill you based on your ad spend, some a flat monthly fee, and some based on estimated hours. Some Google Ads agencies have a combination for flat fee and percentage of budget spend. Make sure to have a good understanding of how you’ll be billed for Google Ads management time. Keep in mind that, in most cases, this is separate from your ad budget.
At Unitedads we have a low and transparent flat fee, so you always know how much you pay for our Google Ads management service
Many Google Ads agencies do, so don’t get caught off guard. Any Google Ads agency should be up front with their minimums if they have them. If they have a high minimum spend, but your budget is quite low, them this might not be your perfect partner.
UnitedAds has no minimum ad spend. We welcome customers of any size and budget.
The Google Premium Partner Status shows that we have demonstrated Google Ads skill and expertise by passing assessments and earning certifications. It also shows UnitedAds has met Google Ads spend requirements, delivered company and client revenue growth, and sustained and grown its client base.
This isn’t a deal breaker, but an official Google Partner agency can make your decision very simple. You’ll know that they have some experience, knowledge, and follow the standard Google Ads best practices.
Grow Your Online Business Strategically, and Improve Customer Retention.