marketing & performance

SEA

SEA boost for your online business

Let your customers find you. Be visible and interact with both existing and new customers, partners and employees based on their wants, interests, questions and requests. Hardly any other digital communication channel can pitch itself as a trusted source (friendly, competent and relevant) to the applicable target audiences based on a specific search or request.

We offer the following SEA services:

Christian Rainer
Your contact person
Christian Rainer
Head of Paid Advertising

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Doing business online is dynamic and channels, ad formats and algorithms are in a constant state of flux. diva-e helps advertisers with all their SEA activities, so you are never out of touch and use all your potential. We ensure your ads are displayed on predefined keywords and reach your target audiences. Our SEA plans enable your customers to find you online at any time.

diva-e’s SEA experts make sure you are visible, and you can interact with customers, partners and employees. Based on a specific search, we unlock the SEA channel for you to demonstrate your relevance and competence within the search engine. As an integrated Digital Solutions Provider, we offer extensive expertise in SEA, Paid Social and much more. We apply all our know-how to achieve your business goals.

Digital partner with excellent SEA expertise

We’re not just one of the best SEA agencies in the country because of our numerous certifications. The German Association for the Digital Economy (BVDW, Bundesverband Digitale Wirtschaft e.V.) has also recognised our special expertise in Search Engine Advertising. But above all, it’s our clients who prove that our SEA activities are on the right track and their online business will be a success. As the leading SEO/SEA agency, we know how important search engine advertising is and the opportunities this channel offers. With paid ads, you reach your target audience and showcase yourself prominently on the net. What’s more, we monitor the market and your competitors and have excellent relationships with the most important players in the sector. As soon as there’s new features on Google or Bing, we get to know all about them and make them work for you.

Why SEA?

Seize the opportunity to obtain comprehensive data about your target audience from the most useful media platforms: search engines. Google, Bing, Yahoo, YouTube, Yandex, Baidu and Naver; all deliver relevant content to their users through the semantic correlation between specific searches and the content indexed by them. Positioning yourself in search engine results pages solely based on indexed or organically grown content presents two major challenges:

  1. 1. The path to optimising your own content for users and to growing results in search engines organically is futile in the long-term, only attainable indirectly and usually only apparent with time. Germany's leading SEO experts have put together some insights for anyone who wants to know how to get things right.

  2. 2. Furthermore, website owners or advertisers have a price to pay for their free position in organic results; opportunity costs caused by missing out on user information. Who found your domain using which search query combined with which specific website content? What was the context of the search? What other interests does the user currently have? Anyone wanting answers to these questions to learn more about the people they are interacting with will be disappointed by organic results. Such insights into a search’s contextual framework and the user behind it for are reserved by search engines for the click-price results pages on their marketing platforms—in other words, advertising.

Based on the information generated, search engine ads can be placed in prominent positions to precisely activate this data to perfectly address the target audience or individual accurately. In the past, ads on search result pages primarily focused on transactional searches (with a clear intention to carry out a closing transaction on the target pages downstream). As the range and depth of advertising grows to cover even more search intentions, organic results are increasingly being displaced from the most visible and relevant area, namely the first three to five results.

As these additional auctions are increasingly moving away from actually fulfilling campaign objectives, it is important to increasingly focus on the specific expectations of potential customers through relevant targeting and language in order to minimize the risk of inefficient ad spend. To achieve this, we focus on your business model, its defined goals, the benefits promised, customer segmentation as well as the type of relationship you want to have with your customers. What’s more, we look at the technology currently used to activate the data and the content in the management system. Following on from this, we lay the foundation for successful relationships with your customers through a conceptual interaction strategy based on the See-Think-Do-Care framework. We then gradually scale up the reach to cover as much of the customer journey as possible, depending on the given goals and resources. Such an iterative approach aims to minimise any inefficient ad spend mentioned above and, in return, maximizes the certainty of positive and negative influences on SEA value added.

At diva-e, we focus on developing qualitative advertisements that meet the needs and motivations of the target audience. Using well-researched psychological methods and instruments as well as a broad range of data sources of the highest quality possible, we map the experiences and motivations that lie behind any possible interactions with your customers and adapt the approach accordingly. We thereby heighten your relevance for users, reach them effectively in their personal environment and increase the likelihood of a value-added conclusion to the interaction which benefits your corporate goals. Do you want to find out more about the use of Digital Empathy in search engine marketing? Are you interested in how we can further enhance your SEA success as a close partner of equal standing? Then let’s get talking!

Performance Marketing Audit

The online world is continually in flux. Channels, ad formats, algorithms and recommendations are constantly changing. Advertisers quickly lose track and potential slips away.

As the leading digital partner in Germany, we possess long-standing, competent expertise in SEA, Paid Social and much more for a wide variety of customers and sectors. Take advantage of our global knowledge and high standards with a comprehensive audit from our performance professionals.

How good is your pay-per-click advertising really?

Often, untapped potential is hidden away in the darkest recesses of advertising accounts. An objective, external assessment can help to unlock this potential, particularly when advertising has been running for some time. This allows you to identify low hanging fruit and long-term goals for maximum account development.

A unified view

We look at the bigger picture and view your performance marketing strategy as part of the whole, aligned with your individual corporate goals and business model. Consequently, current PPC channels are not appraised in isolation but together, as part of an all-encompassing customer journey.

Goals & Methodology

The audit’s goal is to define the space created by the tension between your company’s business model and the See-Think-Do-Care framework. The audit presents a baseline study of the current situation and at the same time highlights potential to achieve the target position. Thanks to years of experience of asking the right questions and compiling audits from those answers, we at diva-e advertising have developed range of proven test criteria which we use methodically. Individual questions are aligned to your company’s specific requirements and information taken from your business model. Subsequently, all criteria are checked internally during every audit for topicality and relevance to the technical requirements and options for each platform. This validates the quality of results on which plans are based.

The entire audit process is broken down into six levels and is completed top-down, with an increasing degree of detail for each impact level. In the first step, the visibility of existing online activities is accessed both quantitatively and qualitatively.

Then, the accounts covered by the audit are measured and analysed in detail based on their interaction, composition and structure, the elements they control as well as the signals they are controlled by.

1st Level: Performance Analysis

The performance analysis is based on the target values achieved across all the entities examined. The objective is to measure each activity and its related cost structure as well as to position its performance value within the requirements of the business model (marketing channels and sources of income).

Examples of questions include:

  • Are all relevant digital sources of revenue used?

  • Do the channels defined in the business model cover the entire See-Think-Do-Care framework?

  • What steps and channels are covered in the audited channels?

  • Is there untapped potential in the audited channels which can generate incremental value for the revenue streams defined in the business model?

  • Do the activities undertaken in the audited channels have a positive impact on achieving the business model’s goals?

  • How are individual performance values divided across the accounts and their campaigns?

2nd Level: Environment Analysis

During the environment analysis, the accounts in question are checked for their relevance to the defined key partners on the one hand, and their position in relation to the defined value proposition and the ideal customer relationship on the other.

Examples of questions include:

  • Do the audited channels alone and/or embedded as part of a cross-channel strategy cover all the steps of the See-Think-Do-Care framework?

  • Does coverage meet the activity’s requirements for messaging and interaction?

  • Which competitors have been identified in the surroundings?

  • How do the audited activities compare to those of the competition? (Example: Ad position on the results page, number of own results in shopping results, own or competitors’ ads or messages in relevant display/social environments)

  • Qualitative assessment of own coverage compared to the competition (price sensitivity measurement/PSM, ad position, ad size, ad message)

3rd Level: Account Set-up Analysis

At this level, current activities are assessed directly in terms of the space they need to fill. At first, they are tested for compliance against the business model and See-Think-Do-Care framework. Secondly, the general account structures are checked against their contribution to macro objectives. Lastly, structures are examined for potential to contribute to objectives.

Examples of questions include:

  • Are all steps of the See-Think-Do-Care framework and all sources of income defined as channels in the business model?

  • Do the audited accounts fully reflect the channels of the sectors defined in the business model?

  • Are the channels defined in the business model implemented across all relevant platforms in the respective sector?

  • Is the technology in place for all sources of income and communication goals to measure the respective contribution of each audited account?

  • Are all sources of revenue and communication targets mapped via campaigns within the accounts?

  • Does the campaign structure shown in the accounts allow for targeted channel control and transparent repetition of performance values according to the objectives?

  • Do account and campaign settings correspond to the high-level distribution goals?

4th Level: Keyword Analysis

Described here simply as a Keyword Analysis, ad triggers are examined for compliance, their place within the campaign and account structure as well as the parameters assigned to them.

Examples of questions include:

  • Is a trigger stored for all content to be communicated?

  • Do search queries, for example, point to enormous potential?

  • Is there a targeted click price/click bid for each trigger?

  • How are click prices/bids controlled/set?

  • Is automatic bidding used? Which? On what basis?

  • Are different triggers set for every type and level of customer interaction (e.g. location, contact time, device)?

  • Are triggers within the campaign structure organised in such a way that bid management can work effectively?

  • Is each trigger stored once in the structure?

  • Are the triggers aligned to the business model’s high-level objectives?

5th Level: Ad Analysis

Within the scope of the ad analysis, all communication tools are evaluated for their compliance to any possible interpretation by the platform. What’s more, content is checked for the benefits promised and messaging rated against planned interaction time within the See-Think-Do-Care framework.

Examples of questions include:

  • Are ads uploaded for all campaigns and their ad groups?

  • Do the ads and ad extensions comply with current platform recommendations for ad formats (e.g. Google: 2 advanced text ads + 1 responsive search ad + use of dynamic text ads)?

  • Do ads allow for differentiated messaging for distinct customer segments within the same interaction goal?

  • What are the settings for ad rotation?

  • Is the content of ad texts regularly tested?

  • Which options are used for adaptive/better messaging for specific users?

  • What IT infrastructure supports content preparation for ads?

  • Are ad extensions used? How extensively? Does the ad’s content reflect the goals for interaction?

6th Level: Target Audience Analysis

As well as simply using user profiles for remarketing, user signals can now increasingly be used to control primary interactions more efficiently. Here, a distinction must be made between primary and secondary target groups. Primary target groups are those that have experienced successful interaction and are stored on a specially created target list. Secondary target groups include people who are on a common list thanks to other behavioural patterns. These target groups are created by the platforms based on behaviour on their pages and made available for processing. Accordingly, the target group analysis not only covers the infrastructure for compiling and controlling your own user groups but also investigates the use of secondary target groups in scope and depth.

Examples of questions include:

  • Are all customer segments defined and differentiated in the business model?

  • Can the defined customer segments be found in the Campaign Control settings?

  • Are interactions within all your own channels (website, blog, App, etc.) fully and comprehensively defined?

  • Are primary target groups generated from existing user interactions so they can be positively and negatively controlled and re-engaged?

  • Does user re-engagement consider their potential status within the See-Think-Do-Care framework?

  • Can a comprehensive interaction process be identified from the interaction of primary target groups and existing ads for all customer segments in line with the See-Think-Do-Care framework?

  • In addition to the primary target groups, are other target group signals considered to differentiate traffic?

  • Are conclusions in the business model derived from the analysis of the secondary target group?

Results

The results of the audit are compiled into a detailed report and explained in a presentation. We can, of course, present the audit results in a detailed joint workshop to put you on the right road to the best set-up. So, you can immediately implement easy optimisations—we will also prepare the first Quick Wins as a fully-formatted upload to the relevant platforms.

Audit Channels Covered

We offer detailed PPC audits for the following channels:

  • Google Ads

  • SEA

  • Shopping

  • Display

  • Video

  • Microsoft Ads

  • Yandex Direct

  • Yahoo! Japan

  • Facebook

  • Instagram

  • LinkedIn Marketing Solutions

  • Xing Marketing Solutions

  • Amazon Marketing Services

Discovery Ads: (visual) “discoveries”

It’s already been a while (May 2019) since Google introduced its Discovery Ads as a new visual ad format at Google Marketing Live (GML) in San Francisco, appropriately along with Gallery Ads and the extended reach for Showcase Ads.

New ad products should reach people, motivate them to interact and communicate with them “not only when they’re looking for something specific, but also when they’re open to discovering something new,” said Brad Bender (Google VP of Product Management) at the time.

A recent Google/Ipsos study underscored why the act of “being discovered” is so interesting for advertisers: 76% of all respondents said they were open to new (product and brand) experiences when shopping (online). In addition, 85% would carry out a product-related action within 24 hours of the “discovery”, such as read reviews, compare prices or even buy the product directly. And Google is serious about it. As you can see, it has created a new, individual category for discovery campaigns.

“Power of intent”: Keywords are not the (only) key any more

Discovery Ads are very much in line with the quoted plan as they distribute their visual format via YouTube home feeds, Gmail and Discover feeds based on target / interest groups. Depending on users' account settings, Google uses web and App activities (such as previous site visits, YT videos viewed, App downloads), device information, location history, Google Maps searches, and home location to personalise feed content in Google Discover—essentially the same signals Google uses for in-market audiences. As Discover Feed content is mostly AMP compatible too, Bender (see above) generally speaks about a “mobile first” format that is “visually rich” and leverages the “power of intent”. Users who are on the move expect highly relevant, quickly available content (main point: page speed) offering maximum usability. Then again, they are within their own feed to be inspired and informed, so they are in the right frame of mind to discover new content, products and brands.

Certainly, the best thing about Discovery Campaigns is that Google uses numerous user signals to automate ad plays across its entire ecosystem—a clear indication that Google is trying to cover the whole funnel far beyond the search intent. >>> See-Think-Do-Care

7 reasons to choose Discovery Ads

1. Great potential reach

Discover now reaches 800 million users worldwide. Quite a huge number, especially since the news feed hasn’t been available that long. With additional Gmail and YouTube coverage, a whole new pool of potential prospects for advertisers has opened.

2. Interactive ad format

In addition to display, shopping and YouTube, advertisers now have another opportunity to show potential customers actual images and tell visual stories about their products (“storytelling”). Advertisers using Discovery Ads can present a single image of their product or products or multiple images in a “swipeable” carousel format. The latter format is reminiscent of Facebook's Carousel Ads.

3. Low CPC prices

The format is still in its beta phase (as of 21 April 2020), which means CPC prices are relatively low due to the current lack of competition.

4. Native ad format

In particular, the interest-based environment combined with the openness to inspiration and discovery provides a breeding ground for timely “product-related campaigns”.

5. Control over target groups

  1. Unlike Smart Display or Universal App campaigns, advertisers enjoy the freedom of having their targeting either generated automatically through Google’s algorithm or being able to use the full range of targeting options through manual intervention.

The following targeting options are available:

  • Characteristic & demographic characteristics (parental status, marital status, education, residential property status)

  • Interests & buying behaviour = target groups with common interests (e.g. hobbies, media use, travel, sports fans etc.)

  • Active search behaviour or intentions of the target group:

    -> Target groups ready to buy (users who have shown interest in purchasing products and services)

    -> Life events (e.g. marriage, new job, new pet, home purchase, graduation)

    -> Custom intent audiences: targeting is based on keywords, Apps, URLs & YouTube content that users have already searched/used/viewed.

  • Remarketing

    -> Website visitors

    -> YouTube users

  • Similar Audiences

  • Customer Match

    Each targeting option has its advantages and disadvantages. It is advisable to focus on remarketing lists if you want to start off limiting inefficient ad spend and showing high performance.

6. Optimised advertising environment

  1. On the one hand, Google's user signals ensure a personalised advertising environment that is constantly optimised and adapted to changes in interest. By allowing users to rate the content displayed by Google ("more/less" ticker), follow topics and select interests, Google can use machine learning to further customise the feed to the tastes and specifications of each user. This feature is similar to highly personalised social media news feeds. Discovery Ads appear directly below the information users consume first and are closely connected to it.

7. Machine learning (Creatives, Bidding)

On the other hand, assets are automatically optimised for maximum performance, combined to suit each end-device and displayed in the Google ecosystem based on interest. What’s more, bids are automatically placed using smart bidding. During the Google Marketing Live (GML) event in 2019, Google talked of lowering CPL (cost per lead) by an average of 20% after the initial tests of the new format because it minimises inefficient ad spend during ad campaigns.

The campaigns currently only work with the bid strategies to maximize target CPA or conversions. It’s therefore clear that Google Discovery Ads should chiefly be categorised at push marketing as users are proactively shown advertising while browsing. In contrast to, for example, YouTube or display (prospecting) campaigns, they are also specifically designed to focus heavily on performance goals as well as just branding and to create conversions.

Google Discovery Ads specifications:

  • Landscape format (1,91:1 aspect ratio, 600 x 314 minimum size) > required

  • Additional square format (1:1 aspect ratio, 300 x 300 minimum size ) > recommended

  • Logo in square format (same specifications) > required

  • Up to 5 ad titles (max 40 characters)

  • Up to 5 description (max 90 characters)

  • Company name (max 25 characters)

  • CTA: Can either be set automatically, or a selection of CTAs such as "Book now", "Visit website", "Shop now", "Apply now", etc. can be used, but they cannot be created by the user.

Discovery Ads: DeinDesign Case Study

  • Duration: Mobile phone chains approx. 2.5 months / mobile phone covers approx. 1.5 months (Q4 until Christmas order deadline)

  • Daily budget: €50

  • Very wide reach: 3 times the reach of Smart Display in the same time period

  • 600% improvement in CTR compared to general display benchmark, 200% improvement in CTR compared to Smart Display.

  • 60% reduction in CPC compared to general display benchmark, 30% reduction in CPC compared to Smart Display.

  • ROAS 31% below the general display benchmark of 83% (remarketing + prospecting)

Discovery Ads in practice: Conclusion

  • As an agency, we applied for early whitelisting with Google. In September, Discovery campaigns started in open beta (16 September 2019)

  • Up to now (21 April 2020), they have been in this development phase. In general, beta activation cannot always be guaranteed by Google. And not every beta can be activated for every client as “eligibility” (suitability based on the specific preconditions) always must be checked against each client.

  • Of course, performance can vary from account to account when you only consider the type of campaign and/or companies and brands in the most diverse verticals. A general evaluation is therefore difficult to assess at this time. So keep on testing! ;)

  • My experience: Taking best practices, CPA targets and an appropriate daily budget into account, Discovery Ads have the potential to generate a high volume of comparatively cheap traffic and, as the same time, to create conversions. One key element is to create appealingly designed visuals.

  • The recommended 10x daily budget of the target CPA represents a relatively high budget for a single campaign and may therefore be a little daunting at first or could give impressions that you simply "cannot afford” Discovery Ads. Experience has shown that the actual expenditure across all campaigns for which this strategy is recommended (e.g. including Smart Display) comes in under the set maximum daily budget. So, concerns about a possible "cost explosion” have so far proven to be unfounded.

Why should we care?

Google is building on the success of Facebook, and Instagram in particular, where companies rely on a visually effective, native ad formats that are based more on target audience than on search intentions, knowing that this target group data comes in large part from search histories. Google+’s failure as a social network is no longer a disappointment, at least from an advertising point of view: Data housekeeping has been done or can still be completed without a social network. User signals can be used to enable visually interesting, target-group specific, native ads at every point of the funnel. Presumption: Discovery Ads (at least the most up-to-date version presented as a keynote at GML) will become more important for Google because it offers the opportunity to monetise Google Discover, the former Google feed. Google has introduced Discover to address three fundamental changes in search behaviour: the move from answers to journeys, from pure searches to interaction and from text-based to visually inspiring formats.

App marketing along the customer journey

As an integrated digital partner, we guide you through the entire process. Advertising experts, developers and design specialists sit together from the start to ensure that the planned application fundamentally meets the needs of the target group.

Once your App is ready for the store, our years of experience will help you get your App to the top using effective marketing strategies and smart tools. Your App can only successfully contribute to your corporate goals if it is well-known within the target audience.

Our service: The strategies for your success

Based on the goals you want to achieve with your App, we work together to develop a marketing strategy. Marketing activities are priority in the pre- and launch phases so visibility and download figures are in sharp focus. These goals can be effectively implemented, for example, via reach-rich channels such as Google or Facebook. If your App is already an important marketing tool to your customers for the distribution or service channels, we focus on maintaining contact, push notifications during sale periods or special offers for App users. In addition to paid marketing, we also support you in optimising organic App store rankings. From keywords to meta data, we work with you to develop strategies to provide the user with the best possible App experience and to increase your application’s organic visibility. Depending on your requirements, we also support you in creating and marketing progressive web Apps and deep linking. In this way, we build a bridge between traditional Apps and a responsive website. The customer can be impressed by your outstanding range, regardless of operating system or end device. Here, too, we can support you in achieving your objectives and unleash the full potential of all SEO and PPC activities. Everyone at diva-e will guide you along the entire user journey to establish your App as a long-term marketing tool for your target audience.

Our tools: The right plan for your goals

To make your App successful in the long term, we use different tools and work together with leading technology partners. With platforms such as Apple Search Ads, Facebook or Google Ads, we help with your App’s visibility, interactions and mobile engagement with your App’s users. To completely assess the activities and analyse the Customer Journey, we also help with design, implementation and regular analysis using Google Analytics for Firebase (GA App+Web properties) or Adjust.

The result: Competitiveness in the digital world

Your App marketing goals are individual, your marketing activities should be just as individual. Together, we develop strategies to keep your App competitive and grows in the long term. With modern analytical tools and reporting solutions, we guarantee maximum transparency and performance and help you to continuously improve User Experience and Conversion rates using integrated processes. We consult on all aspects of the App life cycle management and build long-term, successful relationships for your company.

Top customers for PPC & SEA