"Since the self-employed and small companies often have only a small budget available for advertising measures, the focus should be on the most important and target-oriented tasks in the areas of search engine advertising and optimization," adds the online marketing specialist. With professional support, for example, the quality factor in the ads account can be improved, advertising wastage can be reduced, target group-relevant rankings can be optimized and thus more leads and sales can be generated. "It is important to first determine the status quo for the respective customer, analyze the market, thoroughly research the activities of competitors and develop a suitable and individual campaign strategy from this," says Karasek and adds:
Self-employed and small businesses often have only a small budget available for advertising measures. Therefore, the focus should be on the most important and goal-oriented tasks in the areas of search engine advertising and optimization (SEA and SEO). More and more areas of life have been playing on the Internet since the beginning of the Corona crisis - after all, digitization is in full swing Gone and does not stop at any industry. But the outbreak of the pandemic reinforced the trend again and suddenly forced small bookstores, clothing boutiques, craftsmen, or health care providers such as alternative practitioners to rely on online presence, web advice, and e-shops.
If people need a product or are looking for a special service, they are increasingly starting their research on the Internet. “That is why an appearance on the web should be a matter of course for small and medium-sized companies nowadays. However, there are numerous providers for most products or services. Search engine marketing is recommended for those who want to quickly increase the visibility and reach of their own business, ”says Andreas Karasek, Managing Director of the SEM Consultants agency.
"Since the self-employed and small businesses often only have a small budget available for advertising, the focus should be on the most important and targeted tasks in the areas of search engine advertising and optimization," adds the online marketing specialist. Potential customers on their own Search engine marketing, in English Search Engine Marketing and abbreviated SEM, consists of the two sub-areas search engine advertising and optimization - abbreviated SEA and SEO for the English terms Search Engine Advertising and Search Engine Optimization. By placing ads in search engines such as Google or Bing, as well as optimizing their own website for search engines, companies have the opportunity to get higher click rates and thus attract more potential customers to their own website.
The key to the effectiveness of both marketing tools is keywords. Keywords that match the company and the services offered are the central factor, as Internet users use them to search for specific topics and offers. "Many small businesses, start-ups or self-employed people often try to To look after as many corporate areas as possible and, in addition to the administration and ongoing operations, to take care of the website, SEA campaigns with Google Ads or Bing Ads and the search engine optimization of your own website. But they need support especially at the beginning or in certain sub-areas - extensive knowledge is required, especially in the SEO area, in order to quickly identify unused potential or errors, ”reports Karasek.
With professional support, for example, the quality factor in the ads account can be improved, advertising wastage can be reduced, target group-relevant rankings can be optimized and thus more leads and sales can be generated. Efficiency at a fixed price In large online agencies, companies with smaller budgets often fall by the wayside and receive less attention. The key to successful search engine marketing, however, does not lie in high advertising budgets, but in the professionalism of the campaign setup and an efficient advertising strategy. "It is important to first determine the status quo for the respective customer, analyze the market, thoroughly research the activities of competitors and develop a suitable and individual campaign strategy from this," says Karasek and adds: "Search engine marketing should focus on innovative Tools and processes are set.