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Es ist April, es ist Jena – also wieder Zeit für das SEAcamp! 400 Experten treffen sich im Steigenberger Esplanade zum angeregten Austausch über das Neuste zur PPC Optimierung und allem Drumrum. In diesem Jahr erwarteten uns Vorträge zu den Themen Optimierung, Automatisierung, CSS, Pinterest Ads, CRO und vielem mehr..

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Wie immer startet der SEAcamp-Tag mit einem Frühstücksbuffet bei Kaffee und Tee und man begrüßt bekannte Gesichter. Anschließend finden sich alle im großen Konferenzraum Friedrich Schiller ein und es kann so richtig losgehen. Das Orgateam begrüßt, stellt Jena und die Sponsoren vor, den Ablauf des Tages und wie alles so laufen wird. Dann geht es ans Eingemachte: Die Speaker haben jeweils einen kurzen Moment, um für ihren Vortrag zu werben, denn wer die meisten Interessenten für sein Thema begeistern kann, darf im größten Raum sprechen.

Auch ProAdly und Lemundo sind mit vier Vertretern und zwei Vorträgen im Gepäck an gereist, doch dazu später mehr.

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Suchangfragen-Challenge

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Wie auch im leztzten Jahr konnten vorab Suchanfragen aus dem Alltag eingereicht werden aus denen am Tag des SEAcamps die witzigste gekürt wird. Abgestimmt werden konnte mittels lautem Lachen, Grölen oder Klatschen – es ging darum, welche Suchanfrage den größten Zuspruch erhält. Während dieses Auswahlprozesses arbeitet die ausgetüftelte SEAcamp-Software daran, die richtigen Zeiten und Raumgrößen für die Vortragenden zu finden.

Interessante Lektüre rund um die Themen SEA, SEO und Analytics gab es für die Gewinner

  • “was passiert wenn man benutzte teststreifen für diabetiker ableckt”
  • “wohnen im güllebehälter”
  • “wie lösche ich meine Daten bei weight watchers und beginne von vorne”

Bei diesen drei Suchanfragen wurde eben einfach am meisten gelacht! Und nach dieser willkommenen Abwechslung war dann auch klar, welcher Vortrag in welchem Raum und zu welcher Zeit stattfinden würde.

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Spannende Vorträge rund um Google Ads & PPC Optimierung, Amazon Ads und mehr

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Effizientere Google Ads-Kampagnen durch CRO

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In diesem Vortrag ging es um Conversion-Rate-Optimierung (CRO) mittels psychologisch fundierter Maßnahmen. Dabei setzte Monika Vo voraus, dass wir alle über eine Traffic-Generierung hinaus in den meisten Fällen Conversions erzielen wollen, den Nutzer also nicht nur auf unsere Seiten bringen sondern eben auch zum Konvertieren bringen wollen. An die Hand bekam der aufmerksame Zuhörer ein 7-Phasen Framework mit Inhalten wie der Relevanz zwischen Anzeigen und Landing Pages, Vertrauen schaffenden Elementen wie Siegel und Prüfberichte und ganz grundlegenden Anforderungen wie klarer Kommunikation und einfachen Formularen.

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Feedbasierte Kampagnenerstellung mit Search Ads 360 Inventarkampagnen

Sebastian Zehelein

Fortgeschritten

Gibt es Änderungen im Sortiment bedeutet dies oftmals viel manuelle Arbeit. Ist ein Produkt ausverkauft sollten die Anzeigen im Besten Fall pausiert werden. Wird hingegen das Sortiment erweitert, sollten die neuen Produkte im Optimalfall von neuen Keywords mit jeweils dazu passenden Anzeigen abgedeckt werden.
In dieser Session möchten wir zeigen, wie man komplette SEA-Kontostrukturen mithilfe von Inventarkampagnen in Search Ads 360 abbilden kann. Dies beinhaltet nicht nur das initiale Setup mit Kampagnen, Anzeigengruppen, Keywords und Anzeigen, sondern auch die automatische Übernahme von Änderungen im Produkt-Sortiment in die Anzeigenstruktur.
Zuletzt möchten wir noch einen Ausblick geben, was perspektivisch alles mit dem Tool möglich sein wird und warum dies nicht nur für Retailer mit Merchant Center Integration interessant sein kann.

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Unique in Google Shopping – 4 Actions um Eure Einzigartigkeit in Shopping zu hebeln

Oliver Greifenstein

Fortgeschritten / Experte

Google Shopping ist ein standardisierter Kanal mit auf den ersten Blick wenig signifikanten Eingriffsmöglichkeiten. In dieser Session erfährt Ihr, wie Ihr euren USP in den Dimensionen Setup, Bidding & Reporting in die Kampagnensteuerung einbringen könnt. Basis dafür sind Best Practice Cases aus 400 Google Shopping Konten.

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Audience Strategien in Google Ads

Mario Gäbler

Grundlagen

Custom Intent, Custom Affinity, Customer Match… Sind wir alle nicht alle ein bisschen Custom? Versuchen wir einfach, ein bisschen Licht in den Dschungel zu bringen.

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Multiaccount-Settings mit Templates automatisieren

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Wer mit mehreren Accounts gleichzeitig arbeitet, kommt schnell zu dem Schluss, dass für ein effektives Kampagnenmanagement mindestens eine Teilautomatisierung und der Einsatz von Templates und Tool-gestützten Lösungen her muss. Aus dem Alltag mit wechselnden Saisonalitäten und Aktionen in einem Multi-Account-Set-Up berichtete Ivana Nikic und gab die ein oder andere technische Hilfe an die Hand des Zuschauers.

Ein paar Grundregeln sollten bei der Aktionsbewerbung beachtet und eingehalten werden:

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  • Während des Aktionszeitraums sollte die Reichweite deutlich gesteigert werden, um die Vorteile breit zu kommunizieren.
  • Über den Anzeigentext hinaus sollten vor allem Anzeigenerweiterungen genutzt werden, die Aktion anzupreisen.
  • Für eine durchgängige Kommunikation ist es ratsam, die Aktion ebenfalls deutlich auf der Landing Page zu kommunizieren.

Wer mit vielen wechselnden Aktionen zu kämpfen hat, sollte über den Einsatz von Parameteranzeigen mit Geschäftsdaten-Feeds nachdenken. Dieses Anzeigenformat kann auch bei saisonal beworbenen Sortimenten unterstützen, indem es zu bestimmten Jahreszeiten die entsprechenden Worte in der Anzeige austauscht. Beispielsweise von Mai bis Juli das Wort “Sommer” in die Anzeigen einsetzt und von August bis Oktober “Herbst”.

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Google CSS – und jetzt?

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Wir haben es alle schon gehört, aber keiner hat es wirklich verstanden: Was sind die Vorteile von CSS Partnern und worauf muss ich achten?

Timo Bernsmann hat anhand seiner Erfahrungen Licht ins Dunkel gebracht. Aktuell werden Google Shopping Ads, die durch das Google Merchant Center verwaltet werden, automatisch von dem Preisvergleichsportal Google Shopping veröffentlicht.
Um den Wettbewerb aufrecht zu erhalten, gibt es allerdings nach einer Entscheidung der EU-Kommission weitere Preisvergleichsportale, die unsere Shopping-Anzeigen in Google Shopping platzieren können.

Ein großer Vorteil für Werbetreibende ist, dass es bei der Zusammenarbeit mit einem CSS-Partner 20% Margenvorteil für den Cost-per-Click gibt. Außerdem steigt die Wahrscheinlichkeit dafür, dass unsere Anzeigen ausgeliefert werden.

Doch worauf muss man bei der Auswahl des CSS-Partners achten?

Es kommt hauptsächlich darauf an, welche Leistungen von einem CSS-Partner erwartet werden. Soll die komplette Steuerung von Google Shopping Ads abgegeben oder der Partner nur als “Herausgeber” meiner Anzeigen genutzt werden?

Schlussendlich sollte jeder Werbetreibende, der mit Google-Shopping-Anzeigen arbeitet, die Zusammenarbeit mit einem CSS-Partner in Betracht ziehen. Hierbei gilt es allerdings darauf zu achten, dass der Partner langfristig die steigenden Anforderungen von Google und der EU-Kommission erfüllt.

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PPC Law Update

Peter Hense

Fortgeschritten

Neues aus Marken-, Wettbewerbs- und Datenschutzrecht für Unternehmen und Agenturen

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SEA Unleashed – Robuste Trackings und hohe Datenqualität für euer SEA Management

Christian Ebernickel

Grundlagen / Fortgeschritten / Experte

Für die Steuerung und Optimierung unserer SEA-Kampagnen verlassen wir uns meist stillschweigend auf die Daten, die uns Webanalyse-Tools wie Google Analytics liefern.

Doch was, wenn diese Daten fragwürdig oder gar fehlerhaft sind? Dann läuft unsere Kampagnensteuerung in die Irre und wir verschwenden Werbebudgets. Insbesondere automatische Gebotsstrategien wie Smart Bidding sind auf eine hohe Datenqualität angewiesen, um effektiv arbeiten zu können.

Deshalb sind saubere Daten aus robusten Tracking-Setups eine der Grundvoraussetzungen für das effektive Management von SEA-Kampagnen.

Aber wie erreicht man eigentlich eine hohe Datenqualität? Und wie stellt man sicher, dass das Tracking-Setup dauerhaft stabil läuft?

Ich werde in dieser Session typische Beispiele für Probleme im Zusammenspiel von Google Ads mit Google Analytics & Google Tag Manager zeigen und Best-Practices für robuste Trackings und hohe Datenqualität erläutern. Ihr lernt Methoden und Ansätze kennen, mit denen ihr die Qualität eurer Daten und Tracking-Setups nachhaltig steigern könnt. So legt ihr die Basis für das erfolgreiche Management eurer SEA Kampagnen.

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Einfluss der Sprachsuche auf SEA-Kampagnen für lokale Dienstleister

Eckart Backofen

Grundlagen

Insights aus 1.000 Google Ads Konten

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Data Studio Hacks aus der Praxis

Alexandra Zenzura-Studier

Fortgeschritten

Tipps, Tricks und Usecases aus der Praxis.

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Im Pinterest Ads Vortrag von Corinna Kiel ging es vor allem erst einmal um die Basics. Seit wann? Wie viele Nutzer? Wer tummelt sich hier und welche Erfahrungen wurden bisher damit gemacht.

Alleine die Zahlen verdeutlichen wie interessant Werbung auf Pinterest für uns Werbetreibende werden kann:

  • 8-11 Mio Nutzer monatlich in Deutschland
  • über 4 Mio. neue Pins täglich
  • 2 Mrd. Suchen monatlich
  • ca. 11 Re-Pins eines Pins

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Smarte Kampagnen von Google – Einfach, schnell aber auch clever?

Gerhard Jahns

Grundlagen / Fortgeschritten

In dieser Session soll es darum gehen welche Möglichkeiten es aktuell gibt die Kampagnen bei Google zu automatsieren und worauf man bei der Einrichtung achten muss. Des Weiteren sollen noch Erfahrungswerte aus der Praxis diskutiert werden.

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Device „TV-Bildschirme“ – Welche Potenziale bietet der neue Ausrichtungstyp?

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Einen ersten Blick auf den neuen Gerätetyp TV-Bildschirme und die Möglichkeiten der PPC Optimierung bot Rüdiger Rudolph in seinem Vortrag. Denkt man bei TV-Bildschirme gleich an seinen Smart TV zu Hause und eine mögliche Anzeigenausspielung, ist diese Annahme gar nicht verkehrt. Doch gehören zu dieser Ausrichtungsoption wohl auch TV-Bildschirme, die als Empfängergeräte zu verstehen sind.

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Auf diesen können Video- und GDN-Kampagnen ausgerichtet werden, allerdings ist bisher nur eine vergleichsweise geringe Reichweite zu verzeichnen. Entsprechend macht es Sinn, Responsive Anzeigen einzusetzen, die den Aufwand in der Creative-Erstellung gering halten und die Ad jeweils in Größe, Darstellung und Format an die Umgebung und Werbefläche anpassen.

Insgesamt ein interessanter erster Einblick in die seit Oktober verfügbare Auslieferungsoption TV Bildschirme, die nächsten Monate dürften noch weiterführende Erkenntnisse rund um dieses Thema bringen.

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Instagram Shopping mit Influencer Engagement Rate Einfluss

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Instagram Shopping mit Influencer-Engagement-Rate-Einfluss

Mit Instagram Shopping können Produkte im Bild eines Instagram Posts markiert werden. Ein Klick auf die Markierung verlinkt zur entsprechenden Stelle im Online Shop des Werbetreibenden.

Voraussetzungen, um Instagram Shopping nutzen zu können, sind der Zugriff auf den Facebook und Instagram Account durch den Facebook Business Manager, sowie ein funktionierender Datenfeed. Außerdem sollten Bilder in einer sehr guten Qualität vorhanden sein und der Account, in dessen Name gepostet werden soll, muss von Instagram verifiziert worden sein.

Wenn die Basics erfolgreich eingerichtet sind, geht es ans Eingemachte. Die Empfehlung von Speaker Jörg Stark ist es, sowohl eine Kampagne mit dem Ziel Conversions einzurichten, als auch eine Kampagne zur Traffic-Steigerung. Traffic-Kampagnen scheinen zwar anfangs nicht performant zu sein, sind allerdings notwendig, um die Bekanntheit des Instagram Accounts zu steigern und Daten zur Zielgruppe zu sammeln.

Um die Performance von Instagram-Shopping-Kampagnen zu steigern und die beworbene Marke bekannter zu machen, bietet sich die Kooperation mit Influencern an. Bei der Auswahl der Influencer ist es wichtig, dass der Influencer mit der Marke harmoniert und das Image aus der Sichtweise der Zielgruppe verbessert.

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SEA & SEO: Synergien oder Kannibalisierung?

Lara Marie Massmann

Grundlagen / Fortgeschritten

In der Session wird es darum gehen, wie SEO-SEA-Synergien genutzt werden können. Wir stellen uns die Frage, was SEOs und SEAs voneinander lernen können und welche übergeordneten Strategien wir in der Suche verfolgen können. Wann macht Remarketing für SEO-Traffic Sinn? Wann kann ich auf SEA verzichten? Wie profitiert SEO von SEA?
Außerdem werden wir uns auch das Thema Kannibalisierung anschauen und zeigen, welche Berichte in Analytics man in jedem Fall im Blick behalten sollte – vom Aquisitionsbericht mit ‚Google Gesamt‘ Segment über Attribution bis zu Conversion-Pfaden.

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Unser Fazit

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Und auch hier wiederholt sich unser positiver Eindruck:

Wir haben viel gelernt, neue Eindrücke mit in den Alltag genommen und über den Tellerrand gucken können. Rundum ein gelungenes Barcamp! Deshalb bleibt uns an dieser Stelle nur noch zu sagen: Vielen Dank an die Organisatoren und alle Vortragenden – wir sehen uns hoffentlich in Hannover wieder!

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