4.3.2.3 SEA Products

Most of the search engines run a partner network where they place their adverts as geomarketing-adwords.jpgwell. These are huge portals like t-online, but also small web sites. Google generates 30% of its turnover with these partner sites and 70% with adverts within the search results. The most important partner worldwide is Google which has most of the market share. Therefore many companies only focus their efforts on Google’s product and neglect other search engines or advertising networks (v. Bredow, 2010, p.58-69). But one should also keep an eye on other products as well or combine them. It depends on the target group as to which tool one has to choose. A much specified advertising network sometimes can bring more ROI than Google. All networks work with bids and keyword quality factors and in almost all networks there are similar controlling tools like daily or monthly budgets.

• Google

AdWords is Google’s product to launch a campaign in the paid listing and the content network. Google charges 5€ once to launch worldwide AdWords campaigns. AdWords organizes the campaigns (max.25) in advert groups (max. 100). So it is easy to launch many campaigns parallel for different target groups with different keywords (Google, 2010c). One of the AdWords’ strengths is the Geo Marketing. With a few clicks it is possible to define a worldwide or a regional campaign. On the figure mentioned below only people with an IP from the German state Lower Saxony will see the advert within the search results. This is to avoid wastage in order to save money.

Figure 9: Google’s geo marketing

Source: Google, 2010d

Another important AdWords tool is the conversion tracking. In the browser of every user which clicks in the advert a cookie is saved. If this user buys a product, the cookie will be activated and sends data to Google. With this tool it is very easy to measure conversions and the success of a campaign. Depending on the involvement of the product a conversion rate between 1% and 10% is an acceptable rate (Google, 2010e).

• Yahoo

Yahoo offers the possibility to place adverts in 32 countries, for each country one needs a different account. There is no common administration. The minimum bid and the minimum revenue also differs from country to country. For example there is a minimum revenue of 50€ for each European country for the first registration. This makes it difficult to launch international campaigns. Advantages of the Yahoo network are strong partners EBay and Amazon. In Germany there is a minimum CPC of 0.05€ and a monthly minimum turnover of 25€.

• Baidu

With a market share of 80% in China, Baidu has to be involved for Chinese campaigns. Because of the retreat of Google in March 2010 the market share will grow further in the near future (BBC, 2010). They charge with the method of CPM and CPC. The pages are only available in Chinese.

• Miva and Mirago

These are advertising networks without their own search engine. Miva is in 9 countries and Mirago in 5 countries. Both charge with the method of CPC with a minimum bid of 0.10€ (Miva, 2010).

Max Adler Salzhemmendorf Webdesign

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