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Google AdWords Definition | OnlineMarketing.de Lexikon

Source 2020: https://onlinemarketing.de/lexikon/definition-adwords | 2020-02-05
► AdWords ist ein Werbeprogramm von Google, das 2000 eingeführt wurde. Mit AdWords können Werbetreibende Suchmaschinenmarketing betreiben, indem sie auf den Su

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                <article id="post-33817" class="post-33817 oml_post type-oml_post status-publish hentry oml_post_index-ad-word oml_post_index-ad-words oml_post_index-adword oml_post_index-adwords-2">
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                        <h1 class="entry-title">Google AdWords</h1>
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                        <p>AdWords ist ein Werbeprogramm von Google, das 2000 eingeführt wurde. Mit AdWords können Werbetreibende Suchmaschinenmarketing betreiben, indem sie auf den Suchergebnissen von Google kleine Textanzeigen schalten und auf ihre Internetseite verweisen.</p>
<p>Mittlerweile ist die <a target="_blank" href="https://onlinemarketing.de/lexikon/definition-suchmaschinenwerbung-sea">Suchmaschinenwerbung</a> die Haupteinnahmequelle von Google. 2011 war es bei der weltweit führenden Suchmaschine für 96 Prozent der Umsätze verantwortlich.</p>
<p>Diese Art des Marketings ist für Kunden, verglichen mit beispielsweise einer Printanzeige, für die oftmals fünfstellige Beträge gezahlt werden müssen, kostengünstig. Es gibt weder Druck- noch Versandkosten, keinen Mindestumsatz und nur eine relativ geringe, einmalige Aktivierungsgebühr von fünf Euro in Deutschland. Für eine AdWords-Anzeige zahlen Werbetreibende im Unterschied zu Print, TV oder Radio per Klick. Das heißt, dass der Kunde nur an Google Geld bezahlen muss, wenn ein Benutzer auf die Anzeige zugreift und zur Zielseite, der sogenannten <a target="_blank" href="https://onlinemarketing.de/lexikon/definition-landing-page">Landing Page</a>, weitergeleitet wird.</p>
<p>Die <a target="_blank" href="https://onlinemarketing.de/lexikon/definition-reichweite-2">Reichweite</a> – nahezu 90 Prozent der deutschen Internetnutzer verwenden Google als Suchmaschine -, die Schnelligkeit und Flexibilität von Google machen das Werben durch die Suchmaschine für Kunden interessant. Anders als im Fernsehen und der Zeitung kann die Anzeige durchgehend verändert und der Kampagne angepasst werden. Ein weiterer positiver Aspekt ist, dass die Anzeige bereits durch die Eingabe von Schlüsselwörtern schnell und zielgerichtet ausgespielt werden kann. Die Kunden wählen dabei auch, bei welchen <a target="_blank" href="https://onlinemarketing.de/lexikon/definition-keywords">Keywords</a> ihre Werbung <em>nicht</em> angezeigt werden soll. Analyse- und Optimierungstools werden von Google selbst bereitgestellt.</p>
<p>Allerdings bringt AdWords auch Nachteile mit sich. Zwar muss nur Geld für die Anzeige bezahlt werden, wenn auf sie zugegriffen wird, doch dazu muss sie auch erst einmal gefunden werden. Neue Produkte sind dadurch nur schwer durch Suchmaschinen zu vermarkten und benötigen deshalb vorher meist eine Branding-Kampagne.</p>
<p>Auch die per-Klick-Bezahlung kann Probleme bereiten. Der sogenannte Klickbetrug (Click Fraud) – konkurrierende Firmen klicken absichtlich auf die Anzeige, um Kosten zu verursachen – kann enormen Schaden anrichten. Um dem entgegen zu wirken, versucht Google allerdings mit Filter- und Monitoringtechniken sowie einem Mitarbeiterteam den Betrug zu erkennen und herauszufiltern.<strong> </strong></p>
<p>Inzwischen fand das System auch Einzug auf YouTube sowie Google Maps und kann außerhalb der Suchmaschine bei Mitgliedern des Google Display-Netzwerks eingesetzt werden.</p>
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