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      "title": "Google-AdWords: Konto & Kampagnenstruktur | Die Kunst des Online-Marketings (Teil 1) by @understando",
      "body": "<center>![AdWords auf Steemit:logo.png](https://cdn.steemitimages.com/DQmSc92N7a1TcMVoz1JVNLHjk7amPSgWvkqwJKG8hn86E1B/AdWords%20auf%20Steemit:logo.png)</center>\n\n<h2><strong> Warum Online Marketing und AdWords auf steemit? </strong> </h2> \nDies soll eine gewissenhafte Auseinandersetzung mit der #Google-Adwords <b>Konto- und Kampagnenstruktur</b> werden. Diverse Online-Marketing Tools entwickeln sich immer mehr zu essentiellen Instrumenten in der Wirtschaft und sind mittlerweile nicht mehr wegzudenken. Wie in jeder Wissenschaft benötigt auch die Kunst des Online-Marketing Studium und Praxis. Insbesondere, da ich in nächster Zeit beruflich viel mit Google AdWords zu tun haben werde, möchte ich mein <b>eigens erstelltes Lernmaterial auf #steemit</b> zur Verfügung stellen. Dies wird der gemeinsame Versuch sein, die Kunst des Online-Marketings mit AdWords zu erlernen und auf der Plattform von steemit zu verewigen. Danke für diese Möglichkeit liebe Steemianer!\n\n<b>\"Die Kunst des Online-Marketings by @understando\"</b> wird in mehreren Beiträgen erscheinen.\n\nDer gesamte Beitrag orientiert sich an den Ausführungen des Google Partners unter folgendem Link: <a href=\"https://www.youtube.com/watch?v=Y6i5GhU091M\n\">Google AdWords Konto- und Kampagnenstruktur mit Google Partners</a>\nZudem bin ich selbst bereits <b>Google Adwords, Google Shopping und Google Analytics zertifiziert.</b>\n<h3><b> \nTeil 1: Welche Vorgedanken sollte ich mir VOR der Erstellung einer neuen AdWords-Kampagne machen?</b></h3>\n\n<em><b>Sinnvoll segmentieren – die Basis für gute AdWords-Kampagnen</b></em>\n\nSinnvolles segmentieren ist unerlässlich für eine gut <b>organisierte und optimierbare</b> AdWords-Kampagne. Die zu bewerbende Webseite sollte im Optimalfall bereits eine klare Struktur bzgl. der eigenen Produkte oder Dienstleistungen aufweisen. Anhand dieser können die Produkte dann bereits sinnvoll abgegrenzt werden. \nJede Kampagne die später bei AdWords eingestellt wird, sollte <b>eindeutige</b> Zielsetzungen besitzen und Produkte/Dienstleistungen vermarkten, welche später von anderen Kampagnen abgegrenzt werden können. Es ist z.B. für einen Bekleidungs-Shop im E-Commerce Umfeld kaum möglich <b>alle</b> Keywords für Herrenbekleidung, Frauenbekleidung und Kinderbekleidung in einer Kampagne zu bewerben, ohne eindeutige potentielle Suchanfragen von Usern oder wichtige Informationen über das Kaufverhalten der Kunden zu verlieren. Zudem werden ungenau Keywörter die sich auf mehrere Bekleidungsartikel beziehen können kaum erfolgreiche Kampagnen auf AdWords ermöglichen, denn Google legt sehr viel wert auf die <b>Qualität und Relevanz</b> für den Nutzer der angezeigten Kampagnen. \nMacht euch also im Vorfeld bewusst, wie der zu bewerbende Inhalt strukturiert und kategorisiert werden kann. Meist hilft in diesem Fall wirklich die Webseite, da diese oftmals bereits eine klare und sinnvolle Struktur inne hat - und wenn nicht, solltet ihr <b>a)</b> eine eigene Struktur finden und meines Erachtens noch wichtigere <b>b)</b> Die Webseite so optimieren, dass eine klare Struktur zum Vorschein tritt und Besucher der Webseite sofort Wissen <em>worum es geht und welche Produkte/Dienstleistungen angeboten werden</em>.  \nDesto feiner eine Kampagne strukturiert ist, desto genauer ist letztlich jede Anpassung im Konto. Somit können Kampagnen im Nachhinein besser optimiert werden und damit einher geht eine Verbesserung der Leistungsdaten. Das Zusammenspiel von Keywörtern, Anzeigen und Geboten muss harmonisch sein – denn, unharmonische Anzeigen kosten teures Geld. \n\n<b>Hier eine kleine Auflistung, welche beim ersten Kategorisieren für die spätere Kontenstruktur helfen kann:</b>\n\n-\tBetrache Webseite oder Domain (Internetauftritt kann folgende Informationen liefern: wie kann ich die Webseite segmentieren, ist diese bereits in klar abgegrenzte aber sinnvolle Kategorien eingeteilt? Wie ist die allgemeine Struktur? Hauptprodukte? )\n-\tMarken (Nach welchen Marken können die Produkte aufgeteilt werden?)\n-\tStandort (Womöglich nach Standorten aufbauen, um mögliche Idee für sprachliche bzw. geografische Ausrichtungen zu erhalten)\n-\tKategorie / Artikel (Wie sind die Artikelkategorien gegliedert? z.B. Elektronik, Kleidung oder sogar detaillierter über Unterkategorien: spezifisch Elektronik > Grafikkarten)\n-\tGeschlecht (Für Männer oder Frauen?)\n\nDesto besser die Struktur der Seite erarbeitet wird bzw. klarer die zu bewerbenden Objekte voneinander abgegrenzt sind, desto einfacher lässt sich eine Strategie für AdWords ableiten. Dies erspart kostbare Zeit und Geld.\n\n<strong>Zusammengefasst:</strong> \n\tEine sinnvoll ausgearbeitete Struktur in Adwords führt zu verbesserten Leistungsdaten\n\tEs sollten möglichst feinstrukturierte Anzeigengruppen die speziell auf ein Thema abgestimmt sind erstellt werden, wobei eine vorherige Kategorisierung hierbei extrem hilfreich ist.\n\n<h2><b>Ein Beispiel für Kategorisierung eines E-Commerce Musikshop:  Olivers Musikladen </b></h2>\n\n<b>Instrumente nach Typ kategorisiert</b>\n-\t E-Gitarren\n-\tAkkustikgitarren\n-\tKeyboard\n-\tBlechblasinstrumente\n-\tHolzblasinstrumente\n-\tPercussion\n-\tDrumsets\n\n<b>Instrumente nach Marken kategorisiert (sinnvoll, wenn bestimmte Marken gepusht werden sollen)</b>\n-\tOlivers Gitarrenmarke\n-\tInstrumentenmarke X\n- Instrumentenmarke Y \n\n<b>Zubehör kategorisiert</b>\n-\tKabel\n-\tGitarrensaiten\n-\tKeyboards\n-\tMikrofon\n-\tSchlagfelle\n-\tLautsprecher\n\n<b>Angebote (vielleicht saisonal bedingt, spezielle Kampagnen oder Anzeigengruppen für Frühjahrsaktionen?)</b>\n-\tWeihnachtsangebote\n-\tSommerausverkauf\n-\tSchulbeginn\n-\tFrühjahrsonderverkauf\n\nSolch eine Kategorisierung erfordert keinen großen Aufwand und liefert eine klare Struktur der Seite, welche extrem im Aufbau der AdWords-Kampagnen hilft.\n\n<strong>Weitergehende Klassifizierungsmöglichkeiten</strong>\n\n<b>Instrumente nach Typ</b> > E-Gitarren > Stile, Modelle, Marken, Preisspanne, Größen\n\nIm Endeffekt haben wir durch solch eine klare Strukturierung die Möglichkeit die beiden <b><em>wichtigsten Faktoren</em></b> in AdWords zu optimieren:\n\n<center><b>Klickrate\nQualitätsfaktor</b></center>\n\nAuf die Faktoren Klickrate und Qualitätsfaktor werde ich in den nächsten Beiträgen detailliert eingehen. Im nächsten Beitrag werden wir die <b>\"Hierarchie des AdWords-Kontos\"</b> erkunden.\n\n<center>![Kunst des Online-Marketing:steemit_logo.png](https://cdn.steemitimages.com/DQmdGQFBogiVvH5NERnsPxMHbyCmWLvXbCvCuHpPXicA1An/Kunst%20des%20Online-Marketing:steemit_logo.png)\n&nbsp;\nQuellen:\nDer gesamte Beitrag orientiert sich an den Ausführungen des Google Partners unter folgendem Link: <a href=\"https://www.youtube.com/watch?v=Y6i5GhU091M\n\">Google AdWords Konto- und Kampagnenstruktur mit Google Partners</a> und eigenen Erfahrungen.\n</center>",
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