Google Discovery Ads: Why the advertising format can be profitable for companies

Google has now released its Discovery Ads worldwide after a test phase of around one year. Why the advertising format should be attractive to many advertisers and where exactly the ads appear.

The Google Discovery Ads ad format is now available worldwide. As announced by the company, advertisers in Germany can now also use the interesting ad variant in full, which appears in Gmail, Youtube or Google Discover in addition to Google itself.

Google launched Discovery Ads for individual markets almost exactly a year ago. They are played out according to user interests and have a high reach because they cover the entire Google ecosystem. Google Discover has become a traffic generator for many websites because, in addition to the latest news that is amazingly well targeted and based on the interests of the user, it also offers videos and other information. The feed is user-related not only displayed on the mobile website, but also in the app.

Google Discovery Ads: Especially for mobile users

The Discovery Ads appear either as normal Gmail ads in Gmail or as infeed ads on Google Discover and Youtube, depending on the type of display. When targeting, Google uses a large number of signals and properties that the user has left behind. When booking this advertising format, there is not much to consider: up to five headings with description can be implemented, an image in landscape format and a linked landing page are sufficient as advertising media, CTA-oriented images are, as usual, prohibited. The whole thing is billed on a pay-per-click basis.

Interestingly, the ads are mostly aimed at mobile devices – for example, only Gmail ads appear on the desktop. In this way, agencies primarily reach users of mobile devices. Here, however, the Discovery Ads are a good addition to the existing ad portfolio.

Brands you can touch: Why digital only is not enough for your brand marketing

Is everything still digital? Corona changes brand experiences, but customers want real closeness and goose bumps. The tech agency reddo is breaking new ground in live communication and offering free webinars.

The exit and contact restrictions in the corona crisis have allowed many digital offers to blossom. But now users want to take their eyes off the screen again and establish proximity to their preferred brands in the real world.

The tech agency reddo INTERACTIVE , a specialist in digital and analogue experiences, has published a fire letter on the current situation under the title “Uns enough …” . The approach: times of restriction need more courage and creativity. Maintain the deceleration you have just gained. Bringing people back to the fore. It is a manifesto for a living departure, a call for a collective outlook.

“Countless digital formats have emerged during the time of restrictions. Brands have missed their social media cannon fodder in the form of active films or posts, ”writes Hendrik Grohmann, Creative Director of reddo INTERACTIVE. “For this time it is definitely a good, no, the right measure to reach consumers, to stay in contact and memory, to enrich everyday life a little. But should it go on like this? Are digital offers replacing real goosebumps? Right now, when summer is coming and life is pulsing outside? ”

Webinars for new brand communication

Every crisis has always prepared the ground for something new. And it is precisely in this young field that reddo wants to sow ideas, paths and approaches. The tech agency will be offering free webinars on brand experiences in the current situation in the coming period. The goal: to give agencies, companies, marketing decision-makers and all interested parties the opportunity to sharpen their own mindset for the future after and with Corona. The webinars provide input on how live communication can look for people and brands in a still unclear “new normal”. In addition, it will be discussed whether budgets that are currently frozen or that are mainly spent in the digital sector should not be better returned to analog measures. In this way holistic moments between brands and people can arise,

You can register for the webinars free of charge on the reddo website. The 90-minute sessions are intended to be the first steps in which reddo INTERACTIVE presents an inventory of the changed present and then makes specific new suggestions for successful live communication.

Don’t leave anyone alone in a crisis

Interact with the brand analog and digital.

“Corona causes justified uncertainty among companies and agencies,” says Johann Thiem, Key Account Manager at reddo INTERACTIVE. He outlines the mood in the run-up to the publication of the fire letter and the hopes for the future: “We have therefore decided to break new ground in live communication with and for our customers. Simply to face the future with new solutions and not to leave anyone alone. It is a challenging situation for everyone, but we are convinced that together we will find ways to expand the offerings that have migrated heavily into the digital again, create values ​​and experiences for people and still take into account the requirements of the federal government. ”

When researching the webinar content, reddo was inspired by the Zukunftsinstitut and Trendone . Surveys by pilot and the new study by Grabarz JMP and Point Blank “How Corona changes our everyday life and our consumption” were also taken into account. “So everything has a hand and foot,” says Hendrik Grohmann. “And of course our own experiences and observations were also incorporated.”

Increase the common good and sales

The webinars do not convey a purely sales-oriented approach. Instead, a future is thought that is marked by a more attitude and commitment to the common good. Regional aspects and sustainable action are packed into the equation together with profitability.

“Our fire letter and the webinars are intended to provide food for thought, but also concrete suggestions on how we can understand the changed normality of people and jointly implement innovative campaigns in live communication,” says Hendrik Grohmann. “Studies show that, especially in crises, people reward when companies stand up for them. Therefore, we want to focus even more on user-centered, authentic and cool actions for the future and encourage agencies and companies to catch up. With all of this, we just have to show the same courage and the same commitment as the many small restaurateurs and retailers who are currently facing the crisis with their creative and unconventional solutions. For us, that’s live communication. This is how you open horizons for the future.

Online Marketing: 16 Dos and Don’ts in Retargeting

Retargeting is very easy to use, especially for online retailers, and can be a powerful tool if done right. We’ll show you ten great ideas to copy and six mistakes to avoid.

77 percent of all customers leave their shopping basket where they are, according to a study by market researchers from Ascend2 . 45 percent of B2B marketers think retargeting is the most effective digital advertising method.

Similar to SEO, email marketing and SEM, retargeting is one of the long-running digital advertising methods. But the signs have turned in the last few years. Retargeting is now often played out via Facebook, Instagram and Twitter and competes with other content in the feed. If you want to stop the user’s thumb while scrolling, you need cool ideas.

10 tips for retargeting

1. Address pain points directly

The user who receives a retargeting banner knows your company. Therefore, generic banners don’t make sense. It is much better if you do it like Hubspot and address specific problems that the user has in everyday life and that he can solve with your help. If the decisive argument is there, then maybe he will convert.

Hubspot, for example, addresses the time required to set up a CRM tool: set up in 25 seconds, but it saves 124 working hours a year.

2. The better, dynamic product image

Are the generic images from the product page really good for the small retargeting banner? An ambient image with the product in use may work better than a cropped view of the product alone. The Yoox online shop even renders the viewed items of clothing in retargeting with virtual models.

Neuromarketing has taught us that the state you achieve when you buy a new product is often perceived as more important than individual features or the price. You are cooler, healthier, more mobile, more carefree. This can also be illustrated in the picture.

Tip: Retargeting banners can also be a good test of which image on the product page converts better.

3. The conversion tables

Urgency is one of the best neuro-triggers out there. In the case of a product that has already been considered, the customer often does not need to obtain further information. So a time-limited special offer or a reference to only a few pieces left can help.

4. The smart voucher

Anyone can use a voucher. The smart voucher or discount is one that communicates a clear value and yet eats little of the margin. If you want to sell a hotel weekend, you can probably get over a free bottle of champagne in your room. Those who discount the individual product could link the discount to the newsletter registration.

5. Retargeting as upselling

Conversion is not the end of the journey. Does the purchased product need a cable or a stand? With the recognition of the user, the journey can be extended. This also applies to how-to content, i.e. material on how to use the product (for example in cooking recipes). This tactic may make it easier for the customer to set up a customer account.

The statistics provide important insights for the selection of the right complementary product: Which products do other customers like to buy together?

6. Welcome to the club

Existing customers are easier to convert. Use retargeting to remind your customers of a positive shopping experience from the past and use this as an opener for the presentation of new products.

7. The integrated retargeting architecture

You can only achieve good frequency control in retargeting if you keep all your channels under control. This is particularly difficult for resellers of advertising space when they play through affiliates. Anyone with a comprehensive retargeting strategy has good reason to think about marketing automation. And vice versa.

8. Channel-specific banners

Every website has its own design rules and this is especially true for the Facebook and Instagram, which are so popular in retargeting. According to its own information, the design platform 99Designs was able to increase its incremental turnover to 134 percent and at the same time reduce costs by a quarter by building 100 variants instead of the previous ten different layouts.

9. Content instead of sales

Of course there are users who don’t like retargeting. But these are mostly those who are afraid of their data or are bothered by bad ads. It’s time to turn the tables in the direction of inbound marketing. Simply apply for a free offer, such as a white paper or a test drive. Such ads are called lead-gen ads, because registration is required to use the free offer.

Linking and advertising additional information about the product viewed can also be the right “detour”. “This is what other users say about product XY.” Or: “Horst used our product XY so creatively.”

10. Churn prevention

And another variant of how you can deal with existing customers in retargeting: Talk to your newsletter subscribers specifically, especially if they haven’t clicked for a long time or even bought something. For example, conversion guru Neil Patel particularly liked an ad that reminded him that he had been an American Express customer for exactly four years. Including upgrade offer.

The 6 biggest mistakes in retargeting

The British marketing service E-Consultancy has summarized the six worst mistakes in retargeting :

1. Users who have already converted

Rubbing the promotion for new customers under the nose of existing customers and showing buyers that the great product they bought yesterday is already much cheaper today is not only a waste of advertising space, it also annoys loyal customers. The ID of the respective tracking pixel or other recognition features must be excluded when the user has converted, unless you have a clear upselling strategy.

2. No segmentation

Additional data points make retargeting really exciting. Which pages did the users visit other than the one on which the tracking pixel was set? Did they come from Google or type-in? Generic retargeting converts poorly.

3. Lack of creativity

Probably the most common mistake: Assuming that price and product image will fix it. Relevance is created through recognition but also through a cool call-to-action. And especially in fast social media, you need a strong visual incentive for users to look at the banner.

4. Underrated addition

Those who did not convert directly may need a little additional incentive. Calculate what the new customer acquisition is worth to you and divide the amount into media and promotion.

5. No frequency control

If you haven’t bought it after the third retargeting, you probably don’t want the product (or you already have it, but not from you). How about a complementary product, because there is probably interest in the product type.

6. False statistical twins

Those who do not segment properly can only expand their target group on a very generic level with statistical twins (lookalikes). And then the probability of additional conversions decreases.

This is how CEO video communication works

Video messages are now part of the standard communicative repertoire of many executives. But what do you have to pay attention to so that the appearance in front of the camera succeeds?

In the daily morning briefing, at the digital press conference or in internal communication: CEO video messages are an integral part of corporate communication repertoire today – and the trend is rising.

But how do you succeed in creating video appearances and moving images that convey the right message from the home office or private environment? One thing above all has to be right: the preparation. In order to communicate successfully via moving images, CEOs and their communication specialists should consider the following four points:

1. Practice makes perfect

It may be obvious, but it is all too often overlooked: A good video is not made the day it is shot. Actually clear, but still many protagonists underestimate the preparation for a video. It is essential – even if an expert creates the script or an agency coordinates the content and setup with the communications team in advance. Because just as a lecturer does not want to start a PowerPoint karaoke, the person in front of the camera does not want to get into the prompting dilemma and encounter content there that they may have never seen in this form before. So the old saying applies: ability comes from practice.

2. Content is king

Speaking of content: Bill Gates awarded him the royal parade role back in 1996 – and rightly so. First and foremost, it is the content that has to be right. Without them, the video appearance becomes meaningless. The rule is: Anyone who appears in front of the camera should talk about topics that are important to them – with which they are familiar and in which they feel “at home”. Whoever knows what he is talking about can look forward to a shoot much more relaxed than someone who dares to venture into unknown territory.

In the next step, the speakers have to formulate their message so sharply and concisely that it reaches the audience. It is important to clearly determine which words should be spoken in front of the camera. In addition, it must be ensured that stilted written language and long and complex sentences are avoided – tapeworm sentences are attention killers.

A little tip: you shouldn’t read the script at the last minute – the viewer will notice that immediately. It is better to look at the text beforehand and internalize the content. In addition, it should be checked early on whether the words of the writer match your own style in order to change them if necessary. Reading aloud helps to identify and replace linguistic stumbling blocks. You should feel comfortable with what you say in front of the camera – and above all, how you say it. Otherwise the performance will quickly appear inauthentic – and will not reach the audience.

3. The appearance is half the battle

To appear confident and empathetic is easier said than done. It is even more difficult when several camera lenses are pointed at your own face. Suddenly the voice falters, the expression petrified – and because the hands do not know what to do with themselves, they begin to pluck at rings, pens or clothing.

Unfortunately, there is no silver bullet for stage fright or sweaty hands, but there are many ways to find help to cope with it. For example, you can practice gestures that underline what is said as well as possible, as well as expressive intonation and pronunciation that give the sentences the right sound. This helps the protagonists to trust themselves and to carry this trust in front of the camera.

What also strengthens self-confidence: clothes that you feel comfortable in. Yes, it should be appropriate, but also comfortable. Perhaps a sweater will be used instead of a shirt and suit – perhaps not necessarily when communicating the quarterly figures. The following applies to the shoot: Clothes that are too dark are not ideal, nor are logos or large-format patterns. You should also avoid fine patterns – they can cause an ugly flickering moiré effect. Furthermore, speakers shouldn’t shy away from make-up or powder – after all, TV professionals spend a lot of time in makeup before they go on the air.

By the way: Do not panic if your nerves flutter while shooting, your face turns red or you falter – this also happens to seasoned professionals. Then you just take a break and start over.

4. The setup is essential

Especially when there is no professional video team preparing the recording, speakers should give some thought to the image structure, light and – last but not least – sound. One of the mottos that cameramen like to follow when taking pictures of landscapes is easy to implement in smaller video setups: “Foreground makes picture healthy”. This does not mean that a desk lamp should protrude into the picture in the foreground – rather, one should look for a way of creating spatiality in the picture. This can be a staggering of differently distant layers in the background or depth of field when using a longer focal length. Because: Nothing is worse than a person in front of a surface.

In addition to the image composition, light also plays an important role. Natural light that streams in through the window is particularly suitable – preferably in the morning or evening, when it is less glaring than at noon. An alternative is a lamp that gives off soft light. Important: The light source should not be placed in the back of the speaker but behind the camera and should not be too bright.

Last but not least: the sound. Smooth wall surfaces reflect the language and an ugly echo is created. A sound-absorbing environment is better: a curtain behind the camera works wonders, a clip-on microphone ensures optimal sound quality. The microphones in smartphones are becoming more and more sensitive, but with little effort it is definitely even better.

Video communication is not a sure-fire success. The preparation is time-consuming and should not be underestimated. In some cases, the weekly email update may be a better solution. But: moving image communication is not rocket science either. On the contrary: it is a craft that can be learned.

Opportunities lie in a crisis: 5 tips for dealing with customers correctly

In good times and bad – this applies not only to the relationship with your partner, but also to the relationship with your customers. If you follow these five tips, they will remain true to you even in the most severe crisis.

As they say? “You can recognize a good sailor in bad weather” – when the sun is shining and the sea is calm and smooth as glass, such a ship or company steers itself relatively easily. But when towers of clouds are brewing on the horizon and the sea or the economic situation becomes rougher, then it becomes clear who is actually a good helmsman – whether on the water or in a company.

The coronavirus still has a firm grip on the world and the economy. Now companies have the opportunity to prove their seaman qualities and to show: “We are there for our customers even in times of storm.” With the following tips, you too can steer your company and your customers safely through the crisis.

Listen: How are your customers?

Rule number one: talking is silver, silence is gold – and listening is platinum. The feedback from your customers is always important, but especially in times of crisis.

Because there are presumably due to the external circumstances and uncertainties also with your customers special needs, maybe fears and doubts or even very practical problems. So keep an eye on all the channels your customers use to contact you at all times. This can be by phone, email or via social media. Attention and prompt reaction give your customers the feeling: “I am heard and seen, someone is there for me.” On a technical level, a Customer Relationship Management (CRM) system helps when interacting with customers .

Speak: What do your customers need to know?

Proactive communication with your customers is almost as important as active listening. If a crisis situation that your company is in affects your customers – such as changing opening times of your shop or delivery problems with an order – it is not your customers’ job to get information about it. Instead, you should take the initiative here and transparently explain what changes are taking place, where they are coming from and when things can be expected to normalize.

Inspire: What can you contribute in the current situation?

In times of crisis you can support your customers by positioning yourself as a helpful supporter. Is there information, tips or anything else that you can use to improve the current situation for your customers? Then don’t be afraid and share your knowledge – for example in the form of videos, infographics, a free white paper or a blog. Salesforce , for example, did the same . On their blog there are helpful tips for entrepreneurs and managers to get through the crisis well. 

Be helpful: How can you help your customers?

New situations require new solutions. In other words, now is the time to think outside the box and find creative, new approaches. Need some inspiration?

During the quarantine period, Netflix developed and introduced a chat function so that users can chat with friends over a film or series evening despite physical distancing. Automobile manufacturers switched their productions to support the medical industry and suddenly started producing parts for respiratory masks and ventilators instead of car bodies. Restaurants that could no longer be visited organized their own delivery services so that people didn’t have to leave their homes and still enjoy freshly cooked food. Disinfectants were produced in cosmetics and perfume factories; the list is almost infinite. What can you contribute 

Be nice: How can you meet your customers?

Experiencing a crisis means uncertainty – for every individual as well as for companies. Often times during these times you tend to look to yourself and your needs and goals first. Here it is important not to lose sight of the bigger picture and, especially in times of crisis, to ask yourself: “What do my customers need? And how can I support you in the current situation? ”You have already received a lot of inspiration, one last tip is: Be accommodating. For example, in the form of extended payment periods or additional payment methods, through or changed return periods or conditions, through reduced shipping costs or discount campaigns and goodies.

Like almost everything in life, crises have two sides. And even if the negative aspects predominate at first, the tips mentioned here can help you survive the crisis – and see it as an opportunity. Because maybe your actions in the crisis will even attract new customers to you?

In order to be able to support your customers in this way, it is not only goodwill that counts, but also the right technical infrastructure. A well-functioning CRM (Customer Relationship Management) system such as that offered by Salesforce helps you to consistently align the processes of your company to the relationship and needs of your customers.

Promotional campaigns on Twitter: Free online courses available

With its marketing academy, Twitter wants to show advertisers how to use the platform properly. Now Twitter also offers on-demand courses for in between.

Twitter has added an e-learning area to its marketing academy. The Twitter Flight School now includes live training as well as on-demand videos, as announced by Twitter. The videos convey how advertising campaigns work best on Twitter.

Video advertising courses

Twitter has been running the academy since 2014. At first it was only aimed at agencies. Two years later, Twitter expanded the free program to non-agency marketers. Registered users can take part in live courses and have access to information material with tips and data.

The new e-learning area now also contains on-demand videos for the first time. Courses are offered on planning campaigns, creating videos for Twitter and correctly contacting target groups.

Continuing education during working hours

“The 10 to 15-minute learning sequences allow marketing managers in companies and agencies short, relaxed learning units – even during working hours,” says Jolanta Baboulidis, Country Director Twitter Germany, in the press release.

A total of six hours of course material are available. During this time, marketers and agencies should learn the knowledge they need to successfully advertise on Twitter.

Live sessions will continue to be offered

The half-day live training courses remain part of the program. There is personal advice on how to use the platform for video advertising correctly.

Completed courses are rewarded with a “Twitter Flight School Badge”. These certificates can be shared on LinkedIn and other platforms.

Instagram reels: opportunities for social media marketing

Instagram’s newest feature is very reminiscent of Tiktok. Can it keep up? And what opportunities does it offer companies and influencers?

The social media platform Instagram is known for constantly implementing new features to make the app experience even more interesting and exciting for users. The fact that the ideas for new tools do not always come directly from the platform itself, but that the makers also like to be inspired by other social media platforms, is nothing new. From the Instagram story, which was copied from Snapchat at the time and is now the focus of influencer marketing on Instagram, to the latest feature that was only recently launched: Reels .

This function is very reminiscent of the Tiktok platform, which is particularly popular with the younger generation. But can Reels keep up with this at all and what opportunities does the new feature offer in the context of influencer marketing for companies and influencers?

Opportunities for influencers and influencer marketing

One group in particular benefits from creative changes or further developments on the social media platforms: the influencers. She has her professional focus mostly on Instagram – exactly where Reels has now been introduced.

Similar to Tiktok, reels give influencers the opportunity to be creative and try out a different type of content. Especially in times when authenticity is more important for influencers than ever before, this new option helps to present yourself even more directly to your own followers. The trend here is moving away from very high-quality, often posted videos to much looser clips that show the influencer from a different angle.

For the followers, Reels has the advantage that they do not have to leave Instagram as a platform to switch to another, e.g. Tiktok. For influencers, this means that they don’t have to build a whole new community on a new channel. As part of the growth of Tiktok, it finally became apparent that many followers did not make the leap to Tiktok together with their influencers – or did not want to make it.

Larger influencers can also use their very high reach with the help of reels to go viral through the newly introduced top reels page and generate more followers. For small influencers, this site offers the chance to grow quickly and attract attention in order to build a community. It is also possible that the feature, similar to Tiktok, will also produce a completely new type of influencer on Instagram who will occupy a completely new niche with funny or particularly creative clips.

Opportunities for companies

With reels, companies in turn have the opportunity to present themselves in a much fresher, more dynamic and modern way. Thanks to the varied content, you can play content here that might not find a place in your account or in your story.

Another advantage is that you can work with your existing network on Instagram – and thus also on Reels. On the company’s Instagram page, followers are exactly the people who are already interested in the products or services. By switching to another platform, companies run the risk of losing many of them. In addition, many companies are still quite skeptical about Tiktok. This is mainly due to the very young target group. For those companies that appeal to a different target group, Reels is a good way not to have to leave the known followers, but at the same time to be able to show themselves through the clips from a different side.

Just like with influencers, companies can also benefit from the Top Reels Page. If they go viral there, they have the chance to make even more people aware of themselves or their products or services and to win them over to their own brand.

The relevance of reels for social media marketing

If you look at Reels as a whole, it quickly becomes clear that Instagram’s new feature has a lot of potential and, above all, very high relevance. Perhaps this is the beginning of a similar effect to the introduction of Instagram Stories a few years ago: After Instagram had more or less copied the format from Snapchat, Snapchat itself took a back seat. Something similar could now threaten Tiktok.

While nothing has been announced yet, it probably won’t be long before Reels introduces the ability to insert links for corporate accounts. This then opens up a completely new form of advertising that could represent great competition for Tiktok. It is not yet possible to insert links there, which is why it has not yet been used very widely as an advertising platform.

Unless Tiktok comes up with anything new or acts in front of Reels as part of advertising opportunities, it is very possible that Reels will replace Tiktok before the Bytedance app could even get really big in terms of influencer marketing.

Email Marketing: The Most Important Suppliers for Newsletter Tools

Anyone who sends large quantities of e-mails, for example as a newsletter, is dependent either on a professional tool or an online provider. We introduce you to the most important German and international providers.

Email marketing enables companies to have direct contact with their customers and is one of the most important pillars of online marketing. The right software is essential for successful email marketing. The market is big and the choice is therefore not always easy. We have therefore put together a selection of promising tool providers for you

Email Marketing: Providers to Get Started Right Away

Quite a few providers have to first obtain an offer or apply for a test access. Other tools can be used directly and their features can be tested immediately. To make it easier for those who make quick decisions to get started, we have summarized the providers accordingly:

Sendin blue

Sendinblue * offers you an email editor with which you can create and personalize mailings using drag-and-drop. The tool also provides you with real-time reports that show you data on the opening and click rate, among other things. A target group cluster analysis also helps you to compare different recipient groups with each other in order to find out which type of mailing performs best for which target group.

This provider offers an easy way to conclude an order processing contract in accordance with the legal provisions of the GDPR, and thus facilitates legally secure application. Data from customers in the DACH region is also stored on German servers.

Sendinblue * offers three different price models: Free, Lite and Premium, which offer a different scope of services. With the free version, 300 e-mails can be sent per day and unlimited contacts can be saved. The prices of the Lite and Premium version are graded depending on the number of emails and start at 19 or 49 euros per month.


Cleverreach * , like almost all representatives of this list, offers features such as registration forms for the website, recipient management, reports and analyzes of recipients, automatic mails via autoresponder, design and spam tests as well as A / B split tests. You can also create campaigns and dynamic RSS campaigns, which can also be analyzed using reports.

The service has a tidy and user-friendly interface that should make it easier to get started. Cleverreach also has an integrated double opt-in procedure and unsubscribe links and can therefore easily be used in accordance with GDPR.

Cleverreach * offers a free test account with which 1,000 emails can be sent to 250 recipients per month. The functionality of the test account is limited. If you want to use more storage space for images, A / B testing, design templates and other features, you can switch to a monthly tariff. These are graded according to the number of recipients. It starts with 250 addressees for nine euros a month. The largest package for 900 euros a month includes 100,000 recipients.

Clever Elements

Clever Elements * can have a considerable number of references. For example, Amnesty International, Betahaus, Siemens, Dräger, IBM and Adecco use the service, which offers a range of features similar to Cleverreach.

With Clever Elements you are also on the safe side when it comes to GDPR, because with the tool provider you have the option, among other things, of concluding an agreement on order processing in accordance with GDPR directly in your account.

Clever Elements can be tested for 30 days free of charge and then offers either a monthly or a credit tariff. With the monthly model, the recipient is billed accordingly – the mails per month are unlimited. For example, 100 recipients cost five euros per month, up to 500 cost 15 euros and 100,000 recipients add up to 870 euros per month.

Mail flat rate

Mailflatrate offers you all the important functions for your newsletter marketing. You can choose from an extensive database of design templates, connect the tool with WordPress, Magento, Shopware and other programs using an API and create surveys, for example on customer satisfaction. In addition, you work GDPR-compliant with Mailflatrate; the server location is in Germany.

You can test Mailflatrate for 30 days free of charge. After that, the tool costs between 20 and 87 euros per month, depending on the range of functions.


The provider Rapidmail *  offers you a simple drag-and-drop editor and more than 250 design templates for designing your mailings. In the dashboard you will find a lot of data to evaluate your email marketing afterwards. There is also a Google Analytics integration for an even more in-depth analysis.

In addition to a simple form for order processing, Rapidmail offers you a wide range of assistance with which you can make your email marketing GDPR-compliant.

Also Rapid mail you offers the choice between a fixed monthly fee or a charge per mailing. With the latter, for example, you pay 16 euros for a mailing with up to 2,000 recipients. Alternatively, you can opt for a monthly cancelable flat rate. It costs nine euros a month for up to 500 recipients, 12.80 euros for up to 1,000 recipients and 16.60 euros for up to 1,500 recipients. If you need more contingent, Rapidmail will create an individual offer for you.

Backlinks: This is how it works with link building – says Johannes Müller from Google

Anyone who wants to claim pole position in Google’s search results will find it difficult to avoid link building. In a Q&A, Johannes Müller from Google gives website operators and SEOs specific tips for backlinks.

Link Earning – The freestyle of backlink building

As the first tip in the Q&A of SEO Südwest , Johannes Müller mentions link earning – the free choice in link building. Backlinks to your own website project are not actively built up by the operator, but rather naturally set by users because of outstanding content. This is certainly the most complex, but also the most effective method.

Digital PR – Many visitors lead to good rankings

As a second tip, Johannes Müller addresses digital PR in the Q&A. The focus here is on the awareness of the brand and / or its website. Backlinks generated in this way are primarily about attracting many visitors and luring them to your own web project. Good rankings are not the direct result of such backlinks that may be set via “nofollow”, but they are associated with massive visitor flows.

Broken Link building – Replace dead links with your own links

The broken link building strategy focuses primarily on detective and research work. The principle is simple and ingenious, if not new: If there are dead links on the web that are similar in content to your own web project, you offer the operator a link to your own project instead. Tip: There are numerous tools on the web for finding broken links, and SEO tools such as Ahrefs make searching easier.

Mentions – Good basis for backlinks

For example, if someone publishes a review on a product of their own brand, it is advisable to ask the operator to link the relevant website. According to Müller, such mentions or citations are a good starting point for backlinks to your own web project.

Backlink building: This is why Google rarely comments on strategies

According to Müller, Google is reluctant to give tips on building backlinks because recommendations are usually taken too literally. Therefore, you usually either do not explain anything or refute strategies that are not working. For further techniques, John Müller refers to a contribution by Britney Muller .

Amazon Marketing: 11 Practical Tips for Retailers and Brands

Promote and sell your own products on Amazon ? Performance and content marketing are essential for retailers and brands on the e-commerce platform. This German company shows you what to look out for!

Purchasing is enthusiastic about the new product – expectations of performance and sales figures are high. What then follows, however, is an unpleasant realization: even if the product makes an excellent impression in reality, it can neither be well presented nor sold online. At the German e-commerce company Sellvin, that’s what they call the Sophia effect: “Sophia was a very high-quality bedspread in our range. The quality of the blanket was much higher than the regular microfiber blanket, but we couldn’t get that across online. This is an article that you have to touch, ”explains Dorothea Zehnpfennig. She is responsible for content marketing at Sellvin Hürth near Cologne.

Your colleague Patrick Müller takes care of performance marketing and advertising. Together they have a lot of expertise when it comes to selling successfully on platforms. In the Zoom interview, both of them shared their five most important tips with us.

1. Unique content

“We create different content for each platform and our own shop. We do not want our offers mutually cannibalizing, ”explains Zehnpfennig. The first focus is on Amazon. Titles, bullet points, images and A + content are the main focus for Sellvin’s products. Especially products that are important for SEO are edited manually. Dorothea Zehnpfennig had all the products in hand.

2. Research in advance

“You have to plan time for each listing” – that sounds banal, says Zehnpfennig, but you are always tempted to shorten processes. She wants to invest half a day in each product to see what the important keywords are, how the competition is doing – and she analyzes the data. “Brand analytics is a powerful tool,” she says.

3. Image production

First, the product is classified. Which ten unique selling points does it have? A photo passport is derived from this. “How can you express the USP in the picture?” Asks the Cologne native. In their experience, users no longer read the text, but also receive the facts, especially through the images. A size comparison is made by always seeing hands in the picture. “There are pictures out there that don’t work,” says Zehnpfennig. Sellvin has just completely rebuilt the subject of images in recent years. You let professional photographers do the work and present the products in their context of use. “The picture is the alpha and omega for the conversion and therefore also for the ranking.”

4. Retail Media

The competition on Amazon is extremely high and there are a lot of cheap products. “A large part of the products can hardly be distinguished from ours optically,” says Patrick Müller. Nevertheless, advertising works best for him in the Amazon universe, simply because the purchase decision is so close and because the sheer reach is so large. “You also accept a higher CPC than on the smaller platforms.”

However, Müller does not want to rule out that smaller platforms can also play a role in advertising. The French platform Manomano is growing very strongly organically for the Cologne-based company. They are just looking carefully. But the process works like in content marketing: “First test it on Amazon and then transfer it to other platforms,” ​​says Müller.

5. Instagram for awareness

It is not directly part of Sellvin’s business model to bring inventions or previously completely unknown products to the market. Nevertheless, Müller and Zehnpfennig clearly see that Amazon SEO will not be enough for such a product. Awareness is increasingly being addressed on other channels, for example on Instagram with short video clips that explain what is new about the product. There is hardly enough brand space on Amazon itself. “That works better with ads than with content, because we can better address different target groups.”

6. Tools and structure

Both content and performance marketing work with keyword and data tools specifically focused on Amazon such as Helium10 , Sellics, and Amalyze . For Müller, it is particularly important that the advertising account has a very clear structure so that he can quickly output reports and change parameters. “Sounds basic, but everyone knows that a gradually growing offer becomes chaotic at some point.” The naming of the line items follows the principle: brand, category, exact product including color and size.

7. Trend surfing

Current keyword trends are also reflected on Amazon. “During the corona crisis, we let a back support pillow run specifically for the keyword home office,” explains Müller. At the same time, content marketing also takes on such trends in the description. “Some of our ideas come from DIY areas on Instagram or Pinterest,” says the Cologne native.

8. The brand on Amazon

“No, the topic of brands is not difficult on Amazon,” Zehnpfennig defends himself against the critical thesis. Amazon is gradually strengthening this as part of the A + content, with the seller account and of course when displaying product recommendations under its own articles. “It’s also about protecting our offer from plagiarism.” Each product title starts with the name of the brand. Brand keywords play a role in advertising insofar as they are cheap to advertise. With one exception: “Of course we also advertise with competitors.” But advertising in competition is expensive.

Brand safety is one of the most important goals in advertising and at the same time serves to upsell with complementary products. “Basically, it is important to be clear beforehand what exactly the campaign is supposed to achieve,” says Patrick Müller. That also decides targeting, creatives and ad placement. “You should use all formats and coordinate the creatives with one another.”

9. Answer questions

“If the seller replies himself, it creates a lot of trust.” Dorothea Zehnpfennig takes care of bad reviews and criticism in order to show the next user that you are involved and are looking for an exchange. In addition, the important questions and problems give rise to suggestions for optimizing the product content. However, according to the Sellvin experts, FAQ topics do not play a major role in the search. Here the “Amazon search engine”, so much touted in the past, is clearly product-heavy.

10. Know listing rules

Each category has its own Amazon laws and hardly anyone knows them. Zehnpfennig is surprised that some retailers are surprised at a ban, even though they have clearly broken the rules. Rules such as showing the word “Special Offer” or promoting “Free Shipping”. “Then comes the seller performance – also known as the Amazon police – and then your listing is closed and then it takes weeks for it to be restored,” says the Cologne-based woman.

Additional tip: test car campaigns

Müller finds the auto campaign function particularly exciting when he is unsure about the positioning of a new product and the associated keywords. “With auto campaigns, you just give Amazon the product and Amazon controls the display itself.” After two weeks, Patrick’s team analyzes the performance and uses the learnings from the Amazon AI to refine a campaign.

Talking to the experts, it becomes abundantly clear how exciting it can be when the “number crunchers” from performance marketing can get along well with the “fine minds” from content marketing. Müller would like to see even closer cooperation.

And the subject of “competition on Google”? He frowns: “We rank behind Amazon when it comes to our own products, you can’t get past that”. Above all, the fact that customers are missing in his own shop annoys him. “We just don’t have enough data for CRM at Amazon customers.”