Founders of online businesses often encounter the question of which digital marketing channel to invest in at an early stage. This report gives insights into the practical steps of setting the foundation of a digital marketing strategy. Furthermore, it will test the effectiveness of search engine marketing, a popular digital marketing channel consisting of search engine optimization and search engine advertising. It will be evaluated whether search engine optimization and search engine advertising are an adequate marketing strategy for traffic growth of My German Finances.
The goal of developing a digital marketing strategy is to find an impactful and cost-efficient way to grow the audience of the website. For this purpose, the report focuses on the two elements of search engine marketing, namely search engine optimization and search engine advertising. Both fields are very complex and take a lot of effort to set up. Many on- and off-page adjustments need to be made for a noticeable effect on traffic and revenue. For search engine advertising, multiple factors need to be taken into account, such as website relevance and ad quality, in order to be able to run a successful ad campaign.
Inhaltsverzeichnis (Table of Contents)
- 1. EXECUTIVE SUMMARY
- 2. INTRODUCTION
- 3. ANALYSIS OF THE STATUS QUO.
- 3.1. Idea and Business Model
- 3.1.1. Affiliate Marketing
- 3.2. Market Size
- 3.3. Competition
- 3.4. Implications from the Status Quo Analysis
- 4. DEVELOPMENT OF A DIGITAL MARKETING STRATEGY
- 4.1. Search Engine Optimization
- 4.1.1. On-Page Optimization
- 4.1.2. Off-Page Optimization
- 4.2. Search Engine Advertising
- 4.2.1. Search Advertisement Elements
- 4.2.2. Keyword Auctions
- 4.2.3. Ad Quality Score
- 4.3. Display Ads, Social Media Marketing, Email Campaigns
- 5. IMPLEMENTATION OF THE DIGITAL MARKETING STRATEGY
- 5.1. Methodology
- 5.2. SEO in Practice
- 5.2.1. Evaluation of My German Finances' SEO
- 5.3. Marketing Campaign Setup and Tracking
- 5.3.1. Landing Page
- 5.3.2. Website Analytics Setup
- 5.3.3. Google Ads SEA Campaign
- 5.4. Campaign Performance Results and Evaluation
- 6. IMPLICATIONS, RECOMMENDATIONS AND LIMITATIONS
- 7. NEXT STEPS
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report aims to develop a comprehensive digital marketing strategy for the website "My German Finances," a newly launched online platform. It provides practical insights for website founders, especially those in the early stages, to avoid ineffective marketing investments by analyzing the effectiveness of search engine marketing (SEM) – a crucial channel encompassing search engine optimization (SEO) and search engine advertising (SEA). This analysis aims to provide empirical data to guide digital marketing recommendations.
- Developing an effective marketing strategy for "My German Finances"
- Analyzing the effectiveness of SEM, particularly SEO and SEA
- Providing practical recommendations for website founders in the early stages
- Identifying opportunities and challenges of digital marketing strategies
- Assessing the value of SEM for early-stage website growth
Zusammenfassung der Kapitel (Chapter Summaries)
The report begins with an introduction that outlines its purpose and value. It then dives into an analysis of the current status quo, examining the website's business model, market size, and competitive landscape. The report proceeds to develop a comprehensive digital marketing strategy, focusing on SEO and SEA. It delves into practical aspects of SEO, including on-page and off-page optimization, and explores SEA through its various elements, keyword auctions, and ad quality scoring. The report then moves on to the implementation of the strategy, outlining the methodology used, showcasing SEO in practice, and detailing the setup and tracking of marketing campaigns, including a landing page, website analytics, and a Google Ads SEA campaign. Finally, it concludes with an analysis of campaign performance results and provides implications, recommendations, and limitations.
Schlüsselwörter (Keywords)
The primary focus of this report lies in the exploration of digital marketing strategies with a specific emphasis on search engine optimization (SEO), search engine advertising (SEA), and their combined impact as search engine marketing (SEM). The report utilizes real-world data from the website "My German Finances" to provide practical insights and recommendations for website founders seeking to leverage digital marketing for growth.
- Quote paper
- Benjamin Chée (Author), 2018, Leveraging digital marketing for growth, Munich, GRIN Verlag, https://www.grin.com/document/477226
