Search
Search engine marketing (SEA) is a discipline that has revolutionised Digital Performance Marketing and is a fundamental part of the DNA of NAYOKI. Even though SEA is an established and learned action within Digital Performance Marketing and has outstripped many media under budget aspects, the dynamic response with which Google and co. continually optimise their technologies, is totally impressive. Always with a goal in focus, yet delivering more precise, more user-friendly and more individual purchase-deciding information at the right moment.
Yet in spite of higher automatisation of optimisation processes, analytics and outcomes reporting, excellence in SEA requires a deep, technical understanding about the functionality of platforms, well-founded knowledge with regard to the meaning of content, as well as expertise and experience in the interpretation of results. Skills which NAYOKI Search Experts proverbially life and breathe.
We are not satisfied with blindly trusting results from platform dashboards, rather we want to understand how these results come about and what the drivers behind them are. Only in this way is it possible to offer our customers best-in-class advice. NAYOKI has, as a premium partner of Google, preferential access to information based on technological developments, innovations and Beta tests. So we are in a position to familiarise ourselves with changes early on, to pass this knowledge on to customers before many others in the market and thereby achieve a competitive advantage.
In search engine marketing, NAYOKI covers all search engines that are relevant for its customers, for instance Google and Microsoft Ads. Premises in the development of bid strategies depends on the individual objectives of our customers, whether CPO, ROAS or Clicks, and we are never satisfied with the status quo, rather seek to continually improve and become more efficient. To meet this requirement, at NAYOKI we have established a working process for SEA where nothing is left to chance. Whereby in the defined process, it is not about a linear process chain, but an endless loop, since we never regard optimisation as closed.
In the first instance it is about identifying the behaviour of the user, who is looking for certain products and services, followed by target group segmentation and determination in terms of the right appeal. Based on this very comprehensive data basis it is possible to give concrete recommendations for action and optimisation. In the next step of the process, follows the review of theories through testing and operative optimisations, focussed on the most relevant and most efficient user interactions. At the end of the process, NAYOKI is in a position, via the optimisation of the user experience at all touch points and concentrating on investments on the most efficient user groups, to scale turnover and ROAS in a highly efficient manner.
As part of Google Ads - our most important instrument in the search domain - dependent on the aim pursued by the customer, NAYOKI implements the following campaign components:
The »bread and butter« discipline in search engine marketing. To achieve as prominent a positioning as possible of our customer's ads to maximise likelihood of response via search results, with the simultaneous goal of achieving the lowest possible click price (CPC).
For our E-Commerce customers, we combine price comparison performance variables with the Google search, and implement highly productive campaigns using product data feeds, with the clear aim of increasing turnover for the advertised services.
Customer journeys are generally complex processes, which require online and offline activities to be linked to one another. Via the positioning of locally or regionally directed SEA ads in shop feed areas, shops appeal to potential customers who are relevant for stationary turnover.
To specifically promote our customer's Apps in the Google Ads universe, we use App-Installations campaigns to gain new customers. In contrast, using App-Interactions campaigns, we reach existing customers.
Millions of pages in the Google Display Network enable us - in addition to providing efficiency-driven campaigns - to maximise scope in a cost-effective manner, while consolidating brand presence in the target group.