Germany ranks as the fourth-largest economy globally. Its purchasing power has been flourishing significantly for the past ten years. The country is also ranked as the eleventh-largest population size when it comes to internet users. Because of this, Germany is considered a major destination for local and foreign investors. However, businesses aiming to penetrate the German market should use impeccable search engine marketing (SEM).
The German market is the best option for many people to start a business. It offers tremendous business opportunities. If you aim to have a spot in the German market, keep reading to know more about how search engine marketing can help your business. You will also learn the German customers and their buying behaviour, language, and culture.
Digital marketing in Germany
It pays to know how search engine marketing in Germany can put a business on top. However, search engine marketing here requires a different approach, not merely because it has the largest economy in Europe. But the translation of the German language can also be an issue (more on this later).
Germany market profile
A deeper understanding of the German market profile will help you decide which digital marketing method works best. The population of Germany is 83.7 million as of 2020 demographics, with 66 million internet users. It indicates that the best way to win such a huge market share is to maximise search engine marketing.
People, languages, and culture
When engaging in search engine marketing in Germany, it is necessary to know and understand the Germans and their language and culture. They are intellectual philosophers who are punctual and hardworking. Primarily, the people use the German language in their daily communication and the English language as the secondary language.
One of the keys to penetrating the German market is through their language. They are particular in terms of correct grammar and translation. They value transparency and clarity of information, as well as good descriptions of the product or services.
Buying behavior
Germans belong to a mass consumer society. Before they pay for a product or service, a typical German consumer needs to learn more about its quality and functions. They are the most demanding customers, but when satisfied, they are loyal to the brand. The internet plays a crucial role in their buying decision. They prefer exploring a localised website where payment is convenient but safe and personal information is kept private and secure.
Leading search market
Google is the leading search engine in Germany with a 92.63% market share. Then it is followed by Bing with 4.55% share, Ecosia with 0.88% share, DuckDuckGoo with 0.72%, Yahoo with 0.56% share, and t-online with 0.21%.
Businesses should also consider the search engine market share by the device in Germany.
- Desktop
Google – 84.96%
Bing – 10.63%
Yahoo – 0.99%
- Mobile
Google – 97.5%
Bing – 0.71%
Yahoo – 0.28%
Germany – the market and search engine marketing (SEM)
Getting the top rank in search engines is not about luck but from an authoritative search engine marketing effort. Some specific strategies for search engine marketing campaigns are essential to reach the German audience. It will increase brand awareness to reach the target market.
How paid search marketing works
Search engine marketing is a paid digital advertisement that appears on search engine results pages (SERP). Search engine marketing is crucial to any business hoping to succeed in the German market. It works when an internet user types a keyword on a search engine, and the sponsored ads appear on SERP. Thus, gaining prominence and visibility makes the user aware of the product, service, or brand.
Researching and picking the right keywords in any SEM campaign is essential because people start the search process using it. Besides, the ad content, location of the ads—as displayed on SERP, and the landing page should be well-planned.
Search engine marketing (SEM) strategy in Germany
The success of search engine marketing in Germany lies heavily on keywords. Thus getting the keyword right is crucial. It is because the German language is challenging, and keyword selection is tricky. Despite their high English proficiency rate, Germans still prefer to use their native language or localised websites. Aside from keywords, the following factors are worth considering.
Research competitors
In researching competitors, start with their website and explore its design and performance. Also, see how they manage their SEM campaigns and the success rate of the keywords they use.
Understand consumer behaviours
When engaging in search engine marketing (SEM) activities in Germany, it is beneficial to understand consumer behaviours. They prefer localised websites, flexible delivery options, secure payment methods, privacy on personal data, practical, budget-friendly prices.
Tailoring key SEM activities
It is paramount to apply the right approach to search engine marketing in Germany to be effective. Tailoring key SEM activities suitable to the German audience is a sure way to reach them. Focus on these activities and bind your efforts to get the best results:
- Keyword: Tailor keywords and phrases based on “Hochdeutsch” or high German language. Remember that broken compounds are acceptable. Also, longer tail keywords are the best option.
- Ads: Prioritize text-based ads to display in search engines.
- Budget and bids: Consider a comprehensive bidding strategy to maximize the budget.
- Targeting: Identify the target market and make use of message targeting. Also, maximize location targeting, demographic targeting, device targeting, and day & time targeting.
- Tracking and analyzing conversions: It is essential to track the clicks and analyze campaign performance.
Key takeaways
In Germany, search engine marketing is not an easy task, but it is achievable and manageable with the right approach. Here are some of the chief factors to dig into:
- The German language and vocabulary are rich. Hence, it should never be taken lightly in terms of translation and messages.
- Anticipate the growing number of target markets as the German population increases and the purchasing power goes higher.
- A German-sounding domain shows that the website is localized and that the language used primarily is in German.
- Product description should include features and attributes when creating campaigns for search engine marketing.
- Understand the demand for clear information and flexible options in terms of payment and delivery.
The key to successful search engine marketing in Germany is understanding the target market, what they want, and how they purchase.
Our experienced specialists for all your digital marketing goals in Germany are here for you.