Online Marketing — frequently asked questions

Sufficient budget is crucial for the system to learn and deliver stable results. Budgets that are too small often lead to limited optimisation, lower reach and less reliable performance.

For Performance Max to realise its potential, the campaign needs sufficient volume to recognise patterns, adjust bids sensibly and identify suitable target groups across channels. The budget is therefore not just a financial framework, but a key prerequisite for effective automation.

Google AI forms the basis for the optimisation of Performance Max. The system continuously analyses campaign data, target group signals and user behaviour in order to adjust bids, placements and ad combinations in real time.

The aim is to increase the probability of conversions and maximise the conversion value. The better the underlying data and targets are defined, the more precisely Google AI can work and sustainably improve campaign performance.

Performance Max complements traditional search campaigns, but does not replace them completely. While search campaigns are targeted at defined keywords and search queries, Performance Max is more signal- and target-based.

The system uses existing data, target group signals and content to independently identify relevant search queries and display adverts accordingly. In many cases, existing search campaigns retain priority for clearly defined keywords. Performance Max extends the reach beyond this and opens up additional potential that goes beyond classic keyword logic.

Data forms the basis for optimisation. Target group signals, conversion data and other inputs help the system to better identify relevant users and optimise campaigns in a targeted manner.

Performance Max is particularly suitable for companies with clearly defined conversion targets, such as online sales or leads. It is particularly useful if reach is to be built up across channels and not limited to individual platforms. Performance Max is a sensible and useful addition to the online marketing mix.

Yes, the button must clearly signalise that a payable order is being triggered.

Example:
✔ "Buy now" or "Order with obligation to pay"
✘ "Continue" or "Save now" - these formulations are considered legally unclear.

All legally required information - e.g. CE labelling, safety warnings, energy labels or instructions in German.
Example:
Toys without CE labelling or without an age warning are subject to a warning - even if they are sold via TikTok.

Missing information can quickly lead to warnings, cease-and-desist declarations or fines.

Example:
If a product is advertised but the base price ("€/kg" or "€/l") is missing, this can be considered legally misleading.

All classic online trading obligations: Imprint, terms and conditions, cancellation information, privacy policy, complete product information and transparent prices. These requirements apply regardless of the platform - including in social commerce environments such as TikTok.

Yes, although the TikTok shop will be launched in Germany first, it will affect Austrian retailers as soon as they start selling to German customers. The German e-commerce and consumer protection rules then apply in addition to the Austrian ones.

In German-speaking countries (Germany, Austria, Switzerland), programmatic advertising offers particular opportunities thanks to strong media partnerships and regional precision:

• Access to premium inventory from major media companies such as Axel Springer, ORF, CH Media or Blick
• Regional targeting options down to postcode level thanks to IP or GPS data
• Connection to local networks such as Austria WebAd or Swiss Marketplace Group
• Growing use of new formats such as Connected TV or DOOH - especially in urban areas.

These factors make programmatic advertising in the DACH region an effective tool for targeted, measurable campaigns with high relevance.

Programmatic advertising is possible across platforms and channels - making it particularly versatile:

• Websites and apps: classic display banners and native ads
• Connected TV (CTV): moving image advertising on streaming platforms such as Zattoo or Joyn
• Digital Out of Home (DOOH): Digital advertising screens at train stations, shopping centres, bus stops, etc.
• Audio platforms: advertising on services such as Spotify or Audio Now
  All channels can be controlled centrally via so-called DSPs (Demand Side Platforms) - this saves time and resources and ensures consistent playout.

Programmatic advertising is suitable for almost all company sizes and industries - from local retailers to international corporations.

• Smaller companies benefit from the ability to advertise in a highly targeted manner regionally and utilise their budget efficiently.
• Larger brands use programmatic campaigns to realise scalable reach, dynamic ad formats and cross-channel communication.

Programmatic advertising is particularly relevant for companies with a clear understanding of their target group and the desire to optimise their digital advertising based on data.

Programmatic advertising uses both first-party data (e.g. from your own CRM or website tracking) and third-party data (from external data providers). This data helps to segment target groups according to characteristics such as age, interests, online behaviour or location.

Data protection is a top priority here: reputable providers pay strict attention to compliance with the GDPR (General Data Protection Regulation) and offer transparent consent and opt-out options. No personal data is sold, but anonymised user profiles are used.

Traditional online advertising is often based on fixed bookings of advertising space via direct contacts with media companies or platforms - often with flat-rate prices and limited targeting options. Programmatic advertising, on the other hand, is fully automated and data-based: Adverts are displayed in real time via auction processes (real-time bidding) where exactly the right target group is currently located - be it on a website, in an app or on a smart TV. This form of advertising is more flexible, more efficient and allows a much more precise approach.

AI tools such as GPT-4, Jasper, Neuroflash or Writesonic can help companies to create content faster, more scalable and more targeted. However, human input should not be missing - for quality, context and brand identity. The role of AI is to generate texts based on user data and search behaviour, which are then editorially reviewed and adapted. This results in high-quality content that impresses both users and AI search systems.

Voice search is changing the nature of search queries: they are longer, more conversational and often asked in question form ("How does a heat pump work?" instead of "Heat pump function"). GSO takes this into account by preparing content in natural language, with complete sentences and a direct approach.

In addition, structured, short answers - ideally less than 30 seconds - help the voice assistants to provide directly relevant information.

Since many generative search systems display answers directly without users clicking on the website, it is more difficult to measure success via click numbers as with classic SEO. Instead, other KPIs are used:

• Increase in visibility in snippets (e.g. via Semrush or Ahrefs)
• Placement in AI-generated suggestions (via tools such as SGE Preview or Bing Webmaster Tools)
• Dwell time on relevant landing pages
• Increasing search queries for brand terms ("brand lift")

Content that answers specific questions, is easy to structure and offers clear information value is particularly suitable. This includes FAQs, how-to guides, product comparisons, checklists, glossary entries. The content should be formulated as semantically clear as possible, well organised (e.g. in lists or short paragraphs) and provided with structured data (Schema.org).

Classic SEO (Search Engine Optimisation) focuses on the optimisation of websites for organic search results in traditional search engines such as Google. This includes measures such as keyword optimisation, meta tags, backlink building and technical optimisation.

GSO goes one step further: it takes into account new forms of search such as AI-supported search systems (e.g. ChatGPT, Bing Chat, Perplexity or Google SGE), which not only index information but also generate it in real time. GSO aims to prepare content in such a way that it can be understood, processed and used in generative responses by these systems.

Example:
A classic SEO-optimised blog article on the topic of "healthy sleep" is optimised for Google keywords. A GSO strategy would also prepare short, precise answers for generative search systems, e.g. in the form of FAQ sections or lists that could appear directly in an AI answer box.

After a joint briefing, a target group analysis is carried out. Suitable modules (e.g. Permadigital, Permaleads, Permacall) are then combined. Permagroup takes over the implementation - including lead tracking, communication and appointment scheduling.

Thanks to tried and tested methods and optimised processes, many customers achieve their first qualified leads after just a few weeks - especially with the free entry via Permaleads.

Yes, Permagroup works in full compliance with data protection regulations under Swiss and EU law. All tracking and analysis processes (e.g. Permacode) take place on servers in Switzerland, Germany or Austria.

In contrast to conventional cold calling, Permagroup combines data-based targeting, digital marketing and professional telemarketing. This results in qualified leads with genuine interest - efficient, scalable and significantly more promising.

Permagroup specialises in B2B companies - particularly from the industrial, IT, consulting and service sectors - that want to systematically acquire new customers and digitalise their acquisition processes.

By analysing engagement data and target group interactions, brands can precisely adapt their influencer marketing strategies. Data helps to measure the success of campaigns, select the right influencers and optimise content to achieve greater reach and quality.

With the increasing regulation of social media platforms, brands need to ensure that their influencer marketing strategies comply with applicable laws and regulations. Transparency in advertising is crucial to prevent legal issues.

Authenticity is a decisive success factor. Consumers prefer content that appears organic and credible rather than obvious advertising. Influencers who are honest and transparent with their community can strengthen brand loyalty and the trust of their target group.

Micro-influencers, who have fewer than 100,000 followers, often offer a higher engagement rate and a more authentic connection to their target group. Brands benefit from a more personal relationship with followers, which can increase the effectiveness of campaigns.

Influencer marketing is the collaboration between brands and influencers to promote products or services. It used to be a simple collaboration, but today it is a multi-layered ecosystem in which influencers act as brand ambassadors and maintain a close relationship with their community. This has far-reaching effects on the strategies of brands.

Yes, AI can also work with privacy-friendly methods such as first-party data and cohort-based analyses. Companies should adhere to data protection guidelines such as the GDPR and offer transparent opt-in mechanisms for users.

AI optimises the frequency and timing of ad placement to avoid advertising fatigue. It analyses interactions and adjusts the frequency so that users are not addressed too often, but also not too rarely.

The leading tools include Google Ads (smart bidding, responsive display ads), Meta Advantage+ (Facebook & Instagram ads), Criteo (dynamic retargeting), Adobe Sensei (predictive analytics), The Trade Desk (programmatic advertising) and BlueConic (AI-supported customer segmentation).

AI improves personalisation, predicts user behaviour (predictive analytics), optimises ad placement, automatically adjusts bidding strategies and creates dynamic ads in real time. This increases the conversion rate while optimising advertising costs.

Traditional retargeting uses predefined rules and tracking technologies to retarget users. AI-based retargeting, on the other hand, analyses user behaviour in real time, personalises ads individually and optimises campaigns using self-learning algorithms.

Yes, blockchain can be used to create tamper-proof reward systems. Points or tokens stored on the blockchain cannot be falsified and provide a transparent basis for long-term customer loyalty.

Blockchain stores data in a decentralised and encrypted manner, which significantly reduces the risk of data misuse. Customers can track how their data is used, which increases trust and security.

Blockchain can verify the authenticity of followers and interactions so that brands can be sure that the reach of influencers is genuine. Fake followers and paid likes are thus recognised and avoided.

Blockchain technology allows every campaign interaction to be documented and verified, which ensures that the adverts really do reach the desired target group. As a result, advertising budgets are utilised more efficiently.

Blockchain enables tamper-proof traceability of advertising campaigns and data flows. Companies can show in detail where data comes from and how it is used, which strengthens consumer trust.

The main challenge in performance marketing in 2024 was to find a balance between personalisation and wastage. Brands had to develop integrated campaigns that offered a seamless user experience across different platforms while taking into account the new data protection requirements.

Brands can adapt their performance marketing strategies by focussing more on direct customer relationships to collect relevant data. They should also utilise innovative solutions such as server-side tracking and predictive analytics to take meaningful measurements without cookies.

Zero and first-party data refers to data that companies collect directly from their users without relying on cookies or third-party providers. This data is important because it is privacy-compliant and enables a personalised approach, which is essential in an increasingly privacy-oriented environment.

In 2024, the role of AI has changed significantly, being used not only for ad optimisation but also for creative testing and real-time content adaptation. AI-powered tools enabled A/B testing and more precise targeting strategies.

The most important trends in performance marketing in 2024 included the increase in AI-supported optimisation, the focus on zero and first-party data and the increased use of multichannel strategies. Automated campaign optimisation and innovative tracking methods without cookies also played a key role.

A/B tests should be carried out continuously in order to optimise your campaigns on an ongoing basis. The process is not a one-off, but part of a long-term strategy to improve the conversion rate and user experience.

It is important to change only one variable at a time in order to obtain clear and meaningful results. If several variables are changed at the same time, it is difficult to determine which change had the most influence.

A/B tests make it possible to make data-based decisions instead of relying on guesswork. They help to find out which changes actually improve performance and therefore increase the conversion rate.

Start by creating a hypothesis about a possible improvement, create two variants of the element (A and B), collect data on user interactions and analyse the results to determine which version performs better.

A/B testing is a method in which two variants of an element (such as a website, newsletter or advert) are tested against each other to find out which version performs better in terms of metrics such as click-through rate or conversion rate.

Discount campaigns or exclusive deals can provide the decisive incentive to win back undecided customers. Limited-time offers also create urgency and increase the likelihood of a purchase.

Adverts that are placed a few days after the first website visit are particularly effective. At this point, the visitor is still undecided and a targeted advert can motivate them to carry out the desired action.

Cross-channel retargeting allows you to reach your potential customers on different platforms such as Google, Facebook or Instagram. This allows you to maintain a constant presence and increase the likelihood of users returning and completing a conversion.

Dynamic retargeting creates personalised ads that show products or services that the user has already viewed. This targeted approach increases the likelihood that the customer will still finalise their purchase decision.

Retargeting is a marketing strategy in which users who have visited your website but not taken any action are targeted again with adverts. These ads are based on the user's previous behaviour, e.g. products viewed.

Creative content is crucial for the success of your campaign. A/B tests help you to compare different formats, images and videos and find out which variants perform best. This allows you to continuously optimise your ads to effectively address your target group.

Start with smaller budgets and adjust them gradually based on performance. Use bidding strategies such as "Lowest Cost" or "Bid Cap" to find the right balance between reach and cost per acquisition (CPA).

Meta Ads offers automatic optimisation of placements and ad formats. As a result, your adverts are displayed on the best platforms at the right time and the algorithm tests different ad combinations to identify the best-performing variants.

Meta Ads makes it possible to create target group segments based on interests, behaviour and demographic data. A/B testing allows you to find out which segments respond best to your adverts in order to optimise your campaigns.

Scaling means increasing the reach and efficiency of a campaign through targeted measures such as precise targeting, budget optimisation and the use of automation tools to reach more people and achieve better results.

Short videos on platforms such as TikTok or Instagram Reels appeal to younger target groups in particular. They enable messages to be conveyed quickly and concisely, thus attracting the attention of users in an increasingly fast-paced media landscape.

Employees who share their expertise on social media appear authentic and strengthen trust in the brand. Companies are increasingly promoting the development of their employees' personal brands, as this increases reach and makes corporate communications more personal.

While the quantity of content used to be what counted, today it is the substance that is decisive. Well-thought-out and valuable content offers customers real added value and leads to more success in the long term, as it strengthens brand authority and wins the trust of the target group.

SGE uses generative AI to provide users with summarised information directly in the search results. To be visible in these results, companies should optimise their content so that it is linked as the original source for these summaries. This requires high-quality, clearly structured and relevant content.

Generative AI can help you create content more efficiently, saving time and costs, and producing a variety of formats such as blog posts, newsletters and social media posts. However, it is important that the texts are carefully edited and that clear instructions are given to the AI to achieve the best results.

Automating KPIs offers advantages in all areas of a business: marketing teams can monitor campaign results in real time, while sales and finance departments can keep an eye on sales performance and budget adherence. This leads to faster decision-making, fewer errors and more efficient use of resources.

Agile methods such as Scrum and Kanban promote flexible working methods, short iterations and regular reviews. This enables teams to react quickly to changes and continuously optimise their KPIs.

The most popular tools include business intelligence (BI) platforms such as Tableau, Power BI and Looker, interactive dashboards such as Google Data Studio and Klipfolio, and automation tools such as Zapier and Integromat. Specialised software such as Geckoboard and Databox also offers solutions for tracking KPIs.

KPI automation makes it easier to collect, analyse and report on key performance indicators. It reduces the time required and the potential for errors, enables real-time analysis and helps teams to focus on strategic tasks.

KPIs are measurable values that help companies evaluate their success and make strategic decisions. They enable the monitoring of progress in various areas, such as marketing, sales and finance.

A high level of brand authenticity leads to measurable improvements in economic and behavioural indicators. It enhances the brand image, strengthens customer trust and increases purchase intent. Authentic brands promote deeper customer loyalty and support long-term brand loyalty.

Increase the authenticity of your brand by ensuring consistency in your brand message and behaviour across all touchpoints. Avoid opportunistic decisions that deviate from your identity. Focus on transparent communication and actively interact with your customers to foster genuine connections.

The two main factors are integrity and originality. Integrity requires a consistent match between brand values and behaviour, while originality means that a brand is characterised by its own identity and does not imitate other role models.

The IBBA scale is an empirically tested tool that evaluates brands on the basis of 14 indicators. It measures how well the brand identity matches actual behaviour and provides reliable indications of brand image, trust and purchase intent. This enables companies to derive concrete measures to strengthen their authenticity.

Humanistic marketing places human values and needs at the centre of marketing strategies. It emphasises that consumers are emotional and social beings who seek authentic relationships with brands. This approach fosters trust, loyalty and differentiates your brand from the competition by building deeper emotional connections.

The time it takes to set up an online shop with Shopify can vary depending on the complexity and scope of the shop. In principle, you can set up a simple shop in just a few days. However, if you need special customisations, extensive product catalogues or complex integrations, the setup may take longer. Our team is on hand to speed up the process and ensure that your shop is created exactly as you want it.

Shopify offers different pricing plans that vary depending on the features and support you need. The cost depends on your chosen plan and any additional features or apps. We will be happy to advise you on the best options for your business and help you choose the right plan.

Yes, we offer comprehensive support when using Shopify. Our team will help you set up your online shop, answer technical questions and provide ongoing support to ensure your shop runs smoothly and meets your business goals.

To use Shopify for your business, you can register with Shopify and create an online shop. You can choose from various design templates, add your products and configure payment and shipping options. Our agency can help you customise Shopify to meet your specific requirements.

Shopify is characterised by its user-friendliness, flexibility and extensive functions. It offers customisable design templates, a variety of payment options and powerful marketing tools. In addition, Shopify's continuous development and support ensures that the platform is always up to date.

Google Looker Studio supports a variety of data sources, including Google products such as Google Analytics, Google Ads and Google Sheets, as well as external data sources such as SQL databases, BigQuery, and various third-party APIs. This enables centralised and comprehensive data analysis by combining data from different sources.

Google Looker Studio provides robust security measures to ensure the integrity and confidentiality of data. Data is protected by Google Cloud security protocols that include strong access controls, encryption in transit and at rest, and regular security updates. The platform also makes it possible to manage access permissions and grant only authorised users access to the data and reports.

Google Looker Studio offers several advantages, including a user-friendly drag-and-drop interface that enables professional reports even without prior technical knowledge. It is free of charge and offers a high degree of flexibility in the customisation of dashboards and visualisations. Seamless integration with Google products and other data sources ensures data integrity and real-time updates, making it a scalable solution for organisations of any size.

Google Looker Studio improves data analysis by providing real-time insights and interactive dashboards that allow data to be visualised quickly and accurately. With its powerful data integration capabilities and user-friendly interface, companies can make data-based decisions more effectively by clearly identifying and analysing trends and KPIs.

AI is expected to automate certain areas of work, while at the same time creating new job opportunities in the development, maintenance and improvement of AI-based systems. This raises the question of how to train and qualify the labour force for these changes.

Each of these AI technologies offers unique features and applications, from advanced voice assistance to business productivity support.

Media organisations face challenges such as ethical use, transparency and ensuring journalistic integrity when dealing with AI technologies.

AI has transformed the media landscape through automated reporting, personalised content and real-time analysis of trends in social media.

Interactive content: Use polls, quizzes, and live videos to increase interaction and engagement.

User-generated content: Promote content created by your followers to show authenticity and build community.

Influencer collaborations: Collaborate with influencers who can authentically represent your brand and appeal to a broad audience.

SEO optimisation: Use relevant keywords and hashtags to improve the findability of your content.

AI tools can significantly increase efficiency in social media management by automating and optimising tasks. This includes the generation of content ideas, the creation of captions and the customisation of content for different target groups. By using AI, social media managers can save time and ensure that their content is always relevant and engaging.

Successful community management is based on authenticity and direct communication. It is important to build a genuine connection with followers to encourage engagement and create trust. Through direct dialogue with the community, relevant topics can be identified and long-term relationships created that go beyond superficial interactions.

Companies and influencers can identify current social media trends by regularly monitoring studies and insights from platform operators, analytics tool providers and market research institutes. These sources provide valuable information on the use and development of social media, which helps to recognise and exploit new trends at an early stage.

Website tracking means monitoring and analysing the behaviour of visitors to a website. Various KPIs such as page views, dwell time, click paths and are recorded. This information enables website operators to better understand user behaviour to conversions and optimise their website performance. Precise analysis and interpretation of the data collected helps companies to optimise their marketing strategy.
Would you like to know how you can analyse the behaviour of your website visitors? Contact us without obligation to find out how we can support you in implementing and analysing website tracking.

Online marketing refers to all marketing activities carried out via the internet to promote products or services and reach potential customers. This includes a variety of strategies and tactics, including search engine optimisation (SEO), search engine marketing (SEM), content marketing, social media marketing, email marketing, affiliate marketing, display advertising and much more. The aim of online marketing is to increase the visibility of a brand, attract more visitors to a website, gain prospective customers and convert more visitors into paying customers and ultimately increase sales. Through targeted and effective online marketing activities, companies can effectively reach their target audiences and build long-term relationships with customers.

At Inscript, we offer a comprehensive range of online marketing services to optimise the marketing of your company or products. From social media outreach and content creation to the development and execution of advertising campaigns on the Google Display Network, we support you every step of the way. Our experts will help you create the best possible online presence for your business by analysing your website and identifying potential SEO factors to maximise optimisation potential on leading search engines such as Google.

Social media enables companies to reach and interact with their target groups via various platforms such as Facebook, Instagram and LinkedIn. Content can be published in the form of texts, images, videos and other media to attract attention, increase brand awareness, promote customer loyalty and ultimately increase sales.

At Inscript, we focus on planning and consulting. We help you develop a social media strategy that works, tailored to your specific goals and needs. We support you in selecting suitable platforms, creating editorial plans and provide helpful tips and recommendations for managing your social media presence.

We offer interactive SEO workshops to help you expand your search engine optimisation knowledge and learn practical skills. Our workshops are run by offer a variety of topics, including keyword research, on-page optimisation, off-page optimisation, technical SEO and much more. The hands-on sessions will provide you with valuable insights and tips to help you optimise your website for search engines and improve your online visibility.