Communication Disruptions in Search Engine Marketing (SEM)
Posted: Thu Jan 30, 2025 3:52 am
In search engine marketing, disruptions in communication itself or in coding are often caused by inaccurate or misleading targeting , e.g. through non-specific ad texts or inaccurate meta information . Depending on the search intent , potential customers could understand a message one way or the other.
If the coding of a message is incorrect, then according to the Shannon-Weaver model, the entire communication is disrupted because the recipient cannot "decode" and understand the message. Communication can only take place if the recipient has understood a message .
If, for example, a user cannot see the content or topic of a website in the SERP snippets , the first attempt at communication fails or is made more difficult. The same applies to Google Adwords ads: If the offer is unclearly formulated or the ad is inappropriate, irrelevant or generic for the keyword , successful communication cannot take place. If the recipient does not yet have sufficient cognitive skills, education or the ability to think abstractly, a possible later, potential opportunity for communication will also fail.
A message, e.g. the snippets in the SERP or a Google Adwords ad, can therefore not only influence the click behavior of a user through “faulty coding” , but also the conversion, if, for example, the final offer of a website does not correspond to what was “promised” by a snippet or an ad.
Disturbances in the coding in search engine marketing can therefore be:
Simplified or complicated meta information (user does not understand the topic immediately)
no or automated meta information (wasted communication potential)
too general or unspecific ad texts in Google AdWords
incorrect or irrelevant landing pages
incorrect campaign configuration (e.g. Broadmatch)
Disruptions to communication caused by SEA
Google itself already uses the quality factor to evaluate russia phone number data the relevance of a keyword /advertisement to the target page . Of course, other values also play a role in the quality factor, such as the user experience with the target page or the performance of a keyword in connection with the ad and the target page. However, the rough comparison using keywords is already a rough filter to control the communication of the AdWords ads and to protect the AdWords system from irrelevant and misleading ads.
In practice, target group-oriented communication is often disrupted by the following errors:
missing negative keywords -> ads are displayed irrelevant to the search query
Broadmatch Keywords -> Ads may not be displayed according to search intent
insufficient clustering -> products or services are not separated thematically
false or misleading information in the advertisements -> bait offers, "from 9.99€"
too general information in ads -> often happens with dynamically generated ads
dynamic ads with location reference -> location appears in the title, but is not covered at all
keywords that are not related to the topic (“not the language of the target group”)
incorrect campaign configuration, e.g. location targeting
The above errors must be divided into technical errors and content errors . While technical errors are usually due to the configuration of a campaign or a keyword - i.e. within the AdWords system - content errors directly affect the coding, the message or the landing page .
If you weigh technical and content errors according to relevance and within a possible communication, both have equal weight: 1. because both cannot be successful independently of each other and 2. because one cannot function without the other.
If the coding of a message is incorrect, then according to the Shannon-Weaver model, the entire communication is disrupted because the recipient cannot "decode" and understand the message. Communication can only take place if the recipient has understood a message .
If, for example, a user cannot see the content or topic of a website in the SERP snippets , the first attempt at communication fails or is made more difficult. The same applies to Google Adwords ads: If the offer is unclearly formulated or the ad is inappropriate, irrelevant or generic for the keyword , successful communication cannot take place. If the recipient does not yet have sufficient cognitive skills, education or the ability to think abstractly, a possible later, potential opportunity for communication will also fail.
A message, e.g. the snippets in the SERP or a Google Adwords ad, can therefore not only influence the click behavior of a user through “faulty coding” , but also the conversion, if, for example, the final offer of a website does not correspond to what was “promised” by a snippet or an ad.
Disturbances in the coding in search engine marketing can therefore be:
Simplified or complicated meta information (user does not understand the topic immediately)
no or automated meta information (wasted communication potential)
too general or unspecific ad texts in Google AdWords
incorrect or irrelevant landing pages
incorrect campaign configuration (e.g. Broadmatch)
Disruptions to communication caused by SEA
Google itself already uses the quality factor to evaluate russia phone number data the relevance of a keyword /advertisement to the target page . Of course, other values also play a role in the quality factor, such as the user experience with the target page or the performance of a keyword in connection with the ad and the target page. However, the rough comparison using keywords is already a rough filter to control the communication of the AdWords ads and to protect the AdWords system from irrelevant and misleading ads.
In practice, target group-oriented communication is often disrupted by the following errors:
missing negative keywords -> ads are displayed irrelevant to the search query
Broadmatch Keywords -> Ads may not be displayed according to search intent
insufficient clustering -> products or services are not separated thematically
false or misleading information in the advertisements -> bait offers, "from 9.99€"
too general information in ads -> often happens with dynamically generated ads
dynamic ads with location reference -> location appears in the title, but is not covered at all
keywords that are not related to the topic (“not the language of the target group”)
incorrect campaign configuration, e.g. location targeting
The above errors must be divided into technical errors and content errors . While technical errors are usually due to the configuration of a campaign or a keyword - i.e. within the AdWords system - content errors directly affect the coding, the message or the landing page .
If you weigh technical and content errors according to relevance and within a possible communication, both have equal weight: 1. because both cannot be successful independently of each other and 2. because one cannot function without the other.