Local Google Ads Audit Checklist - Audit A PPC Account In Minutes
Summary
TLDRDieses Video bietet eine umfassende Checkliste für eine Google Ads-Überprüfung. Es behandelt verschiedene Aspekte wie das Hinzufügen von Negative Keywords, das Überprüfen von Impressions und Bids, Standorteinstellungen, Zielgruppenoptionen, Zeitpläne, Geräte- und Partnereinstellungen. Es erklärt auch, wie man die Bietstrategie anpasst, die Anzeige- und Klickkosten senkt und die Landing Page optimiert, um qualitativ hochwertige Leads zu generieren und den Erfolg von Google Ads-Kampagnen zu steigern.
Takeaways
- 🔍 Überprüfen Sie Negative Keywords, um unnötige Klickkosten zu sparen und relevante Traffic zu lenken.
- 💡 Stellen Sie sicher, dass Ihre Anzeigen genügend Impressions erhalten, andernfalls_biden Sie höher oder erweitern Sie Ihre Keywords und Ad-Gruppen.
- 📍 Achten Sie auf die Standorteinstellungen, um auf potenzielle Kunden in bestimmten Gebieten zu zielen und nicht auf die gesamte geografische Region.
- 🕒 Passen Sie Ihre Anzeigenzeiten an, um in den Stunden mit dem höchsten Konversionsraten zu werben.
- 📱 Überprüfen Sie Gerätebietungen, um auf die Geräte zu biden, die am meisten Conversions bringen.
- 🔄 Überprüfen Sie Ihre Ad-Rotation-Einstellungen, um sicherzustellen, dass Google die besten performing Ads priorisiert.
- 💰 Überprüfen Sie den Cost-Per-Lead, um sicherzustellen, dass er im Vergleich zur Branchenstandard und zu den Kosten Ihres Produkts oder Services angemessen ist.
- 🏆 Steigern Sie Ihre Ad-Qualitätszahlung, um auf höhere Klicks und bessere Kundenergebnisse zu kommen.
- 🎯 Stellen Sie sicher, dass Ihre Anzeigengruppe spezifisch ist und nicht zu viele Keywords enthält, um bessere Ziele zu erreichen.
- 📈 Nutzen Sie Ad-Erweiterungen, um Ihre Anzeigen attraktiver und professioneller zu gestalten.
- 🚫 Verringern oder entfernen Sie Keywords, die auf Wettbewerbernamen lauschen, um unnötige Klicks zu vermeiden.
- 🛠 Überprüfen Sie Ihre Conversion Tracking-Einstellungen, um sicherzustellen, dass sie korrekt konfiguriert sind und auf relevante Handlungen ausgerichtet sind.
- 🌐 Stellen Sie sicher, dass Ihre Zielseite relevant und für mobile Geräte optimiert ist, um die Conversion-Chancen zu erhöhen.
Q & A
Was ist der erste Schritt bei einer Google Ads-Überprüfung?
-Der erste Schritt besteht darin, Negative Keywords zu überprüfen, um sicherzustellen, dass keine Nicht-Konvertierungen in Ihrer Liste enthalten sind.
Wie können Sie mit Google Ads sparen, ohne den monatlichen Budget zu erhöhen?
-Indem Sie regelmäßig Negative Keywords hinzufügen, können Sie bis zu 10-20% des Werbebudgets sparen und gleichzeitig dieselben Ergebnisse erzielen.
Was ist eine häufige Ursache dafür, dass Google Ads-Anzeigen keine Klicks erhalten?
-Ein Hauptgrund, warum Google Ads-Anzeigen keine Klicks erhalten, ist, dass die Gebote zu niedrig sind, um mit anderen Anzeigen zu konkurrieren oder nicht genug Keywords vorhanden sind.
Wie können Sie sicherstellen, dass Ihre Anzeigen nur für die gewünschten Standorte gezeigt werden?
-Indem Sie die Standorteinstellungen überprüfen und diejenigen, die keine Konversionen erzeugen, entfernen oder pausieren und stattdessen auf bestimmte Gebiete innerhalb eines Kreises zielen.
Was ist der beste Zeitpunkt für die Ausführung von Google Ads-Anzeigen?
-Die besten Zeiten für die Ausführung von Anzeigen sind diejenigen, in denen sie die meisten Conversions erzeugen. Verwenden Sie die von Google bereitgestellten Daten, um diese Zeitfenster zu identifizieren und zu optimieren.
Wie kann die Art der Anzeigeauswahl (Present oder Interest) den Lead-Generierungsprozess beeinflussen?
-Wenn Sie die Option 'Present or Interest' auswählen, erhalten Sie möglicherweise Anrufe und Anfragen aus außerhalb des ausgewählten Standorts. Um Leads aus Ihrer Zielregion zu generieren, sollten Sie 'Presents people in or regularly in your targeted area' wählen.
Was ist das Problem, wenn Anzeigen auf Tablets viele Klicks, aber keine Conversions erzeugen?
-Wenn Tablets viele Klicks, aber keine Conversions bringen, sollten Sie das Budget für Tablets reduzieren oder ganz deaktivieren, um auf Geräten zu biden, die bessere Ergebnisse liefern.
Was ist der Zweck von Ad-Extensions?
-Ad-Extensions dienen dazu, Ihre Anzeigen größer, professioneller und insgesamt ansprechender für Kunden zu machen, indem sie zusätzliche Informationen und Links zu Ihrer Website hinzufügen.
Wie kann eine schlechte Landing Page-Erfahrung die Anzahl der Conversions verringern?
-Wenn eine Landing Page nicht gut auf die Anzeige abgestimmt ist oder keine klare Call-to-Action hat, wird sie die Interessen der Besucher nicht lange aufrechterhalten, was zu weniger Conversions führt.
Was sollten Sie über Googles Empfehlungen wissen?
-Googles Empfehlungen können zwar helfen, Ihre Anzeigen zu optimieren, aber wenn sie automatisch angewendet werden, können sie Ihr Budget schnell aufbrauchen und den Kosten pro Lead erhöhen. Es ist besser, diese Empfehlungen manuell zu überprüfen und anzuwenden.
Wie kann eine Landing Page optimiert werden, um Conversions zu steigern?
-Eine optimierte Landing Page sollte eine klare und ansprechende Hero-Section haben, echte Bilder von der Arbeit und dem Team, einen einzigartigen Angebot, klare Call-to-Action-Buttons, auf Desktop- und Mobilgeräten gut aussehen und die Ad-Gruppe entsprechen.
Outlines
📝 Google Ads Überprüfung - Tipps zur Steigerung der Kundengewinnung
Dieses Video bietet eine Checkliste für eine Google Ads Überprüfung, um mehr Kunden zu gewinnen, ohne den monatlichen Budget zu erhöhen. Es wird erklärt, wie man negative Schlüsselwörter, Impressions, Bietstrategie, Standorteinstellungen, Ortsoptionen, Zeitpläne, Geräte-Bietungen, Partnereinstellungen und andere wichtige Aspekte überprüft und optimiert, um die Effektivität von Google Ads zu verbessern.
🚀 Steigerung der Anzeigeperformance - Bessere Konversionen
Im zweiten Teil der Video-Skript-Analyse wird die Bedeutung einer sorgfältigen Anzeigeplanung hervorgehoben, einschließlich der Anpassung der Bietstrategie nach einer bestimmten Anzahl von Konversionen, Überprüfung der Anzeigenrotationseinstellungen und der Identifizierung von Problemen im Zusammenhang mit dem Kosten pro Lead. Es wird betont, wie wichtig es ist, verschiedene Anzeigegruppen zu haben, um die bestperformenden zu optimieren, und wie die Anzeigenqualitätsbewertung und -stärke die Anzeigeperformance beeinflussen.
🛠️ Optimierung der Landing Pages - Konversionen steigern
Dieser Abschnitt konzentriert sich auf die Verbesserung der Landing Page-Erfahrung, um eine höhere Konversionrate zu erzielen. Es wird erklärt, wie man seine Landing Pages anpasst, um sie ansprechender und professioneller zu gestalten, wie man Kunden über vertrauenswürdige Bewertungen und Akkreditierungen von Drittanbietern überzeugt, und wie man sicherstellt, dass die Landing Pages sowohl auf Desktop- als auch auf mobilen Geräten gut funktionieren. Die Bedeutung von klaren Aufrufen zum Handeln und einer gut sichtbaren Hero-Section auf der Landing Page wird ebenfalls betont.
🤝 Verbesserung der Kundeninteraktion - Kundenbindung stärken
Der vierte und letzte Teil des Skripts beschäftigt sich mit der Verbesserung der Kundeninteraktion und -bindung. Es wird empfohlen, Conversion Tracking zu überprüfen und zu optimieren, um sicherzustellen, dass alle wichtigen Kundenaktionen erfasst werden. Es wird auch darauf hingewiesen, dass es wichtig ist, Google-Empfehlungen zu deaktivieren, um das Budget besser steuern zu können. Schließlich wird die Bedeutung einer gut gemachten Landing Page für die Steigerung der Kundenanziehung und -bindung betont, einschließlich der Anpassung der Landing Page an die Anzeige und die Verwendung von Kundenbewertungen und Akkreditierungen, um das Vertrauen zu stärken.
Mindmap
Keywords
💡Google Ads
💡Cost per Lead
💡Negative Keywords
💡Impressions
💡Bidding
💡Location Settings
💡Ad Schedule
💡Device Bidding
💡Ad Rotation
💡Quality Score
💡Ad Extensions
💡Conversion Tracking
💡Landing Page
Highlights
Google Ads Audit Checklist is introduced to improve ad performance without increasing the monthly budget.
Negative keywords can be used to save 10-20% of the ad budget by excluding non-converting keywords.
Ads with no impressions may be due to low bids or insufficient keywords.
Bidding too low compared to the industry average can affect ad performance.
Incorrect location settings can lead to poor ad campaign performance.
The presence option in settings should be set to 'People in or regularly in your targeted area' for localized leads.
Ad schedule optimization is crucial; avoid running ads 24/7 and focus on peak performance times.
Device bidding should be adjusted based on lead generation from different devices.
Partner settings can lead to low conversion rates despite high traffic and clicks.
Ad timings should be optimized based on conversion patterns throughout the day.
Bidding strategy should be switched from 'Maximize Clicks' to 'Maximize Conversions' after generating at least 20 conversions.
Ad rotation settings should be optimized for the best performing ads.
Cost per lead should be checked and reduced to meet industry standards.
Having multiple ad groups for different services is more effective than using a single ad group with many keywords.
Ad quality score should be maintained above five for better ad performance and lower costs per click.
Ad strength should be between good and excellent, focusing on unique selling points and a strong visual appeal.
Ad headlines and descriptions should be filled with unique selling points to capture customer attention.
Ad extensions should be utilized to make the ad look more professional and appealing.
Avoid targeting competitor's keywords to prevent wasted clicks and low conversion rates.
Conversion tracking should be set up for actions that lead to sales, avoiding excessive trackers.
Google recommendations should be turned off to prevent unnecessary budget wastage.
Landing page experience is crucial for conversion rates; avoid sending traffic to low-quality or generic pages.
Ensure the landing page is optimized for both desktop and mobile devices.
Include real images and reviews from trusted sources to build trust and credibility on the landing page.
A clear and unique offer with a strong call to action is essential for a successful landing page.
Accreditations and reviews from trusted sources can provide an extra sense of security for customers.
Transcripts
are your Google ads running but the cost
per lead is too high or the performance
is just not what you expected well in
this video I'm going to share with you
the Google ads audit checklist that we
use if you want more customers from your
Google ads without even increasing your
monthly budget then this video is for
you stick around until the end because
the last tip is a common mistake we see
a lot of Google ad managers making if
you're new here hi I'm C from one Bas
media and I'm here to help you get more
local customers for your service
business so if you don't want to miss
any videos join our community and hit
that subscribe button and the bell icon
to get notified okay so we'll be using
this document which has all the issues
listed that come up when running a
Google ads campaign you can tick each
issue off as you go through them the
link for the document is in the
description now every single page will
have the main issue on it all you have
to do is replace this image with the
screenshot of the problem inside Google
ads manager then write down the issue
over here and after that write down the
solution I will show you how to do this
for each issue listed in this document
so let's start with the first issue
negative keywords to check if you have a
negative keyword issue go into your
Google campaign select keywords in the
overview section and then click on
search terms from here you can see all
the keywords that your ad is showing up
for now if you see keywords which are
getting clicks but are not converting
you want to exclude them and put them in
the negative keywords list you can
easily save at least 10 to 20% of your
ad budget and get the same results by
regularly adding negative keywords now
take a screenshot of the keywords that
are trigger in the ads but not
converting and upload it over here after
that list out all the keywords over here
in the issue section and for the
solution you'll put all those keywords
in the negative keywords list so your
ads don't keep showing up whenever
someone searches for those exact
keywords next is are your ads getting
any impression Impressions refer to the
number of times your ad is shown on a
web page it's counted each time your ad
is displayed regardless of whether or
not it is clicked so if you're add to
not getting any Impressions it can be
linked to a biding issue go to your
campaign overview and check change one
of the metrics to Impressions we can see
here that this campaign is getting a lot
of Impressions but if your campaign has
zero or a very small number that means
Google is not showing your ads one of
the main reasons for Google to not show
your ads is that your bids are too low
to compete with other ads or you don't
have enough keywords so the solution is
to increase your bids add more keywords
and add additional ad groups to the
campaign in order to compete with the
other ads next you want to make sure
that you're not bidding too low to check
this go to Keyword Planner and see the
average bidding amount of the keywords
you're tar in if your bids are lower
than the average bids in your industry
that means your bidding too low and that
can affect the performance of the ads
there are two solutions to this issue
you can either increase the bids for the
whole campaign or you can increase it at
the ad group level the next major issue
is location settings most businesses get
location settings wrong and it can have
a disastrous effect on the performance
of your ad campaign go to your overview
section and select location now you want
to find the locations which are getting
a lot of clicks but no conversions and
remove them another mistake that a lot
of business make is that they just
Target the entire County you want to
break it down to specific areas within
the county rather than just targeting
the whole County this way you can have
custom landing pages for specific areas
the ads will appear more localized and
AD performance will be improved as a
result so the solution pause the
locations from where you're not getting
any conversions and Target specific
areas within a county Next Issue can be
the presence option in settings being
incorrect for this head on to settings
and in the location section click on
location options now here you'll see two
options and usually most businesses will
have the first option selected which is
present or interest if you have this
option selected then you'll get calls
and inquiries outside of the area you
selected so to get leads from your area
you want to select presents people in or
regularly in your targeted area this
will show your ads only to people who
live in your selected area you'll have a
much more focused and highly targeted
leads coming in you want to look at your
ad schedule settings next we've seen
some businesses run ads 24 hours a day
which is something you don't want to do
you want to run ads at the times of the
day which give you the best results
Google will give you data of the times
that your ads are performing the best
and then you can optimize them to run
only on those particular time slots some
businesses only work 9 to 5 but run ads
for 24 hours a day so if they get an
inquiry or a call after their working
hours it's a wasted lead because no one
is there to attend to the call instead
you want to optimize the ads to only
show when they're generating the most
amount of leads in short you don't want
to run ads 247 look at the data and
optimize your ads constantly for better
results next is the vice bidding issue
we've seen this many times when we
review a campaign there's lots of clicks
coming from tablets but no conversions
what you want to do is look at your
device buing and see which devices are
get to you the most amount of leads and
then increase the bid percentage for
instance let's say the tablet activity
is eating away at your budget but you're
not seeing any results come from the
expenditure then you can decrease the
budget by 100% this way your ads won't
be shown on tablets at all after that
you want to look at partner settings if
you have both of these options switched
on then your ads will be shown on
different websites in our experience
both of these options will get you
traffic and clicks on your ads but
you'll see little in terms of
conversions and quality leads so if both
of these options are switched on then
head on to settings and turn them off
the next issue is the times your ads are
running and not converting this issue
has to do with setting up a proper ad
schedule for instance you may see a lot
of clicks on your ads midday during
working hours but they get no
conversions at all conversely in the
evenings your ads are converting really
well because people are at home back
from work and have time to inquire about
your services if you see this you want
to start optimizing the ad timings for
evenings after that you want to look at
your bidding strategy when you first set
up an ad campaign you want to select and
maximize clicks as your bidding strategy
after the ads have been up and running
for some time and generated at least 20
conversions then you want to change the
bidding strategy from maximize clicks to
maximize conversions we've seen a lot of
businesses get lots and lots of traffic
and clicks on their ads but very little
to zero conversions that's because they
haven't changed their biding strategy so
if your ads are currently not generated
needs then your bidding strategy might
be the problem next up you want to check
the ad rotation settings this is Again
part of Google's AI you want to select
optimize for the best performing ads in
this option Google will see which ads
are performing the best and allocate
more of your budget to Those ads so if
you have multiple ads within an ad group
and you want to split test them then
this is the best option as Google is
really good at pushing your budgets to
the best performing ads if the second
option do not optimize is selected then
select the first option and you'll see
your ads perform much better next you
want to identify if your ads have a cost
per lead issue go into overview in your
Google ads manager and from here you can
see your cost per conversion currently
for this client one lead is costing
about
848 but let's say this was closer to 100
or even $200 then depending on the cost
of your product that could be an issue
if the cost per lead outweighs the
return you would get for someone using
the service you're promoting you'll want
to bring it down most businesses don't
even know how much their cost per lead
is so go into your overview section and
check if the cost per lead is above the
industry standard then put the amount in
the issue section and for the solution
put down the settings that have to be
changed in inside your Google ads to
bring the cost down to the industry
standard another issue we frequently see
is businesses running all their ads
through one ad group as you can see over
here we've got multiple ad groups for
this client we have different ad groups
for Recovery Services towing services
vehicle Towing and vehicle transport you
don't want to have just one ad group
with hundreds of keywords instead create
separate ad groups and optimize the ones
that are performing the best after that
you want to check your ad quality score
Google scores your ad on three different
parameters the quality of your ad the
quality of your ad copy and the quality
of your landing page for instance if
your landing page is not related to your
ads then Google will give you a low
quality score and you end up paying a
fortune per click this is because Google
wants to show the best ads so they will
penalize the ads with low quality scores
by charging them more quality score is
there to keep the really bad ads out of
Google's ecosystem otherwise there'd be
loads of lowquality ads floating around
ruining people's experience so Google
will punish the ads with low quality
scores and reward the ones with higher
scores from our experience a quality
score over five is really good anything
between 1 and four is considered a low
score and if you have this score you
really want to work on your ads to
increase it to check your quality score
select Search keywords in the overview
section as you can see our ads quality
score is 8 out of 10 which is considered
very good now it's not impossible to get
a 10 but it can be very time consuming
the majority of the time once you get
over five you'll be outperforming the
competitors in essence if you have a
high quality score your cost per click
will come down which in return will get
you more clicks for the same budget and
you end up getting more customers so
focus on getting the quality score above
five for a better performance of your
ads the next action is to check your ad
strength as you can see over here our ad
strength is good this is a good
indicator that our ads are unique and it
improves their performance you want your
ad strength to be between good and
excellent and for that to happen you
need to keep filling in all the
headlines the description and upload
plenty of images focus on making your
ads look as good as possible and your ad
strength will then go up to excellent
another issue that crops up regularly is
AD headline and description we review so
many ads that have three headlines and
maybe one description what you want to
do instead is to fill all the headlines
and all the descriptions with unique
selling points don't feel the headlines
and descriptions for the sake of it they
have to capture the attention of your
customers and make them click on your ad
so make them unique and creative if you
yourself aren't convinced with the
headlines you've written then go back
and start making them better after that
you want to check if you have an ad
extension issue in the overview section
select assets and then make sure all
these extensions are filled out
correctly go through each one of them
and check if they are set up as they
should be this is an example of how all
these ad extensions will look when
someone searches for your services these
are the site links and this is the logo
it all makes your business look more
professional and this here is the image
extension all of these extensions make
your ad look bigger more professional
and overall more appealing to the
customer the next issue is your ad could
be getting found for your competitor's
names what we found especially in
Industries with big players like
Plumbing is that some of our clients ads
show up for our competitors's keyword so
people click on the ad but don't end up
converting because well they were
searching for our competitors and not
our clients to avoid this go in Search
terms and check if you're targeting your
competitor's keywords if you are and
those keywords are getting clicks but no
conversion then pause those keywords or
remove them from your ads all together
next you might be facing conversion
tracking issues to check conversion
tracking issues go to tools and settings
and select conversions from here you can
set up your conversion tracking now some
businesses have 20 different conversion
trackers on for one hand and from our
experience it's a bit excessive you want
to have conversion tracking for actions
that lead to sales so for this client we
have only conversion tracking on for a
few actions the first one is the lead
form from the website we also have it on
for phone calls through the call
extensions and phone calls from the
website that's it next is time to see if
Google recommendations are turned off go
into campaign setting and then select
recommendations and then click Auto
apply here Google will have a ton of
recommendations on how to set up and
manage your ads and if they're on Google
will use it Ai and algorithms to Target
keywords that it thinks your customers
might search for and then show them your
ads now this will increase traffic and
the amount of keywords your ads are
being found for but we found it wastes a
lot of budget and the cost per lead goes
up significantly so turn off the
recommendations and do it manually or
else Google will end up burning through
your budget another major issue that
affects the performance of the ads is a
bad landing page experience if you're
getting loads of traffic loads of clicks
from their ads but aren't seeing any
conversions it means you have a landing
page issue you don't want to send all
your traffic to a lowquality landing
page or even worse your homepage for
instance if you're running an ad about
boiler repairs you don't want to send
potential customers to your plumbing
websites homepage that they'll have to
navigate to find what they're looking
for instead direct them to a customized
boiler repairs landing page similarly if
you're running multiple ads for
different Services then you should have
a landing page dedicated to each service
if you do this you'll see a sharp
increase in the number of leads from
your ads most of the time we see
businesses sending their ad traffic to
their website homepage which is a big no
no when it comes to optimizing landing
page the first thing you want to look at
is your hero section that's the top part
of your landing page and you want to
make it look as good as possible this is
because sadly most people won't scroll
past the top in just one glance they
will assess it and ask themselves is
this landing page solving my problem is
it a credible business does it have a
good offer and if the answer to all
those questions is yes then they'll make
an inquiry another thing customers ask
themselves is does it have images of the
work you want to go through your landing
page and upload real images of your work
pictures of your team and business and
don't use stock images this will help
build trust and credibility in your
business alongside that your landing
page should have a unique offer your
offer has to be so unique and so good
that the customer finds it impossible to
say no so think about your service and
what would motivate someone to make an
instant purchase from you it could be
something that you can use to sell your
service or product and give such a good
reason to buy they find it hard to say
no next your landing page should have a
very clear call to action you don't want
to overcrowd and confuse your customers
with 20 different calls to action there
has to be a one or maximum of two very
clear and prominent calls to action on
your landing page it should be clear as
day what action they have to take in
order to make an inquiry about your
services make it as simple and as easy
as you can after that your landing page
has to look good on both desktop and
mobile devices according to a recent
study 61.9% of Google ads clicks come
from mobile devices your landing page
has to perform well on mobile devices
and not just on desktop as you can see
on mobile the contact number is
prominently displayed at the top you can
access the navigation bar easily and you
can smoothly navigate throughout the
landing page this landing page is so
easy to navigate and that's exactly the
point make the landing page simple and
easy to use next you want to ensure that
the landing page matches the ad group on
the ad level you have to make sure that
your display path in this case boiler
service will go to a landing page for
boiler services and not to a generic
Plumbing website or a landing page so
the landing page has to be all about the
different types of boilers you offer all
the types of boiler Services the finance
option and everything related to boilers
similarly if your ad is about a
emergency plumbing services then your
landing page should be all about
emergency plumbing services next you
want to have reviews from trusted
sources on your landing page instead of
written reviews include screenshots of
reviews from trusted sources like trust
pilot Facebook or Google you want to
make sure that your review is lifted
from somewhere that is real and your
customer can instantly recognize it if
your customers even have an ounce of
doubt about the authenticity of the
reviews or testimonials they will leave
the page and finally you want to add
accrediations on your landing page just
like reviews accrediations build trust
in your business and gives your customer
an extra sense of security and a level
of comfort when dealing with your
business and that's it a complete Google
ads or it for you to revive a dead
campaign and bring in more leads thank
you for watching until the end I hope
you got a lot out of the video so our
goal here is to help you generate the
best quality leads you can fill out your
diary with more customers and grow your
business and that's it from me and by
the way if lead generation is a problem
with you right now then there's a link
in the description that will help you
solve that problem in under 3 minutes I
want to say a big thank you again for
watching this video if you want want to
see more like this please like And
subscribe and also leave a comment in
the comment section letting us know how
you get on with the changes we read and
respond to all the comments we get have
a great day I'll see you on the next
one
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