SEA – Difficult industries

Financial services

• High CPCs
  Keywords in the financial sector, such as “credit”, “mortgage” or “insurance”, are extremely expensive because the competition is fierce.
• Customer acquisition
  The acquisition of new customers in this sector is valuable, which justifies the high costs.

Legal advice

• Competitive intensity
  Law firms often bid high amounts for keywords such as “lawyer”, “legal advice” or “divorce lawyer” in order to appear at the top of the search results.
• High ROI
  The high costs are offset by the potentially high fees for winning mandates.

Healthcare

• Expensive keywords
  Terms such as “dentist”, “surgery” or “health insurance” are in high demand and correspondingly expensive.
• Regulatory requirements
  Advertisements must meet strict regulatory requirements, which requires additional resources.
• Google requirements
  Ads must meet strict Google requirements, which requires additional resources, e.g. for depictions of nudity.

Real estate

• Local target groups
  Real estate agents bid high amounts for local keywords such as “buy house in [Stadt]” or “rental apartment [Stadt]”.
• Fast ROI
  The high investments in SEA can be quickly amortized through successful real estate sales.

E-Commerce

• Product diversity
  E-commerce websites have to advertise a large number of products and categories, which drives up costs.
• Conversion optimization
  High costs per click (CPC) are justified by careful conversion optimization in order to maximize sales.

Travel and tourism industry

• Seasonality
  Campaigns often have to be adapted at short notice and seasonally, which increases costs.
• High CPCs
  Keywords such as “flights”, “hotels” or “vacation” are extremely expensive because demand is high.

Technology and software

• Pressure to innovate
  Constant further development and new products require continuous SEA investments.
• Expensive keywords
  Terms such as “software solution” or “IT consulting” are cost-intensive, as many companies are competing for the same customers.

Education and online courses

• Growing demand
  The increasing popularity of online educational offerings is leading to more intense competition and higher SEA costs.
• Specialized keywords
  Keywords such as “online courses”, “further education” or “distance learning” are expensive, as many providers compete for the same target group.

Luxury goods

• Exclusive target groups
  Reaching an affluent and demanding target group requires high bids on premium keywords.
• Brand strength
  Luxury brands invest heavily in SEA to increase their brand presence and attract new customers.

Insurances

• High CPCs
  Keywords such as “car insurance”, “life insurance” or “home insurance” are extremely expensive.
• Complex products
  Ads need to provide detailed information to convince potential customers, which further increases costs.