[2024] Create an effective Google Ads campaign in Switzerland: costs, performance and strategies

In the ever-changing digital world, every click is a gateway to new opportunities for your business in Switzerland. Let this article be your guide to the vast world of Google Ads in 2024, where innovation, performance, and strategy merge to sculpt exceptional advertising campaigns. 

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Chapter 1: Mastering Google Ads to build winning campaigns

Formerly known as Google AdWords, Google Ads is an online advertising lever created by Google. It paves the way for businesses of all sizes to showcase their ads on the Google search network and beyond. With Google Ads, precisely target your future customers, exactly when they are looking for products or services similar to yours.

How Google Ads works: an overview!

The core of Google Ads is based on an auction system where:

• Keywords relating to your products or services are carefully selected.
• You determine the maximum price per click on your ads.
• Google chooses which ads to display and where to place them based on bidding and relevance.

Example: Let’s say a Swiss hiking shoe store uses Google Ads to target the term “hiking shoes.” If you bid CHF 2 per click, beating out a competitor’s bid of CHF 1.50, your ad could well end up at the top of the results, provided its quality is up to par. With Google’s bidding system, you pay only slightly more than your competitor, optimizing your spend while maximizing your visibility.

The Crucial Impact of Google Ads

Regardless of size or sector, Google Ads is an essential platform for achieving your visibility and growth objectives on the web. Here's why :

• For startups and small businesses : Launch and grow quickly, targeting your market effectively from the start.
• For growing businesses : Test new markets and refine your marketing strategy to expand your customer base.
• For large companies : Strengthen your brand presence and use remarketing tactics to build loyalty.
• For e-commerce : Direct traffic to your product pages and boost your sales with targeted ads.
• For local businesses : Increase your visibility in local searches and turn online searches into in-store visits.

Essential Terminology

• CPC (Cost Per Click) : The amount invested for each click on your ad.
• CPM (Cost Per Thousand Impressions) : Ideal for increasing brand awareness.
• CPA (Cost Per Acquisition) : The cost to convert a click into a customer.
• CTR (Click-Through Rate) : A key indicator of the effectiveness of your ad.

Chapter 2: The essential Google Ads campaigns in 2024: Max Performance, Google Search and Shopping

Digital marketing is currently undergoing a revolution, driven by the rapid advancement of artificial intelligence (AI). In this context, Google, always at the forefront of innovation, is redefining the approach to online advertising campaigns. The goal? To offer companies advertising solutions that are both simplified and effective.

Google AI opens up new avenues for advertisers, transforming the way campaigns are created, managed, and optimized. These technological advances enable businesses of all sizes to maximize their visibility, reach their target audiences with surgical precision, and optimize their ROI like never before. 

Among this range of innovations, one type of campaign stands out in 2024: Max Performance. 

However, the campaigns Google Search continue to offer an invaluable opportunity to capture consumers' attention at the precise moment they are searching. While campaigns Shopping transform purchase intention into concrete actions, by putting products directly in front of the eyes of consumers ready to buy.

1. Performance Max: The automated revolution

Functioning : Performance Max campaigns use advanced artificial intelligence to deliver your ads across all Google channels (Search, YouTube, Display, Gmail, and Discover), optimizing your budget to achieve specified goals, such as conversions or lead generation. This automation allows Google to test different combinations of ads and placements to identify the best performing ones.

Why is Performance Max a trend? In a world where advertising effectiveness and budget optimization are crucial, Performance Max presents itself as the ultimate solution. It allows companies, regardless of their size, to maximize their visibility and results without requiring complex manual management of multiple campaigns.

2. Google Search: the power of keyword targeting

Functioning : Google Search campaigns allow your ads to appear at the top or bottom of Google search results, targeting specific users based on the keywords they search for. This method ensures that your ads reach prospects when their purchase intent is highest.

Why is Google Search still trending? The high purchase intent of users actively searching for products or services makes it an unmatched channel for direct conversion. In 2024, the precision of keyword targeting and the ability to adjust campaigns in real-time continue to make Google search campaigns a pillar of any digital marketing strategy.

3. Shopping: The Eldorado of e-retailers

Functioning : Shopping campaigns promote your products directly in Google search results and on the Shopping tab, with rich ads that include image, price, and product description. They are based on your product feed and use both keyword targeting and product attributes to place your ads in front of the right users.

Why do Shopping campaigns dominate? With the continued rise of e-commerce, Shopping campaigns provide direct visibility of your products where consumers are most likely to shop. In 2024, their ability to simplify the shopping journey and boost conversions by precisely matching supply and demand makes them a must-have for any e-tailer looking to grow their online sales.

Chapter 3: Estimation table of KPIs to follow for Google Ads in Switzerland (2024)

Sector	Average CPC (Search Network) CHF	Average CPC (Display Network) CHF	Average Conversion Rate %	Average Cost per Share CHF	Average Click-Through Rate %
Lawyer	4.00 – 6.00	0.50 – 1.00	3% – 6%	50 – 150	2% – 5%
Auto	2.00 – 3.50	0.40 – 0.80	2% – 5%	40 – 100	3% – 6%
Repair, Maintenance and Auto Parts	2.50 – 3.50	0.50 – 1.00	3% – 6%	30 – 90	3% – 6%
B2B	3.00 – 5.00	0.80 – 1.50	3% – 10%	30 – 100	2% – 4%
Consumer Services	1.00 – 2.50	0.30 – 0.70	1% – 3%	10 – 50	1% – 3%
Dating	2.00 – 4.00	0.40 – 0.90	3% – 7%	20 – 80	2% – 5%
Ecommerce	1.00 – 2.00	0.30 – 0.60	1% – 3%	10 – 50	1% – 3%
Education	2.00 – 4.00	0.40 – 0.90	3% – 7%	20 – 80	2% – 5%
Finance and Insurance	5.00 – 7.00	1.00 – 2.00	5% – 10%	50 – 200	1% – 4%
Health and Medical	3.00 – 5.00	0.70 – 1.50	4% – 12%	40 – 120	2% – 5%
Real estate	2.50 – 4.00	0.60 – 1.20	2% – 6%	30 – 90	3% – 6%
Technology	3.50 – 5.50	0.90 – 1.80	2% – 8%	50 – 150	2% – 4%
Journey	1.50 – 2.50	0.40 – 0.70	4% – 10%	20 – 70	4% – 7%
Animals and Pets	2.00 – 3.00	0.40 – 0.80	3% – 7%	25 – 75	3% – 6%
Doctors and Surgeons	3.00 – 4.50	0.60 – 1.20	3% – 9%	35 – 105	2% – 5%
Dentists and Dental Care	4.00 – 6.00	0.80 – 1.60	4% – 8%	45 – 135	2% – 4%
House and Home Design	3.00 – 5.00	0.70 – 1.40	2% – 5%	40 – 100	2% – 4%

This table provides a valuable estimate of key performance indicators (KPIs) for Google Ads campaigns in Switzerland, covering a variety of industries.

It is important to note that These figures are estimates based on publicly available data. You can use them as an initial guide. However, for accurate planning specific to your business, additional research and analysis is essential.

Here is an explanation of each column to help you interpret the table:

• Average CPC (Search Network) – CHF : This figure represents the average cost per click for ads placed in Google search results. It varies considerably from one sector to another, reflecting the competitiveness and demand of the market. For example, the “Finance and Insurance” sector shows a higher CPC (5.00 – 7.00 CHF), indicating increased competition for relevant keywords.
• Average CPC (Display Network) – CHF : This is the average cost per click for ads served on the Google Display Network, which includes a wide range of partner websites. The numbers are generally lower than for the search network, due to the less targeted nature of the exposure.
• Average Conversion Rate – % : This percentage indicates how often ad clicks convert into desired actions, such as sales or leads. Higher rates, such as those seen in the “Healthcare & Medical” sector (4% – 12%), suggest an effective match between the ad and the needs of the target audience.
• Average Cost per Action – CHF : This figure shows the average cost associated with achieving a conversion. Lower costs indicate a more budget-efficient campaign.
• Average Click-Through Rate – %: The average percentage of clicks out of the total number of impressions of an ad. Higher rates imply a more attractive or better targeted ad.

These estimates provide an initial overview of the potential costs and effectiveness of a Google Ads campaign across various industries. They highlight the importance of precise targeting and ongoing optimization to maximize ROI. 

Each industry has its own unique characteristics, and the success of a campaign depends on many factors, including the quality of the ad, the offer, the landing page, and the keyword strategy.

For Swiss companies considering Google Ads, these figures serve as a starting point. Optimization based on company-specific data and continuous testing is crucial to achieve and exceed these average performances.

Chapter 4: Strategic advice for choosing the type of Google Ads campaign in 2024

Starting with clear, measurable goals is critical to the success of your Google Ads campaign. These goals will guide every decision, from keyword selection to budget allocation. Your goals might include increasing brand awareness, generating leads, or improving online sales. 

Each objective requires a tailor-made strategy. How to do ? 

1. Understanding the audience

Understanding your audience is crucial. This means knowing the demographics, online behaviors, and preferences of your potential customers. Using geographic and language targeting can be particularly useful in Switzerland, allowing you to tailor your messages to different communities.

2. Selection of keywords and creation of a performance plan

Judicious selection of keywords is essential to attract your target audience. 

1. Use Google Keyword Planner to identify relevant keywords with good search volume and moderate competition. 
2. Organize your keywords into thematic groups to improve the targeting and effectiveness of your ads.
3. Create a plan for each keyword group taking into account your advertising budget with Google Ads Performance Planner.  

3. What types of Google Ads campaigns should you choose?

The rule is simple: choose the campaign type or types that suit your specific objectives. 

Below, a detailed table presents the four most used campaign types in 2024, highlighting their main objectives, benefits, typical use cases, complexity of implementation, and the sectors for which they are ideally suited:

Campaign type	Primary objective	Strong points	Use cases	Complexity of implementation	Ideal for sectors
Max Performance	Lead Generation and Remarketing	– AI optimization on all Google channels – Effective for new and existing accounts	– Businesses looking to automate and optimize reach – Targeted remarketing campaigns	Medium-High	All, particularly B2C and e-commerce
Google Search	Precise targeting based on purchase intent	– Placement at the top of search results – Precise targeting by keywords	– Businesses aiming for direct conversions from specific searches	Low to Medium	Professional Services, Finance, Health
Display campaigns	Brand awareness	– Wide reach across the network of partner sites – Increased visibility	– Brands wishing to increase their notoriety – Campaigns aimed at staying present in the minds of consumers	Weak	Fashion, Travel, General public
Google Shopping	Direct product promotion and increased sales	– Visual presentation of products in search results – Targeting by product and category	– E-retailers wishing to boost online sales – Businesses with a product catalog to promote directly	Average	E-commerce, Retail

4. Understanding Auction Options and Their Impact

In this section, we cover the crucial aspect of any Google Ads campaign: bidding strategies. Understanding and choosing the right bidding strategy is essential to maximizing the effectiveness of your online advertising campaigns. 

Here's a step-by-step tip if you want to align your bidding strategies with your goal:

1. Defining conversion actions

Before diving into bidding strategies, it’s important to be clear about what actions you consider conversions on your website or landing page. These actions can range from purchasing a product to signing up for a newsletter to requesting a quote, etc. 

Use Google Analytics 4 (GA4) and or Google Tag Manager to mark and track these conversion actions. These tools will allow you to collect valuable data on user behaviors and the effectiveness of your pages in terms of conversion.

How to create a conversion action in Google Ads without using GA4?

2. Importing conversion actions into Google Ads

Once you’ve set up and started collecting data on your conversion actions in GA4, the next step is to import those actions into your Google Ads account. This helps Google Ads understand which actions are most valuable to your business and optimize your bids accordingly.

3. Choosing bidding strategies

With your conversion actions clearly defined and imported into Google Ads, you're now ready to choose a bidding strategy that maximizes those conversions. 

Google Ads offers several bidding strategies, but focusing on conversions, the following two are particularly recommended for SMBs like yours:

• Maximize conversions : This strategy uses your budget to get the most conversions. Google Ads automatically adjusts your bids for each listing to maximize results, which is ideal if getting the most conversions is your main goal.
• Maximize conversion values : If you not only want to maximize conversions but also the value that each conversion brings, this strategy is for you. It is particularly useful for campaigns where not all conversions are equal in terms of value (for example, selling an expensive product versus a cheaper product).

Choosing the right bidding strategy will ultimately depend on the specific goal of each campaign. However, by focusing on conversions and using the right tools and strategies, you can significantly improve the effectiveness of your Google Ads campaigns. 

For more details on bidding strategies, we recommend visiting the Google Ads help page on how to adopt a bidding strategy based on your objectives. 

For an in-depth analysis of these strategies and advice on how to choose the best one for your needs in 2024, check out our in-depth article: Which bidding strategy to choose on Google Ads in 2024? This guide will also provide you with the information you need to make an informed decision and increase the performance of your campaign.

By following these tips, you are well-equipped to optimize your advertising campaigns and achieve your conversion goals, propelling your business to new heights of online success.

Chapter 5: Expert advice to optimize your Google Ads campaign in Switzerland

The Swiss market, with its cultural and linguistic nuances, requires a tailored advertising strategy to maximize the effectiveness of your Google Ads campaigns. As a partner of choice for ambitious SMEs in Switzerland, we share with you key tips to excel in this unique landscape:

The Importance of A/B Testing

A/B testing is an invaluable method in marketing. Run tests to experiment with different elements of your ads, such as headlines, images, or calls to action. By refining these elements, you’ll discover the combination that resonates most with your target audience.

Understanding the learning phase of Google's algorithm

The Google algorithm learning phase is a crucial period of observation and adjustment. Be patient and collect valuable data during this phase between 2 – 4 weeks. This information will be crucial to optimize your campaigns and improve their performance over time.

Consultation with Google experts

A consultation with a Google expert can provide valuable insights for your advertising strategy. At Geekworkers, we value these professional exchanges that allow you to stay informed of the latest innovations and adjust your strategies for maximum impact.

In conclusion

Adopting a thoughtful and strategic approach is essential to the success of your Google Ads campaigns in Switzerland. By following the advice in this article and collaborating with professionals like Geekworkers, you can not only successfully navigate the Swiss market but also get the most out of your online advertising initiatives. 

At Geekworkers, we are dedicated to helping you achieve your growth goals by leveraging the full potential of Google Ads campaigns. Contact us today to create the effective campaign for your business!