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The most important channels at a glance

Freddy Czaja


The own online shop is the center of the online marketing! It should therefore be optimized before any marketing measures. Starting points here include: Design, Usability, Website Speed ​​(Pagespeed), Service and the products. Basically, the online shop itself must be regarded as a product - if the customer finds it good, then he buys it again! Goal: a high conversion!


The goals of online marketing are usually the goals of the company. They should be set before all online marketing measures in order to build a strategy for them. Here are some possible goals:

Main Goals
Sales of products & services
customer acquisition
customer loyalty

Further Goals
Increase awareness
Image (building and improvement)
Reach the target audience
Care of existing customers
Cost reduction
Find out needs
Market research
High conversion rate


Search engine marketing with its subsegments search engine advertising (SEA) and search engine optimization (SEO) offers online shops the greatest opportunities in online marketing. The reason for this is that a majority of consumers start searching for a product or service on search engines. Google is the largest and dominant search engine here. Other search engines include Bing, Yahoo (Bing supported), AOL (Bing supported), or regionally viewed T-Online (Google supported).

Search engine content is separated into organic search results and advertising. Organic search results (or organic search) are all results in search engines that were not bought, but due to the algorithms of a search engine, achieve a certain placement.
Search engine advertising appears above and below organic search results (Google) and must be paid.

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The core topic of search engine optimization is that, when searching within a search engine, your own website achieves the best possible placement. It is assumed that a better placement (rank 1) leads more users to their own website, which in turn can lead to a conversion (purchase of a product or service).
Search engine optimization is part of the standard online marketing of online shops.


There are probably several hundred factors (criteria) that Google uses to judge which placement each individual site receives for a particular keyword. These factors together make up the search engine algorithm.
An algorithm is developed by search engines in order to be able to display the best search results associated with them - or in other words, in the case of Google: The best search result is that which answers the user's search query.

In order to achieve a good search engine ranking for a particular keyword - the keyword is equivalent to a product in the online shop (for example: Adidas Samba) - this product page (or category page) and the whole online shop, the individual factors of the algorithm such as content, title tag, page speed, usability, etc. as well as possible.

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The task of search engine optimization is to fulfill as far as possible all criteria of the search engines and of the algorithm as well as possible, which can lead to an excellent placement. Criteria can be: title tag, keywords in text, text length, headings, page speed, image size, legacy texts, usability, backlinks, internal linking, time on site and much more.

Example 1: Each product image should have an alt text that contains the most important keywords. If there are multiple product images on a page, the keywords should be varied. Well-named, visually attractive images help the product site get better results in the normal search engine and especially in the image search engines.

Example 2: If the content of the product page is really good and informative, the time on site in the online shop increases. Google also notices this (as the most important search engine) and evaluates the product page better over time, which in turn leads to a better ranking. In contrast, product pages without good content typically result in a high bounce rate, which negatively impacts placement.



Under the name "Google Adwords" Google bundles the offers, text advertising and banner advertising, for the various output media such as the Google search, Youtube and partner websites (Google network). The Google Search text ads are Google's core business.


Online shops have the opportunity to advertise their products in all search engines. This works in Google Adwords so that above the organic search results, currently a maximum of four ads are placed and below max. three.
Ad Rank (Ad Placement) is determined in a kind of auction, where not only the bid counts, but also the ad's relevance to the keyword and landing page (Quality Score). Advertisements that do not match these three factors have a poor chance of getting into the top spots - if they manage to do so, they pay far more than an optimal ad. For example, ads that do not match the ad and the landing page are not displayed at all.


Advertising by means of a banner (display advertising) is part of Google Adwords. However, the ads do not appear on Google Search, but on Google's Partner Network (Display Network). The affiliate network consists of websites that have partnered with Google and are providing advertising space for the ads. Various ad formats and ad sizes are possible. Display ad formats include: text ads, image ads, rich media ads, and video ads.
There are about 12 different ad sizes (ad formats) for desktop and about 10 for smartphone, tablet and YouTube. (Example: 250 x 250 px or 120 x 600 px)

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Advertising via banner or text ad is great for remarketing. Remarketing addresses consumers who have been in the online store, but mostly have not converted. The goal is usually: to address consumers after leaving the online shop, in order to still achieve a conversion. Remarketing is one of the underestimated means of online marketing, where all marketing goals such as branding or building an image can be targeted and relatively inexpensive.


E-mail marketing is a very efficient and cost-effective way of online marketing, requiring only the e-mail address of the consumer and his express permission to send newsletters. E-mail marketing is used, for example, to inform about products or to promote promotions such as winter sales. Generally, e-mail marketing tries to tie existing customers to the company.

For example, in order to get new visitors to the online shop to subscribe to the newsletter and perhaps make them existing customers, the following offer can be made: "5 Euro voucher for subscribing to the newsletter" or "Order free of charge if you subscribe to the newsletter“.

To make e-mail marketing even more effective, customized offers are sent to customers. For this purpose, the corresponding information on customers in ERP or CRM must be collected in order to evaluate them afterwards. It is important to comply with all legal requirements.


Affiliate marketing is based on sales partners referring to a commercial provider - in our case, the online shop - and receive a commission as payment. For example, the affiliate partner can present or test a product and then link it to the online shop. Big German price search engines (affiliates) are Google Shopping or Idealo.de. Other big affiliate networks are affilinet and zanox. In principle, every website can become a Google AdSense partner if the guidelines are adhered to.

Types of commission are

Pay per lead
Pay per Sale
Pay per click


Social media marketing is also used in the e-commerce sector. There are several channels available that are the most prominent: Facebook, Twitter, Instagram, YouTube (is also a search engine) or Google+.


One of the main goals is to turn users into fans and brand customers, who in turn act as ambassadors for the company. The secondary goal is to strengthen sales - but here is how quality goes before quantity.


The social media marketing strategy includes defining the goal, highlighting the target audience, selecting the appropriate channels, how to address them (communication) and the content strategy. The content strategy is crucial for the success of social media marketing, as only really good content is read permanently and can lead to success.

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For the sake of completeness, we still want to list sales platforms such as Amazon or Ebay, which for many online shops are not just a source of additional income, but the most important sales sources for their products. On both platforms one can register as a seller and offer his products; When selling their own products fees are due, but in principle every seller has to bear. An advantage of the sales platforms is that you are immediately visible with your products and at an appropriate price, you can sell your products from the first second. It is due to the fact that sales platforms such as Amazon and Ebay have a high profile, make a large customer base and in addition very active advertising.

Of course, in Amazon and Ebay is a hart fight of competitiver, which does not make the selling easy. The difference between Amazon & Ebay is further that Amazon is not only the sales platform, but also sells itself - so Amazon is usually the biggest competitor for most sellers.

Advantages summarized

Additional source of income
High visibility
Low advertising costs
Great range
Big customer base

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