Austria is a small European country with a population of 8.917 million people. However, the purchasing power here is at a very high level – GDP per capita in Austria is $48,105. This allows us to talk about the high payback and profitability of business in this country.
More than 90% of Austrians are active Internet users. Basically, this is a solvent audience from 18 to 34 years old. This means that we can say that contextual advertising in Austria will bring good financial results to businesses.
Features of setting contextual advertising in Austria
Before you set up Google Ads for Austria, you need to understand the cultural, geographical and ethnic characteristics of this country. This will help us get to our target audience more accurately and save the budget for testing different approaches to setting up an advertising campaign.
The official language in Austria is German, which is spoken by the absolute majority of the local population. However, it has significant differences from the German spoken in Germany. It looks more like a dialect used by the inhabitants of Switzerland.
In addition, national minorities live in Austria, who use Romanian, Turkish and Serbian in communication. This should be taken into account if you are targeting this audience in promotion.
For a PPC specialist, setting up an advertising campaign in several languages is tantamount to running separate projects. After all, for each language you need to choose a semantic core, create your own groups and ad texts. It is also important that the ad in German leads to a landing page in the same language, etc. That’s why setting up contextual advertising for Switzerland in several languages will cost more.
What niches can’t be advertised?
In Austria, online advertising is prohibited for medicinal products that are not certified by the local Ministry of Health. Also, taboo is imposed on the manifestation of cruelty and stereotypes associated with gender characteristics in the formation of advertising creatives.
In addition, as in most EU countries, in Austria you can not place ads that are designed for a minor audience. For this, administrative responsibility is provided, while the amount of fines is very decent.
High cost of traffic
Because Austria is a country with a high standard of living, competition in online advertising is very high here. Due to overheated auctions in most Google AdWords topics, the cost of moving to a site from advertising becomes prohibitive for many companies. For this reason, setting up Google Ads in Austria is best left to a professional agency or freelancer with good reviews.
In search ads, use mostly transactional queries (contain “buy”, “order”), brand-model keywords, and a geo-referenced phrase. It is for them that the conversion will be the highest, and you will save the overall budget of the campaign.
To promote your online store, take a look at Google Shopping Product Ads and the new Performance Max ad format. They show the highest conversion at a lower cost per click (compared to search ads).
Be sure to collect lists of those users who visited the site, but did not place an order. This audience can later be added to a separate campaign and set up remarketing (advertising-harassment). This way you can get less expensive clicks and attract a potentially interested audience.
Cost of contextual advertising Google Ads in Austria
The price of contextual advertising in Austria is influenced by two main parameters – the budget for traffic from Google Ads and the cost of setting up a marketing campaign. To develop a media plan, you can use the average cost per click in your niche, the margin of the product or service being sold, and the advertising budget. This way, you can estimate the approximate payback period for marketing investments.
Below is the cost per click from Google Keyword Planner for Austria in common niches:
- washing machine repair – $1.74;
- ventilation cleaning – $3.37;
- Plumbing services – $15.53;
- beauty salons (manicure) – $1.58;
- Dry cleaning – $0.97;
- permanent makeup – $0.87;
- dentist – $1.75;
- refrigerators – $1.50;
- Korean cosmetics – $1.23;
- car rental – $1.49;
- dog food – $2.19;
- fertilizer – $0.75.
Warning! The cost of a click on these keywords for a particular account can differ by 50%, both up and down. It depends on the quality of ad customization, account age, ad CTR, etc.
The cost of setting up Google advertising may also differ depending on the number of product categories on the website (for online stores). It is also affected by the number of advertising tools that the PPC specialist sets up. For example, setting up only a search campaign will cost less than a combination of search, product and display advertising.
Google’s share of total search traffic from Austria
The most frequently used search engine on the Internet is Google. This search engine receives 93.09% of local search traffic. This is a very significant indicator, because the second place is occupied by Bing, which is chosen by only 3.87% of Austrians. In third place is DuckDuckGo, which is used by 0.55% of local residents. Other search engines have even lower popularity.
This allows us to talk about the absolute monopoly of Google among search engines in Austria. This means Google contextual advertising in Austria will bring significant financial results and will allow you to reach a large segment of the local audience.