Internal linking is one of the most important elements included in search engine optimisation. In order to be at the top of the search results, backlink acquisition, content optimisation and technical SEO must be a priority. Internal linking is also important, as it affects the navigation of the website, the correct indexation of its pages and, ultimately, its usability. To find out the definition of this concept and why internal linking is effective – read this article! Enjoy your reading.

What is internal linking? – definition

Internal linking is the process of creating hyperlinks (links) between different pages within the same website. It involves placing links in the content of pages that direct the user to other categories on the same website.

Why is internal linking effective for SEO? – 5 reasons!

Benefits of internal linking:

• promotes indexing,
• facilitates positioning of other pages in Google,
• makes the page more intuitive and useful,
• increases user engagement,
• minimises rejection rates.

See the following paragraphs for details.

1. Supports indexing

Search engines use robots (so-called ‘spiders’ or ‘crawlers’) that browse through websites to index their content. Internal links act as clues for the robots to help them find and reach other pages on your website. If the selected pages are correctly linked internally, crawlers can more efficiently browse and index the entire site, which affects visibility in search results.

2. Facilitates the positioning of other pages on Google

Internal linking can help transfer ‘power’ (link equity) from the more prominent and popular pages on your site to less prominent or new sub-pages. When a site receives internal links from other high-value sites, this increases its value in terms of SEO. The transfer of link power helps to increase the visibility of pages in search results and can lead to better positions in the SERPs.

3. Makes the website more intuitive and usable

Internal linking makes it easier for users to navigate your site. By placing relevant links in your content, on navigation bars, in footers or in other strategic places, you can ensure thematic consistency and allow users to quickly navigate between related content. This makes the site more intuitive and useful for users, who can easily find the information they need or navigate to related sections of interest.

4. Increases user engagement

Internal linking can increase user engagement on your website. By directing internet users to other valuable content within your site that may be of interest to them, you encourage users to stay on the site longer, click on different links and explore additional content. This increases overall user engagement, which can have a positive impact on your site’s position in search results.

5. Minimises the rejection rate

The rejection rate reflects the percentage of users who leave a site after entering it without performing any additional actions. A high rejection rate can be negatively interpreted by search engines as a signal that the site is not interesting or does not meet users’ expectations. Internal linking can help keep users on the site by directing them to other valuable content that may be of interest. This minimises the rejection rate and has a positive effect on how the site is rated by search engines.

Internal linking – the most popular internal linking strategies

We discuss the most popular internal linking strategies below:

Internal links in the page content

Placing internal links within the text of the article or page content itself is a popular strategy that allows users to easily navigate between related content. This can be done by referring to other articles or pages that are thematically related to the content in which the link is placed. Internal links in content are easily visible to users and encourage them to explore the site further.

Internal links to the navigation menu

Navigation menus are often used for internal links, allowing users to quickly access different sections or sub-pages of the site. Navigation menu links are usually visible on every page of the site and provide an important navigation point for users, helping them to find the information they need.

Internal links from evergreen content

Evergreen content is content that has long-term value and is sustainable for users. Internal links from evergreen content can lead to other pages or articles that are thematically related or complementary to the evergreen content. This encourages users to stay on the site longer, discover more content and increase engagement.

Related content section

Including a section on a page that links to related content makes it easier for users to find additional information on a topic. This could be a ‘Featured’ or ‘Related Content’ section, a ‘Most Read Articles’ section, where links are provided to other articles or pages that may be of interest to the user. This strategy helps to increase user interaction and encourages users to explore the site.

Internal links on the homepage

Placing internal links on the homepage, leading to key sections or pages, makes it easier for users to navigate the site. This includes links to recent articles, popular categories, special offers or other important sections of the site. This helps to promote these sections and guide users to relevant content.

Site map with links to all relevant pages

Creating a site map (sitemap) is a good SEO practice that makes it easier for search engines to index your site and allows for easier site navigation. A sitemap contains links to all relevant pages, allowing search engine robots to reach every part of the site. This helps to understand the structure of the site and improves the indexing of content by search engines.

Links in the footer of the site

The footer is the visible area of the site where it is useful to include internal links. This may include links to key sections such as ‘About Us’, ‘Contact Us’ or ‘Privacy Policy’. Links in the footer provide additional navigation points for users and make it easier to access relevant information.

Creating thematic clusters

Topic clusters are groupings of related content on a page. Creating thematic clusters allows you to include internal links between related content, making it easier for users to navigate and helping search engines understand the structure of your site. Within topic clusters, links can be created between articles, pages or categories that are thematically related.

Internal links from images

Internal linking can also be applied to images. By adding a link to an image and directing it to the relevant page or subpage, you will encourage users to click on the graphic and move to the related content. This is particularly useful for galleries, portfolios or online shops where images are an important part of the content presentation.

Designing the hierarchy of pages on your website

Careful design of the sub-page hierarchy on the website helps organise content and facilitates internal linking. The creation of parent and subordinate pages, appropriate thematic grouping and the preparation of logical navigation paths affect the usability and value of the website in terms of users and search engines.

Internal linking – summary

Skilfully implemented internal links improve the structure of the site, the indexation status of all subpages and make the site useful. In order to verify the correct implementation of internal links, you should invest in a professional SEO audit. During a comprehensive analysis, SEOgroup experts will point out the advantages and disadvantages of your website, and additionally they will determine the elements that should be improved (including internal linking). Should you have any questions, we remain available by email or telephone.

FAQ – Frequently asked questions and answers [Internal linking]

Here are the most common questions and answers about internal linking.

1. What is internal linking?

Internal linking is the process of creating hyperlinks between different pages or sections on the same website. It involves adding links to content that redirect users to other pages or sections within the same website.

2. What are the benefits of internal linking?

First and foremost, internal linking helps with site navigation, allowing users to move more easily between different sections and pages. It also improves the indexing of the site by search engines, allowing them to efficiently discover and index the content. Additionally, internal linking can help build a hierarchy of pages and transfer SEO (Search Engine Optimisation) value between specific sub-pages.

3. Is there a limit on the number of internal links on a page?

There is no strict limit on the number of internal links on a page. It is advisable to avoid over-filling your content with links, as this can lead to confusion for users and make it difficult to read. Only place links in necessary places where they will be of value to the reader. Remember to keep your content clear and readable.

4. Does internal linking affect SEO?

Internal linking can have a positive impact on SEO. Correct and logical internal linking helps search engines discover and index content on pages.

Successfully advertising a service company or e-commerce shop in paid search results is quite a challenge – even for professionals who have been in the industry for several years. Doing it yourself can be considerably more expensive and less effective compared to setting up campaigns by professionals. If you are looking for the right entity to skilfully advertise your business in the paid results – an AdWords agency would be an excellent choice. In this article, we will discuss what a Google Ads agency is and what it actually does. We will also point out the advantages of working with such entities and give you tips on how to choose a company to advertise online! Enjoy your reading.

What is a Google Ads agency?

A Google Ads Agency is a professional company specialising in the management of advertising campaigns within the Google Ads advertising platform.

Google Ads (formerly Google AdWords) is an advertising system offered by Google that enables companies and marketers to promote their products and services through various forms of advertising in search results, on partner sites, on the YouTube platform or in mobile applications.

Google Ads agencies act as third-party partners to help companies plan, create and optimise effective advertising campaigns. Their main goal is to maximise results by increasing brand visibility, generating website traffic, increasing conversions and achieving higher profits.

Google Ads agency – scope of services

Scope of services provided by Google Ads agencies:

Planning the advertising strategy

Google Ads agencies analyse the client’s objectives and requirements, as well as researching the target group and the competition. Based on this information, they develop a comprehensive advertising strategy to achieve maximum results.

Creation and optimisation of advertising campaigns

The agencies create campaigns tailored to the client’s specific objectives. They design effective text, graphic and video advertisements. They also optimise campaigns to increase the effectiveness of the ads and get better results.

Campaign performance monitoring and analysis

Agencies continuously monitor campaign performance by analysing key metrics such as clicks, conversions, cost per click (CPC) or cost per acquisition (CPA). This enables them to track the effectiveness of ads and take appropriate corrective action.

Campaign optimisation and improvement

On the basis of data analysis, agencies take optimisation measures. They make changes to ad content, keywords and targeting settings in order to maximise campaign profitability.

Competitor research and market analysis

Agencies track competitor activities and analyse market trends. Based on this information, they can adjust their advertising strategy ahead of the competition.

Reporting and analysis

Google Ads agencies provide clients with regular reports containing information on campaign performance, spend, ad effectiveness and other relevant data. These help clients understand campaign performance.

Research and use of advertising tools

Agencies are knowledgeable about the latest tools and features available in Google Ads. They use advanced advertising features such as remarketing, dynamic campaigns, ad extensions and integrations with other platforms to achieve better advertising results.

Google Ads agency – why use their services?

The main benefits of working with a professional Google Ads agency:

• Specialised knowledge and experience – Google Ads agencies have highly qualified professionals with expertise and experience in online advertising. They are deeply familiar with the AdWords platform and have considerable knowledge of how advertising tools work and best practices related to paid search.
• Effective advertising strategy – the professionals employed at Google Ads agencies help to develop an effective advertising strategy that is tailored to the specific business objectives of the client in question. With an in-depth understanding of the target audience and the competition, they are able to suggest optimal advertising tactics to attract the attention of potential customers.
• Campaign optimisation – agencies monitor and optimise advertising campaigns in real time. By continuously analysing results and adjusting advertising strategies, the specialists working at Google Ads agencies are able to monitor the effectiveness of ads, increase conversion rates and achieve better results at lower costs.
• Competitor research and market analysis – agencies track competitor activities and analyse market trends, allowing clients to better understand their place in the market and choose the right direction for their advertising strategy. This helps to stay ahead of the competition and reach potential customers more effectively.
• Access to advanced analytical tools – agencies have access to advanced tools to help analyse campaign performance. This makes the study of conversions and other activities on the website (e.g. actions performed by users) faster and far more accurate.

Creating paid campaigns with the help of a Google Ads agency involves, above all, a high level of effectiveness. Professionals know how to set up a campaign so that it brings the highest possible returns with the minimum investment. If you are considering choosing a specific company – check out SEOgroup’s offer. Our team remains at your disposal.

What tools does each Google Ads agency use?

Google Ads agencies use a variety of tools to help them manage their advertising campaigns. Below are the most popular ones.

Google Ads Editor

A free tool offered by Google that allows agencies to manage offline advertising campaigns. With Google Ads Editor it is easy to edit, create and optimise advertising campaigns on a larger scale. This saves time and streamlines the management process.

Google Analytics 4

An analytics tool used by agencies to track and analyse website data. The integration of Google Ads with Google Analytics 4 enables, among other things:

• better understand user behaviour,
• examining conversions,
• verification of campaign effectiveness.

Keyword research tools

Agencies using keyword research include:

• SEMrush,
• Moz Keyword Explorer,
• Senuto.

This enables them to effectively identify relevant keywords with outstanding sales potential.

Competitor monitoring tools

Monitoring of competitors’ activities is made possible by, among others:

• SpyFu,
• SEMrush,
• SimilarWeb.

With their help, Google Ads agencies can identify competitors’ strategies, study market trends and adjust their advertising campaigns based on the information collected.

Remarketing tools

Remarketing is an important element of advertising campaigns. Agencies use remarketing tools in Google Ads (e.g. remarketing lists, dynamic remarketing, YouTube remarketing) to reach users who have previously visited a client’s website.

How do I find the right Google Ads agency?

To find the right Google Ads agency, there are a few key factors to consider, such as:

1. Experience and specialisation – check how long the agency has been in business and whether it has experience in the area of online advertising and Google Ads. Get an idea of whether the agency specialises in an area that aligns with your business needs.
2. Testimonials and client reviews – read feedback and reviews from clients who have used the agency’s services. You can ask the agency for client testimonials and ask them about their experience of managing Google Ads campaigns.
3. Portfolio and case study – pay attention to the agency’s portfolio and see what results they have achieved for their clients in the past. Review their case studies to see what strategies they have used and what results they have achieved.
4. Specialisations and certifications – make sure the agency has Google Ads certifications and accreditations. Certifications (e.g. Google Ads Certified Partner) demonstrate the agency’s knowledge and skills in managing Google Ads campaigns.
5. Tool availability and reporting – ask the agency what tools and technologies they use to manage Google Ads campaigns. Make sure they have access to advanced analytics tools and can provide regular reports on campaign performance.

When choosing a Google Ads agency, it is advisable to interview at least 3-5 different companies, get feedback from internet users and additionally compare offers and costs. It is additionally important to establish a good contact with the agency, have confidence in it and appreciate its professionalism and knowledge.

The role of a Google Ads agency as your partner in effective online advertising – summary

A Google Ads agency is certainly a valuable partner for effective online advertising of your business. With many years of experience in campaign optimisation and access to advanced analytical tools, the professionals will effectively help you to create effective advertising strategies and achieve better business results (e.g. in the form of increased conversion rates). The agency’s individual approach and specialisation allows it to tailor individual activities to individual needs, as well as to the client’s advertising objectives.

Are you interested in scaling up your e-commerce or service company? Then don’t wait – arrange a free consultation with SEOgroup specialists and choose professionals who will effectively promote your offer in paid search results.

FAQ – Frequently asked questions and answers [Google Ads Agency]

Here are the most common questions and answers about Google Ads agencies.

1. How much does it cost to work with a Google Ads agency?

The cost of working with a Google Ads agency can vary depending on several factors, such as the scope of services, the scale of the ad campaigns and the level of agency involvement. Pricing is usually based on a fixed monthly fee, a commission on advertising spend or a combination of both models.

2. Why start working with a Google Ads agency?

Working with a Google Ads agency can bring numerous benefits to your business. Agencies specialising in Google Ads have knowledge and experience in optimising advertising campaigns. This results in better results and greater effectiveness of promotional activities. Agencies also have access to advanced tools for professional analytics that can help you monitor and optimise your campaigns. The support of an agency will save you time and effort in managing your ads, allowing you to focus on other aspects of running your business.

3. How long do I have to work with a Google Ads agency?

The length of time you work with a Google Ads agency can vary and depends on your individual needs and advertising objectives. In some cases, cooperation may be short-term, (e.g. for a specific promotional campaign). However, long-term campaigns are the most popular – for example in the case of promoting products for e-commerce shops. Then, the period of cooperation is not shorter than 12-16 months.

4. What range of services do Google Ads agencies offer?

Google Ads agencies offer a wide range of services related to advertising within the Google Ads platform. They can help with creating an advertising strategy, optimising campaigns, competitor research, managing advertising budgets, creating and testing text or image ads, analysing data and reporting results. The range of services can vary from agency to agency, so it’s worth looking at the specialisms and skills of a particular agency before you start working with them.

Looking for a Google Ads Agency? Contact SEOgroup:

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Do you want to know what a performance marketing agency does and what role it plays in the modern world of digitisation in the broadest sense? Then read this article – you will also learn about the services provided by such entities and examples of their activities based on B2B, and e-commerce companies! We encourage you to read.

What is a performance marketing agency?

A performance marketing agency is a company that specialises in planning, managing and optimising marketing activities in order to achieve measurable results and maximise return on investment.

The main goal of a performance marketing agency is to generate satisfactory results in terms of business, among other things:

• increasing website traffic,
• improving the number of conversions,
• maximising product sales and profits within the company.

Performance marketing agencies mainly operate in the digital environment, advertising B2B and e-commerce businesses through various channels and traffic sources:

• search engine and social media advertising campaigns,
• remarketing,
• email marketing,
• sEO optimisation,
• affiliate marketing.

This also makes use of analytical tools to monitor and analyse performance, allowing real-time adjustment of advertising strategies.

The best performance marketing agencies often work in partnership with their clients to understand their business objectives, target audience and competition.

Based on this information, they develop marketing strategies, create advertising campaigns, optimise websites, monitor performance and provide reports and analysis to measure the effectiveness of activities and optimise marketing investments.

What services do modern performance marketing agencies provide? – 12 simple solutions for companies

Some of the most popular services provided by performance marketing agencies include:

Search engine advertising campaigns (SEM)

A performance marketing agency can manage paid advertising campaigns on search engines such as Google, Bing or Yahoo. It optimises campaigns, selects keywords and analyses results to achieve the best possible results in terms of clicks, conversions and return on investment.

Social media advertising campaigns

Performance marketing agencies can manage advertising campaigns on social media platforms such as Facebook, Instagram, Twitter and LinkedIn. They create and optimise ads, targeting specific audiences and monitoring metrics related to reach, engagement and conversions.

Conversion optimisation (CRO)

Performance marketing agencies help optimise websites to increase conversion rates. They analyse analytical data, conduct A/B tests, personalise content and user interfaces to increase the number of visitors who perform desired actions (e.g. purchases, registrations and newsletter sign-ups).

Remarketing

Agencies can use remarketing techniques to reach people who previously visited a client’s website but did not convert. Through the use of cookies and other tracking tools, agencies can display ads on other sites to remind users of a product or service and encourage them to return and make a purchase.

Web analytics

Performance marketing agencies also provide analytics services to help monitor and analyse the results of marketing activities. They analyse data (e.g. website traffic, user behaviour, conversion rates and ROI) to adjust strategies and optimise the effectiveness of marketing activities.

Content marketing

The best performance agencies can also offer content marketing services. In this case, you can count on the creation of valuable content such as sponsored articles, blog posts, infographics, videos and also podcasts. These are delivered to users to build brand awareness, engage your audience and generate traffic to your website.

SEO optimisation

Performance marketing agencies help to improve a website’s position in organic results. They conduct keyword research, optimise websites for content and technology, create linking strategies and monitor results to increase a website’s visibility in search engines.

Email marketing campaigns

Agencies can design, manage and monitor email marketing campaigns. They create compelling emails, segment recipient lists, monitor open, click and conversion rates and provide reports and analysis.

Video advertising campaigns

Agencies can help create and promote video ads on YouTube and other partner sites. They create compelling and engaging video ads, optimise them for visibility and conversions and monitor campaign performance.

Influencer marketing

Performance marketing agencies can work with influencers to promote a brand, product or service. They manage influencer campaigns, negotiate contracts, monitor results and analyse the effectiveness of this form of promotion.

Competitor analysis

Agencies can conduct a competitive analysis to identify the strengths and weaknesses of other players in the market. They study competitors’ marketing strategies, analyse their social media presence, verify content and activities, and then provide recommendations for marketing activities.

Creating a marketing strategy

Performance marketing agencies help develop comprehensive marketing strategies. They conduct a market and audience analysis, identify marketing objectives, identify tactics and tools to achieve these objectives and develop an action plan. Overall, they create a coherent strategy that takes into account the various marketing channels through which they reach valuable audiences.

Why choose to work with a performance marketing agency?

Working with the best performance marketing agencies is distinguished by advantages such as:

• Measurability of results – performance marketing agencies focus on measuring specific results and achieving business goals. This allows you to accurately track the return on investment and effectiveness of your advertising efforts.
• Specialist knowledge and experience – performance marketing agencies have specialist knowledge and experience in digital marketing activities. They employ experts with knowledge of various marketing channels, analytical tools and strategies to effectively achieve their goals.
• Access to advanced tools and technology – performance marketing agencies have access to advanced tools and technology to help manage advertising campaigns, analyse data and optimise conversions.
• Optimisation and strategy alignment – performance marketing agencies regularly monitor performance and analyse relevant data, allowing you to optimise your strategy and tailor actions to the actual needs of your business. This enables you to respond efficiently to changing trends, audience preferences and achieve better marketing results.
• Save time and resources – working with a performance marketing agency saves time and resources that can be focused on other areas of your business. PM agencies handle the planning, execution and monitoring of marketing activities, which gives the owner the opportunity to focus on other aspects of running the business.

The best performance marketing agencies also stand out for their professional advice and support. They are happy to advise on the optimal marketing strategy, promotion channels and audience segmentation.

Performance marketing agency – 5 examples of activities

Below are five examples of performance marketing agency activities:

1. Implementation maximising conversions on the website – mBank

2. A well-thought-out content strategy – IKEA

3. Intuitive menu navigation – Decathlon

4. Carefully designed advertising design – MAC Cosmetics

5. Advertising slogans to encourage purchase – Apple

Performance marketing agency – summary

Performance marketing agencies specialise in planning, managing and optimising marketing activities to achieve measurable results and the highest possible return on investment. They operate mainly in the digital environment, using search engine advertising campaigns, social media, remarketing, email marketing, and affiliate marketing.

PM agencies also offer analytics services, content marketing, conversion optimisation, video campaigns, influencer marketing, competitive analysis, and marketing strategy development.

Working with a performance marketing agency gives you the opportunity to measure results, benefit from their expertise and experience, access advanced tools and save time and money.

If you want to start working with an industry leader – send us a message or give us a call. SEOgroup’s specialists will be happy to talk to you and set joint goals for you to work towards over the coming months. Trust us. Take your business to a decidedly higher level.

FAQ – the most common questions and answers [performance marketing agency]

Here are the most common questions and answers about performance marketing agencies.

1. What is the difference between a performance marketing agency and a traditional marketing agency?

A performance marketing agency focuses on measuring specific results and achieving business goals, such as increasing conversions, sales or ROI. It operates mainly in a digital environment and uses analytical tools and data-driven strategies. In contrast, a traditional marketing agency is more likely to use offline channels (e.g. TV, radio, printed advertising material) and focus on building brand awareness.

2. How long does a typical partnership with a performance marketing agency last?

The duration of a collaboration depends on the individual needs and goals of the client. Collaborations can range from short-term projects, such as the creation and implementation of an advertising campaign, to long-term relationships in which the agency continuously monitors, optimises and adapts marketing activities to changing needs and results.

3. How does a performance marketing agency measure the effectiveness of advertising activities?

A performance marketing agency uses various analytical and monitoring tools. These most often include Google Analytics 4, Facebook Pixel, as well as dedicated analytics platforms to track and measure campaign performance. Important performance indicators in this case are primarily conversion rates, cost per conversion (CPA), return on investment (ROI) and average order value (AOV). With this data, the agency can assess the effectiveness of advertising activities and make optimisations to achieve better results.

4. How much does it cost to work with a performance marketing agency?

The costs of cooperation with a performance marketing agency often vary widely and depend on many factors related to the size, complexity of the project, scope of activities, industry, competition, as well as the agency’s reputation and experience. Cooperation usually involves a minimum expenditure of PLN 1,000 net – either monthly or on a one-off basis, depending on the commissioned task and project implementation.

Contact the professionals at SEOgroup:

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Setting up an online shop is not only a convenient way of doing business online, but also an excellent way of increasing your sales reach and reaching a wider audience. One of the most frequent questions asked by entrepreneurs who want to operate in this sector is the exact price of a comprehensive website creation. In order to answer this question, it is necessary to take into account the individual preferences of the future owner, shop requirements and the technological tools and solutions used. In today’s article, we will give you an idea of how much an online shop costs, as well as its maintenance costs. Enjoy your reading!

Cost of an online shop – what makes up its price?

An online shop does not require the rental or purchase of premises. In this case, the prices primarily involve paying for the server and domain (usually for one year “upfront”). It is additionally important to choose an e-commerce platform (and pay for it, if necessary) and to start working with a web developer who will take care of the implementations. It is also worth remembering to choose an SSL certificate, which is necessary so that customers make purchases without fear of confidential data leakage (e.g. from credit cards).

How much do you have to pay on average for an online shop? – price list for open source and SaaS creation

Given current market standards, an online shop on a free open source platform (e.g. WooCommerce, PrestaShop or Magento) costs between PLN 3,500 and PLN 10,000 net. The price includes the hiring of a web developer who will implement all functionalities and hand over the shop for ready use.

If, on the other hand, you are interested in an online shop on a SaaS (subscription) platform, the price per month of use will range from PLN 100 net to PLN 1 000 net per month (in the case of smaller and medium-sized e-commerce, the prices do not exceed several hundred PLN net per month. The cost of a possible implementation should also be taken into account in this case – approximately PLN 600 – 2 000 net, depending on the platform and advancement of implementation.

Online shop price – what does it depend on? [5 elements]

Below we present 5 most important elements influencing the price of an online shop.

Hosting and domain

Hosting and domain can be purchased from any provider by typing the phrase “web hosting for online shop” or “e-commerce domain” into Google. For our part, we recommend purchasing a domain and hosting from the same company – it is simply more convenient. This is especially possible in the case of domains with standard endings, namely:

• .pl
• .eu
• .com
• .net
• .org
• .biz
• .name
• .info
• .co
• .xxx

If you want to buy a .uk, .de country domain, the most cost-effective solution will be to buy from local service providers – then even after currency conversion the prices will turn out to be very attractive (but often in excess of several hundred PLN).

The most popular domains (i.e. .pl, .eu, .com) cost up to PLN 100. Others of those we have mentioned oscillate within the range of PLN 200 (.co). If, on the other hand, you want to buy a business domain (.mobi, .tel, .ventures, .enterprises, .careers), a commercial domain (.plumbing, .voyage, .kitchen) or an industrial domain (.diamonds, .glass, .marketing), the costs will be up to PLN 1 000.

Domains are paid for once a year – the same as for the server (hosting). In this case, the costs range from PLN 100 to PLN 600 per year. Usually, however (in the case of smaller and medium-sized e-commerce with average traffic), you will have to pay around PLN 200-300.

Summary: Maintaining a domain and hosting on an annual basis costs between PLN 200 and PLN 600 per year (gross prices).

E-commerce platform

The cost of an online shop also depends on the e-commerce platform you choose. If you do not want to invest a lot of money “at the start”, you should choose a SaaS (subscription) solution. In the case of open source solutions (with open source code), you should reckon with an implementation price that usually amounts to a minimum of several thousand PLN net.

Among the SaaS solutions we can mention:

• Shopify (prices as low as PLN 89 net per month),
• WiXeCommerce,
• Shoper,
• Squarespace Commerce,
• Ecwid,
• BigCommerce.

The most popular open source solutions:

• WooCommerce (low-cost implementation – from £4,000 net)
• PrestaShop,
• OpenCart,
• Magento,
• X-Cart.

In general, if you are planning to scale your business and do not want to make a huge investment in the long term, you should opt for Open Source (e.g. WooCommerce). You then pay a few thousand one-off and possibly hire a specialist to implement additional functionality as needed. The price for running such a shop in a perspective of 4-5 years will be within the range of a few thousand PLN (even in the case of regular scaling).

SaaS systems are a good solution for the first year or two, because by paying the cheapest subscription (e.g. PLN 89 per month) for 24 months, the investment will only cost you around PLN 2 100. However, you need to take into account the fact that usually medium-sized e-commerce sites pay more than PLN 150 per month for a subscription, plus a commission on sales (in Shopify it is a few percent on each transaction, depending on the package).

The fact about so-called shop ownership is also important. If you don’t pay for more than a month or the platform in question decides to close your business, you will lose your main source of income. By owning your shop on Open Source, you are completely independent, as you have access to all server files.

Summary: Setting up and running an Open Source shop (e.g. WooCommerce, PrestaShop or Magento) costs a few or several thousand zloty at a time. In the case of SaaS systems, you pay a subscription fee, which can be as much as several hundred zloty per month, which in the long run will far outweigh the cost of setting up Open Source.

Choosing an SSL certificate

For an SSL certificate, you have to pay between a few dozen and a few hundred PLN per year (gross prices). This usually involves costs of around PLN 300. You can choose from the following solutions

• DV (Domain Validation),
• OV (Organisation Validation),
• EV (Extended Validation).

The SSL EV certificate has the highest level of security. As a rule, we can even choose an SSL DV certificate – customers will then be able to make secure online purchases. For medium-sized e-commerce, SSL OV is a good option. On the other hand, if you have a very large site (Allegro type), you should opt for SSL EV or other dedicated solutions.

Summary: You will pay around PLN 100-300 per year for an SSL certificate. Larger costs apply mainly to complex websites with very high traffic.

Hiring a web developer for implementation

You will find the most web developers to implement WooCommerce, as it is currently the most popular platform with over 1,000,000 websites. Costs can vary and depend on, among other things:

• thedesign – dedicated or from a template;
• additional implement ations – including integration with payment systems (e.g. PayPal, PayU) and courier implementations (e.g. DHL, DPD);
• the level of optimisation – responsive and efficient websites are included in the price, while for optimising the website for SEO and additional creation of positioning or sales content, an additional fee should be paid.

The final cost of an online shop also depends on the size of the shop – i.e. the number of products and categories. The price is also influenced by additional integrations with other systems (e.g. ERP, CRM, PIM).

Summary: Hiring a web developer to create an open-source online shop costs between several and several thousand PLN net. Designing a Shopify or Shoper shop involves a cost of up to PLN 2,000 net.

Taking care of the shop

Shop maintenance is not an obligatory cost. However, it is worth being aware of the fact that failure to implement a specific update or improvement may leave your business “behind” – your competitors will overtake you.

In addition, by choosing to click the ‘update’ button yourself (which is not always possible), the template may lose responsiveness, which will need to be corrected manually. Otherwise, the user experience will be drastically reduced. The conversion rate will then decrease and the rejection rate (so-called bounce rate) will increase.

Summary: The cost for shop maintenance is usually tens or hundreds of PLN net per month. Much depends on the specific functionalities and the frequency of additional implementations and changes.

Price for an e-commerce shop and fixed costs – what should be taken into account?

Among the fixed costs of running an online shop we distinguish:

• domain (on average about PLN 100 per year),
• hosting – in SaaS systems it is on the side of the platform (approx. PLN 100-600 per year),
• technical support (from several dozen to several hundred PLN per month).

If you decide to purchase a paid SSL certificate (there are also free ones, less effective, dedicated to small e-commerce), add about PLN 100-300 per year to the fixed costs.

How much does an e-commerce web shop cost? – summary

An online shop in the e-commerce sector usually costs between PLN 3,000 and PLN 12,000 net for open source solutions (e.g. WooCommerce, PrestaShop or Magento). In the case of so-called SaaS, prices in the long term can be considerably higher, depending on the specific subscription, which is no less than PLN 89 net per month. In addition, one should bear in mind the sales commission charged by SaaS platforms. This amounts to several percent.

FAQ – the most common questions and answers [How much does an online shop cost?]

Here are the most common questions and answers about how much an online shop costs!

1. How much does it cost to set up an online shop?

The cost of setting up an online shop is usually no less than PLN 3,000 net. However, a lot depends on the choice of e-commerce platform (e.g. WooCommerce, PrestaShop or Shoper and Shopify), the scope of functionality, the size of the shop and the level of technical sophistication. The choice of design is also important. If you decide on a template – the price will be lower than in the case of a dedicated graphic design.

2. What are the costs of maintaining an online shop

With an open source web shop, you should expect annual costs of several hundred PLN gross. This includes the domain, hosting and SSL certificate. In the case of so-called SaaS, the biggest investment is mainly paying a subscription on a monthly basis. You only have to pay for the domain, as hosting is the responsibility of the platform owner.

3. Is it worth investing in a dedicated online shop project?

A dedicated web shop design will allow us to obtain a unique appearance (standing out from competing solutions) and “on demand” functionalities. However, it should be remembered that the cost of setting up an e-commerce shop with a dedicated design may increase by as much as PLN 2-3 thousand.

4. What are the costs of promoting an online shop?

For advertising an online shop you will pay from several hundred PLN net on a monthly basis. If you care about the most effective form of promotion (i.e. website positioning), prices start from PLN 1,000 net per month. The recommended budget for paid Google Ads (formerly AdWords) and Facebook Ads or Instagram Ads campaigns is approximately PLN 500-800 per month + a commission for the agency for running the advertisement.

5. What is the cost of an online shop if set up independently?

When setting up an online shop yourself, you only pay for hosting (in the case of Open Source), a domain and an SSL certificate. However, most non-web developers find it difficult to program an Open Source shop, so they choose SaaS systems. These, in turn, only require a monthly payment – you then save around £1,000 – £2,000 net on the design of the site, as you can ‘cobble it up’ yourself (not so easy, though).

The purchasing decision-making process for customers is usually long and complex. Users often compare product prices on different portals, check available shipping methods, look for discount codes and consult purchases with others before making a final decision.

So in this article, you will find out what to do to reach users who have already taken an initial look at your offer but have not made any conversions on your website, or perhaps have already become your customers.

What is remarketing?

The prefix ‘re-‘ in the word ‘remarketing’ comes from the English language and means ‘again’ or ‘repeatedly’. Remarketing is therefore nothing more than a marketing activity based on the use of data about a user’s previous interactions with a particular website or specific content on social media, with the aim of reaching out to them again and getting them to make a first or even repeat conversion.

Remarketing and the online decision-making process

We need to be aware that consumers today are aware of the amount of competition online and the arbitrariness of choosing the perfect product.

The ability to compare offers and the widespread availability of information is causing users to make increasingly informed purchasing decisions. Today, almost every user needs at least several visits to a website to make a final purchase decision. The decision-making process therefore often ‘stretches’ over time and involves the use of not one, but many types of electronic devices.

Cross Device: This phenomenon occurs when a user uses a variety of devices during the decision-making process, for example, first browsing a website on a computer and then returning to it using a smartphone.

Multichannel: this is when a user visits the same website, but using different social media, ads or searches directly from a search engine.

So there are many possible scenarios for the path to conversion. For example, a user may browse a particular website on a laptop. On the other hand, the next day he may visit it from a mobile search, and then download a dedicated app and it is there that he makes a purchase the following day.

Remarketing in Google Ads – what does it involve?

In order to prevent potential or existing customers from forgetting about your offer, you can use the possibilities of the Google Ads system and run a remarketing campaign. This will allow you to reach those recipients who have shown interest in your offer at a time of your choosing – this could be the last days, weeks or even months.

Advantages of remarketing campaigns in Google Ads

Google Ads remarketing campaigns allow you to reach people who are already interested in your offer, which increases the chances of a final purchase. In addition, this type of campaign has a positive impact on brand image consolidation.

Google Ads remarketing campaigns can use various forms of advertising, such as graphic ads, video content or even specially prepared personalised offers for regular customers. Remarketing campaigns thus allow you not only to attract new customers, but also to take care of existing ones.

Types of remarketing campaigns in Google Ads

Standard remarketing

Standard remarketing makes it possible to target prepared graphic creations to people who have already visited our website in the past.

Dynamic remarketing

Dynamic remarketing is a kind of extension of the standard remarketing function. This option is applicable in the case of e-commerce, as it allows users to be shown exactly the same products or categories in which they were interested.

How do I set up a remarketing campaign in Google Ads?

Remarketing in Google Ads requires careful planning of activities and proper segmentation of target groups. Care must be taken to ensure that the adverts are not too intrusive and do not display too often, but at the same time catch the attention of the recipient.

Steps to launch a remarketing campaign in Google Ads:

1. Enable remarketing in Google Ads and upload a tag in Google Tag Manager.

For detailed instructions on how to upload a tag to your website, see the following link: https://support.google.com/tagmanager/answer/6106960?hl=pl

2. Creating remarketing lists.

The next step is to create remarketing lists.

To set up any remarketing list from within Google Ads, log into your account, then go to the tools and settings tab located in the top bar and search for shared resources>manage audiences.

If you click the blue plus icon, you will see the different options for creating remarketing lists.

Site visitors: these are people who have visited your website or specific landing pages. By selecting this option, you can include, for example, people who have visited your site or selected sub-page(s) at any time.

If you want to target users who have visited a particular subpage, you can use the “refine action” option.

App users: App users are people who have downloaded your mobile app.

YouTube users: These are users who have interacted with your videos or YouTube channel.

Customer list: This is an option that allows you to manually upload individually collected Customer data.

Custom combination: Custom combination is the option to create a list based on already existing remarketing lists.

3. Set ad groups in terms of the audience lists created.

When creating a new ad group, select any of the created audience lists:

Remarketing in Google Ads, and Google Analytics 4

With Google Analytics 4, the latest version of Google Analytics, you have the opportunity to measure the activity of users who use a number of different devices and across several platforms during their purchase path. In this case, the system does not collect user information only by means of the now discontinued third-party cookies and device ID (in the case of mobile apps), but treats them as the bare minimum.

The system also takes into account User ID, i.e. information about the behaviour of logged-in users, and Google Signals, i.e. additional information about users’ activities on other services. By implementing User ID, Google Analytics is able to ‘duplicate’ users on different devices – so when a user returns to our site, Google Analytics can attribute subsequent behaviour to the same user and does not treat them as a completely different person. The use of User ID or Google Signals is not mandatory, but it definitely increases the effectiveness of Google Ads remarketing.

Advantages of remarketing in Google search marketing

1. Effectiveness – Remarketing allows you to target users who have already interacted with your website or product. This is more effective than trying to attract entirely new customers.
2. Personalisation – With remarketing, we can create personalised ads that are more appealing to users and increase the chance of them clicking through.
3. Cost control – Remarketing allows us to control advertising costs by being able to set limits on ad impressions to users.
4. Statistics – Google Ads provides accurate statistics on remarketing campaigns, allowing them to be analysed and optimised.

Summary

Remarketing in Google search marketing is an effective advertising strategy that allows us to reach out again to users who have already interacted with our website or product. Through the use of cookies and personalised advertising, we can increase the chances of convincing a user to purchase or revisit our website.

Run a remarketing campaign with the specialists from SEOgroup! Feel free to contact us

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