In Germany, Google has a market share of almost 95% compared to other search engines and is therefore the most important entry channel into the World Wide Web . Google is particularly popular because the quality of the search results is above average. The user finds exactly what he is looking for. Whether this is information or the purchase of a product. Google knows the right answer. This is exactly where the great advantage of liescompared to other marketing measures. The user already has a purchase intention through his search query, this only needs to be satisfied by an AdWords ad. By delivering after the search query, Google Ads counts to the so-called pull marketing measures and will therefore not trigger any dissonance with the recipient, in contrast to push marketing campaigns, which regularly cause dissonances.
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