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Flanke 7 GmbH: Jamstack Websites + Performance Marketing

An effective form of online marketing is SEA - search engine advertising. First and foremost: advertising on Google or Google Ads. The principle? Roughly speaking, you pay to be placed on page 1 of Google for various search terms. Of course, there's more to it than that, but that's enough for now.
Anyone who runs Google Ads campaigns knows that a lot of work and time goes into ensuring that the ads always remain attractive and that the right people are reached. But what do you do if the Google ads reach more people than you would like, especially in places where you are not active?


We are talking here about so-called "country-specific surcharges", which Google levies because an ad was displayed in a country other than Germany, for example, and therefore taxes are due.

 be subject to legal operating costs or digital services taxes in addition to advertising costs for each ad delivery in certain jurisdictions, regardless of where your business

These new fees are tied to the cost of doing business in those jurisdictions for ad delivery."

Although these are not usually large amounts of money, they are related to the budget that is spent on the respective campaign each month. It is therefore a percentage of the respective monthly budget.

But actually, it's not so good that you spend money on something you don't need at all or that the ads are displayed somewhere where there is no potential customer in sight.

"Ads in a campaign that isn't explicitly targeted to a specific country, such as the UK, may still be delivered there if your business's location might be of interest to users in that country."

Yes, this is indeed a bit of a bummer, especially when companies are very regionally active. But the good thing is that you can do something about it.

Anyone who places campaigns via Google has at some point already set the locations and decided in which radius, in which cities, in which federal states or even countries the ads should appear.

But now Google is displaying ads in Venezuela, for example, even though it is a company that is only active in the whole of Baden Württemberg and does not even sell in the whole of Germany.

The solution: All countries that are not explicitly interesting for your own company are excluded.

The procedure for this - here we have also used an

If there are several locations, they can also be excluded in

A concrete example: You have a company that offers services in Stuttgart and within a radius of 40 km around Stuttgart, as this is the radius that is still reasonable for you to travel to the customer. Therefore, you have correctly targeted your Google Ads campaigns to the location "Stuttgart + 40 km radius".

In theory, it should be redundant that you have to explicitly exclude the rest of the world as a location, but we emphasize this again very clearly: What is not explicitly excluded could be interesting for users and is therefore played. It is therefore better to check your Google Ads account and spending regularly to avoid unnecessary costs and to use your advertising budget wisely in the right location instead.

How do I know which countries are affected?

This is an absolutely legitimate question, as the Google Ads invoice at the end of the month shows where the taxes and fees were levied and paid, but are they really all?

And you can then exclude these countries individually in the "Locations" or using the bulk method. Our tip: Check again after a month to make sure that no further unwanted playouts have occurred.

When you create new campaigns in your Google Ads account, make sure in the campaign settings that the "location options" are set to "presence" and not "presence or interest". By default, Google always sets it to Presence or Interest, but in practice this does not make sense for every company.

Example: You have an online store that offers sportswear and shipping is limited to Germany. With the setting "presence or interest", it could be that someone from Spain searches for sportswear, sees your ads (because they are interested in your product category), clicks on them and incurs click costs for you, but then ultimately cannot order because the user is in a country to which you do not deliver.

You can find this setting by selecting the desired campaign, then going to "Settings" > Locations > Location options.


If Google thinks too much for us - then it comes to something like the country-specific surcharges, which are certainly not desired by every company.
⁠Fortunately, you also have the opportunity to do something about this. And for all those for whom nothing appears in the invoices: Keep an eye on it, these are costs you can avoid if you deal with them.

What you can always and gladly deal with are our 

When ads unintentionally go on a world tour

The number of online stores today is so large that it's easy to get lost in the competition. No matter how good the products are - and even if they perform better than in direct comparison, there are so many stores that it has almost become a supreme discipline to be seen. Because only those who appear high up in the rankings (and of course also use other marketing measures correctly) have a chance of being bought in the store. What's more: New stores and sales via dropshipping are not decreasing either. The light at the end of the tunnel? Using a targeted SEO strategy to rank the product and category pages in the store so highly that visibility generally increases and thus also with the desired target group. 


E-commerce SEO encompasses the process of targeted optimization of an online store to increase its visibility and ranking in search engines such as Google. The focus here is on improving the performance of category and product pages, as these usually generate the highest turnover. The aim is to place these pages ahead of the competition, which is often more cost-effective than expensive paid advertising. 

It involves both content and technical adjustments to comply with existing guidelines and specifications and with the help of various on-page and off-page measures, the "visibility ladder" can be climbed further. A detailed product description alone is not enough to achieve successful search engine optimization in e-commerce. 


Point 1: Your site must be secure, we are talking about the "S" in "HTTPS". If this is not the case, you should urgently change this, because not only search engines attach great importance to this, but also browser systems such as Chrome or Safari. 

Point 2: The structure of your store should be set up in such a way that navigation is as simple as possible. The most common structure is: Home > Category > Subcategory > Product. This structure also helps Google to understand how your store is structured. Therefore good for the ranking. 

Point 3: Offer filter options and make them as diverse as possible. Don't just filter by size, but also by color, price, ratings, etc. This also helps the ranking. However, make sure that your URL remains readable, otherwise Google will find it more difficult to crawl. 


Keywords are the basic building blocks of SEO - and of SEA (i.e. search engine advertising) too. The first step is to carry out keyword research. However, as there are many clever minds who have already written hundreds of articles on this, we'll link you to one here instead of going through it all again. Like the one from 

Sodala, now you've learned that and know what terms your target group is searching for. Now it's time to fill your category and subcategory pages with these keywords in a meaningful way.

This is no longer just about search volume, but more about using common sense. 

An example: You sell headphones from different manufacturers, but not from big companies like Apple or Bose. You should therefore focus on keywords that describe the features of your headphone brands rather than using search terms such as "Bose" just because it is searched for a lot. Right, right?

You also need keywords for your product pages themselves, but it's only advisable to research "extra" keywords if you don't have any branded products or are building your own brand. Otherwise, it's all about providing the text for your product with the most relevant terms and at the same time trying to describe features, highlight benefits and, ideally, give the customer the feeling that they can become the hero of their own story through your product. It's classic storytelling. 


There are two central areas in SEO: OnPage and OffPage SEO. On-page SEO refers to all measures that are carried out directly on the page, such as the optimization of images to achieve shorter loading times, or meta descriptions, title tags and so on. Off-page SEO, on the other hand, includes all measures that take place outside your own website, with link building playing a particularly important role.

 has more information about on-page SEO, including pictures and examples, so take a look here.

Let's move on to off-page SEO: The most important factor here - outside the page - are the links. Compared to other sites, link building is a little more complicated because people rarely link to products from external sites, unless it's for reviews and feedback. The easiest way to get people to leave feedback on your products is to give them something in return (e.g. a discount on another order). This way you can help ensure that there are links pointing to your products. But there are even more methods in off-page SEO and good luck! There is another article we can link you to here: 

The technical aspects have been taken into account, the right keywords have been chosen, on-page and off-page SEO have been ticked off - what else needs to be done now?

You read about it everywhere and for a few years now you could almost think that it has become a buzzword, but no: content marketing is and remains super important. 

Content marketing is also important for an e-commerce store in the SEO sector, because it's never just about the right keywords or the right terms for product categories. Content must be relevant and useful for the reader. So it is not enough to describe that the coffee machine can make coffee, but it is important that potential buyers understand how full-bodied the taste is, thanks to the unique nature of your coffee machine. 

Once you have found the right keywords, you should then look at them from different angles and incorporate contextual knowledge - always from the perspective of a potential buyer and always in order to answer the question for this potential buyer: "What's in it for me?" 

SEO is not an end in itself and it is not enough to write texts that are easy to read. Of course, readability is essential, because otherwise nobody will look at it. But the texts must be informative and relevant for the user, offer added value, contain the right keywords, be short and concise, but still contain everything important and then, of course, the style should not be completely neglected. 

SEO in the e-commerce sector is very important, because with the large number of stores on the World Wide Web, the competition is just as fierce as with classic websites. So if you haven't thought about it yet, get on your laptop and do some research. The good news is that there are many very useful articles that can help you. 


You can also find more articles from us on the 

Your tips for e-commerce SEO  

Social networks are constantly evolving, content has to be consumed faster and faster, videos are the new thing. Is it still worth writing a blog at all? It's actually funny that we should address this question in a blog article - but for us at Flanke 7, the blog continues to work very well. But it's not just us who write a blog, other companies continue to do so too. And this despite the fact that blogs have been on the Internet for a long time, even longer than social media. So the question is probably justified: is it worth all the effort?


Even if it is worthwhile for us as an agency and we see the long-term growth through content marketing that we had hoped for, we as a company cannot of course speak for other companies. But: We have done some research and there are other people who are asking and answering this question. Here are a few figures: 

These are all very promising figures, but despite everything, the question remains as to whether the effort is worth it, because a blog article is not written in 5 minutes. Good research is important, as is grammatical correctness and questions from SEO experts, and then of course the E-E-A-T rule.


Anyone who wants to produce a lot of text quickly since 2022/2023 knows and loves Chat GPT and runs riot with a wide variety of prompts. That's why we asked the fastest writer in the world whether blogs are still worthwhile. We quote him here: 

"Yes, blog articles can definitely still be worthwhile, especially if they are well researched, informative and engagingly written. Here are some reasons why blog articles can still be a worthwhile investment:

Of course, it's important to understand the needs of your target audience and ensure that your blog articles offer them added value. If you create relevant, interesting and well-optimized content, blog articles can still be a worthwhile investment today."

That should have answered the question, at least through Chat GPT, of whether it's still worth writing a blog in 2024.

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What other reasons are there for having a blog? 

Yes, Chat GPT seems like a miracle cure and you just want to believe everything that is spit out. In this case, the reasons listed are indeed correct and according to our assessment - and extensive research - we can find similar opinions. Whether they were all generated by Chat GPT - we'll never know 😀

But there are still people out there who type diligently themselves (like us) and think about what makes sense for readers they want to entertain and inspire.

A few reasons why a blog will still be worthwhile in content marketing in 2024: 

So we definitely believe that blogs will still be worthwhile in 2024 and even in 2025. Of course, you shouldn't put yourself under pressure. Nobody has to deliver content in the form of well-researched articles several times a week. We are happy to leave this job to journalists. Publishing a new article every two weeks is also a good way to keep your target group happy. 
⁠Take a look at "

" - a blog that also writes about why blogs are actually useful and, of course, still up to date. 

By the way: the most popular blogs are from the "food, lifestyle, travel and arts and crafts" 

There may be some people, who share the opinion, that blogs are no longer up to date in 2024 and that it would be much more effective to concentrate on your TikTok account. We share the opinion so far, that it is always better to have one account that you put your resources in, than having 10 and not taking care of them. 

However, blogs are still a thing - maybe we will have a future with a great mix of blogging and videos via TikTok. Maybe we will have a time that you can consume the summary via TikTok and you get a link to read more on the blog on a website. GenZ could be in to ist and there would also be content in search engines. 
⁠If blogs are still a thing is a question you can’t answer once and for all. For now we can say: Yes, it can be worth it to have a blog. What will happen in the next few years - we will see.  


Looking to pass a little time, until we know what will happen? Amazing, you can read some of our F7 

Flanke 7 GmbH

Jamstack Websites + Performance Marketing

Marketing becomes a success factor with Flanke 7:

Projects (All projects)

Display 7

Do you like our projects?

Blog (All posts)

When ads unintentionally go on a world tour

Your tips for e-commerce SEO

Are blogs still a thing?