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6 Keyword-Wartungsaufgaben, die jeder Werbetreibende durchführen sollte (regelmäßig!)



6 Keyword-Wartungsaufgaben, die jeder Werbetreibende durchführen sollte (regelmäßig!)

In a previous post, I covered some of the regular mistakes I see with keyword selection and usage in search campaigns. I teased that after the campaigns are set up, the job is not done; that there are regular maintenance tasks you should be working on to keep your keyword list healthy and thriving, and that a new post was coming with more details.

Well, good news fam, this is that post!

6 keyword maintenance tips every advertiser should follow

Here are the six ways you can work to maintain your search keywords and make sure you’re constantly evolving to find the best performance for your campaigns.

1. Regular performance reviews for pauses

This one is a bit of a no-brainer, but you’d be surprised at how often we log in to a Google Ads account only to find that there are tons of keywords that have been active in the account since day one and are performing much worse than other keywords in the account.

Take a look at the example below. This account has high CPAs on average, but some really do stand out from the crowd. The top two keywords have CPAs well over $1,000 while other terms have CPAs in the low $200s. Additionally, the keyword on the bottom has spent $700+ and not converted at all.

Now while these things aren’t inherently end-of-the-world scenarios, one missing point here is that this campaign was capped by budget. That means that we’re spending through our daily budget and often being held back from showing on additional queries.

In this scenario, these lower-performing terms are stealing budget that could be applied to more efficient keywords.

Assuming all other performance markers stayed the same, here’s how this set of keywords would have performed if these keywords would have been caught for the low performers that they are and paused earlier on.

keyword maintenance performance tracking

Quite a difference huh?

In my example scenario, which is true for the real account, there is plenty of volume to scale even if we pause the low-performing keywords. So if we do that, we save 12% of spend (more ways to save money in Google Ads here) and only lose 2% of conversions.

But further yet, since we have room to scale, what’s more likely is that spend will be the same (second to last row) but conversion totals will increase, giving us 11% lift on conversions simply by pausing underperforming keywords and using the same budget as before.


No matter how much volume your account has, set up a regular task cadence to review performance for both short and long time frames and make pauses based on performance.

Try looking at the last month, three months, and last year to see if a keyword is regularly performing outside of your target goals and make determinations to pause and reallocate funds where you can.

But don’t just look at “underperformers” in comparison to each other. The stats I gave above are compelling, but you need to draw some boundaries in your reviews.

For this type of analysis, I look at a few filters:

  • Converting keywords with a CPA that is 4x that of our account goal.
  • Non-converting keywords where total spend is 3x that of our account’s CPA goal.

Both of these filters give the keywords a chance to perform as well as give me a chance to optimize the performance we’re seeing to make them work. But if they find their way into these groups and hit these thresholds, I have to pause and come back to them later. We’ll get to this at the end of the post.

2. Filter keywords for low search volume terms

If you’re anything like me, you’re probably pretty optimistic when conducting keyword research. You’re looking forward to getting campaigns up and running and seeing how they perform. But sometimes that optimism can cause us to overbuild campaigns and include too many keywords.

In another scenario, your campaigns could start off targeting keywords with strong volume but over time work their way out of favor. Search behavior is constantly changing and just because people were searching for something when you built your campaigns, that doesn’t mean they’re going to keep searching for them.

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Keywords that hit a certain threshold will be categorized as Low Search Volume by Google and will look like this.

keyword maintenance metrics in google ads

Here’s what Google says about Low Search Volume terms:

A status that’s given to a keyword with very little to no search history on Google.

Important: The keyword will be inactive until its search traffic increases, when the keyword can start triggering your ads to appear.

  • Keywords marked as “Low search volume” are associated with very little search traffic on Google, an indication that they’re not very relevant to most customers’ searches.
  • If the number of search queries for these keywords increases even a small amount, they’ll be reactivated and will start triggering your ads to show again. Our system check and updates this status regularly.

what google ads says about low search volume keywords


Pay close attention to your keyword status. In the image above, you’ll see that one keyword is Low Search Volume AND has a Below First Page Bid. For this keyword, I will increase the bids to the higher level (as long as it’s within reason of what I’m willing to pay; in this case it is) and review again after a week or two to see if it’s gained any traction.

For all other keywords, while there might still be hope for these keywords down the line, in my experience, it’s easiest to pause these keywords after three months of no volume to help clean up your account. Otherwise, they simply bulk everything up while providing no value at all since they aren’t generating any impressions.

3. Monitor ongoing performance trends for opportunities

Keyword pauses aren’t the only things you should be on the lookout for. Regular reviews should also include reviews of how competitive your landscape is and how that impacts your strategy.

I want to take a real-world example I just ran into for this section. I recently conducted an audit of an account that’s been struggling over the past few years. They are promoting a fitness tracker app for phones and have determined that a CPA of $30 is profitable for them.

When they initially set up their campaigns a few years ago, they were easily hitting this number and seeing good success. But over the last year or so, they noticed their CPA continually increasing and moving into a range where it’s no longer profitable.

After a number of changes to the account, they asked me to take a look and see what I could find. As I told them, the account is set up exactly the way I would do it, so I didn’t believe structure or strategy on the whole was an issue.

But after digging in a little to see where efficiencies were being lost, I noticed a couple areas of concern.

keyword maintenance tasks - campaign performance graph

The first is the blue line in the image above: Avg CPC (cost per click). You can see that in early 2021, the CPCs were fairly low, averaging $0.89. But starting later that year and continuing well into 2022, the CPCs rose and ended 2022 with an average of $2.02.

While that might not seem like a big CPC, that’s a 127% increase in CPC, meaning that other stats are going to have to improve to make up for this loss in efficiency.

Before we get to the second area of concern in the chart, I wanted to find out why the CPCs were increasing so much.

competitor impression share graph

It didn’t take long to see that there was an influx of competitors over the course of this time frame that caused these keywords to get a lot more competitive. While the trend ebbs & flows each quarter (most likely just due to issues with Auction Insights data rather than actual changes in the environment), you can see that the overall trend shows the space getting more competitive over time.

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At this stage, it’s clear we’re seeing more competition for our keywords. So we’re faced with deciding whether to try and improve performance or to cut bait and go elsewhere.

Which brings us to the second problem I alluded to earlier: The red line in the first chart: Conversion Rate.

After an artificially high second quarter, you can see the CVR sort of climbs with the CPC increases throughout the end of 2021, but then dies off in 2022.

After looking into a number of factors like onsite behavior, traffic sources, website changes, etc., we revisited the competitors and found that during this time, most of them launched a free version of their app. So now we’re not competing with more companies, but many of them now have a free option where this account did not.

Now they’re really faced with some choices about what to do with keywords.

  • Keep the same keywords and launch a free option of the app to compete.
  • Keep the same keywords but focus ad copy on features and benefits that justify paying for all options.
  • Find new keywords that focus on people only trying to look for paid options.
  • Find new keywords that emphasize the features and benefits that make this app stand out and justify the cost.
  • Look into the feasibility/economics of creating a free option to win back customer share and upsell to paid features.

But likely, there needs to be some combination of work on all five of these points for them to see ongoing success.

In this instance, maybe they can tout that their fitness tracker also has meal planning and workout routines included. Maybe it integrates with your wearable tech better than other apps. No matter the path forward, it’s important to keep an eye on your trending stats to make sure you’re not falling behind.


Keep a long-term view on trending data in your accounts. Are your keywords getting more or less expensive? Is traffic shifting toward them or away? How are competitors impacting your keyword strategy, if at all?

Keywords can perform well at the beginning then start to wane over time. Even if they don’t reach a level of needing to be paused, they could easily be telling you something about your industry or competitive landscape that could and should have an impact on your keyword strategy.

4. Conduct keyword research on a regular basis

It’s a pretty common practice for advertisers to conduct keyword research when first building out their campaigns. At that point, you’re looking for all the terms you can target to reach your audience.

But just like all other aspects of a search account, this also isn’t a “one and done” type of task. Queries are changing all the time and new themes may arise over time that you want to take advantage of.

And no, this isn’t just a “Michelle says so” type of task.

15% of google searches have never been searched before

Even Google says (and has confirmed many times over the years) that queries are changing all the time and 15% of searches have never been seen before.


Set a regular calendar reminder to hit up your favorite keyword research tools once a quarter or a couple times a year, just to see if anything has changed around your core terms and if you should be expanding your coverage.

You can take ideas from your current keyword list, common sense, or you could leverage the next regular optimization on the list to get new seed ideas.

5. Review search term reports for new keywords or negatives

It’s always in your best interest to review your search term reports to see what queries your keywords are matching to. With all of the changes in match types over the last couple of years, you may be surprised as to what finds its way into this report.

To find it, simply head to the keywords section in the left hand navigation, then click Search terms.

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search terms tab in google ads

From there, you’ll be able to see the performance of your search terms and how they matched up to your keywords.

add negative keywords in google ads

For good performers:

You can add these directly to your existing ad groups in your campaigns by simply checking the box next to the search term and clicking Add as a keyword in the blue bar that shows up. Depending on where you are in the account, you’ll need to set the destination campaign and ad group for that keyword, as well as the match type, but once you click save, it will be added to your account. You can also use these as the seeds for new keyword research as I mentioned above.

For poor performers:

You can see in the image above that it’s just as easy to add a negative keyword as it is a positive one. If you see terms that aren’t meeting your performance standards, be sure to exclude them from your Ad Group, Campaign, or use Negative Keyword Lists to keep your ads from showing on those queries.

That said, it’s important that you understand how negative keywords work in comparison to regular keywords, because it is a bit different. Here’s a video that walks you through some of the nuances so you can make sure you’re using them correctly.


Search term review should be done on a regular basis, but likely needs to be done more often when first starting a campaign. At that stage, too many things are unknown and you want to keep a close eye on performance.

suggested cadence of search term report review

This is a typical cadence for how I would schedule search term reviews for a new account, moving into a more mature phase over time.

One BIG caveat: it all depends on volume. This cadence is for a small to mid-sized account. If your account is extremely small or on the larger side, this might not be the right fit, but hopefully it lets you see what a typical cadence could look like and help you develop your own.

While you’re doing this task, keep notes of the new keywords you add to use for keyword research seeds for those quarterly or bi-annual reviews.

6. Revisit previously paused keywords for reactivation

Just like everything else with digital advertising, the landscape for keywords is always changing. Performance will always ebb and flow depending on countless factors and it’s your job to stay on top of those the best you can to take advantage, or at least not make big mistakes.

While we talked a number of times about pausing keywords depending on many factors, one thing people don’t do often enough is revisit paused keywords for reactivation.

Now I’m sure this seems silly to many of you.

Why on Earth would I reactivate a keyword that didn’t perform well in the past or didn’t have any search volume associated with it?

My answer is…because you never know what trends have changed until you give that keyword another shot to perform.


Review all paused keywords in your account every six months or so.

  • How long have they been inactive?
  • Why were they paused in the first place?
  • Did they ever have good performance or was it all a waste of spend?

reactivated keywords in google ads

If you have room in your budget and performance allows, give a few of these terms another shot by activating them again and adding a label for easy filtering and monitoring.

Sometimes these work out, sometimes they don’t. But I’ve had enough surprises of keywords coming back to life and performing really well that this has become a regular practice for me in my accounts.

Maintain keyword health for Google Ads success

Just like everything else in your paid search accounts, keyword strategy is not a set-it-and-forget-it task. Make sure you’re regularly reviewing performance, search term reports, and conducting ongoing keyword research to keep your keyword strategy a living part of your account.


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So nutzen Sie die Facebook-Werbebibliothek, um Ihre Anzeigen zu verbessern



So nutzen Sie die Facebook-Werbebibliothek, um Ihre Anzeigen zu verbessern

More advertisers than ever rely on Facebook to promote their products and services to their customers. Over 10 million businesses advertise on Facebook and Instagram, and that number has nearly tripled over the past seven years.

Some veterans of Facebook Advertising remember a time when costs on Facebook were cheap and ROI was unlimited. While Facebook Advertising is still a really worthwhile investment for most businesses, the constant influx of new advertisers is pushing costs up and making the network more competitive. Last year, in 2022, Meta announced that CPMs on Facebook Ads increased by 18% 

Advertising on Facebook and Instagram increasingly means having to outperform your competitors. Luckily, there’s an underused tool for advertisers to level the playing field and see exactly what ads your competitors are running in the Facebook Ad Library. But that’s not all the Facebook Ad Library can help you with…

In this post, I’ll share:

  • What the Facebook Ad Library is
  • How to find your competitors’ ads in the Facebook Ad Library
  • 4 more ways to use the Facebook Ad Library

Let’s dive in.

What is the Facebook Ad Library? 

The Facebook Ad Library is officially named the Meta Ad Library. It’s a free tool where users can search and view active and past ads from any advertiser. It was originally launched in 2018 for ads related to political and social issues, but it has since expanded to include all advertisers on Meta’s platforms.

Startseite der Meta-Facebook-Werbebibliothek

Facebook launched the Ad Library to increase transparency for its users. You can access the Facebook Ad Library directly at 

How to use the Facebook Ad Library

The Facebook Ad Library is a free, completely exhaustive, and transparent look into any advertiser on Facebook or Instagram.

Here’s how to use the Facebook Ad Library.

Open Facebook Ad Library and search

The first step is simple: Navigate to Meta Ad Library at 

Within the Facebook Ad Library, you’ll notice the search bar. Start out by selecting a country you want to see ads for and then select “All Ads” from the adjacent dropdown.  

Screenshot der Suchleiste der Meta-Facebook-Werbebibliothek

Type in a business name (like a competitor) or a specific topic or keyword in the search bar.

From there, you’ll be able to see all the relevant results for your search.

Click on a result

Each card includes details for different ads, including information like: 

  • Is the ad active or inactive?
  • When did the ad start running? If inactive, when did it stop running?
  • Which platforms (Facebook, Instagram) the ad ran on
  • If the ad was flagged for any special categories (such as credit, employment, housing, or social issues)
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Beispiel einer detaillierten Ergebniskarte der Facebook-Meta-Anzeigenbibliothek

Additionally, beneath each ad in the Meta Ad Library, you’ll notice a “See ad details” button. Clicking that button will let you explore any variations of that ad running with different media, headlines, descriptions, or calls to action. 

Add a filter

If you want to narrow down a specific element of the resulting ads, you can also add a filter from the Facebook Ad Library. With filters, you can review their specific ads by: 

  • Sprache
  • Platform (Facebook, Instagram, Audience Network or Messenger)
  • Media (Images, memes, images and memes, videos, and no image or video)
  • Active status (Active or inactive)
  • Active date (Any timeframe from the past seven years)


How to use the Facebook Ad Library to find your competitors’ ads

When it comes to doing research on your competition’s Facebook Ads, there’s no better place to start than using the Facebook Ad Library.

To see what ads a company is running on Facebook Ads (if any), you’ll navigate to the Ad Library, select the country your competitor is targeting with ads, and type in their business name.

Bear in mind that their ads will likely be linked to their Facebook page and will share the same name. 

From there, you’ll be able to see all the associated ads for that advertiser from the past seven years. For instance, Comcast Business’ ~130 ads are all publicly available Hier:

Ergebnisse der Meta-Facebook-Werbebibliothek für Comcast Business

You can then click on each card to see details or use filters to find out even more information about your competitors’ ads.

Verwenden the filters, you can view a competitor’s entire creative strategy from text, image, and video as well as see what ads they ran in past years during specific holidays or promotional periods!  

4 more reasons and ways to use the Facebook Ad Library

Beyond just the ability to view a specific competitor’s Facebook Ads, you can use the Facebook Ad Library to help with other aspects of your marketing strategy.

Find new ideas

Because you can search by keyword or topic, you can use the Facebook Ad Library to inspire new ideas for your own Facebook advertising strategy.

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From the search bar, instead of typing in a specific brand, type in a keyword that’s relevant to your business. From here, Facebook will load thousands of recently created ads from other relevant businesses.

For instance, type in “taqueria,” and you’ll be able to browse thousands of restaurants real Facebook ads to see how other local businesses are using Facebook to advertise their specials, promotions, new locations, and even hire from Facebook. 

Ergebnisse der Meta-Facebook-Werbebibliothek für die Taqueria-Suche

If you’re just getting started with Facebook Ads or just need fresh ideas, this can be a great way to see what a ton of other local businesses are creating every day and brainstorm new ideas for your social ads on Facebook and beyond! 

Find opportunities to stand out

By searching for related ads within the Facebook Ad Library, you can find gaps that will help your ads stand out.

Search for ad keywords related to your business or for your competitors and analyze the results. You may find that many of the ads for businesses in your industry look similar, use the same type of language, or highlight the same value propositions.

Use this analysis to diversify your Facebook ads so you’re standing out. That might mean highlighting an out-of-the-box benefit, adopting a new ad style, or testing new words and phrases that can capture your audience’s attention.

Analyze your own ads

When was the last time you took a hard look at your own Facebook and Instagram ads? You can use the Facebook Ad Library to look at your business’s ad history.

Taking a peek at your results may highlight some opportunities to refresh and optimize your Facebook ads. Is it time to update your creative? Vary your ad copy? Test new calls to action? Feature a new product or service?

Ergebnisse der Meta-Facebook-Werbebibliothek für Equinox-Fitnessstudios – drei Ergebnisse mit demselben Text, aber unterschiedlichem Motiv

Just like you’re using the Facebook Ad Library to spy on your competitors, they may be using it to spy on you—so give them something exciting to look at!

Agency prospecting

Agencies can use the Facebook Ad Library when pitching prospective clients as well. Before even speaking to a prospect, you can use it to: 

Check if your prospect is currently running any Facebook Ads 

A highly technical pitch to a prospect brand new to social advertising may not be understood well. Even knowing if they’re running ads on Facebook or not lets you frame the conversation at their level. If they are running Facebook ads, you’ll be able to view their active ads and do research about their main goals, calls to action, and even provide concrete examples of how to improve their Facebook Ads.

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See when your prospect last ran Facebook Ads 

You may discover several inactive ads in their account–understanding when or how recently they paused their campaigns may give you insight into their challenges or goals as well. If you see a lot of ads coinciding around important holidays (Christmas, summer, back to school, etc.), you know that’s a big opportunity for their business and can leverage that into your pitch or even plan to reach out in advance of their upcoming campaigns.

Check the size of your prospect’s marketing team–or current agency

Beyond just seeing what ads a page is running, the Meta Ad Library also shows you who is responsible for that page and where they’re located. Right below the page’s name, click the “About” button to the right to see details about how long the business has been on Facebook and how many people manage that page. For instance, this local orthodontist seems to be managed by one person–likely wearing many hats in the practice! 

Verwenden Sie die Facebook-Werbebibliothek, um die Größe des Marketingteams für potenzielle Kunden zu überprüfen

Larger companies might have full teams or agencies around the world working on their social campaigns. For instance, according to the Facebook Ad Library, Netflix boasts over 200 people dedicated to managing their Facebook page and campaigns from all over the world!

Anzahl der Facebook-Werbemanager für Netflix in der Werbebibliothek

That many people managing their Facebook page either ensures that you’ll need to manage multiple stakeholders from the onset or even that they’re currently already partnered with a large agency managing their account. Probably both in this case!  

Use the Facebook Ad Library to stand out from the competition

As more advertisers continue to flock to Facebook, competition is bound to rise. But the Meta Ad Library can be a great equalizer in that dynamic Facebook ads ecosystem. New ads are uploaded every day, and any smart advertiser–big or small–can use the Facebook Ad Library to keep an eye on the competition and find the best-performing ads anywhere on Facebook. 


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So nutzen Sie die Kraft der generativen KI im digitalen Marketing



So nutzen Sie die Kraft der generativen KI im digitalen Marketing

As a co-author of the book “Becoming Artificial: A Philosophical Exploration Into Artificial Intelligence and What It Means to Be Human,” I have been pondering the topic of artificial intelligence for a significant amount of time, even before ChatGPT became a household term.

Our book delves into the evolution of AI, from being considered pure fantasy to becoming a serious topic of debate for policymakers and an increasingly displaced workforce. The past two decades have witnessed game-changing innovations that have elevated the discussion of AI beyond mere speculation.

The integration of AI has been a transformative force in the dynamic realm of digital marketing. However, despite the impressive potential of AI, human intuition, creativity, and empathy remain essential in marketing. Modern digital marketers face the challenge of not just harnessing the capabilities of AI, but also doing so in a way that preserves the critical human touch in their strategies.

This article will:

  • Examine the role and impact of generative AI in digital marketing.
  • Explore real-world applications of generative AI in marketing.
  • Highlight the continued importance of the human touch for success.
  • Provide best practices for effectively integrating AI and human expertise within a digital marketing framework.

Let’s get started.

The role of generative AI in digital marketing

Generative AI refers to AI technologies that can generate new, original content, whether that be text, images, or even music. In digital marketing, generative AI is typically used for automating content creation, data analysis, personalized marketing, and enhancing customer interactions.

The benefits of generative AI in digital marketing are multifold. They range from improved efficiency and cost savings to increased personalization and scalability.

Let’s delve deeper into these key use cases, as highlighted in a recent Forbes article:

1. Content generation

Generative AI can write blog posts, social media updates, product descriptions, and more. This automation leads to significant time savings, and because AI can work around the clock, content can be produced at scale.

We talk more about how to (and how not to) use AI for content marketing over on LocaliQ.

2. Personalization

With the ability to analyze vast amounts of data, generative AI can tailor content to individual users based on their behaviors, preferences, and previous interactions. This personalized approach enhances user engagement and can lead to improved conversion rates.

chatgpt Personalisierung der Betreffzeile

3. Data analysis

AI’s capabilities extend to interpreting complex data sets, drawing meaningful insights, and predicting consumer behavior. These insights can guide the creation of more effective marketing strategies.

4. Design generation

Generative AI isn’t limited to text. It can also create visual content, such as banner ads, social media graphics, and even website layouts, thereby speeding up the design process and enabling more extensive A/B testing.

Google Marketing Live 2023 – Szenen aus dem Google-Produktstudio

Product Studio, announced at Google Marketing Live 2023, uses AI to generate product images.

5. Customer interactions

AI can handle customer inquiries via Chatbots, social media, and even over the phone. It can provide instant, personalized responses, improving the customer experience and freeing up human staff for more complex tasks.

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In each of these roles, generative AI not only automates repetitive tasks but also offers a degree of personalization and insight that was previously unattainable. These capabilities allow marketers to focus on higher-level strategy and creative work, making the most of both human and AI strengths.

Example of generative AI in digital marketing

Generative AI has already shown its prowess in several areas of digital marketing. For instance, AI can automate the creation of personalized email campaigns, draft engaging social media posts, or even write full blog articles. Additionally, it can analyze vast amounts of data to predict consumer behavior, helping marketers craft more effective marketing strategies.

One significant real-world application of generative AI in digital marketing is the partnership between Google and Wendy’s to use Barde, Google’s AI chat, to improve drive-thru operations. This system has been trained on thousands of hours of data, including order history and customer interactions, to generate responses that are both accurate and personable.

Wendys fahren mit Autos durchs Fenster


Bard’s main function is to take customer orders at the drive-thru, allowing human employees to focus on food preparation and other critical tasks. Not only has this resulted in increased efficiency, but it also improved customer experience, thanks to Bard’s ability to offer personalized menu suggestions based on previous orders or popular items.

What makes Bard stand out is not just its technical capabilities, but also the human-like touch it brings to customer interactions. The AI has been designed and trained to understand and respond to a wide range of accents, dialects, and speech patterns, demonstrating a level of empathy and understanding often absent from AI interactions.

This example showcases the potential of generative AI in digital marketing–not just in automating tasks and personalizing experiences, but also in enhancing customer interactions with a human-like touch. Despite being an AI, Bard successfully creates a more personalized and engaging customer experience, embodying the perfect blend of AI capabilities and human empathy.

Related: Learn more about how Google is using generative AI in search results here.

The importance of the human touch in AI-driven digital marketing

While generative AI provides a multitude of benefits, it’s important to remember that it is not a silver bullet. The human touch remains essential for digital marketing success. AI may generate content, but humans are needed to guide its direction, provide creative insight, and ensure the final output resonates with the target audience. After all, human emotions, creativity, and intuition cannot be entirely replicated by AI.

Entsprechend an article from the Marketing Insider Group, there are several key reasons why the human touch is critical in marketing:

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1. Builds trust

Genuine human interactions create a sense of trust and reliability. While AI can provide facts and figures, it’s the human touch that can convey authenticity and passion, which are essential for building brand trust.

2. Creates an emotional connection

Humans are emotional beings, and it is this ability to feel and evoke emotions that adds an indispensable element to marketing. AI, as advanced as it might be, still lacks the ability to genuinely feel emotions and respond accordingly.

3. Helps to understand context

While AI is getting better at understanding context, it still struggles in complex situations or when dealing with subtle nuances. Human marketers can understand context better, enabling them to create content and messaging that truly resonates.

4. Ethical considerations

There are numerous ethical considerations in marketing, from data privacy to truthful advertising. Human oversight is necessary to ensure that AI-driven marketing adheres to ethical standards and regulations.

Grafik, die zeigt, warum Sie bei KI eine menschliche Aufsicht benötigen

The key takeaway

While AI has a crucial role to play in digital marketing, it should be viewed as a tool to augment human creativity, intuition, and experience, not as a replacement for these uniquely human attributes. By combining the scalability and efficiency of AI with the creativity and empathy of human marketers, businesses can create powerful marketing strategies that resonate on a deeply human level.

Best practices for using generative AI in digital marketing (with a human touch)

To fully harness the power of generative AI while maintaining a human touch, marketers should adopt several key practices. These include training the AI on high-quality data, reviewing and refining AI-generated content, and regularly updating the AI model based on changing consumer behaviors and market trends. The ultimate goal should be a symbiotic relationship where AI and human expertise complement each other.

The Interactive Advertising Bureau (IAB) has recently published a report that provides insights into the best practices for effectively integrating AI and human expertise in digital marketing. In the report, they elaborate on the following key points:

1. Use high-quality data

Quality data is the backbone of effective AI. This means ensuring that the data used to train the AI is not only extensive but also accurate, relevant, and free from bias. It is the marketer’s responsibility to procure, manage, and maintain this data.

Arten von Kundendatenerfassungsquellen und was sie bedeuten

Zero and first-party data are your best bets for accurate customer data.

2. Continually review and refine

AI is not a set-it-and-forget-it tool. Marketers should be continuously reviewing and refining AI outputs. This includes checking the content for accuracy, relevance, and appropriateness, and making adjustments as needed.

3. Update AI models regularly

The digital marketing landscape is dynamic, with consumer behavior and market trends changing regularly. Therefore, AI models should be updated frequently to reflect these changes and to ensure the AI remains effective.

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4. Consider the ethical implications

Marketers should always consider the ethical implications of AI use, such as data privacy and transparency. This involves being clear with consumers about how their data is being used and ensuring that all AI-driven marketing practices comply with relevant laws and regulations.

Beispiel für ein Cookie-Banner von moovly, das zeigt, wie Daten verwendet werden

Cookie banners can communicate how data is being used.

5. Collaborate

The ultimate goal should be to foster a collaborative relationship between AI and human marketers. This means recognizing the strengths and limitations of both and leveraging them in a way that maximizes the benefits. AI can handle data analysis and (some) content generation, while humans can provide creative insight, emotional intelligence, and ethical oversight.

By following these best practices, marketers can effectively integrate AI into their digital marketing strategies while still maintaining a crucial human touch. It’s not about choosing AI over humans or vice versa, but about finding the right balance to deliver the best results.

Generative AI + human expertise = potential for marketing greatness

The future of digital marketing is set to be significantly influenced by generative AI. With its unparalleled capacity to analyze vast amounts of data, craft engaging content, offer personalized user experiences, and streamline repetitive tasks, AI’s potential for scale and efficiency is undeniable.

Yet, as our reliance on AI grows, it does not render the human touch redundant. On the contrary, the human element becomes even more crucial. As we’ve seen, building trust, fostering emotional connections, understanding complex contexts, and ensuring ethical considerations–these are all deeply human aspects that AI, in its current state, cannot fully replicate.

AI might be the tool that generates content, but it’s the human marketer who guides its direction, provides the creative insight, and ensures the final output truly resonates with the target audience. This delicate balance between AI’s capabilities and human creativity and empathy is the key to unlocking new levels of success in digital marketing.

Here are the best practices for using generative AI in digital marketing responsibly:

  1. Use high-quality data
  2. Continually review and refine
  3. Update AI models regularly
  4. Consider the ethical implications
  5. Collaborate

As we look to the future, the challenge for digital marketers will be not just to use AI as a tool, but to foster a symbiotic relationship where AI and human expertise complement each other. In this way, marketers can leverage the power of AI while ensuring their strategies and communications remain authentic, ethical, and deeply human. The promise of this future is one of unprecedented opportunities, unlocked by the harmonious blend of AI capabilities and the irreplaceable human touch.

Want more AI resources? We’ve got you covered:


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49 Instagram-Untertitel und vorgefertigte Bilder zum Vatertag



49 inspirierende Instagram-Untertitel und postfertige Bilder zum Vatertag

With over 70 million dads in the world, over 50 ways to say dad, and one billion Instagram users, you can rest assured that ideas for Father’s Day Instagram captions are in high demand.

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But Father’s Day is different for every business audience—and on an individual level it can vary from joyful to painful. So here are over 40 Father’s Day Instagram captions that range from witty and playful to serious and factual, plus pre-made posts you can save and veröffentlichen in just a few taps!

Table of contents

Father’s Day Instagram posts

Throughout the post, you’ll find pre-made Father’s Day images sized just right for Instagram (1080 x 1080). You can save them right off this post, or you can customize them in Canva using this link.

Instagram-Untertitel zum Vatertag – alles Gute zum Vatertag

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Inclusive Father’s Day Instagram captions

These captions will help you to celebrate while staying respectful, in the name of diversity, equity, and inclusion.

  • To the fathers, grandfathers, great-grandfathers, godfathers step-fathers, father figures, and fathers-to-be: we celebrate you today and thank you for the mentorship, love, and guidance you’ve provided.
  • Happy Father’s Day to all the dads out there—whether you’re a dad or like a dad. Your love is the greatest and most precious gift in the world 🎁
  • While we wish all the dads out there a happy Father’s Day, we also extend our support to those without fathers or father figures and to dads who have lost a child.
  • Happy Father’s Day to all the great fathers and father figures out there! And to those of you who are struggling to put on a smile today, we see you too. ❤
  • To the fathers, dads, daddies, pops, papas, vaders, peders, pais, tads, abbas, babas, ates, vaters, pita-jis, pabbis, paks, babbos, otosans, padres, baathairs, buwas, tatas…we wish you a great day!
  • Not all dads wear suits, watch football, or are obsessed with grilling or power tools (although there’s nothing wrong with those things!). Let’s keep our perspectives open today—comment on this post and tell us about your dad!
  • Happy Father’s Day not only to all the dads on earth, but also all the dads in heaven. Sending lots of love on this day.
  • On this Father’s Day, to dads, granddads, stepdads, foster dads, dads in heaven, future dads, bereaved dads, and dad figures: we’re thinking of you.
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Instagram-Untertitel zum Vatertag – Zitat von Umberto Eco

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Sweet Father’s Day Instagram captions

Use these captions in your Social-Media-Marketing to celebrate the dads in your life and/or in your audience.

  • Happy Father’s Day, dads! Thank you for all the sacrifices you make for your families and the joy you bring to our lives.
  • I’ve learned so much from you over the years Dad, thanks for being the role model you are and shaping me into the person I am today. Happy Father’s Day.
  • We don’t say it enough, so say it extra today: Thank you for everything, dads.
  • Dad, your guiding hand on my shoulder will remain with me forever.
  • A dad is someone who wants to catch you when you fall. Instead he picks you up, brushes you off and lets you try again.
  • Life doesn’t come with a manual…it comes with a father.
  • Wishing you a day that feels like [something they love].
  • Because of your love and support, I’m a badass. Thank you Dad.
  • We ❤ our dad customers!


Instagram-Untertitel zum Vatertag – fangen Sie Ihr Zitat ein

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Funny Father’s Day Instagram captions

  • Happy Father’s Day, Dad. You may not know everything but you sure had me fooled for quite a few years.
  • I smile because you are my father…and I laugh because there is nothing you can do about it.
  • Forever grateful you still love me even after [all those times you did X]  in high school.
  • I love this guy more than he loves his [favorite thing here]. And that’s a lot.
  • I hope this Father’s Day is as good as your life was before kids.
  • On Father’s Day, let’s review the most important lesson I learned from my dad: [something funny/witty]. What’s yours?
  • Dads are the only ones who can____ // Happy Father’s Day to the only person who can _____.
  • Happy Father’s Day To the first person I call when ____.
  • D.A.D: Delay And Doze
  • “There should be a children’s song: ‘If you’re happy and you know it, keep it to yourself and let your dad sleep.’” – Jim Gaffigan
  • Cold one? Cracked. New balances? Fresh out of the box. Grill? Heating up🔥 Happy Father’s Day!
  • Beer + white socks and sneakers + jorts + chair nap = the perfect Father’s Day
  • Cheers and beers! Father’s Day is here🍻
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Instagram-Untertitel zum Vatertag – Zitat von Richelle Goodrich

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Factual Father’s Day Instagram captions

Use these Father’s Day facts, courtesy of Mental Floss Und NPR to craft a little something different, whether that’s inspiring, nerdy, or eye-opening.

  • The first statewide Father’s Day celebration was in 1910 in Washington. Sonora Smart Dodd wanted to honor her father who raised six children on his own after his wife died during childbirth. To the single fathers out there
  • Roses used to be a tradition on Father’s day, red roses for the living and white for the deceased.
  • Father’s Day wasn’t recognized as a national holiday until 1972.
  • While the percentage of moms who are stay-at-home moms has remained stable, the percentage of stay-at-home dads has been rising slowly, from 4% in 1989 to 7% in 2016.
  • 60% of men over the age of 15 in the United States are biological, step, or adopted fathers.
  • Der Vatertag ist der fünftgrößte Anlass zum Versenden von Karten in Amerika!
  • Nur 50% aller Vatertagskarten werden für Väter gekauft! Die Leute bekommen sie für Freunde, Großväter, Brüder, Onkel und mehr.


Instagram-Untertitel zum Vatertag – inklusive alles Gute zum Vatertag

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Zitate zum Vatertag für Instagram

  • „Ein Vater ist weder ein Anker, der uns zurückhält, noch ein Segel, das uns dorthin trägt, sondern ein leitendes Licht, dessen Liebe uns den Weg zeigt.“ - Unbekannt
  • „In den dunkelsten Tagen, wenn ich mich unzulänglich, ungeliebt und unwürdig fühle, erinnere ich mich daran, wessen Tochter ich bin, und ich richte meine Krone.“ - Unbekannt
  • „Mein Vater hat mir das größte Geschenk gemacht, das man einem anderen Menschen machen kann: Er hat an mich geglaubt.“ – Jim Valveno
  • „Die besten Väter haben die sanftesten und süßesten Herzen. Mit anderen Worten: Großartige Väter sind echte Marshmallows.“ – Richelle E. Goodrich
  • „Jeder Mann kann Vater sein, aber es braucht jemanden, der etwas Besonderes ist, um Vater zu sein.“ – Anne Geddes
  • „Mein Vater hat mir nicht gesagt, wie ich leben soll. Er hat gelebt und ich durfte ihm dabei zusehen.“ – Clarence Budington Kelland
  • „Ich glaube, dass das, was aus uns wird, davon abhängt, was unsere Väter uns in ungewöhnlichen Momenten beibringen, wenn sie nicht gerade versuchen, es uns beizubringen. Wir werden aus kleinen Weisheitsfetzen geformt.“ – Umberto Eco
  • „Es wird immer ein paar Menschen geben, die den Mut haben, das Ungezähmte in uns zu lieben. Einer dieser Männer ist mein Vater.“ – Alison Lohman
  • „Ein Vater ist jemand, zu dem man aufschaut, egal wie groß man wird.“ - Unbekannt
  • „Ich habe es schon einmal gesagt, aber es ist absolut wahr: Meine Mutter hat mir den Antrieb gegeben, aber mein Vater hat mir meine Träume gegeben. Dank ihm konnte ich eine Zukunft sehen.“ – Liza Minelli
  • „Kein Mann steht größer da, als wenn er sich bückt, um einem Kind zu helfen.“ - Abraham Lincoln
  • „Wenn ein Vater seinem Sohn etwas gibt, lachen beide; Wenn ein Sohn seinem Vater etwas gibt, weinen beide.“ - William Shakespeare
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Instagram-Untertitel zum Vatertag – Zitat von Alison Lohman

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Wörter, die Sie in Ihren Instagram-Untertiteln zum Vatertag verwenden können

Wenn Sie völlig authentisch sein möchten, erstellen Sie Ihre eigene Instagram-Bildunterschrift mit diesen Worten, um Väter zu beschreiben:

  • Geschickt
  • Anpassungsfähig
  • Abenteuerlich
  • Akzeptieren
  • Bewundert
  • Bewundert
  • Liebevoll
  • Hochgeschätzt
  • Eindrucksvoll
  • Deutlich
  • Mutig
  • Fürsorglich
  • Geschätzt
  • Clever
  • Cool
  • Mutig
  • Rücksichtsvoll
  • Schlau
  • Gewidmet
  • Herrlich
  • Zuverlässig
  • Hingebungsvoll
  • Bestimmt
  • Peinlich
  • Essentiell
  • Außerordentlich
  • Fabelhaft
  • Furchtlos
  • Erbittert
  • Freier Geist
  • Freund
  • Lebenslustig
  • Großzügig
  • Geben
  • Führung
  • Mutig
  • Grillmeister
  • Gutaussehend
  • Hart arbeitend
  • Herzerwärmend
  • Hilfreich
  • Bescheiden
  • Hustler
  • Beeindruckend
  • Inspirierend
  • Intuitiv
  • Erpicht
  • Art
  • Legendär
  • Geliebt
  • Treu
  • Magnetisch
  • Achtsam
  • Edel
  • Pflegend
  • Optimistisch
  • Leidenschaftlich
  • Geduldig
  • Kraftvoll
  • Perfekt
  • Schützend
  • Stolz
  • Real
  • Unerbittlich
  • Robust
  • Einfallsreich
  • Felsen
  • Robust
  • Opfern
  • Selbstlos
  • Aufrichtig
  • Schlau
  • Temperamentvoll
  • Standhaft
  • Stark
  • Willensstark
  • Unterstützend
  • Weichherzig
  • Nachdenklich
  • Tolerant
  • Hart
  • Verständnis
  • Unerschütterlich
  • Warm
  • Wachsam
  • Weise
  • Wunderbar
  • Zesty


Instagram-Untertitel zum Vatertag – Definition von Vater

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Möchten Sie weitere Untertitel?

Für Instagram-Untertitelideen für andere Feiertage und Anlässe haben wir jede Menge:

Und für noch mehr Ideen schauen Sie vorbei Social-Media-Ideen und -Vorlagen von LocaliQ zum Thema „Alles Gute zum Vatertag“..


Behalten Sie im Auge, was wir tun
Seien Sie der Erste, der neueste Updates und exklusive Inhalte direkt in Ihren E-Mail-Posteingang erhält.
Wir versprechen, Sie nicht zuzuspammen. Sie können sich jederzeit abmelden.
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