Online marketing
Raphael Guldimann
Twitter advertising: 7 reasons why companies should use X...

In less than a month, Twitter has lost more than half of its 100 most important advertising customers. These include brands such as Coca-Cola, Chanel, and Nestlé. But why is that?

Twitter advertising: 7 reasons why companies are NO LONGER advertising on X (formerly Twitter)
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9 tips for building a strong home page

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New visitors should understand within 2–3 seconds what you offer and why they should stay.

You never get a second chance to make a first impression. That's why a website's home page is so important.

We have defined an internal process for how a home page should be structured so that it functions optimally and resonates with the target audience.

This is exactly the process we share with you:

1. Main title: What is it about?

The main title answers the question: What is this about?

  • Short, attractive, crystal clear

  • Not a company name—but a value proposition

  • Examples:

    • "The CRM platform: simple to set up, easy to use" (Monday),

    • "Turn Emails into Revenue" (Mailchimp),

    • “Strong against pain” (Perskindol)

👉 Formulation tip: What are the specific benefits? For whom?

2. Confirmation: "This is the right place for me"

The introductory text signals to the target group that they are in the right place. This short text (approx. two sentences) answers the following questions:

  • Who is being addressed?

  • What problem is being solved?

  • What is special about your offer?

Examples:

  • "For SMEs looking for reliable hosting with personal support."

3. Clear call to action (CTA)

What should visitors do?

  • Offer only one main promotion

  • Make the button visible and use active wording (e.g., "Try for free," "Get started now," "Book a demo").

  • Optional: small addition below the button to build trust (e.g., "No credit card required")

4. Visual clarity

Use an image or screenshot that shows the product/offer:

  • Shows what it looks like or how it works

  • As close as possible to actual use

  • No generic stock images

5. Arguments & Proof of Trust

What convinces undecided visitors?

  • Customer testimonials or partner logos

  • Number of users or customers

  • Seals of approval, awards, ratings

  • Example: "Already over 2,000 customers."

6. USP & Advantages

What sets you apart from the competition?

  • In brief bullet points: 3–5 specific advantages

  • Focus on impact rather than technical features

  • Examples:

    • "100% hosted in Switzerland"

    • "CO2-neutral & GDPR-compliant"

    • "Set up in 5 minutes"

7. Explanation: How does it work?

If the offer requires explanation:

  • 3 simple steps show

  • Use animated GIFs or explanatory videos if necessary.

  • Clear process = lower barrier to entry

8. About you

Show the people or the story behind the offer:

  • Brief introduction, e.g., "Since 2018, we have been helping Swiss SMEs..."

  • Optional with photo or team snapshot

  • Humanity builds trust

9. Less is more

Consciously refrains from:

  • Navigation bars with many links

  • Distracting external content

  • Irrelevant information

👉 Goal: A clear, focused path to the desired action

Bonus tips: Optimization & trust

  • Ensure that the page loads as quickly as possible (especially on mobile devices!).

  • Reduce form fields to the bare essentials—less is more.

  • GDPR & data protection information easy to find (Swiss nDSG vs. EU GDPR)

  • Helpful: Live chat or callback offer as an additional confidence booster

What is TikTok Shop and how does TikTok shopping work in Switzerland?

TikTok is one of the most popular social media platforms worldwide. A total of 1.5 billion users have already downloaded the app. The concept? Short videos that are constantly updated in a continuous feed and captivate the user.

What sets TikTok apart from other social media platforms is that it isn't really that social. The focus isn't so much on interacting with people, but rather on entertainment.

But that's not all! TikTok users, especially those in Generation Z, are on average very keen to buy and regularly find inspiration for new products on TikTok – whether it's fashion, makeup, or electronics.

Product marketing on TikTok is now even easier for e-commerce companies: with the TikTok Shop feature, they can create a product catalog on TikTok and link their products in short videos.

Although this feature is not yet available in Switzerland, some of its functions can still be used— if you know how to create your own product catalog and link it to an external online store.

In this article, you will learn exactly what TikTok Shopping is all about, how you can prepare for the feature in Switzerland, and what advertising opportunities Swiss e-commerce companies already have on TikTok.

Let's go!

Get a free initial consultation for TikTok!

TikTok Shop is a complete e-commerce solution for boosting brand growth and sales directly on TikTok. 

This is how the platform describes its integrated shop. But what exactly does that mean?

The TikTok Shop is an integrated feature that allows e-commerce companies to sell their products on TikTok. Products are linked in feed videos, and purchases are also completed directly via TikTok. 

TikTok itself does not sell any products, but merely acts as a sales platform for other companies.

How does TikTok Shopping work?

Users can access the TikTok Shop directly from their dashboard.

If you want to sell products via TikTok Shop, you first need to set up a seller account. 

The rest is pretty intuitive. As an e-commerce company, you can create a TikTok Product Catalog, link products in videos, and handle the entire sales process directly through TikTok. 

Users, on the other hand, can purchase linked items from videos or access the shop via the TikTok dashboard. This allows them to search for and buy products directly in the app. 

To make searching easier, daily deals are displayed in the TikTok Store and products are sorted by category.

What is the product catalog all about?

The TikTok Product Catalog is created via TikTok Ads Manager and contains all data about the products you want to sell via TikTok. 

You can upload photos and images, create product descriptions, enter sizes and variants, set prices, and update product availability. 

The TikTok Product Catalog is therefore the basis for TikTok Shopping Ads and ensures that users can view all the details of your product. 

TikTok Shop vs. Showcase: What's the difference?

TikTok Shop and TikTok Showcase are two similar but different features.

TikTok Shop is an integrated feature for e-commerce companies that want to sell their products online via the app. 

TikTok Showcase, on the other hand, is a feature for creators and influencers. With TikTok Showcase, creators can create a showroom on their profile where they can promote products from other brands and earn a small commission in return.

What advantages does TikTok Shop offer e-commerce companies?

This is what the TikTok Shop could soon look like in Switzerland

It's no surprise that 15 million sellers have already signed up for TikTok Shop. The sales platform offers e-commerce companies several advantages:

  • Low commissions: One of the most important advantages of TikTok is its low commissions. While Amazon retains around 8 to 15% per purchase, the commission on TikTok is only up to 8%. 

  • Easy setup: Furthermore , setting up a TikTok shop is super easy. Companies can create their own product catalog and complete the purchase directly via TikTok without having to build their own online shop.

  • Video integration: Products can be linked directly in videos, allowing users to be engaged precisely where they spend most of their time: consuming short-form content.

  • High reach: In Switzerland, just under 3 million adults use TikTok. Worldwide, the number is in the billions. This is an enormously high reach and means that your content will be seen by numerous users. 

  • New target groups: Around a quarter of Swiss TikTok users are not registered on Instagram. Although the two platforms are similar and appeal primarily to the younger generation, you will lose many potential customers if you ignore TikTok and only market your products on Instagram. 

  • Effective influencer marketing: TikTok is one of the most important platforms for influencer marketing, which is extremely profitable for e-commerce companies. The younger generation in particular trusts the opinions of their idols and regularly buys products recommended by influencers or celebrities. Influencers can link directly to your products in their videos via the TikTok Shop and generate sales for you around the clock – whether you're sitting in the office or lying on the beach.

Disadvantages of the TikTok Shop

Like all advertising and sales platforms, TikTok has both advantages and disadvantages.

  • Not available in Switzerland: As mentioned above, TikTok Shop is not (yet) available in Switzerland. However, there are other advertising options on the platform, which we will present in the next section.

  • Paid ads: In order for your products to be discovered on TikTok, you need to create paid ads. This is probably one of the reasons why the commission on TikTok is so low. 

  • More for younger audiences: If you want to reach an older audience, TikTok is probably not the right choice. This app is mainly used by Gen Zers and millennials.

Run TikTok Shopping ads in Switzerland

In Switzerland, TikTok Ads (as shown on the right) can already be used today, or you can have products marketed via influencers.

That's all well and good, but what good is it to me in Switzerland, where TikTok Shop is not yet available? 

Don't worry! Although the integrated shop has not yet arrived in Switzerland, there are still ways to market and sell products via TikTok.

TikTok advertisements (ads)

Swiss companies and retailers can continue to place TikTok ads. A distinction is made between the following formats: 

  • In-Feed Ads: The standard form of TikTok advertising is inserted directly into the feed and thus fits seamlessly into the videos that users consume.

  • TopView: For an additional fee, you can also place TopView ads, which play when the app is opened and can be up to 60 seconds long. 

  • Brand Takeover: While TopView ads are played after the app is opened, Brand Takeover ads are displayed as soon as the app is opened, before any other videos. However, this ad is only shown to users once a day.

  • SparkAds: With SparkAds, you can boost videos to increase their reach. These can be videos you have created yourself or videos from influencers who advertise your products. 

  • Brand effects: Last but not least, you can also provide users with your own effects to draw attention to your brand. These could be stickers or AR effects, for example.

TikTok Shopping with your own product catalog - in Switzerland

Just because you can't use the official TikTok Shop doesn't mean you have to miss out on TikTok Shopping Ads!

In Switzerland, you can still market products on TikTok and link to an external online store, such as your Shopify store. In addition, you can create your own product catalog and upload it to TikTok. 

This means you can also advertise on TikTok in Switzerland. The only difference is that you cannot use TikTok as a complete sales platform and must link your products to an external online store.

How do I create TikTok Shopping Ads in Switzerland?

In-app purchases and payment processing via TikTok are not yet available in Switzerland. However, you can create video shopping ads for TikTok and link them to an external online store. Here's how it works:

  1. Create a business account for TikTok.

  2. Next, you can create your own product catalog in TikTok Ads Manager. To do this, you can either upload products manually or use plugins for Shopify and WooCommerce to create automatic product feeds.

  3. You can now create dynamic TikTok Shopping Ads that are linked to your product catalog. For the campaign, select either the "Conversions" or "Catalog Sales" objective. 

  4. The advertisements can now be used to link to external online shops where you can make sales.

What about TikTok's data protection?

TikTok repeatedly comes under criticism with regard to data protection. The company belongs to ByteDance, which is subject to Chinese security laws. As a result, TikTok is also suspected of sharing user data with the Chinese government.

Several countries have already banned the use of TikTok on work devices. However, in 2023, TikTok began storing data on European servers to address data protection concerns.

To do this, users can personalize their data management in the app, deactivate location access, and request or delete stored data.

onlineKarma: Your TikTok agency in Switzerland

Our onlineKarma social media agency has been helping e-commerce companies market their products on social media since 2009. Of course, TikTok is a must!

Although TikTok Shop is not yet available in Switzerland, we have had positive experiences with advertising on TikTok . If you too would like to take the next step on TikTok and market your products via the platform, you've come to the right place!

We create a results-oriented marketing strategy and place ads on TikTok that increase your conversions and generate higher sales for your e-commerce business. 

Curious? Then feel free to contact us for a free initial consultation and find out what TikTok can do for you!

Inquire now!

Frequently asked questions

  • If you don't have access to the TikTok Store, it's most likely due to your location. TikTok Shopping is not currently available in Switzerland.

  • TikTok was first released in the United States. However, the feature is now also available in Mexico, Brazil, Germany, France, Italy, the United Kingdom, Ireland, Spain, Indonesia, Malaysia, Thailand, Vietnam, Singapore, the Philippines, and Japan.

  • It is still unclear when TikTok Shop will come to Switzerland. However, TikTok Shopping was launched in other countries in 2025, so a launch in Switzerland is definitely not out of the question. 

  • Yes and no. Creating a TikTok shop is free, but as soon as you sell something through the shop, a fee is charged. In addition, most e-commerce companies pay additional costs for advertisements so that their products gain more reach on TikTok.

  • The commission charged by TikTok Shop is 5-8%. The exact percentage may vary depending on the category and region. TikTok also charges a small transaction fee per product sold. In some regions, you can also handle warehouse logistics and shipping through TikTok, for which an additional fee is charged.

  • If you are a retailer and want to publish a TikTok Shop, you need 1,000 followers. You must also be over 18 years of age and have a TikTok account that is more than 30 days old. As a company, the minimum number of followers does not apply and you can set up your shop straight away. 

Conclusion: Is TikTok a profitable advertising platform for e-commerce companies in Switzerland?

Although TikTok Shop is not yet available in Switzerland, the platform still offers a lot of potential for e-commerce companies. The app is particularly popular with the younger generation, so you can use TikTok to reach on social media .

This is demonstrated by an analysis by AgencyAnalyticsshows that TikTok achieves higher conversion rates than other social media platforms. For e-commerce companies, the app has become indispensable. 

This is also confirmed by many well-known brands. Weleda, for example, reports positive experiences with TikTok Shop in the US and is already in the starting blocks for its launch in Switzerland. 

We at onlineKarma therefore recommend that e-commerce companies start preparing for the launch of TikTok Shop now and, in the meantime, connect TikTok Shopping Ads to an external shop. 

Do you need help with this? Then feel free to contact us for a no-obligation initial consultation!

Secure your free initial consultation!

Apple Ads (Apple Search Ads): How to get more app downloads

Even the best app is useless if no one can find it. Apple Ads brings your app directly to potential users in the App Store. Learn now how you can increase your download numbers with Apple Ads.

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What are Apple Ads?

App Store Ads made easy, with just a few clicks.

With the paid advertising platform Apple Search Ads, app providers can promote their offerings directly in search results. Sponsored apps are positioned at the top of search results and marked as advertisements.

However, this label does not prevent users from actually downloading the app. On the contrary: Apple Ads have conversion rates of around 60%!

Apple Search Ads are now Apple Ads

In April 2025, Apple decided to offer its advertisers even more opportunities to highlight their applications in its own App Store. 

Previously, sponsored apps were only displayed at the top of search results. Now, there are other places in the App Store where ads are displayed, such as on product pages and even the home page.

Consequently, advertisements in the Apple App Store will no longer be called Apple Search Ads, but simply Apple Ads.

How does Apple Advertising work?

Apple Advertising for the entire Apple ecosystem

Apple Ads is a form of paid advertising. Just like with search engine advertising, Apple Ads allows you to bid on relevant keywords in order to appear in search results for those keywords. 

However, you only pay for this advertising when a user clicks on your ad or installs your app. This is referred to as cost-per-click (CPC), cost-per-tap (CPT), or cost-per-install (CPI) . 

In addition, you have two options for placing App Store Ads. There is a Basic version and an Advanced version. 

Apple Ads Basic vs. Advanced: What's the difference?

As the names suggest, the Advanced version of Apple Ads offers more options than the Basic version. 

Let's take a look at the possibilities and differences between both options to find out which one is more profitable for you:

The Basic version: Automated and user-friendly

The basic version of Apple Ads offers fewer configuration options but is easier to use.

How Apple Ads Basic works:

  • Pre-selected keywords: Are you unfamiliar with keyword research ? No problem! The basic version of Apple Ads automatically selects keywords that are relevant to your app. When a user searches for these keywords, your app will automatically be displayed.

  • Automated optimizations: Even in the Basic version, your campaign is optimized automatically. Apple's artificial intelligence automatically analyzes your campaign results and makes automatic optimizations.

  • Cost-per-installation (CPI) as a pricing model: In the basic version, you only pay for ads that result in a download. You remain in control and can set a maximum amount that you are willing to pay. 

Who is the Basic version suitable for? Small businesses that are not very familiar with Apple Ads and paid advertising and don't want to spend a lot of time on it.

The advanced version: Flexible settings options for ad optimization

The advanced version of Apple Ads offers you more design freedom and flexibility, but also requires a little more time and expertise. 

How Apple Ads Advanced works:

  • Own keyword management: If you have experience with search engine marketing and keyword research, you may want to decide for yourself which keywords your apps should be found for. That's exactly what the Advanced version allows you to do!

  • Target group definition: Avoid wasted coverage by defining your target group precisely. With the advanced version of App Store Ads, you can specify the gender, age, location, and other demographics of your target group. 

  • Placement control: Apple offers four different placement positions for ads in the App Store. Determine where you want to be found and, if necessary, display your ads in several locations at the same time. 

  • More in-depth reports: In addition, the Advanced version offers you more comprehensive reports that allow you to analyze your marketing performance and optimize it yourself. This includes impressions, clicks, and conversions.

Who is the Advanced version suitable for? For larger companies with marketing teams and app developers who want full control over their marketing campaigns.

Where are ads displayed in the Apple App Store?

Smartphone with Apple App Store Ads

With Apple Ads, you can display ads in various locations in the App Store: 

  • Search results: With Apple Search Ads, you can bid on keywords to appear at the top of App Store search results. 

  • Search: Advertising on the search page allows you to draw attention to your app before the user even enters anything in the search field. This means your app will be one of the first that the user sees, allowing you to proactively prevent them from choosing a competitor.

  • Home page: The Apple App Store home page, the Today tab, shows users daily changing apps and offers. These include "Apps of the Day" and "Games of the Day." This is the perfect place to promote your app and increase download numbers.

  • Product pages: Last but not least, you can also place ads on product pages. When a user views the product page and scrolls down to the bottom, recommendations for other apps that the user might also like appear. An ad in this location may not be seen by as many people, but it could increase conversion rates, as the ad is only shown to users who are already interested in similar apps and are actively researching them.

Advantages and disadvantages of App Store advertising

As you can see, Apple Ads are a great way to place ads directly in the App Store. But what exactly are the advantages and disadvantages of Apple Ads?

Benefits of Apple Ads 

  • Wide reach: When you advertise on the Apple App Store, you can be sure that many users will see your ads. According to Apple, the App Store is visited by 650 million people every week. 

  • Targeted advertising: Apple Ads are shown to users who are actively interested in apps like yours. This allows you to reach your target audience directly and avoid wasted coverage. 

  • High conversion rates: According to Apple, Apple Search Ads achieve conversion rates of over 60%. This is significantly higher than other advertising platforms. 

  • Results-based costs: A major advantage of Apple Ads is that you only pay for ads that generate a response. You don't pay a cent for ads that don't get a response!

  • Flexible pricing models: Apple also offers a flexible pricing model. You decide how much you want to spend on your ads and can adjust your budget at any time. 

  • API integration: If you decide to run ads in the Apple App Store, you can connect your account to the Apple Analytics tool to analyze and optimize your campaigns.

Disadvantages of Apple Ads

  • Less creative freedom: Compared to Meta Ads or Google Ads, Apple gives you less creative freedom. Apple Ads automatically access your app metadata and use it to create ads that include your app's title, subtitle, and logo. 

  • Less detailed reports: Apple's reports are also not as detailed as those from Google or Meta, which makes it more difficult to optimize a campaign.  

  • Limited to the Apple App Store: This point is obvious. If you place Apple App Store Ads, they will of course only be visible in the App Store. 

How can I create Apple Ads?

Want to launch your first Apple Search campaign? Just follow these step-by-step instructions:

  1. To place ads in the Apple App Store, you must first create a user account. To do so, simply click on this link.

  2. Next, you can select the region where you want your ad to be displayed. For example, click on "Switzerland" here. 

  3. Now it's time to start creating your campaign. Choose whether you want to use the Basic or Advanced version. 

  4. To avoid unexpected expenses, you can set your budget in the next step. To do this, you can select a daily maximum amount, and in the advanced version, you can also specify how much you are willing to pay per click. 

  5. In the Advanced version, you can also narrow down the target group, for example by age, device usage, gender, etc.

  6. If you have opted for the Advanced version, you can also enter keywords for which you want your app to be found. In the Basic version, however, the keywords are determined automatically.

  7. Finally, check the title and description of the ad, which Apple automatically determines from your app's metadata, and adjust the text if necessary. 

  8. Click "Start" to activate your campaign. Done!

More tips to get the most out of your Apple Ads campaign

Evaluate Apple Ads Campaign

However, a good Apple Ads campaign goes far beyond simply creating it. To achieve the best results, you should follow these tips:

  • Define your most important KPIs: To get the most out of your Apple Ads campaign, you should first define your most important KPIs (key performance indicators) so you don't lose sight of your goal. In most cases, the most important KPI in the Apple App Store is the installation rate.

  • Define your target audience: By defining your target audience, you ensure that your app is only shown to users who might be genuinely interested in it. This is an easy way to avoid wasted coverage and increase your conversion rates. With Apple Ads Advanced, you can determine which users your ad should be shown to. 

  • Analyze your campaigns: Use performance reports to analyze your campaigns and track impressions, clicks, and installation rates. 

  • Monitor your spending: If your app is frequently found through Apple Ads, costs can quickly add up. So always keep an eye on your spending.

  • Adjust your bids: Remember that you can change your budget at any time. If you notice that your app isn't being found for desired keywords, it might be worth increasing the amount. On the other hand, if you're getting a lot of installs from ads and your spending is skyrocketing, you can reduce your maximum amount at any time. 

  • Test different ad placements: Apple Ads offers you four ways to place your ads in different locations in the App Store. Take advantage of this option and test which placement is most profitable for you!

Your Apple Ads agency from Switzerland

Not interested in dealing with Apple Ads, or are your campaigns not achieving the desired results? No problem! Our Apple Ads agency onlineKarma is here for you!

As an online marketing agency based in Switzerland , we have years of experience with search engine advertising such as Apple Ads, Google Ads and Microsoft Ads. 

We help you define your target audience and business goals and create optimized marketing campaignsthat draw attention to your company and increase your sales in the long term.

Contact us now for a free initial consultation and find out how we can help you create Apple Ads!

Inquire now!

Frequently asked questions

  • The cost per tap (CPT) in Switzerland is around 80 centimes, whereas the cost per acquisition is around CHF 1.80. Please also note that in the basic version, there is a minimum amount of USD 5 per month and a maximum amount of USD 10,000 per app. 

  • CPT stands for cost-per-tap and is the mobile equivalent of cost-per-click (CPC). This means that you only pay for your advertising when it is clicked or tapped. The term CPA (cost-per-acquisition), on the other hand, refers to the cost per action, for example per purchase or installation.

  • According to Apple, Apple Search Ads have a conversion rate of over 60%. The company also states that 65% of all downloads occur immediately after a search. An ad in the search results can therefore significantly increase your installation rates.

  • Apple Ads are suitable for all app developers who want more downloads and higher sales figures. Since Apple's App Store generates significantly more revenue than the Google Play Store, you can optimally promote your app in the Apple Store and increase sales in the long term.

  • Yes, Apple Advertising complies with data protection regulations, as the company does not store any personal data. In order to comply with European and Swiss data protection laws , users can also decide for themselves whether or not they want to receive personalized advertising. 

Conclusion: Is it worth advertising in the App Store?

Apple Ads on all Apple phones – accessible to every target group

Apple Advertising offers you a great opportunity to optimally position your application in the App Store and increase your visibility. 

Although the advertising platform is subject to a fee, the high conversion rates make it clear that placing ads in the App Store is definitely worthwhile. 

However, Apple Ads, just like other SEA platforms, are only profitable if they are used correctly. Apple Ads' AI-based automations offer app developers a great opportunity to achieve good results without much prior knowledge. 

However, the Advanced version is required for excellent results. This is the only way to optimally analyze and optimize your campaign performance. 

Not sure how it works? Then feel free to contact our SEA agency onlineKarma for a free initial consultation!

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Contact us for a no-obligation consultation.