Google Ads definition

 Google Ads is an essential visibility lever. Often opposed to SEO, it is in fact complementary to natural referencing and forms with the latter the two pillars of any good online visibility strategy.

Google Ads, Google's advertising platform

Created in October 2000, Google AdWords is Google's advertising platform, ad meaning advertising in English, words, words. After 18 years, it changes its name to become Google Ads.

Google Ads advertising inserts are notably displayed on the first Google page. One of the key locations is located directly above the natural search engine results, providing top notch visibility to advertisers.
This is all the more important as the presentation of these announcements is now almost identical to that of natural results. The only difference is that the term "Announcement" precedes the url of the page.


A targeted and quality audience

The advertising network is aimed at entrepreneurs and companies wishing to develop their digital audience by relying on the search leader in Europe and France.

Based on the keywords selected by the advertisers themselves, Google Ads are displayed according to the query entered by the user in the search engine. In fact, this system offers a major advantage over other communication levers since it makes it possible to offer a response corresponding to the Internet user's search and therefore to target its audience with great finesse.

How Do Sponsored Results Work?

The first principle of Google Ads is to be able to "buy" keywords. It is not really a purchase but an auction on which the advertiser is positioned to appear on the search engine.

Take the example of an Internet user who searches for “silver spoons”. Once the request is validated, Google will check if any companies have bid on this term. If several of them are competitors, the display order of sponsored results is determined by Google's algorithm based on several criteria:

  • the "Quality Score" or quality score of your ad. This notably takes into account the user experience (for example through the bounce rate, the time spent visiting the page) or the relevance between the keyword sectioned, the advertisement written and the site.
  • the maximum bid previously set for the phrase or word
  • the percentage of Internet users who clicked on the Google Ads ad based on the number of times it was viewed

To be among the "best" sponsored links, those that Internet users discover at first glance (eye tracking), the bids, the click rate and the "Quality Score" must be as high as possible. This requires first developing a keyword strategy, writing relevant ads and performing the necessary optimizations, including on landing pages to increase the conversion rate.

For the most relevant results possible, Google Ads also integrates the geographic targeting of ads, allowing local businesses to develop their reputation and their activity. In addition, the personalization of campaigns is unlimited. Ads can in particular be refined by limiting their display on certain types of device (computers, tablets, etc.).


Budget and return on investment

While creating a Google Ads campaign is relatively easy, getting a good return on investment is much less so.
Indeed, the advertising platform provides an intuitive interface with which it is possible to create your first campaign in no time. However, although we can set a monthly budget, this traffic lever can very quickly squander the marketing budget in question if it is not properly mastered, especially when it comes to very competitive keywords.

By entrusting your Google Ads campaign to our team, you benefit from a real digital strategy with very precise targeting of visitors. This is based on our expertise and performance reports allowing day-to-day optimizations. Depending on the number of clicks, the visitor experience or the amount already allocated to the campaign, these adjustments make it possible to obtain a higher return on investment for each euro invested.

SEA complementary to SEO

Natural referencing (SEO - Search Engine Optimization) and paid referencing (SEA - Search Engine Advertising) are two powerful levers of visibility on the internet that perfectly complement each other:

  • SEO: this is a long-term visibility strategy with the aim of making the site appear in the natural results on keywords related to the activity. It is the result of numerous optimizations in accordance with Google directives, in particular in terms of AMP, loading time, editorial content or even netlinking.
  • SEA: unlike SEO, paid results make it possible to obtain ideal instant visibility in the short or medium term

The advantages of SEA

The creation and optimization of advertising campaigns on Google Ads have 4 major advantages:

  • immediate increase in traffic: as soon as it is perfectly optimized, the publication of an advertisement allows the instantaneous obtaining of a surplus of visitors
  • targeted audience: since the ads are displayed according to the search results of Internet users, the audience obtained through this advertising network is perfectly targeted. More than just visitors, it is indeed an audience potentially interested in your products or services. It is therefore the perfect lever to generate leads or sales
  • flexibility: only the SEA allows a control, almost in real time, of its audience by adjusting the advertisement, the keywords and the auction budget
  • detailed monitoring: statistics and tracking improve the performance of each ad for a better return on investment

SEA, to generate conversions quickly

Any good digital visibility strategy has two inseparable components, SEO and SEA. While the latter is particularly useful for sending traffic to a newly created site, it can have many other marketing uses:

  • appear on a vampirized local search: since Google takes into account the geolocation of Internet users, natural results are often pushed far to the bottom of the page, after paid results and “Maps”. Google Ads is then the ideal answer to increase its visibility locally
  • appear on an ultra-competitive request requiring too much SEO budget
  • support a one-off marketing action such as a product launch, strengthen your visibility during a strategic period for your activity (Christmas, sales, etc.) or promote an event
  • strengthen its brand image
  • test the marketing of new products or services
  • analyze the behavior of visitors to a site
  • identify relevant terms and keywords to use in SEO

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