Google Ads are an important visibility lever. Often at the antipodes of SEO, it actually complements organic citations and forms with them the two pillars of any good online visibility strategy.
Google Ads, Google’s advertising platform
Google AdWords, founded in October 2000, is Google’s advertising platform, ad means English, words, words for advertising. 18 years later, it was renamed Google Ads.
Google Ads interstitials appear specifically on the Google home page. One of these key positions sits just above organic search engine results, providing advertisers with optimal visibility.
This is all the more important since the rendering of these advertisements is now almost identical to the rendering of organic results. The only difference is that the word “ad” comes before the page url.
Targeted premium audience
The advertising network is aimed at entrepreneurs and companies seeking to develop their digital audiences with European and French research leaders.
Google ads are displayed based on the keywords the advertiser chooses and based on the query the user enters into the search engine. Indeed, this system offers a major advantage compared to other means of communication, since it makes it possible to very intelligently target its audience because it provides answers that correspond to the searches of an Internet user.
How does sponsored placement work?
The main principle of Google Ads is the ability to “buy” keywords. This is not an actual purchase, but an auction where advertisers aim to appear on search engines.
Let’s take the example of a user searching for “silver spoon”. Once the query is verified, Google will check to see if the business has made an offer on the term. If several of them are competitors, the order in which the sponsored results are displayed is determined by the Google algorithm according to several criteria:
“Quality Score” or the quality score of your ad. This specifically takes into account user experience (e.g. via bounce rate, page access time) or relevance between segmented keywords, print ads and websites.
The previously set highest bid for the phrase or word
Percentage of Internet users who click on Google Ads ads based on impressions
To be the “best” sponsored link, the link (eye tracking), the bid, the click-through rate and the “Quality Score” that Internet users discover first must be as high as possible. For this, you must first develop a keyword strategy, write relevant ads and perform the necessary optimizations, including on landing pages to increase conversions.
To get the most relevant results possible, Google Ads also incorporates geo-targeting of ads, allowing local businesses to build brand awareness and campaigns. In addition, the customization of events is unlimited. In particular, advertisements can be optimized by limiting their display on certain types of devices (computers, tablets, etc.).
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Budget and return on investment
While creating a Google Ads campaign is relatively simple, it’s much less likely to get a good return on investment.
Indeed, the advertising platform offers an intuitive interface to create your first advertising campaign in no time. However, if you can set a monthly budget, if not properly controlled, this traffic lever can quickly drain the associated marketing budget, especially when it comes to very competitive keywords.
By entrusting your Google Ads campaigns to our team, you benefit from a real digital strategy and target your visitors very precisely. This is based on our expertise and our performance reports that allow daily optimization. These adjustments can result in a higher return on investment for each dollar invested, depending on the number of clicks, the visitor journey or the amount that has been allocated to the campaign.
SEA complements SEO
Natural quotes (SEO- Search Engine Optimization) and paid quotes (SEA – Search Engine Advertising) are two powerful levers of visibility on the Internet that complement each other perfectly:
SEO: This is a long-term, sustainable visibility strategy aimed at getting a website to appear in organic results for campaign-related keywords. It is the result of multiple optimizations according to Google guidelines, especially around AMP, loading time, editorial content and web links.
SEA: Unlike SEO, paid results offer ideal instant visibility in the short or medium term
The advantages of Southeast Asia
Creating and optimizing campaigns on Google Ads has four distinct benefits:
Immediate increase in traffic: when perfectly optimized, the ad is published to gain excess visitors instantly
Target Audience: The advertisements displayed based on the search results of internet users, the audience obtained through this advertising network is fully targeted. It’s not just visitors, it’s really an audience that might be interested in your product or service. It is therefore the perfect lever to generate leads or sales.
Flexibility: only SEA allows near real-time control of its audience by adjusting advertising budgets, keywords and bids
Detailed tracking: Statistics and tracking improve the performance of each advertisement for a better ROI
SEA, generate conversions quickly
Any good digital visibility strategy includes two inseparable components, SEO and SEA. While the latter is particularly useful for sending traffic to newly created sites, it can have many other marketing uses:
Appearing in Local Vampire Searches: Because Google takes people’s geographic location into account, organic results are often pushed to the bottom of the page, after paid results and “maps.” Google Ads are ideal for increasing their local visibility
Appears in highly competitive queries and requires excessive SEO budget
Support one-off marketing campaigns, such as product launches, to boost your notoriety or your advertising during strategic periods of the event (Christmas, sales, etc.)
Reinforce the brand image
Test the marketing of new products or services
Analyze visitor behavior on the website
Identify relevant terms and keywords to use in SEO
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