Google Ads: Google’s advertising platform

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

Created in October 2000, Google AdWords is Google’s advertising platform, ad meaning advertising in English, words, words. After 18 years, she changed her name to Google Ads.

Google Ads advertising inserts are displayed on the first Google page. One of the key locations is located directly above the natural results of the search engine, providing first-class visibility for advertisers.

This is all the more important as the presentation of these ads is now almost identical to that of the 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 leader in search in Europe. You can visit if you are interested in learning further more information about Google Ads for business.

Based on 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 propose a response corresponding to the Internet user’s search and therefore, to target his 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 positions himself to appear on the search engine.

Let’s take the example of an Internet user who does a search on “silver spoons”. Once the request is validated, Google will check if any companies have bid on this term. If several of them are competing, the order in which the sponsored results are displayed is determined by Google’s algorithm according to several criteria:

  • The “Quality Score” or quality score of your ad. This takes into account in particular the user experience (for example through the bounce rate, the time spent on the page) or the relevance between the cut keyword, the written ad and the site
  • the maximum bid previously set for the expression or word
  • the percentage of Internet users who clicked on the Google Ads ad according to the number of times it was displayed

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

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

Budget and return on investment

While creating a Google Ads campaign is relatively simple, 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 a monthly budget can be set, this traffic leverage can very quickly squander the marketing budget in question if it is not properly controlled, especially when it comes to very competitive keywords.

By entrusting your Google Ads campaign to our team, you benefit from a true digital strategy with very precise targeting of visitors. This is based on our expertise and performance reports that allow us to optimize on a daily basis. Depending on the number of clicks, the number of visitors’ paths or the amount already allocated to the campaign, these adjustments make it possible to obtain a higher return on investment for each euro invested.

The SEA complementary to the SEO

Natural referencing (SEO – Search Engine Optimization) and paid referencing (SEA – Search Engine Advertising) are two powerful levers of visibility on the Internet that are perfectly complementary:

  • SEO: this is a long-term and sustainable visibility strategy aimed at making the site appear in natural results on keywords related to the activity. It is the result of many optimizations that comply with Google guidelines, including AMP, loading time, editorial content and netlinking.
  • SEA: unlike SEO, paid results provide an ideal instant visibility over the short or medium term
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