What is Google Ads advertising and how do I use it?

Faced with significant competition online, it is not always easy to stand out. This requires a good natural referencing strategy (SEO) but also paid referencing (SEA), in particular thanks to Google Ads, formerly called Adwords. This platform provides the ability to display ads on the search engine, display network, YouTube, Shopping, Maps, and Play. But what exactly is Google Ads? How to use this advertising network? How can it help achieve its conversion, lead generation and notoriety objectives? We answer these questions.

Google Ads advertising: definition and use

To use Google Ads properly, you must first review how it works, its features and its interests.

Google Ads: what is it?

Google Ads is a paid referencing system. It allows you to broadcast your campaign from Google advertising locations. It offers the possibility of promoting products, services or even an offer in different formats: text ad, responsive ad, Discover ad, Bumper ad, display ad… Many others are offered. To know all their specificities, it is best to download our Google Ads guide.

These ads appear when Internet users make a request with keywords, terms or expressions related to their business.

How it works ?

Google’s advertising network operates on a Cost-per-Click (CPC) basis. When designing their campaign, advertisers must indicate the maximum amount they are willing to pay for the targeted keywords or terms. They can set it manually or automatically by setting a target average daily budget. The Google Ads system then adjusts the price itself to get as many clicks as possible with that budget.

The chosen keywords, which must match what users are most likely to type when searching online, are then auctioned off. These are based on the amount that each advertiser is willing to invest for the Internet user to click on their ad and on the Quality Score, the Google indicator that analyzes the quality of ads, keywords and landing pages.

Google then sets the placement of advertisements according to the CPC specified by each business that bid on the keyword. The latter then pays a fixed cost for each click made on its ad.

What is the benefit of using Google Ads?

Unlike SEO which requires a long strategy, SEA offers quick measurability. In this sense, Google’s advertising network makes it possible to respond fairly quickly to several challenges, in particular the increase in notoriety. It is a powerful tool that allows you to quickly gain visibility and increase traffic to your website. To do this, you must make sure to choose the keywords most used by Internet users during their searches.

Google Ads is also a great ally for any company that wants to increase its conversion rate, that is to say the number of transactions carried out compared to the total number of visitors. To increase sales and generate more revenue online, you need to buy exact keywords. Although this offers less visibility, it allows you to hit a specific target heart.

For VSEs/SMEs, launching a Google Ads campaign is useful for creating a transmedia presence by increasing its visibility through the internet. Here, Internet users will mainly type the name of the brand. The objective is therefore to position itself on its name and on the keywords of its products in order to be visible in a few clicks.

Focus on Google Ads campaigns

On Google Ads, advertisers must first choose a type of campaign based on their marketing objectives, their strategy and the time they want to devote to it:

• search network campaigns, namely the sites on which Internet users carry out searches (search engine, Shopping, Maps, etc.). They take the form of text ads and make it possible to reach users who make a request related to its activity. They are useful for increasing sales, increasing the number of prospects and traffic;
• campaigns on the display network. These are visual ads that reach an audience browsing Google websites or apps like YouTube. They are effective in targeting Internet users beyond the simple searches they carry out online. They also allow you to make yourself known through visually engaging content and increase your sales;
• video campaigns, which take the form of ads served on YouTube and other Google-owned websites. They are essential to strengthen the notoriety of his company, but also to increase his conversion rate by encouraging users to make purchases on his platform or his website.

It is also possible to opt for campaigns in Shoppingwhich will be product listings on Google, in Discoveryto broadcast its ads in online feeds or even Applicationto promote its omnichannel application.

How to use it ?

First of all, it is important to properly configure your Google Ads account. This is the basis of any campaign. For this reason, it is essential to correctly set each parameter and enter all the necessary information. When creating an account, questions are asked that allow it to be configured correctly.

Prior to the implementation of its first advertising campaign, it is necessary to have clearly defined its marketing objectives (generation of leads or traffic, increase in notoriety, etc.) and to have determined its target (profile, motivations, etc.) . In a second step, you have to make a list of keywords related to your company and your sector of activity. You have to imagine the terms that an Internet user would use and base yourself on the search volume, the competition and the relevance of his keywords.

Google Ads then requires you to define the daily budget for your campaign, and to choose the geographical area and the web network on which the company wishes to broadcast its ads, and to enter the keywords on which it wants to position itself. It must then be written by entering a description, titles, a landing page… It is always possible to call on a webmarketing agency to facilitate the process.

As with any advertising campaign, it is important to monitor the impact. Google Ads offers the possibility of knowing certain elements, such as the frequency of distribution and the number of clicks recorded for each ad. The objective is to continually improve its targeting and its choice of keywords in order to reach its target more and more quickly and precisely.

Google’s advertising network is therefore a formidable tool for any web marketing campaign. It makes it possible to respond to different challenges, whether you are a large or a small company.

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