“70% of mobile users call a business directly from Google Search”
With more than 60% usage, 6.9 billion queries and 20 billion websites visited every day, Google is by far the most used search engine in the world. Being present on Google is therefore essential to ensure a good visibility for your product or service. There are two levers to improve your visibility on Google, work on the SEO and the SEA of your website.
In today’s article, we will focus on SEA and explain how Google Ads, Google’s advertising network, works, and more precisely its Google Search Ads feature. We will also give you our tips to succeed in your digital advertising campaigns and reach your goals.
How does Google Search Ads work?
Google Ads (formerly Google Adwords) offers two distribution networks based on the principles of Push and Pull Marketing: the Display functionality and the Search functionality.
The Display feature of Google Ads allows you to display ads in the form of banners on the websites of Google’s partners (YouTube, Gmail etc.). With Display, you can reach a large audience by appearing on sites with high traffic.
The Search feature of Google Ads allows you to display an ad related to the user’s query when he performs a search. Google Search Ads allows you to get more visibility in search results while controlling the delivery and completeness of your ad content.
Ads generated by Google Search Ads appear at the top and bottom of the search page and are distinguished by the word “Ad“.
Today, we will focus on the Search feature of Google Ads. Google Search Ads works on a pay-per-click basis. You enter the maximum you are prepared to pay for a click, Google will then give you a score based on several criteria (bids, click-through rate, adRank etc.) which will determine your position in the search results.
Google Search Ads is organized in advertising campaigns with several groups of ads positioned on keywords. After creating your ad, it is essential to choose relevant keywords for your ad group. Indeed, by positioning your ads on the right keywords, you increase your chances of appearing when a user makes a request related to your good or service. Choosing the right keywords is a complex strategy because you have to make sure that they are searched by users but not too much requested by the competition. Our SEO agency performs digital ecosystem analysis to define the most relevant keywords on which to position your ads.
An ad is divided into headlines, descriptions and ad extensions. It is important to work well on the content of your ads to generate clicks and traffic to your website. It is also important to have an easy to read and attractive landing page for your ad in order to facilitate conversion and invite users to visit the other pages of your website.
Google Search Ads is an essential tool in your digital strategy. To succeed in your digital advertising campaigns and reach as many prospects as possible, our experts offer to assist you in writing your ads, in defining the bids and in choosing the keywords.
Control the budget of your advertising campaigns
Google Ads provides you with several tools to define your advertising campaigns. The Google Ads Keyword Planner allows you to estimate the budget necessary for your strategy by giving you an estimate of potential traffic based on a list of keywords, as well as the cost of this traffic. This tool also allows you to make competitive studies and to position yourself in relation to your competitors.
You can also closely control your acquisition costs by defining a monthly or daily budget, and adjust your bids according to criteria such as geographical area, time of day, demographic data, etc. In order to optimize your expenses and to reach your target efficiently, it is important to regularly monitor your ads and your keywords, and to make adjustments if necessary (increase or reduce the maximum cost per click, change the keywords, modify your ads…).
Note that Google Ads only charges you the cost per click. This means that you only pay for the web traffic you have acquired thanks to Google Search Ads.
Our Google Ads experts monitor your advertising campaigns on a daily basis to optimize them.
Why is it essential to use Google Search Ads in your digital strategy?
“Businesses generate about $2 in revenue for every $1 invested in Google Ads” (Google Economic Impact Report)
Google Search Ads allows you to acquire traffic quickly and in a targeted way. For example, you can highlight certain pages on your site that are not very visible in the natural results or attract traffic to a newly created page. Google Search Ads also allows you to target a specific audience by giving you the ability to choose which queries to appear on.
A study showed that for searches with high purchase intent, the first three ads generate about 40% of the visits. 98% of users choose websites on the first page of search results. It is therefore essential to ensure your presence on the first page of search results.
Google Search Ads allows you to show your ad before your competitors, and thus benefit from a significant competitive advantage.