You've probably already heard about Google Ads (formerly Google Adwords), the leading Paid Search Engine Optimization tool on the market, but do you know what it is?
Created in 2003, Google Ads is the advertising control of the California giant. The tool allows you to carry out campaigns on the search engine and on Google's partner sites. This technique is called SEA for Search Engine Advertising. It is opposed to SEO, Search Engine Optimization, which represents natural referencing.
Even if the Google Ads interface can be frightening at first glance, the tool has quickly become a must-have. It was the first to offer such precise targeting, controlling its budget and allowing to broadcast its ads quickly. In addition, it has a considerable advantage: thethe gigantic expanse of the Google search engine. Today, it is unthinkable to advertise online without going through Google Ads.
As soon as a user performs a search on Google, ads will be displayed above the natural results or on partner sites in the case of illustrated ads. They are also recognizable by the mention "Advertisement" before the title.
Thus, thanks to Google Ads, it is easy to target your prospects by specific keywords, geographical areas, languages, interests, devices, etc...
How to make your first campaign on Google Ads?
Define your Google Ads strategy
To begin with, it is essential to think carefully about your objective and target before designing your first Google Ads campaign.
So prepare your personas in order to know the interests of your prospects, their locations, their languages, the type of devices they use, etc...
When creating your campaign, the first step proposed by Google will be to define your objective. You will have the choice between :
- Sales : Generate sales online, via an application, by phone or in store
- Prospects: Attract potential customers and generate leads by encouraging people to take action
- Traffic: Attract on your website people interested in your products or services
- Interest in the brand: Encouraging users to discover your products or services
- Audience and brand awareness : Reach a wider audience and strengthen your brand awareness
- Application Promotions : Record more installations of and interactions within your application
Select your campaign type
The choice of your objective will then give you the possibility to select several types of campaigns.
If you're thinking about a Google Ads campaign, you'll probably see the text ads displayed on the results of the Google search network (also called Search). However, Google's advertising spectrum is much broader:
- Research networks : Text ads placed next to Google search results, on Google's partner sites and other locations. This type of campaign has the advantage of delivering your ads to active search prospects.
- Display Network : illustrated ads on the Google Display Network, YouTube, mobile and applications.
- Shopping : ads to generate online and in-store sales by publishing product listings directly to Google search results.
- Video: video ads to expand your audience, build awareness, engage users or generate conversions
- Application : Ads promoting an application on Google's Search and Display Networks, Google Play, within other applications, and YouTube.
- Smart: smart ads managed entirely by Google
Select your keywords and divide them into ad groups
The success of your campaign will essentially depend on this step.
For your campaigns to be effective, define keywords or queries on which you want to broadcast your ads. To do this, list all your keywords and classify them by theme. It is important to assign a group of ads for each theme or product in order to avoid frustration and failure to achieve the desired results.
If you are having trouble listing your keywords, Google provides a keyword planner. This tool allows you to quickly estimate the cost per click or the number of searches per month on a keyword and suggest new ideas.
Each of these keywords can be targeted in different ways via different keyword matching options. This means that you can adjust the degree of resemblance between the keywords you position yourself on and the query typed by the internet user in Google :
- Exact keyword: is displayed if the user enters exactly the keyword or a close variant (e.g.: [evening dress]).
- Exact phrase: is displayed if the user's query contains the exact expression accompanied by other words before or after (e.g. "evening gown").
- Wide query: is displayed if the user's query contains a term from your keyword, regardless of the order in which the user enters the query (e.g. evening dress).
- Wide query modifier : indicates that the two terms or their close variants must be present in the user's request (e.g. +dress +evening)
Caution, it is possible and especially advisable to list some keywords to exclude of your campaigns that you don't want to appear on and that could cannibalize your campaign!
As mentioned at the beginning of the article, one of the advantages on Google Ads is to control your budget from the beginning to the end of the campaign.
Google Ads is based on a bidding system. You select the keywords or queries you wish to appear on and bid on them. So, the more advertisers there are on keywords, the more the bids will soar. On particular sectors, keywords can therefore reach impressive costs per click (some keywords related to insurance can reach a price of 20 euros per click!).
There are several types of auctions. Basically, you only pay when a user clicks on your ad, this is the payment at Cost per Click (CPC). However, you can choose between several billing methods, which will also allow you to pay per thousand impressions (CPM) or per conversion (CPA) for example. It is therefore up to you to set the amount you wish to pay for each click. But you can also let Google manage this amount itself and allocate a daily budget to your campaigns.
In order to be visible, the amount you will bet on a keyword is important. It is the maximum amount you are willing to pay for a click on your ad. If you want to bet €1.2 per click, but your competitors bet up to €2.6, you will not appear in the first results.
However, there is no minimum requirement to create a campaign. The tool is open to everyone, which makes it possible for all budgets to test it.
See also : How much does paid referencing cost?
Create your ads
This is an important step: betting €2.7 on your keywords won't automatically put you first on Google.
The relevance of your ads added to the relevance of your landing page will help Google to give them a Quality Score. This will then be multiplied by your bid to determine the positioning of your ads. The more effective your ad is, the higher its Quality Score will be, which will further improve its visibility. It is a virtuous circle.
All your ads will have multiple titles, multiple descriptions and a landing page. It is essential to be clear, precise and to provide useful information to the Internet user. Also add a "Call to Action" in your ad in order toencourage the user to take action. It is for this reason that it is advisable to generate between 3 and 5 ads per Ad Group. This allows Google to test and distribute the most efficient ones.
Also, it is important to ensure a link between the keywords, your ads and your landing page so that the Quality Score is high. If you bid on a keyword, but your ad or landing page does not talk about it, the user will be lost.
Once your campaigns are launched, your work is not finished!
Wait a few days before drawing the first conclusions and seeing convincing results. You will then be able to optimize your campaigns by adjusting your budgets, adding/removing keywords, modifying ads, etc...
Campaigns need to be optimized regularly in order to always remain effective. This requires a real daily commitment and therefore significant time resources.
At Staenk, we have several skills in paid referencing !