Paid Listing or PARS (Search Engine Advertising) includes all paid online advertising. A SEA strategy consists of campaigns that are deployed on search engines (Google Ads) or social networks (Facebook Ads, Linkedin Ads, Instagram sponsored ads, etc.) that are broadcast in the news feed of Internet users.
Do not hesitate to consult our previous article where we deal in more detail with the Paid listing, ASP: definition.
What is paid referencing?
Paid referencing allows companies to advertise their products and services online. By opting for an SEA strategy, the company responds to the Internet user's request or question.
ASP with Google Ads, why and how?
The display of the announcements is done :
- in the search engine results pages (text search)
- directly on sites, applications such as Gmail or via remarketing (Display)
- ads on social networks: ads loaded before a YouTube video for example
For companies, referencing their website at the top of search results is a crucial issue when you know that 65 % of sales are done after a click on a paid ad. Source Falia.co.
The characteristics of paid Adwords referencing
Unlike free SEO (Search Engine Optimization) which can be set up directly on its website, the AES requires the use of dedicated web tools.
What is the difference between SEO and AES?
SEO is an overall low-cost strategy. This strategy can achieve long-term results, but requires patience and results can take time to take hold. The SEO recommendations are implemented directly on the company's website (optimization, optimization, etc.). On-Site), but require technical knowledge and regular monitoring of the site's positions on its keywords.
ATS, on the other hand, can be extremely expensive, especially if the competition is well positioned. Unlike SEO, paid referencing requires little technical expertise and results are quickly visible. The results will have to be monitored punctually and the implementation of the strategy is done through the use of dedicated web services.
Why do paid SEO when you can do it for free?
Firstly, it would be wrong to believe that the SEO is cost-neutral compared to the AES. Depending on the level of competition on requests, but also on your internal resources, SEO can generate additional costs, in particular by recruiting an SEO expert internally, freelance or by using a specialised agency.
In addition, an AES strategy requires less technical expertise than SEO and its results are visible in the short term. It is therefore the ideal solution for companies that need to quickly make their products or services visible in order to present their offers and stand out from the competition. With SEA, you have total control over your expenses You define your budget to be spent per day and the maximum amount not to be exceeded.
By generating qualified traffic on the targeted web page, the SEA allows to efficiently convert its prospects, while the Internet user whose visit is generated by the SEO may not be interested in the page displayed and leave the site without making a purchase.
To learn more about the benefits of paid search engine optimization for your website, visit our article.
Reasons for making paid referencing PARS
Rapidly gaining notoriety
A paid referencing strategy meets a rapid, even urgent, need for notoriety. Impactful ads and advertisements make it possible to display immediately - i.e. as soon as the campaign is activated - its brand, its products and its services. By working on keywords targeted for a defined audience, paid referencing allows to reach a maximum of Internet users at the time of their searches.
However, in order for a paid advertisement to be effective, it must refer to a landing page (landing page) optimized to convert click in deed of purchase.
Drain qualified traffic to your site
Before writing and targeting your ads, you had to carry out an audit to know your market, your audience and the keywords on which you want to position your website. An effective SEA strategy is based on a good knowledge of your audience: if you know that your target is sensitive to paid ads and sponsored links on social networks, making paid referencing proves to be highly strategic.
Coping with a drop in SEO on your positions
Today the ASP trend is on the rise: Google is enhancing its service Google Ads with companies. It was noted that the evolution of the display of results in SERPs. Whereas before, 10 natural results (not paid) were displayed on a page, today 8 natural results are displayed. Google ads are taking more and more space in the SERPs with three results at the top of the page and three results at the bottom of the page.
This evolution in the display of SERPs therefore has an impact on SEO: sites that were displayed in positions 9 and 10 on the first page are now relegated to the second page, where only 3.8 % of clicks is done (source Abundance)
Relying on an ATS strategy to make one's company visible seems more than necessary. We advise you to combine both ATS and SEO strategies to increase the chances of being visible on a query.
Optimize performance and ROI
An ATS strategy requires no minimum amount and allows for full control over its expenditures. You decide how much money is allocated for each campaign and the maximum amount that can be spent per day. Google does not require a minimum amount to launch a campaign, which allows all companies, even the smallest, to launch campaigns.
A well-executed SEA strategy is based on an in-depth analysis of the performance of each campaign and thus to maximize ROI. To analyze your campaigns, you can use 4 parameters :
- Click Through Rate: analyze the ratio between clicks and impressions of an ad. The higher the percentage, the more effective the campaign is.
- Cost Per Click: you only spend your budget if the Internet user clicks on the link of the ad and the amount is defined beforehand.
- Cost Per Acquisition: analyze the amount spent for each conversion following a click on an ad.
- Conversion Rate: the percentage of the number of visitors who become customers thanks to the website.
To optimize the analysis of your results, you must associate Google Ads and Google Analytics. The association of the two tools allows you to have a clear view on certain KPIs.
Optimize your search engine optimization with complete flexibility
Once you have launched your campaigns, you keep control throughout its lifespan and can modify it to optimize it. You have control over all the campaign parameters: the amount set per ad, the keywords, the landing page used for advertising, extensions, etc.
If a keyword proves to be too expensive for your campaign and in relation to the rate of engagement of your customers on your site, you can lower the bid or simply delete the keyword. By opting for a paid search engine optimization strategy, you have the opportunity to focus only on the most important keywords. keywords that bring you traffic.
Opting for a pay-per-click SEO strategy for your site makes it possible to meet the highly strategic needs of your brand or company: quickly gain notoriety, differentiate yourself from your competitors, generate new prospects and convert while keeping a agile management of his internet advertising budget.