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What is paid referencing (PRS)?

Similar to but different from SEO, the - (also regularly referred to by the acronym SEA which comes from Search Engine Advertising) is based on the purchase of online advertising spaceThe goal is to bid on keywords or advertising slots in order to quickly disseminate targeted announcementsThis notion is also called "sponsored links".

Google search

What are the different ad formats?

Paid referencing comes in several ad formats available on different platforms, the most well-known and most used of which is of course Google, which provides advertisers with its online advertising campaign management platform: Google Ads (formerly Google Adwords).

Representing the vast majority of paid search engine optimization campaigns, this guide will therefore focus on Google and its Google Ads tool, but there are alternatives to the American giant, such as Bing Ads. 

Thanks to this tool, the possibilities of diffusion of your ads are numerous:

  • Text ads on the Google search network,
  • Display (banners) on Google's network of partner sites,
  • Video ads
  • Shopping Ads
  • Promotional campaigns for mobile applications
Google Ads Ad Formats

Why implement a paid search engine optimization strategy?

The various statistics are clear: the overwhelming majority of Internet users only visit the first page of search results on Google, and the first three results would even gain up to 90% clicks on a search!

Being visible among the first on these search engines is a necessary condition to the success of your digital strategy. Beyond natural referencing, the other technique to appear at the top of your search results is to go through SEA.

Benchmarking paid referencing has several benefits :

  • Contrary to SEO strategies which can take a long time to implement, with SEA, your ads are immediately aired and produce results very quickly.
  • ATS is a very effective way to target highly qualified prospectsThanks to the various parameter setting tools, it is possible to broadcast your ads to a very precise target defined by numerous criteria such as geographical area, centres of interest, etc...
  • A attractive pricing You only pay when a web user clicks on your ad, so you only get qualified prospects and complete control of your budget.

How does Google Ads work?

The American giant's tool works on a bidding system. To appear on a search result, you have to indicate how much you are willing to pay for each keyword, so you must, in priority, define a list of relevant keywords that you wish to bid on.

But the amount of your bids is not the only parameter taken into account to display your ads. It is not enough to offer the highest bid. To classify the different ads, Google uses a very complex calculation formula that could be popularized like this :

Amount of your bid * Quality score of your ad 

Benchmarking Quality Score is used by Google to determine if your ad is relevant or not for the Internet user. It is calculated according to different criteria thanks to the performance of your ad, your landing page, the correspondence of your ad with the keywords searched for, etc. Each ad will be given a score. This score will be multiplied by your bid in order to determine the probability of diffusion on each request. The quality of your ads is therefore a very important factor to have a good visibility.

See also : How to make paid referencing?

What budget for a paid SEO campaign?

With paid referencing, no surprises! The tools work on the principle of of bids on keywordsYou indicate your maximum daily budget to Google and they will make sure you don't exceed it. Even with a small budget, nothing will stop you from testing the tool since Google doesn't impose any minimum fees. You can choose to limit yourself to 1€ per day as you can spend more than 1000€ daily. This is one of the great advantages of Google Ads.

There are different billing systems, the most common being "Cost per Click" (CPC), which allows you to pay only when a user clicks on your ad. However, Google offers you the possibility to choose other billing models to adapt it to your strategy. For example, you can choose "Cost per Thousand Impressions" (CPM) to increase your notoriety or "Cost per Acquisition" (CPA) to promote conversions on your website. In all cases, Google offers you appreciable flexibility.

The more competition, and therefore more advertisers on a keyword, the higher the bidding will be.

Find our article on the listing fee.

Can I do ASP myself?

Despite tools that can be complex, especially for a beginner, you can still make your ads yourself. However, it is important to be careful because a good ASP strategy can be complicated to implement. Google Ads offers many features more or less accessible and a poorly configured campaign can quickly become very expensive. For example, it is important to know the best practices for writing your ads, so that they get a high Quality Score and are better distributed.

In addition, once implemented, campaigns must be optimised regularly to ensure that they remain effective, which requires a real daily commitment and therefore significant time resources.

At Staenk, we have several skills in paid search engine optimization, particularly on Google Ads and its service Google Shopping.

So, are we discussing your project?

à propos de l'auteur.e : Gaëtan Demeusy

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