The Google Ads agency
that helps you boost
your sales

Advertising on Google Ads is based on the auction system. Each advertiser chooses the type of auction that is best suited to the optimization of his campaign. He can choose among several options, namely:

• The cost per click or CPC, which is the most used by site owners. The principle is simple: each time a user clicks on the ad, the advertiser pays an amount fixed in advance, whether the visitor has made a purchase or not.
• The cost per acquisition or CPA. Here again, the advertiser pays per click, but the amount of the bid is adaptive and automatically calculated according to the history of conversions. This strategy allows to benefit from an optimal CPC.
• The cost per thousand displays or CPM, which leads to a payment from the advertiser when his ad has been seen at least 1000 times on the search engine results, whether the users have clicked or not.

A number of advertisers are positioned on the same keyword. The search engine has therefore set up a system to determine the position of such and such an ad for a particular keyword. This system is based on the “Quality Score” of the advertiser’s site. Even if the amount of the bid is lower than that of the competitors, an advertiser can still be placed in the first positions if it has a better Quality Score. The score ranges from 1 to 10 and depends on several factors, including the visibility of the URL, the advertiser’s history, the relevance of the ads to the expectations of Internet users, the overall consistency between the groups of ads, the targeted query, the landing page, the speed of loading the page, etc.

As you have understood, if the impressions are free, the clicks are paid. For an optimized campaign, it is essential to build your Ads budget beforehand. Different methods can be applied, but in general it is advised to :

• Organize the campaigns according to the different product categories, in order to define the global maximum budget that you wish to reserve for each category according to their strategic importance.
• Calculate the profitability of each product category, by allocating a certain visibility budget to them according to your margins and the amount from which you are profitable. To identify the right amount, you can turn to the estimation of the traffic cost of a keyword thanks to the keyword generator tool of the Google Ads interface or analyze your conversion rate on Google Analytics. The latter allows you to determine after how many visits a purchase is made and the number of sales allowing you to make a financial profit.

The help of an expert can be very useful to evaluate your Adwords account and help you optimize the profitability of your ads.

Google Ads is a tool of great performance but it can be complicated to use when you want to exploit it in depth. It is therefore essential to structure your account in an optimal and thoughtful way. For successful paid search campaigns, it is essential to segment your account. The structure of Adwords is comparable to that of Russian dolls: the campaigns corresponding to the main product categories are segmented into ad groups each containing keywords of the same semantic family. The ad groups are themselves composed of ads for each keyword of the group. You should not hesitate to create a large number of ad groups, a fine and precise structuring is generally the best way to manage an Adwords account.

This structuring work takes time, that’s why you can call upon a SEA expert to manage it.

Choosing the right keywords is as important for paid search as for natural search. To properly identify your keywords, it is important to know that a good keyword is based on 3 essential elements:

• Relevance. Your keywords must reflect your activity and your products and generate qualified traffic. The keyword must correspond to what you sell and offer.
• Search volume. Each keyword is more or less typed by Internet users. Position yourself both on queries with a high search volume and on more precise queries, less typed but generating conversions.
• The competition. It is particularly difficult to convert on keywords for which the competition is great. The good strategy is to position yourself on keywords with the most interesting ratio between the volume of visits and the number of competitors.

Once you have these criteria in mind, you have a number of tools at your disposal to identify interesting queries, including

• The Google Adwords keyword planner.
• The dynamic ads of the search network or DSA.
• Google Webmaster Tools.
• Google related searches.
• Google Trends, which has the particularity to indicate the seasonality of each keyword.

Finally, be careful not to target too broad match keywords that will not convert, and to look for new keywords constantly. When configuring your Google Ads account, you have the choice between an “expression” targeting and an “exact” targeting. The first one displays your ad even if the search terms are not typed in the same order.

Google Ads, unlike other advertising methods, has the advantage of providing you with very precise reports on the management of your budget and the amounts spent. To optimize your Adwords campaigns and thus reap the maximum benefits, it is recommended to :

• Follow your conversions via the tab ” Reports ” section ” Conversions ” of the interface. To analyze the conversions of a particular page, it is necessary to add a javascript code provided by Google Ads in the code of the final page of the conversion tunnel (for example the order confirmation page).
• Segment the campaigns of the search network and the content network. The first ads appear in the list of search engine results while the second are displayed on selected sites. Since the transformation rate is very different in both cases, it is strongly recommended to follow them separately.
• Organize correctly the campaigns and groups of ads.
• Remove unprofitable keywords, identified through reports on search queries and locations.
• Work on your text ads to make them more and more efficient.

Working on your text ads is essential to optimize your Google Ads campaigns. A good quality content can quickly increase your conversion rate, while reducing the cost per click. To write a performing ad, it is first necessary to use different marketing, commercial or communication approaches. Here are some key tips that can guide you in writing:

• Test different messages and ways to highlight your product.
• Involve a sales person who knows your customers very well, the arguments that can convince them and what interests them.
• Take inspiration from the messages used by your competitors.
• Talk about the benefits before presenting the features.

Today’s consumer is very volatile and has access to a lot of information. It is therefore necessary to constantly re-engage your visitors. In general, a single visit rarely turns into a purchase, and the time to decision before buying is rather long. You can see the average time to conversion in the attribution reports on the search network, which is often expressed in days. Depending on the maturity level of the user, this time is more or less long. It is therefore recommended to segment the visits into 5 audience lists corresponding to different maturity levels. You can then personalize your ads to offer a message adapted to each type of audience, thanks to the If Adwords function. With the Customer Match ! service, Google Ads also offers the possibility to insert your customer contacts, in order to propose them new offers.

With the “Store Visits” service, Google Ads allows advertisers to know which visitors clicked on their ad and then went to the store. These visitors consulted the product information and then decided to go and see it directly in the store. With this, you can analyze the impact of your online advertising on physical sales and you can make the link between the two acquisition channels.

How does Google Ads measure this? It uses a metric called “Total Estimated Conversions” based on the Google Maps data of users who selected the “location history” feature. Their ID then links an Adwords ad they received or clicked on to the visit in the physical store.

Please note: in order to have access to the number of estimated store visits, you must link your Google My Business and Google Ads accounts. To be able to use this drive-to-store solution, you must also own several stores, have created a Google My Business account for each of your points of sale, and have already benefited from several thousand clicks.

The management of Google Ads campaigns is usually entrusted internally to the team in charge of digital marketing or outsourced to a digital agency. When you outsource to a web agency, it is important to ensure that your campaigns are well organized. It all starts with the choice of the agency you are going to work with. To make your choice, we advise you to :

• Define your objectives.
• Estimate your budget.
• Benchmark agencies by studying their e-reputation.
• Choose a Google Partner Premier Certified agency.

Once the Google Ads agency is selected, you will have to follow up on the missions carried out and monitor the achievement of the objectives. Even if you don’t master the Google Ads rules for a good optimization of ads, you can interpret the statistics. Be careful not to go to the search engines to check the ads, which could lead to an unnecessary drop in the click rate. So here are some indicators to follow:

• The number of impressions.
• Number of clicks.
• Click-through rate.
• Cost per click, which indicates the average cost of a click for an ad.
• The bounce rate, which indicates the proportion of visitors who only consulted one page of your site before leaving it.
• The number of conversions.
• The conversion rate.
• The turnover, that is to say the amount of sales linked to Google Ads.

To have an idea of the display of the ads, you can use the Ads tool ” Preview and diagnosis of ads ” accessible via the tab ” Tools “. If an ad is not displayed correctly, Google provides you with explanations.

So, use the Google Ads interface at your leisure to make sure that your campaigns are well managed.

The Google Partner certification is delivered by Google via Academy for Ads to agencies and digital marketing professionals who have proven their skills and advanced knowledge of the tools provided by Google. Such a professional accreditation increases the agency’s legitimacy with clients. The Bing Ads certification is a similar accreditation, but issued by the search engine Bing.

To obtain the Google Partner certification, it is necessary to have passed the “Google Ads Basics” assessment and one of the specialized assessments related to mobile advertising, display advertising or search advertising.

If you want to work with a real expert in Google Ads or Bings Ads, we recommend certified agencies. Google Partner agencies are listed in a directory provided by Google and have access to various case studies and marketing analyses for constant updating of knowledge.