But to rapidly build your reputation on Google, you can also buy keywords via Google Ads, Google’s right-hand advertising agency. Here’s how to do it
To launch your first Google Ad, you must first create a free Google Ads account. Once you’ve created your campaign, specify your location, set your maximum bid for keywords related to your business activity and establish your daily budget. Next, all you have to do is write a little text, choose the right keyword and you’re ready to publish your ad. If you’re not sure what to write, a title followed by a quick description of your offer will do the trick.
As you may already know, a keyword refers to a word or group of words that an Internet user will type during an online search. For example, if you’re selling costume jewelry, purchasing the term, “costume jewelry” should help you appear prominently in the search results. As long as they outperform other ads whose keywords also correspond to the Internet user’s search. Because while your ranking definitely depends on your bid (Google Ads is based on a bidding system), the quality of your ad, known as its Quality Score, is also very important. This means that even if you set a lower bidding price than one of your competitors, you can end up with a higher ranking if the relevance of the keywords on your (Landing page) and the ad content is of higher quality.
To give you an idea, this competition reoccurs with each web search, meaning that your ad’s position, or even whether or not it is displayed, is likely to vary.
Besides its ephemeral nature (as soon as your campaign is over, you’ll disappear on search engines), the biggest downside of paid referencing is its cost. To make sure your Ads campaign yields fruits, most SEO and SEM professionals estimate that you need to spend a minimum of €5 per day. As for keywords, you should know that the most frequently searched keywords can have a CPC (cost per click) that is higher than €10. Traditionally, “insurance”, “mutual” and “credit” are among the most expensive keywords on Google Ads. For “emergency” services in certain industries (e.g., plumbers and locksmiths), the purchase costs of keywords such as “plumber Paris” can exceed €200.
If you want to take advantage of both the lasting (but time-consuming) effects of natural search engine optimization (SEO) and the instant (but ephemeral) impact of paid search engine optimization (SEA), the best thing to do is combine them! To make an athletic analogy, this alliance would be like bringing together the strengths of a sprinter and a marathon runner.
If you doubt your capacity to implement relative keywords, there are a number of specialized companies in the field who can help you through the process..