But to quickly gain notoriety on Google, you can also buy keywords via Google Ads, its advertising agency. Here’s how to do it.
To show your Google Ads ad, you first need to create a Free Google Ads account. Once your campaign is created, indicate your location, specify your maximum bid (for the purchase of a keyword related to your business) and set your daily budget. Then all you have to do is write a short text (a title followed by a quick description of your offer) and choose the (good) keywords before you start running your ad.
As you may already know, a keyword refers to a word or group of words that a user will enter when they search. For example, if you sell costume jewelry, buying the phrase “fancy jewelry” should make you prominent in the search results. However, provided that other ads whose keywords also match the user’s query are better placed.
Indeed, your ranking depends of course on your bid (Google Ads is based on an auction system) but also on the quality of your ad (The Quality Score). Simply put, even if you’ve set a lower bid than one of your competitors you can come out in a better position if the relevance of the keywords, landing page (Landing page) and ad content are better quality.
FYI, it is this competition that, because it is done with each search, makes the position of your ad (or even its broadcast!) vary.
In addition to its instantaneousness (as soon as the campaign is stopped, you will disappear from search engine results), the biggest flaw in paying REFERencing is its cost. For your Ads campaign to pay off, most SEO professionals estimate that you need to spend a minimum of €5 per day. As for keywords, be aware that the most searched can display a CPC (cost per click) that exceeds 10 euros… Traditionally, “insurance,” “mutual” and “credit” are among the most expensive keywords on Google Ads. As for the “emergency” interventions carried out by certain professions (plumbers, locksmiths, etc.), the costs of acquiring keywords such as “Paris plumber” can exceed 200 euros.
To take advantage of both the long-lasting (but time-taking) effects of natural referencing (SEO) and the instantaneous (but ephemeral) impact of paid referencing (SEA), combine them! Applied to the world of athletics, this alliance would combine the performance of a sprinter with those of a marathon runner!
If you have any doubts about your ability to set up relevant campaigns, there are many companies specialized in the field that will be able to accompany you in your steps.