With its amazing ability to improve your website visibility, Google Ads offer a valuable tool. It would be a shame for you to miss out on it. That said, Google Ads do not come without a few downsides. Let’s take a closer look at both the pros and the cons…
By Xavier Beaunieux
Google ads is a system that lets us connect specific keywords to an ad so that it will appear more prominently on Google. As soon as an Internet user clicks on one of these “sponsored” links, they are immediately redirected to your site. As far as payment goes, you pay for the click (the famous CPC or cost per click), and not for posting the ad. It’s a bit different from purchasing an advertising space. To put it simply, you only pay Google if an Internet user clicks on your link. But you’ll have to pay every time they do.
We certainly can’t say that Google Ads is without its perks. Here are a couple of our favourites…
A special feature of Google Ads lies in the fact that it is based on a bidding system. This means that you’re not the one who decides directly where your ad will be displayed. To determine your ad’s position on the search results page, Google will take into account the following:
But be careful. Opting for a low max cost per click puts your ad at risk of falling very far back in the rankings.
In a Google Ads campaign, the conversion rate (number of visitors who are moved to action on your site divided by the total number of visitors) is less important than in natural SEO.
The effects of a Google Ads Campaign, as spectacular as they may be, will never be more than temporary. This means that they will only last for as long as you pay for them. They will always end once your campaign is over.
And we recommend you call upon a professional, if only to advise you on your choice of keywords. It’s important to take into account each keyword’s Quality Score (performance indicator). If your budget is somewhat low, it’s better to take the “long road approach.” Put simply, this means choosing two or three-word expressions that are not used as frequently in searches but that give you an easier chance at a higher position. Examples, “lacy black dress” and “vintage dress sale,” rather than just “dress” and “black.”
It is hard to give a price range for an Ads campaign budget. Your budget will vary depending on your keywords’ average CPC, as well as your goals for boosting your website traffic.