By Xavier Beaunieux
Google Ads is a system that allows you to associate certain keywords with an ad in order to make it appear prominently in Google. As soon as a user clicks on one of these "sponsored" links, they are immediately redirected to your site. On the compensation side, payment is made by click (the famous CPC or "Cost Per Click") and not on display (this is not a purchase of advertising space). Simply put, you only pay Google if someone clicks your link. But every time he does.
It cannot be said that Google Ads lacks assets in its game. Among them, it is:
One of the peculiarities of Google Ads is that it is based on an auction system. So you don't decide the location of your ad directly. To determine its position on the search results page, Google will consider:
Beware, however, opting for a low maximum cost per click may condemn your ad to the depths of the ranking…
In the case of an Ads campaign, the conversion rate (i.e. the number of visitors doing an action on your site/ total number of visitors) is less than in the case of natural referencing.
The effects of a Google Ads campaign, however spectacular, will never be only temporary. In other words, they will only last as long as you pay. And will stop as soon as the campaign ends.
The use of a professional is recommended. If only to advise you on the choice of keywords. Indeed, it is important to take into account the Quality Score of each keyword. If you have a small budget, it is better to apply the so-called "long drag" principle. In other words, expressions of two or three terms, little sought after but on which it is possible to position more easily. For example, "dress," "black," "lace," vintage, "balance" rather than "dress" and "black."
It is difficult to give a price range for the budget of an Ads campaign. Indeed, it will vary depending on the average CPC of your keywords but also your objectives in terms of increased traffic for your website.