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What are the pros (and cons) of Google Ads?

July 29, 2019 Digital Marketing
Quels sont les avantages (et les inconvénients) de Google Ads ?

Because it improves the visibility of your site, Google Ads is a tool that it would be a shame to deprive yourself of. However, it is not without drawbacks… Focus on the strengths but also the weaknesses of Google Ads.

By Xavier Beaunieux

1. Google Ads, how does it work?

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.

2. What are its advantages?

It cannot be said that Google Ads lacks assets in its game. Among them, it is:

  • secure (no risk of exceeding the budget you have set for yourself: by deciding the maximum price (the maximum CPC) that you are willing to pay per click, you keep control of your expenses),
  • (you can detail in the extreme not only the targets you want to reach: where they reside, what medium they use, etc. But also the display settings (such day, such time at such time, etc.);
  • (by analyzing the data collected during your Adwords campaign, you can make the necessary adjustments along the way: change a particular keyword or display schedule, etc.).

3. What are its drawbacks?

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:

  • your maximum CPC (i.e. the "ceiling" price for a click),
  • The quality of your ad's keywords and content.

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."

4. How much does it cost?

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.

Good to know

  • Google Ads provides its users with a traffic forecasting tool. For a particular keyword, it is possible to obtain an estimate of the average CPC as well as the volume of monthly searches.
  • No risk of overspending on budgets to be feared. Once it's sold out, your ad will stop showing.
  • When you start your campaign, make sure your budget is in line with your goals.
  • An Ads campaign allows you to instantly (but temporarily!) promote a new site.
  • Combining paid referencing with natural referencing allows you to work on the long term.