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

1. How do Google Ads work?

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.

2. What are the pros?

We certainly can’t say that Google Ads is without its perks. Here are a couple of our favourites…

• Google Ads are safe – There’s no risk of going over the budget you set for yourself. When you decide the maximum price (max CPC) you are willing to pay per click, you remain in complete control of your expenses.
• Google Ads are precise – You can select with extreme detail both the target audience you wish to attract (where they live, the device they use, etc.) AND posting times (day, time slot, etc).
• Google Ads evolve with the times – Using the data from your Ads campaign, you can make the necessary adjustment as you go (changing various keywords, posting times, etc.)

3. What about the cons?

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:

• Your maximum CPC, or ceiling cost for every click.
• The quality of the keywords in your adand its content.

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.”

4. How much do Google Ads cost?

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.

Handy Tips

• Google Ads offers its users a traffic forecasting tool. For any given keyword, it is possible to obtain an average CPC estimate, in addition to a monthly search volume.
• You don’t need to worry about the risk of exceeding your budget. Once you’ve reached your budget, your ad will no longer be displayed.
• At the beginning of your campaign, check to make sure that your budget is in line with your goals.
• A Google Ads campaign lets you instantly, if temporarily promote a new website.
• Combining paid SEM and natural SEO lets you work toward long-term success.