Google Ads: how does it work and why use it?

Google Ads (formerly Google Adwords) is an essential part of your digital strategy to achieve your goals. Google Ads allows you to ensure visibility while controlling the delivery of your advertisements and insuring it on essential queries for your business. This tool also allows you to fully control the message you want to communicate to your prospects. We will see in this article, how this tool works and why it should be used. We will also give our advice to make your sponsored links campaigns successful.

The Google search engine is the most used

For several years, Google has been the most used search engine in the world with more than 90% of use in August 2020. It is therefore imperative for any digital actor to ensure its presence on Google in order to give visibility to its Value proposition. To ensure this visibility, a website has 2 essential levers: SEO and SEA

Although Google is a virtual monopoly, competition is organized with Bing leading the way and other alternative search engines to Google with Yahoo !, DuckDuckGo, Ecosia, Quora, Yippy.

How does Google Ads (formerly Google Adwords) work?

Let’s remind you of the weight of Google Ads in the online advertising sector: in the first half of 2020, search ranked first in the industry with 43% of the online advertising market. Which represents 1.19 billion euros in value. These figures come from the e-pub Observatory.

The Google Ads advertising network includes several distribution networks: Display, push marketing and search pull marketing.

Display consists of the dissemination of advertisements in the form of banners on Google partner sites (AdSense, Youtube, Gmail, etc.). In Push Marketing, the advertiser offers its products or services to an Internet user (such as bus shelter campaigns). So this is push marketing.

Search, on the other hand, consists of displaying an ad linked to a query typed by a user using the Google search engine. On the search, the advertiser responds to a request from the Internet user. In this article, we will focus on the Google search network.

Google ads works through a per click bidding system. I specify a maximum bid that I'm willing to pay my click for. Based on a number of criteria (quality score, bids, click-through rate (CTR), adRank, etc.), Google will give me a rating that defines my position in the search results.

Google Ads is segmented as follows: A campaign has one or more ad groups, which themselves contain keywords. Ads are associated with ad groups. When creating ads and adding Adwords keywords to an ad group, it is essential to think about the relevance between these two components. Indeed, the relevance between the keywords, the ads, the queries and the landing page is essential in the bidding.

The choice of keywords that we decide to buy is essential because it determines our display on search engines. If it matches the user's request, my ad can be displayed. The announcement is also decisive. Indeed, an effective ad (correctly written and attractive) will have a good chance of triggering a click and therefore a visit. Finally, if the landing page is well chosen, the conversion will be easier because it will be easily done by the Internet user.

Why use Google Ads?

Google Ads, an essential advertising network for your advertising campaigns

Google Ads offers the possibility for advertisers to acquire heavy traffic. The multi-contact aspect of Google Ads delivery networks makes it possible to reach Internet users throughout Internet user browsing. Indeed, we can reach Internet users in different places: on search, shopping locations, Google Maps, Display or Youtube. This continuous presence allows for a significant number of conversions.

Unlike SEO, which brings good results over time, SEA allows you to acquire qualified traffic quickly.