1. How fonctionne Google Ads
Google Ads is the plateform publicitaire of Google that allows you d'afficher annonces in the results of recherche, on YouTube, on Gmail and on millions of sites partenaires. The principe is simple : you payez uniquement when a user clique on your annonce (modele CPC, cout par clic).
The system rests on a mecanisme d'encheres en time real. When a user effectue a recherche, Google organise instantanement a mise to the encheres between all the annonceurs that targetnt this word-cle. But the montant of the enchere n'est not the only factor : Google takes also en compte the quality of your annonce and your landing page via the Quality Score. A annonce relevante with a good Quality Score can apparaitre au-dessus d'un competitor that encherit more cher.
This mecanique signifie that en Google Ads, the quality is also important that the budget. Meme with a budget modeste, you can obtain d'excellent results if your annonces are well targetes, relevantes and redirigent toward landing pages optimizedes.
2. The types of campagnes
Google Ads propose several types of campagnes, each adaptsd a a objective specific.
Campagnes Search (Recherche)
The campagnes Search affichent your annonces textuelles in the results of recherche Google. It is the format the more puissant for capter a intention d'purchase explicite. When quelqu'un tape "agency web Paris" or "plombier urgence Cotonou", he exprime a need immediate. The campagnes Search are ideal for the generation of leads and the sales directes.
Campagnes Display
The campagnes Display affichent bannieres visuelles on the network of sites partenaires of Google (plus of 2 millions of sites). Elles are excellent for the brand awareness of brand and the retargeting (retargetr the visitors of your website), but less performantes for the conversion directe car the user ne recherche not activement your service.
Campagnes Performance Max
Lancees par Google for simplifier the gestion publicitaire, the campagnes Performance Max diffusent your annonces on all the canaux Google (Search, Display, YouTube, Gmail, Maps) simultanement. The IA of Google optimized automatically the broadcasting en fonction of your objectives conversion rate. It is a good option for the debutants that souhaitent a gestion simplifiee.
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Discover our Ads service arrow_forward3. Structurer your compte correctly
The structure of your compte Google Ads conditionne directly the performance of your campagnes. A good structure facilite the optimisation and ameliore your Quality Score.
The hierarchie : compte, campagnes, groupes d'annonces
Votre compte contient campagnes, each campagne contient groupes d'annonces, and each groupe d'annonces contient keywords ands annonces. Organisez your campagnes par theme or par service. Each groupe d'annonces must targetr a together of keywords etkingtement lies, with annonces specificment redigees for these keywords.
The rule d'or : relevance a each level
The relevance between the word-cle recherche, the text of your annonce and the content of your landing page is the factor the more important of your success. Si a user recherche "formation SEO online", your annonce must mentionner "formation SEO online" and diriger toward a page dedicatede a this formation, not toward your homepage generique.
4. Mots-cles and strategys d'encheres
The choix keywords and the strategy d'encheres are the two leviers that impactent the more your couts and your results.
The types of correspondance
- Correspondance exacte [word-cle] : Votre annonce s'affiche uniquement for the recherches tres proches of your word-cle. It is the correspondance the more precisee and the more rentable.
- Expression exacte "word-cle" : Votre annonce s'affiche for the recherches that include the signification of your word-cle. A good compromis between volume and precision.
- Requete large word-cle : Votre annonce s'affiche for the recherches liees to your word-cle. The volume is maximal, but the precision is moindre. A use with prudence.
The keywords a exclure
The keywords negatifs are also importants that your keywords targets. Ils empechent your annonces of s'afficher on recherches non relevantes. Si you vendez formations payantes, excluez "free", "free", "tuto". Consult regularly the rapport termes of recherche for identify the requetes non relevantes and the ajouter en keywords negatifs.
5. Optimize your campagnes
The lancement n'est that the debut. The optimisation continue is this that differencie the campagnes rentables campagnes that gaspillent of the budget.
Suivre the conversions
Configurez the suivi conversions the first jour. Without data conversion rate, you naviguez a the aveugle. Tracez the formulaires soumis, the appels telephoniques, the purchases and all action a value commercial. Google Ads optimized ses algorithms en fonction of your data conversion rate : more you en avez, more the IA sera performante.
Tester and iterer
Redigez to the minimum tkings variantes d'annonces par groupe d'annonces. Test differents titles, descriptions and appels a the action. Laissez tourner the tests during to the less two weeks before of tirer conclusions. Arretez the annonces less performantes and create of new variantes for battre your best annonces.
The KPI a monitor
- CPC (Cout par clic) : How much you payez en average for each clic.
- CTR (Taux of clic) : Pourcentage of people that cliquent on your annonce. A CTR superieur a 5 % is good en Search.
- Taux conversion rate : Pourcentage of clics that generate a conversion.
- CPA (Cout par acquisition) : How much you coute each conversion. It is your KPI the more important.
- ROAS (Back on expenses publicitaires) : The revenue generated for each euro expense en advertising.
Google Ads n'est not a cout, it is a investissement measurable. Each euro expense must generate a retour superieur, sinon you need to ajuster the strategy.