1. How fonctionne Google Ads
Google Ads is the platform publicitaire of Google that allows you d'affiexpensive ads in the results of recherche, on YouTube, on Gmail and on millions of sites partenaires. The principe is simple : you pay only when a user clique on your ad (modele CPC, cost per click).
The system relies on a mechanism d'enexpensive en time real. When a user effectue a recherche, Google organise instantanement a mise to the enexpensive between all the adurs that targetnt this keyword. But the montant of the enchere is not the only factor : Google takes also en compte the quality of your ad and your landing page via the Quality Score. A ad relevante with a good Quality Score can apparaitre au-dessus of a competitor that encherit more cher.
This mecanique means that en Google Ads, the quality is also important that the budget. Meme with a budget modest, you can obtain d'excellent results if your ads are well targetes, relevantes and redirigent toward landing pages optimised.
2. The types of campaigns
Google Ads propose several types of campaigns, each adaptsd a a objective specific.
Campaigns Search (Recherche)
The campaigns Search listednt your ads textuelles in the results of recherche Google. It is the format the most powerful for capter a intention d'purchase explicite. When quelthan a tape "agency web Paris" or "plombier urgence Cotonou", he exprime a need immediate. The campaigns Search are ideal for the generation of leads and the sales directes.
Campaigns Display
The campaigns Display listednt bannieres visuelles on the network of sites partenaires of Google (more than 2 millions of sites). Elles are excellent for brand awareness of brand and the retargeting (retargetr the visitors of your website), but less high-performance for the conversion directe car the user is not searching activement your service.
Campaigns Performance Max
Lancees par Google for simplifier the management publicitaire, the campaigns Performance Max diffusent your ads on all the canaux Google (Search, Display, YouTube, Gmail, Maps) simultanement. The IA of Google optimized automatically the broadcasting based on of your objectives conversion rate. It is a good option for the debutants that desirednt a management simplifiee.
Need aideally for lancer your campaigns Google Ads ?
Discover our Ads service arrow_forward3. Structurer your compte correctly
The structure of your compte Google Ads conditions directly the performance of your campaigns. A good structure facilite the optimization and ameliore your Quality Score.
The hierarchie : compte, campaigns, ad groups
Your compte contient campaigns, each campaign contains ad groups, and each ad group contient keywords ands ads. Organise your campaigns by theme or by service. Each ad group must targetr a together of keywords etkingtement lies, with ads specificment writtenes for these keywords.
The rule d'or : relevance to each level
The relevance between the keyword recherche, the text of your ad and the content of your landing page is the factor the most important of your success. Si a user recherche "formation SEO online", your ad 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'enexpensive
The choix keywords and the strategy d'enexpensive are the two leviers that impactsnt the most your costs and your results.
The types of correspondance
- Exact match [keyword] : Your ad appears only for the searches tres proches of your keyword. It is the correspondance the most precisee and the most profitable.
- Phrase match "keyword" : Your ad appears for the searches that include the meaning of your keyword. A good compromis between volume and precision.
- Broad match keyword : Your ad appears for the searches related to your keyword. 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 ads of s'affiexpensive on recherches non relevantes. Si you sell formations payantes, excluez "free", "free", "tuto". Consult regularly the rapport termes of recherche for identify the requetes non relevantes and the add en keywords negatifs.
5. Optimize your campaigns
The launch is not that the beginning. The optimization continue is this that differencie the campaigns profitables campaigns that gaspillent of the budget.
Suivre the conversions
Configure the followed conversions the first jour. Without data conversion rate, you naviguez a the aveugle. Tracez the formulaires soumis, the called telephoniques, the purchases and all action a value commercial. Google Ads optimized its algorithms based on of your data conversion rate : more you en have, more the IA will be high-performing.
Tester and iterer
Write to the minimum three variantes d'ads per ad group. Test differents titles, descriptions and called a the action. Let tourner the tests during to the less two weeks before of tirer conclusions. Stop the ads less high-performance and create of new variantes for battre your best ads.
The KPI a monitor
- CPC (Cost per click) : How much you pay en average for each click.
- CTR (Taux of click) : Pourcentage of people that cliquent on your ad. A CTR superieur a 5 % is good en Search.
- Taux conversion rate : Pourcentage of clicks that generate a conversion.
- CPA (Cost per acquisition) : How much you costs each conversion. It is your KPI the most important.
- ROAS (Back on expenses publicitaires) : The revenue generated for each euro expense en advertising.
Google Ads is not a cout, it is a investment measurable. Each euro expense must generate a retour superieur, sinon you need to ajuster the strategy.