How does paid search work ?

There are two solutions for optimising your site: natural referencing and paid referencing. They are both essential for an e-marketing strategy. However, the term paid search generates a lot of questions. So what is paid search? How does it work and what are its advantages? How is using a google ads agency profitable for your strategy?

Paid referencing : Definition

Paid search, also known as SEA, refers to the set of techniques that consist of buying relevant keywords, sponsored links in order to be constantly visible in Google’s search engines. It is therefore a tactic for creating advertisements that will appear in search engines after a request made using keywords. The Internet user must first make a search with the keywords proposed by the advertiser. That is to say, those that have been purchased.

The main aim of SEA is therefore to create advertisements to be better positioned on the first pages of search results in order to generate more traffic.


Google Adwords : how this advertising tool works

Google Adwords (or Google Ads) is a bidding system for buying keywords. It is the most widely used tool for paid referencing. Its operation is quite simple. Before creating an ad on Google, you first define the appropriate and relevant keywords on which you want to position the site.

Then you set the maximum price you are willing to pay for each keyword. It should be noted that you only pay when a visitor clicks on your online advertisement. This is called Cost Per Click (CPC). Also, the more competition there is in the sector, the more important the price can be to have a good positioning on Adwords. You need to define different costs in line with your budget and your business objectives.

google adwords

The next step is to write your ad. You need to make sure that there is a good consistency and coherence in your choice of keywords. The more precise they are, the more you multiply your chances of getting many clicks. To b

etter position yourself in relation to other competing sites, Google Adwords takes into account your Quality Score, an index that provides information on the quality of your ads. This is an important element in the functioning of Google Adwords. The better your Quality Score, the less you have to pay in bids and the higher your ranking. Each keyword has a Quality Score, evaluated according to 3 criteria: the destination page, the relevance and the ctr google ads.


SEA : The benefits of Google Ads

The advantages for a showcase site or an e-commerce site to develop SEA for the acquisition of traffic are numerous.

Immediate visibility : the results are fast. The site is already visible on the keywords and can generate significant traffic as soon as the campaign is launched.

A well-targeted audience : with the right settings, SEA allows you to better direct your ad to the target audience and to communicate only with this target. These are the Internet users who want the service you offer or a specific type of product. Those who come to the site via this link are therefore likely to be potential customers.

Flexible optimisation : you can change every aspect of the advert, keywords, landing page, extensions and advert copy to better optimise the campaign.

Perfect budget control : the return on investment is easily measurable. A Google ads campaign allows you to control your campaigns in real time and adjust them according to your means.