The usefulness of SEA campaigns for rapid visibility and increased click-through rates is well proven. The vast majority of these paid SEO campaigns are done through the Google Ads platform. Allowing precise targeting and real-time campaign management, this tool can be a powerful tool for attracting qualified traffic quickly. You can check if you are interested in learning further more information about Google Ads automation tools. This is only possible if you configure your campaigns correctly. To avoid throwing your money away by spending all your budget on an ineffective campaign, follow these few tips.


The segmentation of your ad groups is very important so that each ad is adapted to the request of Internet users and perfectly aligns with their needs. If, on the other hand, you publish a single group of ads covering many keywords, your ad may not match all these keywords. You then miss out on many potential visitors.


Optimizing an Adwords campaign also requires a well-managed budget, and this starts with one essential step: measuring its objectives. Depending on what you are aiming for (registrations, requests for quotes, purchases, etc.), you will need to set up different measurement tools to calculate your profitability. To optimize the effectiveness of your campaign, calculate the cost per conversion of each keyword, dividing the cost per click (CPC) by the conversion rate.


Selecting the right type of key words and expressions can be a real challenge. Here is a reminder of the typology of keywords available on Adwords (Google Ads):
  • The exact keywords (in brackets)
  • The exact expressions (in quotation marks)
  • Wide query modifiers (marked with a + sign)


If the exact keywords allow you to appear on specific queries, the broad query modifier targets strategic terms applied to an industry to help you capture new queries. Each keyword will have a different cost per click and a different visibility. The key is to find the right balance between a high volume of impressions (generic keywords) and a high conversion rate linked to more precise keywords (long tail). For a limited budget, it is preferable to focus on qualified key expressions: these more precisely meet the needs of Internet users; they offer a more qualified traffic, therefore a better conversion rate on arrival.


Ad extensions are essential to communicate more information to your audience: address, phone number, price, customer reviews… A richer ad will have the advantage of being more attractive to Internet users and will allow them to contact you more quickly, without even having to click on the link. The extensions of additional links allow improving the CTR, increasing the quality score of your ad and therefore its position. The teaser extension offers more space to express you and convince the user. Many other extensions are available and very useful to create the most complete ad possible. Choose the ones that best suit your business (you can of course combine them).


To increase the conversion rate, not only must your ad be attractive, but so must the page on which your visitor will land. Otherwise, he will quickly leave your site! Create a clear page, with all the important information easily accessible and an effective call to action to reduce the bounce rate and encourage your visitors to go further.


To know if your campaign is successful, the best solution is to test it! A/B tests remain the best method to optimize your ROI: compare two versions of an ad by making the title or text slightly different, and see which one yields the best CTR. You will find that a single word can make a significant difference.


Like any web marketing campaign, Adwords (Google Ads) is an eternal cycle of improvement. Test, evaluate the results, make the necessary changes and start again. Also accept some uncertainty when launching your first campaigns: it is the experimentation that will allow you to optimize your ROI. The best solution is to use paid search engine optimization professionals to manage your Google Ads (Adwords) campaign.