Published on : 28 March 20233 min reading time
Adwords or Google Ads advertising campaigns offer a great complementarity to your SEO strategies to find new customers and increase your turnover.
Like many business leaders, you want to make the most of your investments and ensure that they will generate more leads and customers. Why should it be any different with your advertising campaigns? Whether you have already set up paid referencing or are considering doing so, any sea agency will support you with the ambition of growing your results. Check instaon.io/ for further more information about Google Adwords.
DIFFERENCE BETWEEN PAID AND NATURAL REFERENCING
SEO (Search Engine Optimization) aims to obtain a better ranking in organic results thanks to search engine algorithms. To do this, various practices and optimizations of your site are necessary.
On the other hand, in SEA referencing, you pay for your positioning on certain specific expressions previously chosen by you. Everything is then about targeted campaigns by selecting the right keywords and the right budget. The cost depends on the number of clicks or the number of times your ad will appear in the results.
The SEO associated with SEA (commercial links) constitutes what is now called search engine marketing (SEM), i.e. the implementation of marketing techniques to ensure the visibility of a site on search engines. Depending on one or the other, your site will not appear in the same place.
Google Adwords also allows you to appear in other places such as:
- ads from Google’s search engine partners
- Mobile applications
WHAT IS THE PURPOSE OF GOOGLE ADS, BING ADS ADVERTISING…?
First of all, it is important to specify that like all visibility strategies, paid search will not be enough on its own. Indeed, unlike SEO, if you stop your campaigns, your disappearance of search results will be immediate. To be effective, it is therefore essential to combine your advertising campaigns with other tools.
Once this revelation is integrated, let’s review the different objectives that Google advertising (or any other engine that offers it) will allow you to achieve:
IMPROVE ITS POSITIONING IN SEARCH RESULTS
Paid SEO is a great tool to be ranked higher than your competitors in search results. Indeed, as advertisements appear above natural results and often above the waterline, Internet users are forced to scroll their screens to see all the results
FIND NEW SEARCH QUERIES
When using Google Adwords, a search report indicates the queries entered by Internet users that allowed your ad to appear even if they are not part of the words you had previously selected and their performance. This way, you can not only improve your ads but also your content for natural referencing.
TEST THE CONVERSION PERFORMANCE OF YOUR PAGES
By using an ad that links to 2 versions of your offer page, sea referencing becomes an excellent way to quickly perform A/B tests. In this way, you can easily determine which one converts best and continue to improve it.