Google Ads is the name given to Google’s advertising platform. Created in October 2000, it was initially called Google Adwords, before finally changing its name in 2018.
Google Ads represents, for example, the small advertising inserts that are displayed on the first Google pages. This is what Google Ads calls a “Search Network campaign.”
Very popular with marketers, these ads are located just above the search engine results, according to the keywords typed by the internet user. They therefore offer advertisers excellent visibility.
To place an ad on Google Ads, advertisers begin by purchasing keywords. These are acquired on a bidding basis.
The more the advertiser pays, the better it appears on the search engine.
The Google Ads system also takes other factors into account. It analyzes the relevance between the keyword searched for by the user and the advert written, as well as the page to which it links.
The positioning of each ad also evolves according to the percentage of internet users who click on it. The higher the click rate, the more relevant the ad.
As a result, the campaign’s visibility increases, which in turn is likely to boost the ad’s conversion rate.
To achieve more relevant results, Google Ads also sometimes considers geotargeting, particularly when it comes to developing the reputation of a local business.
There are other types of advertising campaigns on Google Ads:
Advertisers are also free to customize their ad content and related criteria as they see fit.
A properly orchestrated Google Ads campaign is an excellent tool for reaching a targeted, qualified audience.
It’s an important communication lever for any ecommerce activity.
What’s more, setting up a Google Ads campaign is relatively straightforward, while offering a good return on investment. The interface for creating ads is intuitive, and ad development can be completed quickly.
You can also set up retargeting campaigns.
Setting up a Google Ads campaign is akin to paid search (SEA - Search Engine Advertising), as opposed to organic search (SEO - Search Engine Optimization).
These two highly complementary methods can help you increase your visibility online and boost your profile. Unlike SEO, however, SEA enables you to rapidly increase your traffic.
What’s more, the Google Ads system remains fairly flexible and offers detailed tracking. It’s very useful for statistically analyzing the impact of an ad, enabling the advertiser to make adjustments when necessary with the data obtained, in order to obtain the best possible return on investment.
