How to do paid search on google

How to do paid search on Google? How to set your goals in your Google advertising campaign? How to choose the keywords of your Google ads? How to control the budget of ads? But before doing a comparison between SEO and paid search on Google.

Comparison paid traffic and free traffic

We are talking about paid search on Google. SEA (Search Engine Advertising) is advertising applied to search engines. One of the goals is the traffic on the site, a better visibility, and also allows constituting a community.

In the article dealing with the digital marketing strategy, we take again the levers of marketing advised for a powerful use.

Paid traffic comes from platforms like Google, Facebook or others. This consists of reserving media spaces by paying the network each time he brings you a customer. The major disadvantage is that when you stop paying, the traffic stops. The interest we see is that the paid strategy can be a springboard to reach the critical size needed for natural traffic. It is therefore possible to consider paying to increase its natural traffic.

SEO (Search Engine Optimization) includes all techniques to optimize websites so they are more visible SEO. Natural referencing will bring free traffic whereas the paid referencing will bring paid traffic. These two traffics are complementary, they have their own characteristics. But in what order should these two sources of traffic be used to obtain the best results?

The traffic resulting from natural referencing is of excellent quality. It can generate visits to your site for years. The major disadvantage is that it requires the definition of a digital marketing strategy, development in 5 steps to reference its site on Google, expertise, regular attention and perseverance. Search results appear as links to a title and description. The selection of the results is done according to the algorithm of the search engines. The algorithm is based on various criteria including the relevance of the site, its content, the relevance of keywords to the query, the popularity of the site and its technical structure.

How to set your goals on Google?

Before starting a paid search campaign on Google, we must ensure that the site has a good conversion rate. Indeed, if you invest money on these platforms, it is good to ensure that you have a first return on these investments. It is likely that the first returns are lower than the investment. But through improvements, each change will bring a lot of spinoffs.

On Google ads are near the page borders (top or bottom), an "ad" tag is present to indicate that these are commercial links.

The position of the ads on the SERP depends on a combination of criteria: the bid, the relevance, the correspondence between the query and the keywords targeted by the advertiser.

The first things you need to do in a paid search campaign on Google are the reasons why you advertise on Google? Before you start advertising on Google, you need to make sure you define the goals of your project. This work is essential for a successful campaign and at the same time, you will reduce the cost of ads.

1. What is your goal of your business? Do you want more traffic, more notoriety? Do you want an increase in your sales? Do you want to create a community around your brand or products?

2. How will you reach your goal? Have you defined the type of landing page (sales, product, contact, email capture, with goals)?

3. Are your pages operational and efficient?

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