Thursday, September 1, 2022
CTCO 2022 FLASHBACK: GOOGLE ADS CONFERENCE HOSTED BY THROPHEA
CTCO
At CTCO 2022, Benjamin Faure of Trophea spoke at a conference on Google Ads. Advice, tips, and recommendations were on the agenda for mastering the basics of this essential digital marketing tool.
Google Ads: How it works, opportunities & limitations
Conference hosted by Trophea
Although it has become an essential digital advertising tool, Google Ads nonetheless remains a complex tool to use. After presenting the main principles, Benjamin explains how to create a quality campaign while avoiding the most common mistakes.
Find the key points of Trophéa's intervention
Google is the most widely used search engine for mobile and desktop users in France. It's a great way to reach your target audience today. That's why it's essential to use this type of advertising. Unlike SEO (natural referencing), Google Ads is a SEA (Search Engine Advertising) tool. This means you pay for your ad to appear at the top of Google searches. Most clicks are at the top of page 1, which, once again, increases the chances of your site being seen and therefore consulted. These ads are designed in a way that's almost identical to organic results. The "ads" mention is quite discreet.
KEYWORDS
To create these ads, you need to define keywords that are relevant to your industry. This way, Google will display the ad every time these keywords are typed into the search bar. However, buying a keyword works through an auction system. For example, the keywords "custom cap" are valued by Google Ads at €1.18 cost per click. In concrete terms, as soon as someone clicks on this ad, the advertiser will be charged €1.18. This cost varies depending on demand and/or competition.
It is also possible to set a maximum daily budget. For example, you can set €15 per day for 10 days for the words "personalized pen." Finally, you can also set the "cost per 1000": cost per 1000 impressions (i.e., 1000 views).
THE TARGET
To target better, Google Ads allows you to define the following elements: geographic area, age group, profession, center of interest, gender, etc.
The ideal is to segment your ads, that is to say to create ads adapted according to the keywords or the defined target.
It is possible to opt for the solution of buying keywords from competitors. For example: Sendinblue (a French company) bought the keyword from Mailchimp (an American competitor).
GOOGLE ADS IS ALSO
- A search network: a recognized search engine
- A display network: has 2 million sites in all sectors
- A shopping network
- A video network: Youtube
- A discovery network: Gmail ads
- Google My Business
THE ADVANTAGES
- Precise targeting
- High speed of execution
- The ability to track how many people saw the ad and how many clicked (tip: use Google Tag Manager to find out what happens next on your website)
- Google assigns a quality score to online ads based on the quality of the ad itself, but also the quality of the landing page, keyword relevance, and redirect link. As a result, you don't have to be the highest-paying advertiser.
THE LIMITS
- B2B is harder to reach than B2C
- You have to work on keywords carefully to avoid hitting the wrong targets.
- The technicality of Google Ads, difficult to master
- Beware of clever campaigns that can sometimes go wrong
THE ADVICE
- Put yourself in the internet user's shoes. They don't have time, so you have to take them directly to the information they're looking for and add an action button.
- Use Keyword Planner to estimate the relevance of your keywords