Referencing can be natural, that's what we call SEO: Search Engine Optimization. This corresponds to all the techniques that will make it possible to raise your pages on keywords in the search results. SEO can also be paid, which is called SEA : Search Engine Advertising. This consists of the creation of advertising campaigns aimed at promoting a website in search engines using various targeting techniques. These two types of referencing have advantages and disadvantages, which is why they are often used in parallel to conduct advanced marketing campaigns. In this article, you will find information to understand what SEA is, and to know if what paid acquisition channel is adapted to your needs.
When you search on Google, the first results are often ads from paid referencing and the following ones will come from natural referencing. The aim is therefore to Aim for the first places and thus to appear in the first positions when a user searches for your products or services.The best known tool when it comes to SEA referencing is Google Ads (formerly Google Adwords), simply because more than 90% of queries start on Google.Google Ads works with keywords. You will therefore have to put in place a clear and effective strategy from D-Day, otherwise you will be visible in the wrong places.The aim of a Google Ads campaign is to be able to position your ads at the top of the rankings thanks to a keyword selection configured beforehand in the tool in question. The choice of keywords is therefore essential. Your ad must be a perfect match for your product, in order to capture the most qualified traffic and for generate leads or customers.We have written an article on this subject that will help you set up your campaign Google Ads and to determine the right keywords to use.
Unlike natural referencing (SEO), paid referencing allows you to obtain immediate visibility if the campaign has been configured correctly. This type of referencing is therefore recommended if you want quick results and that you have a minimum budget to invest in order to test a product or an idea. It is instantaneous as soon as you know configured all items and for Google to validate your ads. If you want to put it on standby, or if your budget is exhausted then it will stop.
The SEA allows a total customization of the campaign, which will make it possible to reach the right audience. Ads will appear in search engine results that meet the needs of the user. Let's take the example of a method that is not always recommended, but you can very well make the choice to appear on the name of your competitors by placing yourself on top of it. It is a risk, but if you sell a product or service and you offer an alternative to one that is very similar, but better known, it is a very good way toattract highly targeted traffic.This way the bounce rate will be quite low, and you will be able to generate more quality leads. For each click on your ad, Google will receive a fee that depends on several factors, such as the competition rate and the Quality score.
In general, A SEA campaign will allow control over your campaigns in real time. You can adjust and modify constantly, according to the results and your budget. The repercussions are immediate and the indicators are present in the interface of Google Ads will also allow you to have a view on the return on investment. [sc name="img-googleads-quiz-dark”]
You should know that if you are on a competitive market, you should plan a fairly substantial budget, which always depends on your goals. The keywords you will use will then have a cost per click quite high. In the banking field, costs per click are for example very high. Just like activities that require emergency such as plumbers or locksmiths, again, CPCs are extremely high. It is then up to you to define a fixed or variable budget, which you will adjust or not according to the results of your campaign. The competition will be important and making a place for yourself will not be easy, which is why you must think carefully about how to set up your campaign, and do not hesitate to use a Google Ads agency.Sometimes it is more appropriate to target keywords with low volume and low CPCs rather than putting yourself in the same place as all your major competitors.
It is important to know that from the moment you stop your Google Ads campaign, the ads will no longer be visible and there will be no more traffic generated by the SEA.All of this visibility generated therefore represents an advertisement at the moment, as soon as you turn off the tap, you cut off any possibility of appearing in the ads. This is also why we advise all our customers to carry out campaigns of natural referencing in parallel with paid referencing.
It is not easy to know which acquisition lever choose. However, your challenge is to obtain consistent traffic, both in the short term and in the long term. Combine the paid referencing (SEA) And the SEO can therefore prove to be a good thing to limit your dependence on a single channel. There are also many other levers that can be put in place to successfully carry out a marketing campaign.