When managing a website, our world revolves around its visibility. To improve it, your best allies are the search engines , and in particular Google : THE number 1 search engine in the world and in France. To get to the top of the SERPs , paid SEO campaigns are extremely effective, provided you develop a fine strategy. Here are five tips for a successful SEA strategy !
- Definition of objectives
- Researching relevant keywords
- Using the long tail technique
- Optimization of your landing pages
- Monitoring your SEA campaigns
SEA strategy: what next?
1. Definition of objectives
If your goal is to enrich your customer portfolio, you can set the following objective: “go from 100 to 200 customers per month, on my website, in twenty-four weeks”.
This positioning ensures you are more relevant in your actions. You know where you are starting from, where you want to go and in how long. It’s then up to you to take the necessary measures and set the appropriate budget!
2. Researching relevant keywords
The principle of paid referencing is to emerge in pole position on the queries generally used by its customers and/or prospects.
Google Ads campaigns are therefore based on a selection of keywords ! 📌
Knowing your targets is therefore crucial to aiming correctly with each new campaign. Once your personas (or stereotypical fictional people) are defined, all you have to do is determine the keywords they search for the most.
We recommend exporting all searches from the last three months and sorting them by type or category. You will obtain a global vision of what your customers are looking for on your site!
Google Search Console provides users with traffic data relating to queries. You will be able to identify the queries with the best click-through rates on a given subject.
They can be integrated into your SEA strategy, in the same way as the keywords retrieved from your website.
Remember that the price of an Adwords campaign is monetized in cost per click, so avoid unnecessary clicks. It is therefore essential to identify irrelevant keywords and signal to Google that you do not want to appear on these keywords. This initiative will have the impact of increasing your conversion rate .
Regularly abandon keywords on which you have already invested money. The choice of Adwords keywords must be like your sector of activity and your business : always in motion.
3. Using the long tail technique
If the campaign brings you revenue, the cost will be amortized. If this is not the case, the expense will be more bitter…
To promote your business with a reduced budget online, we recommend the “long tail” technique. To use it, you will need to select keywords with less competition and therefore more affordable financially.
If you sell the same products or services as her, you will be in direct competition on the same queries.
And if your competitors’ campaigns existed well before yours, we can consider that they are well established on the targeted queries, and therefore difficult to dislodge.
Rather than jostling and losing money , focus on longer expressions . You will target a smaller market, of course, but the competition will be much less present.
If you are aiming for local SEO , do not hesitate to add a city name to the selected keyword . Google highlights geolocation through its Google My Business and Google Maps tools . Proximity is a key concern for the American giant.
4. Optimization of your landing pages
The landing pages of your campaigns are essential to attract people to your website and convert them into customers.
Because bringing customers to your site is good, but keeping them and getting them to purchase is better!
The landing page will extend your Google Ads ad and take the user directly to their objective. To do this, they must be relevant, ergonomic and allow the user to find in a few seconds the product or service that he or she saw in the Google ad.
To improve the performance of your paid search campaigns, consider optimizing the page URL, Title tags, Meta description, etc.
We must not neglect visibility on smartphones. Your pages must be “ mobile-first ” (marketing technique that gives priority to mobile uses). Loading time should be short. Otherwise, Internet users risk leaving without making a purchase.
5. Monitoring your SEA campaigns
You now need to calculate your ROI (return on investment) and see if your campaign was effective in relation to your previously defined objectives.
Regardless of the tool used, this step is essential to optimize your SEA strategy. Implementing a paid SEO strategy means thinking about strategy, technique and content.
If you are perfectly comfortable with digital, running your campaigns alone will be easy. If this is not the case, you risk wasting time and money for less than encouraging results even though your activity has its place among Google users!