To promote your website, you can use different marketing strategies. Digital Marketing.
You can go through natural referencing (SEO), free practice, which will help you improve your position on search engines, or you can also opt for the paid ads (SEA), notably through Google Ads.
When these practices are well applied, they can generate a lot of traffic to your website, and therefore increase your sales. But which method is preferred?
Know that you don't have to choose between the two, SEO and SEA are perfectly complementary.
Using SEO will impact your search engine rankings and online visibility, which has a direct effect on the success of your Google Ads campaign.
Google Ads and keywords
With Google Ads you use keywords for your ads with a pay-per-click method. As many companies often use the same keywords, a bidding system was naturally set up. So, choose your keywords based on how much you want to pay for each click on an ad, and Google ranks ads based on the highest bid.
Thus, to set up an effective Google Ads campaign, you have to bet on the right keywords. This is why a solid natural referencing campaign is necessary.
It is then necessary to optimize the content of your website by using relevant keywords that correspond to the most searched queries by your target and with high traffic. Thus, it is recommended that the keywords you include in your Google Ads campaigns are also in your web content.
The importance of keywords with Google Ads
As you will have understood, when creating paid ads, special importance must be given to keywords. A user types in these keywords, your ad appears and your chances of clicking on it are then stronger.
By choosing the right keywords, your target audience will be directed directly to your website. Ads simply help you increase your notoriety and therefore your turnover.
Another reason to include keywords in your ads is that they improve your click-through rate (CTR). CTR is the percentage of people who see your ad and click on it.
If the CTR is high, it means your ad is showing to the right target, giving you a chance to increase your conversion rate. It's simply a matter of targeting the right keywords that interest the right prospects at the right time.
Keyword Research: The Ultimate Tool
Therefore, you should start with the keyword research phase before creating any ad. This is an essential step for any SEO strategy in digital marketing, because it allows you to target the queries to optimize in your web content to ensure the good position of your site on search results.
To select the most relevant keywords, choose those with the highest search volume and the lowest competition. For nbm-design.ch, we thus undertook a research of keywords on Semrush and selected those that seemed most relevant based on search volume and competition.
The importance of competition in digital marketing
To successfully stand out and develop an effective digital marketing strategy, you absolutely must analyze your competition. Thus, you will be able to understand what works or not on your target in common and more easily find relevant solutions to differentiate yourself from your competition. Look at which keywords your competition uses the most and evaluate the effectiveness of each.
This analysis allows you to identify opportunities to position yourself as a leader in your sector on the web and to be number 1 on search engines.
Why you need to know how SEO and Google Ads complement each other
You now know that keywords are of paramount importance, both for SEO and for SEA. The user will click on your ad only if the page is relevant enough for him according to his needs.
To start, you can start by betting on expressions related to your products or services. These are normally terms used by Internet users when doing specific searches.
Your ads are then more likely to appear when these queries are searched for and users are more likely to click on them.
Use SEO and SEA effectively
You know your target and have defined the keywords you want to optimize to appear in first position on search engines. But practically, how does natural referencing and Google Ads work together? Here are 6 simple steps to help you understand and start a relevant digital marketing strategy.
1-Google Ads
Create a new campaign and choose the type of campaign you want to set up.
You can choose from several options, but the easiest way to get started is to use “Search Network Only”.
Give your campaign a name and make sure it relates to your landing page and/or industry.
2- Select a geographic location
When you create a Google Ads campaign, you have the option of choosing to target your prospects in a specific geographic area, or to exclude certain areas that you don't want to reach.
Localizing your ads allows you to reach the right customers and ensure your conversion rate.
3- Set your budget
Set a daily budget based on how much you're willing to pay for each ad click. Start with a low amount, this will give you time to study your target's behavior and analyze your ad data in depth. Thus, you can improve them and gain in efficiency.
4- Add your keywords
Your keyword research is already done? Before integrating them into your various Google Ads campaigns, first start by optimizing the pages of your website with them in order to boost your organic traffic.
5- Create your ad
For the text and title of your ad, use the most relevant keywords and pay attention that your texts arouse the curiosity of Internet users to encourage them to click on your ads. Don't forget the call to action, it's one of the essential elements of a quality ad to help your users take action and learn more about what you offer. Also be sure that your landing pages are designed to provide the best possible customer experience and of course that they are SEO optimized, with the same keywords that are in your Google Ads campaigns.
6- Configure conversion tracking
To gauge the effectiveness of your campaigns, track the conversion rate of your ads. Depending on your type of activity, you have several options:
- E-commerce orders
- Leads from the contact form
- Calls from website
- Calls from announcements (if phone numbers are displayed)
Use only the method that seems most relevant to you so that you can then reuse this data when you need to improve your ads to reach more qualified prospects.
Develop a digital marketing strategy by combining natural referencing and Google Ads
A good digital marketing strategy guarantees a real competitive advantage. Learning to combine SEO and SEA is the insurance to position yourself as a digital leader in your sector. However, setting up and applying this strategy requires time and certain technical skills. Work with web writing experts like those at Geekworkers and you'll see your website take off!
