Make your paid search take off with Web Opteam, your PPC agency

Search engine advertising lets you create ads and banners aimed at an audience you choose. Paid search as an acquisition channel brings in online conversions quickly and in a controlled way. So if your goal is to gain visibility online fast, Google Ads is the perfect tool.

The platform lets you create online advertising campaigns and ads based on an auction system (you bid on keywords) and a pay-per-click model, known as cost per click (CPC). In other words, you only pay Google when someone clicks your ad.

Mobile keeps taking up more space, and that is just as true for paid search. A PPC campaign strategy has to be designed around your audience, both in your choice of sponsored keywords and in how you approach the people you target.

Choosing ad extensions designed for the mobile user experience matters. Adding an extension to your ad, such as a click-to-call phone number, can encourage people to get in touch through your website.

Every search engine has its own ads platform (Google, Yahoo, Bing, etc.), and so do social networks. Paid advertising on social media is known as paid social (SMA, Social Media Advertising, in France). One of the biggest paid social channels is Meta Ads, which covers Facebook and Instagram. While Google Ads search campaigns are very conversion-driven, paid social is a rather effective lever for branding and brand awareness.
Clearly defining the goal of your paid digital strategy is therefore a key step in deciding which platform should get your advertising budget.

YouTube is no slouch when it comes to paid search strategy either. Sponsored videos are all the rage, and running video campaigns on Google TrueView can be a profitable bet. This time the auction is based on cost per view (CPV) rather than per click.

This channel can do two jobs: building awareness or driving purchases. Of course, the quality of your video message makes all the difference. Targeting can be trickier on Google TrueView, and our best advice is to call on a PPC agency if you don’t want your ad budget to turn into a bottomless pit!

Showing an ad for dog toys to someone with no pets would make no sense. Obvious, yet the whole challenge of a PPC campaign lies in audience targeting. Every platform offers very precise targeting settings so your message reaches the right people.

Targeting a relevant audience is what will bring you qualified visitors, and therefore a better conversion rate on your site.

Most digital acquisition channels take time to prepare. With a paid search campaign, once your ad is created and your bidding budget set, you can go live and get instant visibility. Your ad still needs a little time to be seen and rated by the algorithms (this is the ad’s Quality Score) and to climb in position, but you will get your first results very quickly.

And for an even more effective campaign, you are better off handing it to the experts at a PPC agency.

Getting to grips with the bidding tools of paid search platforms takes experience. There are several bid strategies, “automated” versions managed by Google, and limits to set. Otherwise you risk losing control of your budget and getting a nasty surprise when the bill arrives.

But set up properly, ideally by a PPC agency that knows what it is doing, a paid search ad lets you genuinely manage your bids, and therefore your advertising budget. Controlled costs, and a return on investment you can calculate quickly, help you steer your PPC strategy better.

Creating paid search campaigns starts with thinking carefully about how they are structured. Beyond choosing keywords, your campaign settings and campaign segmentation matter a great deal in getting your ads performing at their best.

A PPC agency does this every day and knows how to create new ads that achieve a better click-through rate.

An effective campaign gets visitors clicking your ads, but your conversion rate also depends on how relevant the ad is. A PPC agency helps you choose the right landing page, or advises you on how to improve it to drive a higher conversion rate.

It also comes down to choosing the right keywords, focused on your target audience’s search intent.

A PPC agency is used to managing paid search budgets. It can help you keep them under control and, above all, spend them in the right places. A highly competitive keyword can turn out to be unprofitable, while a long-tail keyword can set you apart. A PPC agency’s advice is invaluable for getting the most out of your bidding budget.

Profitability is always what it all comes down to in digital. For a better return on your paid search investment, the safest option is to have your campaigns managed by a PPC agency whose consultants are experts, so that every ad metric is optimised and your ROI is as high as possible.

The goal: the profit your campaigns generate should comfortably exceed the agency’s management fee.

Analysing your campaigns’ performance is the key to continuously optimising your ads. Click-through rate, conversion rate, attributing conversions to keywords, goal tracking… All of this data helps you see how to improve your strategy.

A PPC agency knows how to interpret it, run A/B tests and help you steer your paid search work. What’s more, PPC agencies usually provide (the good ones do, anyway!) a performance report on your campaigns so you have the key figures in hand.

The real added value of a PPC agency lies in its expertise, its command of the tools and its understanding of the algorithm. It is best placed to give you the right advice when setting up or optimising your campaigns. PPC agencies also know how competitive each market is and can help you estimate your budgets, the results you can expect and the most relevant audiences for your budget.

Never hesitate to ask your PPC agency questions! At Web Opteam, we will always answer.

To build a complete cross-channel strategy, working on your website alongside an SEO (organic search) strategy is THE right idea. It lets you optimise the pages your ads point to and, above all, if your site is high quality, your ad will be given more prominence in the paid positions.

Even if the keywords you work on aren’t necessarily the same in SEO and PPC, the idea is for your site to benefit from progress on every front, so it performs at its best and your traffic grows, along with your conversions.
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To track the performance of your paid search campaigns, especially if they are segmented, nothing is more essential than a data analytics tool to measure how effective your work is. By measuring what matters, the famous KPIs, you can push your PPC optimisation as far as it will go.

A good web analytics setup matters even more for ecommerce websites, so you can measure everything from visitor acquisition to add-to-basket and purchase, and know your ROI down to the last euro!
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A paid search campaign means, above all, a landing page (the page visitors land on after clicking your ad). So you need to decide whether to use an existing page or a page dedicated to your ads and your PPC strategy.

If you don’t have one, you will need to create it, and for that you will need a web developer’s help. Our web team can help you build these dedicated pages.
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Whether the pages already exist or still need creating, the user experience will be a key factor in improving your conversion rate. PPC agencies therefore strongly recommend working on your landing pages with a UX/UI expert!
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