Digital communication. Google Adwords, SEO, SEA, Search Engine Words power ...


Cours de communication digitale Google Adwords Publicité online 

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Adwords is a challenge, a competition and more, a RTB Tool Real Time Bidding...

Pour aller plus loin: passer les examens de certifications Google et Bing

Adwords: Digital Communication (Web Marketing SEA)
AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords. Businesses that use AdWords can create relevant ads using keywords that people who search the Web using the Google search engine would use. The keyword, when searched for triggers your ad to be shown. AdWords at the top ads that appear under the heading "Sponsored Links" found on the right-hand side or above Google search results. If your AdWords ad is clicked on, Google search users are then directed to your website.

Google Adwords is the system Google has developed to assist you in marketing your products or services in the Google Search Engine, and its affiliate sites, via the use of a placed text ad that appears when people search for phrases related to your offering, this appears as a “sponsored link”. The system is a “pay per click” system, this means you can dictate where your ad appears through bidding for a series of phrases, but you only pay the amount you have bid for if someone clicks on your ad as a result of a web search, i.e. pay per click! Depending on the competitiveness of the keywords you're bidding for and the relevancy of that keyword to real conversions for your company, AdWords may or may not work for your business. For the most part, we've found that Google AdWords is extremely effective for many kinds of businesses, as long as they don't waste their money on the wrong keywords, or write weak, low CTR ads.

Google Adwords is broadly speaking an AdNetwork with a direct relationship with two supply side networks "Google AdSense" and the largest publisher "Google Search". Google AdSense has a relationship with other ad networks via Google's AdExchange platform.

As a buyer on Google AdWords, you compete in real-time against other AdNetworks, DSPs and direct buyers. Google AdWords offers a different pricing model and their own secret sauce "keyword targeting" as a network.

In essence every Google AdWords buyer competes in real-time for every ad impression and can be given a preferential buy depending on the publisher as does other RTB (Real Time Bidding) buyer.
Web marketing refers to a broad category of advertising that takes many different forms, but generally involves any marketing activity conducted online.
Marketers have shifted their efforts online because it tends to be significantly less expensive. Many online advertising spaces are free to use. Companies can upload videos to Youtube or start a blog for no cost at all. Other outlets like official websites or paid search marketing cost a fraction of what a major television advertising campaign would.

SEA (Search Engine Advertising) increases webtraffic to your site through digital advertising. In order to boost click through rates advertising campaigns should be focused, balanced and written for specific keywords that apply to your target audience. How much money you spend on Google Ads is entirely up to you.

SEO (Search Engine Optimization) increases your website’s visibility in organic result lists. Getting a high rank in Google depend on two things: authority and copywriting. Search engines measure authority by means of incoming links of external websites. In other words, your page-rank, to a great extent, is determined by other websites. Of course, the copy you put on your website has to be relevant to users and search engines alike.

Le saviez-vous ?

(Publicis est la plus grosse agence média en France)

Maurice Lévy: président du directoire de Publicis est le patron le mieux payé du CAC 40, avec une rémunération annuelle de 4,5 millions d'euros...

Derrière lui: Jean-Paul Agon de l'Oréal gagne 4 millions d'euros), Bernard Arnault de LVMH gagne 3,9 millions d'euros et Christophe de Margerie de Total gagne 3,5 millions d'euros par an.

ATTENTION: La communication (digitale et web) fait partie des secteurs où les entreprises abusent des stagiaires et des contrats précaires (alternance, contrat pro... )

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