Why choose the Google search network?
I started the article by stating that 95% of Internet users search for a service, and that Google has 94% of search engine traffic.
In other words: everyone goes through Google. You can get high-quality lead generation for lawyers from Google by visiting this website.
It should also be taken into account that on the research network, it is the Internet user who initiates the research. He is looking for information, and the advertisement is there to indicate that the information can be given.
With this in mind, it becomes obvious to go through the search network to broadcast your ads and capture your future leads.
Why choose the Google display network?
The display network is a considerably larger source of traffic than the research network in terms of potential.
On every website that shows an advertisement from the Google network, there are Internet users browsing, surfing.
The impression potential of your ads can be measured in the millions, while on the search network your ads will not exceed thousands of impressions in the same period of time.
However, it should be taken into account that the user who browses a website is not in the same state of mind as the user who performs a search on google.fr.
Unlike the research network, the Internet user does not necessarily seek information. He might be reading the news, playing an online game, or checking his online messaging.
It will therefore be necessary to seek to capture his attention to make him click on your ads.
You will need to take this into account when creating your campaigns and ads.
Start creating an adequate account structure?
An adequate structure is a structure that facilitates the work of managing and analyzing the Google Ads account.
The more segmented your structure is, the easier your management and analysis work will be.
At Presencity, we adhere to the SKAG principle (Single Keyword Ad Groups). That is, for each ad group, we only target ONE keyword (but with different types of matches).
So I could have one ad group targeting “lead generation”, another ad group targeting “Adwords lead generation” and finally, another ad group targeting “Facebook lead generation”. The subjects are close but different .
By creating such segmentation, you make the optimization and management work that occurs after launch easier. At a glance, you will know what is working well and what is not.
To study this principle in more depth, I invite you to read Johnathan Dane’s article on Klientboost .
What are the important points to define when creating your lead generation campaigns?
When creating your campaigns and ad groups, there are so many things to remember and remember.
The campaign network
As a first step, I advise you to start with the research network.
When you have results and you are looking to get more traffic, or more leads, you can add display network campaigns to your account.
Your campaign budget
There, I have no secret formula but only one advice:
Do not limit the budget as long as the cost per lead of your campaigns is close to or less than your cost per profitable lead. This allows volumes to be maximized and growth.
How do you determine the cost per lead?
To do lead generation with Google Ads, you obviously need to determine a cost per lead that is profitable for you.
That is to say a cost per lead which:
Allows you to earn money over time,
allows you to reinvest in the acquisition of new leads.
How to calculate a cost per lead that is profitable for you?