In the dynamic digital marketing landscape, Search Engine Advertising (SEA) offers a multitude of opportunities for businesses looking to maximize their online presence. Today, with the rise of Artificial Intelligence (AI) at the heart of its operation, SEA is experiencing a major transformation, further strengthening its relevance in advertisers’ advertising strategy. In this article, Guillaume Neyret – Author of the book “How to Get Started With Google Ads”, Head of SEA and AI Leader of the digital performance consulting firm Ad’s up Consulting – helps us take stock of the impact of AI in digital marketing, and to better understand what advertisers can really expect from European Google Ads agencies in this change.
The growing importance of paid search engine optimization (SEA) for businesses
SEA, also called paid SEO, is the art of getting noticed, as a business, on search engines through targeted ads that appear at the top of search results. And in a market as saturated as the digital one, this strategic lever is essential for any company that wants to stand out from the competition.
It is with this in mind that a Google Ads agency intervenes by offering relevant and targeted keywords. It aims to align the company’s advertising with user queries within search engines, amplifying its visibility and traffic to its site.
Expert in the field for more than 10 years, Guillaume Neyret precise : ” Investing in SEA is a bit like buying a ticket to the city center. It’s an extremely intentional lever, with many optimization possibilities to turn your visitor into a customer. »
However, this field remains very competitive. Also, performance monitoring, implementation of new features, exploration of targeting opportunities or even cost per click (CPC) analysis make it possible to adjust campaigns in real time for increased efficiency, even today optimized thanks to AI.
The role of AI in the operation and performance of SEA
“Before the advent of AI, SEA was like craftsmanship”remember Guillaume Neyret, “Advertisers were manually adjusting their campaigns, with limited customization and often, a lot of trial and error. » Then, AI arrived, and with it, a revolution in the use of paid search, carried by Google within its product suite. The deployment of Smart Bidding, for example, has allowed advertisers to hand over bidding to AI, which optimizes bids in real time to meet their performance goals.
“AI has allowed us to relieve ourselves of the artisanal side by automating all the manual tasks with low added value which are the responsibility of our profession. For agencies, this is the opportunity to focus on our real added value, that of advice and strategy. “, declared Guillaume Neyret.
AI has also expanded Broad Match or “broad targeting” and responsive ads on the Search Network or RSA (Responsive Search Ads). These are Google Ads tools that enable broader matching and ads that automatically adapt to better match user queries. Finally, AI predictive optimization has transformed SEA into an almost exact science. AI analyzes complex data to predict user behaviors and adjusts campaigns accordingly.
SEA is therefore an essential lever for companies that want to shine online. And with AI, this lever becomes even more powerful, more precise and more profitable. To take advantage of all the power of AI in your acquisition strategy, it is recommended to use a Google Ads agency.
The benefit of entrusting your SEA strategy to a Google Ads agency that is an expert in the sector
For businesses wondering whether they should use a Google Ads agency, such as Ad’s up Consulting, the answer is clear: ” With AI, even the best craftsman would benefit from having a project manager”underlines Guillaume Neyret.
Among these benefits:
Iterate your advertising approaches
The adoption of deep learning and AB testing in advertising campaigns offers considerable benefits for brand visibility. A Google Ads agency is familiar with these constant developments to analyze complex data sets, delivering unprecedented ad personalization and relevance. It is artificial intelligence which, by learning from each interaction, refines the strategy to reach the target audience with maximum precision.
Benefit from leading market expertise
With over a decade of experience and clients across all verticals, Ad’s up Consulting has developed a deep understanding of the mechanisms of SEA. “This is our historic profession! It is also to share this expertise that I wrote our first book in 2022”, enthuses the expert. More generally, a Google Ads agency allows you to benefit from know-how resulting from several years of practice, adjustments and proven optimizations according to the specific problems and objectives of the advertiser. This helps ensure that every euro spent contributes to the growth and success of the business.
Make your investments profitable and see further
“ No arms, no chocolate ! Return on investment is obviously the cornerstone of any paid media strategy! »concludes Guillaume Neyret. Specialist Google Ads agencies excel in the art of transforming advertising budgets into tangible results. They ensure that each campaign is not only effective, but also profitable, thus providing added value to their clients. SEA is an essential lever for companies that want to shine online, and today thanks to AI, this tool becomes even more powerful, more precise and more profitable.
