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Day: June 9, 2025

How can you use Google Ads’ competitive metrics to outperform the competition?

Posted on by Adenlab Adenlab

Being visible on Google’s search engine, and even more so with your Google Adwords campaigns, is a key issue for a large number of companies and ecommerce businesses looking to improve their visibility: whether you want to display your ads, sell products (e-commerce) or offer services (lead generation), you need to be on the first page and ideally in the top positions of Google’s search results.

Google Ads campaigns offer serious advantages for rapidly increasing qualified traffic.

But as you know, you’re not the only one positioning your ads via Google Ads campaigns. Keeping an eye on the competition is therefore essential if you don’t want to lose valuable traffic and audience for your business.

This is what we’re going to show you in the following points. Which competitive indicators should be monitored and analyzed? What are the indicators you need to maintain your visibility with a given budget? When do your competitors take over, and what can you do to avoid this?

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Impression rate: make sure you're visible

Definition: “The impression rate corresponds to the number of impressions presented by the number of impressions you could have recorded.”

When analyzing the impression rate of a Google Ads campaign (Shopping or Text), there are in fact 2 indicators to take into consideration to know if you have the upper hand over your competitors:

  1. printing rate (IS)
  2. the number of impressions in absolute first position.
How to use and analyze the "impression rate (IS)"?

If your impression rate is high, it means that your ads are being displayed well in user searches.

Conversely, if your impression rates are low, you have the potential to reach more users. In this case, you’ll certainly need to increase your bids and your budget.

  • Advice :
  • Increase your campaign budget to increase the frequency of your ads.
  • Increase your bid to win the bidding for your ads
  • Improve ad quality so that future customers click on your ads rather than your competitor’s.

To find out more about Impression Rate strategies and objectives, we recommend reading our article on Google Ads smart bidding and “Impression Rate” versus “Maximizing Clicks” .

How can we make the most of the "rate of impressions in absolute first position" information?

Definition : “The absolute top impressions rate (ATIS) corresponds to the percentage of impressions of your Shopping ads published in the most visible position (Shopping campaigns).

There is only one “absolute top print” per auction.

Therefore, the corresponding rate is an important indicator of your overall prominence.”

The top positions are always the most sought-after and therefore the most expensive.

However, in a context of performance and return on investment, this higher cost is often highly commendable!

To recap a little history, the absolute position impression rate replaced the “average position” indicator at the end of 2019, which used to show where your ad was positioned in the search results.

Overlap rate: who is present at the same time as you?

Definition: “The overlap rate indicates how often your ad and another advertiser’s ad have registered an impression at the same time.”

Why is this indicator important and why should it be analyzed?

Whether you’re an e-business or a service provider, it’s important to know who’s present at the same time to make the difference.

After all, your competitors also have advantages and attractive offers, and their ads may be more appealing than yours. And you’ll need to ask yourself the following questions: Are their catchphrases better than mine? Are their prices more competitive? Do they offer a more interesting promotion?

All these elements can impact your traffic and cause you to lose sales.

Analyzing the overlay rate will enable you to anticipate and identify new players entering Google Adwords that you hadn’t previously identified as competitors.

Overpricing - What's your competitive edge?

Definition: “The outranking rate shows how often your ad was ranked higher than another advertiser’s during the auction. It can also indicate whether your ad was shown, but theirs was not.”

Maintaining a competitive edge and making sure you’re visible more often enables you to capture more qualified traffic than your competitors, and therefore more business.

A higher upgrade rate is your guarantee of maintaining your competitive edge.

But don’t forget your priorities!

Maintain a high overlay rate on the campaigns and ads that have generated the most growth and profitability for you.

The upgrade rate is not an end in itself 😉

We are of course available to discuss your Google Ads strategy and acquisition projects with you.

Adenlab theGoogle Ads agency for retailers

How to optimize product listing performance on Google Shopping and improve free search engine optimization?

Posted on by Adenlab Adenlab


Google Shopping is one of the most effective search engines, with hundreds of millions of users searching every day. The good news is that, since the end of 2020, your products can also be displayed free of charge.

We tell you more about the performance of free product listings on Google Shopping, in particular how to benefit from better SEO on Google Shopping and boost your organic sales!

Free product listings on Google: where are your products visible?

The first piece of good news is the presence of your products free of charge in many countries and on several Google tabs:

Google Shopping
Google search (web tab)
Google Maps
Google Images
Google Lens

You’ll be able to reach your customers and prospects at different points of contact, which you can analyze in detail using your Merchant Center performance reports.

Please note that the information provided to web users on the various surfaces depends on whether your data complies with Google’s requirements.

Your product data sheets, listed free of charge, can only be distributed on these different platforms if they meet the eligibility criteria specified by the search engine.

If your products are already displayed via Google Ads and your product feed, you’ve already met the requirements to be displayed in the Google Shopping Free search results.

Are certain product sheets favored over others?

Since bidding is no longer the ranking factor for free product sheets, it’s the best referenced products that will be valued.

But what are the selection criteria?

The quality and relevance of your product sheets and Google Shopping product feeds are the only way for Google to distinguish between different brands.

Certain elements are essential for the performance of your product sheets, such as :

**1 The GTIN code ** (for “Global Trade Item Number”) most often supplied by the manufacturer. Google uses it to compare your ad with those of other retailers. This allows you to stand out from the crowd, for example, through your ratings, or to make yourself known if some of your competitors are out of stock.
Please note: Google favors sellers with the best ratings, even if they come from different sources (Trustpilot, Verifies Reviews, etc.).

2 Optimized titles (with the most sought-after keywords…).

3 Adapt your prices, for example by equipping yourself with a dynamic pricing tool, or by having your promotions appear directly in Google Shopping (to find out more, contact us).

But on a simpler level, the criteria for improving the performance of your free ads are :

4 Image quality to encourage clicks, but also uniqueness (one image per product color, for example).

5 Clarity and richness of information to satisfy web users’ need for information (from the most global to the most specific),

6 The relevance of titles to encourage categorization by the algorithm (their uniqueness is essential).

In short, the attractiveness and accuracy of your product sheet is essential. User ratings and reviews would also be taken into account in ranking on results pages.

Focus on... The title of your product page

Title optimization is a key factor in boosting the performance of free product listings on Google Shopping. Here’s a study from Search Engine Land, highlighting the importance of title optimization.

Three types of merchant campaigns are compared.

  1. The first with a classic title,
  2. The second with an optimized title,
  3. Third, with optimized titles based on terms that are particularly popular with web users.

The optimization of your titles must be based on concrete information: Google Analytics statistics, Google Trends (most popular queries according to seasonality, for example), etc.

Free performance analysis of your Google Shopping product listings

Data analysis on Google Merchant Center

Once you’ve categorized and optimized your product flow, it’s time to analyze the results of your work!

The first thing you need to know is that you don’t need a Google Ads account to do this.

You can check the performance of your product listings directly on Google Merchant Center.

  1. Click on “Performance”, then “Dashboard” in the navigation menu, and finally on the “Free product sheets” or “Free local product sheets” tab.
  2. The Dashboard allows you to segment data by category, brand or product type.


    Comparison of free product sheets VS paid Shopping ads

On Google Merchant Center, you’ll find data showing the engagement generated among your customers across all your products, or the performance of individual products. However, this data is relatively succinct.

In fact, the Merchant Center reports won’t show the sales generated by your product ads. To date, only Google Shopping’s paid campaigns allow you to analyze sales and ROI via Google Ads and Google Analytics.

Performance tracking with Google Analytics

If you’d like to use Google Analytics to track this data, you should know that by default, the statistics from your free Google Shopping ads go back into organic traffic.

In fact, if you’re looking for a more in-depth analysis of the performance of free product listings, it’s not really that easy.

Google offers 2 methods:

Option 1: Use [link]/mobile link attribute URLs [mobile_link] and Google Ads automatic tagging

Option 2: Use separate URLs in Merchant Center feeds using the [ads_redirect] ad redirect and [mobile_link] mobile link attributes, and the Google search index canonical_link attribute

Find out more about these options in the recommendations About free product listing performance reports

If you’re not used to creating rules or changing settings in your Google Shopping feed, I recommend readingInflow. The wrong settings could well distort your reading of the performance of your available products.

However, once set up, your reports will be able to distinguish several sources of traffic for your product sheets:

Organic traffic
Free product listings
Sponsored product listings

Would you like to optimize your free product page performance reports?

Refine ROI analysis when you combine free and paid ads?
Contact us!

Google Ads launches new features for Performance Max campaigns.

Posted on by Adenlab Adenlab

These new features should help you during the peak periods of your business and the end-of-year season peaks.

Here are some valuable tips for improving your performance with Google Ads and Performance Max.

Reminder: What are Performance Max campaigns?

Performance Max campaigns enable you to use all Google Ads advertising inventories in a single campaign, displaying your ads on Shopping, Display, Youtube, Gmail and the Google search engine.

This campaign format is still new, and was rolled out in April 2022 to replace Smart Shopping and Local Ads campaigns.

Campaign performance and ROI are achieved through real-time optimization across channels and intelligent bidding.

Don’t hesitate to reread our article on setting up Performance Max campaigns.

What are the new features of Performance Max campaigns?

Predict the impact of Performance Max using the Performance Planner

The Performance Planner, previously only available for Search, Shopping or Display campaigns, is now supported by Performance Max campaigns.

With the Performance Planner it’s possible to forecast performance and simulate what can happen to your campaigns when budget, target, CPA and other elements are adjusted.

Asset group programming

It is now possible to create automated rules for asset groups. You can, for example, schedule your ads to run at specific times and on specific days.

Add more text resources with more titles

From now on, the number of titles for your text ads will be increased from 5 to 15. This will enable you to find more hooks for your ads and increase your click-through rate.

This feature should be operational by the end of the year.

Explanations

In Performance Max campaigns with the Online Sales objective, you can easily identify performance fluctuations, diagnose problems and receive recommendations for improving the future performance of your ads.

You will find several types of explanations on this report:

  1. Auctions explained
  2. Budget explanations
  3. Explanations on conversions
  4. Explanations for assets and asset groups

For more information on Explanations of changes in Performance Max campaigns, feel free to visit Google’s official page on the subject or simply your Google Ads account 😉

First-Party Audience Signals

You can add data segments as audience signals. This enables Google to accelerate its automation capability to find the customers most likely to convert.

In the coming weeks, these data segments will be added to the audience statistics, helping you to better understand the value of your first-party data and to see which customer lists convert best in your campaigns.

Three best practices for Performance Max holiday campaigns

🤓
Before the peak of the holiday season, adjust your Performance Max campaign budgets and ROAS or CPA targets. This will provide greater visibility when your future customers make their purchases.
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Before the peak of the holiday season, adjust your Performance Max campaign budgets and ROAS or CPA targets. This will provide greater visibility when your future customers make their purchases.
🤓
If you’re running promotions or an event for which you want to improve conversion rates in a short space of time, consider using seasonal adjustments. If you’re promoting a specific product during the holiday season, create separate campaigns with their own objective and budget.

Conclusion

Since its launch almost a year ago, Performance Max campaigns have aimed to increase conversions using all Google advertising channels.

According to Google, in 2021, 54% of shoppers used more than five channels to make their purchases during the vacation season.

And that’s the great advantage of Performance Max campaigns.

Your offers and products can be displayed on the different channels where your customers are, and optimize your campaigns based on data and insights to boost your e-commerce results during the holiday season.

Ask our Google Ads experts to find out more.

See you soon!

Google Partner Premier Agency: A certified agency to develop your Google Ads sponsored campaigns

Posted on by Adenlab Adenlab

Every day, 20 billion sites are visited on Google. With this reality in mind, to have a strong digital presence and gain visibility, you need to become a must-have site on this search engine. In order to obtain a privileged position in Google rankings, it’s a good idea to call on a Google Partner Premier agency.

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Since 2015, Adenlab has received several certifications and was quickly identified by Google and Bing as a top agency.

Thanks to its Machine Learning technologies for Ecommerce and Google Shopping campaign management, the agency was one of the first to be certified as a “Shopping Partners”.

Thanks to its expertise and technology, Adenlab has joined Google’s exclusive Channel Partner program. Google selects agencies whose technological efforts enable more effective development of Google Ads accounts and campaigns.
Since 2016, Adenlab has been a certified Google Partner Premier agency.

Here are a few key figures to help you understand the strength of this search engine:

  • 93% of French Internet users use Google to search the web.
  • 86% of consumers use Google to find a product or request a quote.
  • According to Google Benchmarks and Insights, Google Display campaigns reach 80% of the world’s Internet users.
  • Google Economic Impact Report states that businesses generate an average of $2 in sales for every $1 invested in Google Ads.

Request an audit and analysis to boost your performance.

All the benefits of working with a Google Premier Partner Agency

A Google Partner Premier agency is one that has been certified by Google. This is a guarantee of trust and quality for all advertisers. In fact, being one of Google’s certified agencies means that the company meets a set of specific criteria. Only teams with the technical and strategic skills to exploit the levers offered by Google obtain this certification.

Work with a Google Partner Premier agency to create and develop your Google Ads campaigns

When it comes to Google Ads, the aim is to achieve the best possible return on investment. Thanks to a Google Partner Premier certified agency, your online store can benefit from expert knowledge. They know all the ins and outs of how to take advantage of all the Google options available.

What’s more, while respecting your online store’s brand image, our teams are qualified to implement a relevant SEA strategy while taking into account the customer journey and your conversion funnels.

Request an audit and analysis to boost your performance.

Keeping abreast of market trends

The digital world is evolving rapidly. For anyone outside the industry, it can be difficult to keep up with the latest developments and implement the best actions.
By working with a Google Partner Premier agency, you’ll have early access to all the latest Google updates. Our experts can help you benefit from new developments before your competitors, and boost the performance of your campaigns.
Adenlab makes sure that the implementation of new Google campaigns meets the new Google Ads quality criteria.
Adenlab is also in constant contact with Google’s teams; the agency benefits from privileged support, enabling direct consultation with Google experts on all issues relevant to your sector. This support benefits the agency’s customers.

Get a return on your investment with a Google Partner Premier Certified agency

A Google Ads campaign only benefits your e-commerce business if best practices are followed. Otherwise, Google Ads are a waste of time and money.
To avoid this situation, work with a Google Partner Premier certified agency.
Unlike people without Google badges, Google-recognized experts have the knowledge and a clear reading of all the data and performance of the ads set up.
This is a real advantage for identifying the elements to be improved and the criteria that really work to increase sales for your business.

Get a preview of Google Ads options and new features

Before launching new features, Google tests them with Google Partners agencies first. Because they have all the knowledge required, they are in the best position to understand whether the new features really work. Calling on a certified agency therefore means gaining access to these options in advance, and differentiating yourself from the competition.

Aligning with your goals

A Google Partner Premier agency takes all your objectives into account, and implements the right strategy to achieve them.
For maximum performance, the Adenlab team uses high-performance tools in-house, and exploits your data to the full.

Guaranteed quality for your Google Ads campaigns

Google-certified agencies work hand in hand with the search engine. To retain the Google badge, companies have to meet certain criteria. This condition is an assurance for online stores wishing to collaborate with a SEA consulting and management agency.
In addition, if an e-commerce business has a problem, certified teams are able to contact Google immediately. This responsiveness is made possible by the availability of Adenlab consultants, who are on call 24/7.

Continuous follow-up with your teams and your company

When making an investment, it’s important to monitor and improve your approach and strategy in terms of target, content and presentation.
A Google Partner agency analyzes the impact of Google campaigns. Professionals focus on audience attitudes to increase sales and build a high-performance digital presence. At Adenlab, we’ve developed a number of alert systems that enable our teams to respond quickly and efficiently to problems and their resolution.

Adenlab's various certifications

Adenlab, expert in managing Google Ads campaigns for e-tailers, has become a Google Partner Premier agency.
A status conferred on few French companies, obtaining this badge proves our teams’ knowledge and expertise in Google Ads tools (search network, Google Shopping, Google Display, Google Ads on Mobile, and Google Analytics).

The combination of our specializations means we can work with you to develop a complete marketing strategy to significantly increase your online sales and acquire new customers:

How did we obtain our Google certifications to become a Google Partner Premier certified agency?

To earn Google’s trust and become a certified Google Partner Premier agency, we followed several steps:

  • Register on the Google Partners platform
  • Detailed training on Google Ads to familiarize our teams with the tools used on a daily basis (videos, diagrams, illustrations and simulations)
  • Professionals take a test and must achieve a score of 80% to be certified. If they fail, they have to wait a week to retake the exams.

Working with a Google Partner Premier agency is a real time-saver for online stores and other sites needing to develop their visibility. Thanks to our strategic and technical approach, increase your sales and your online presence.

We’re e-commerce & shopping experts, and the strength of our agency lies in our automation tools and techniques, our creativity and our proximity to our customers.

If you have any questions or would like to ask our experts for advice, please contact the Adenlab team on +33 (0)1 83 81 90 60 or by e-mail: contact@adenlab.com.

Adenlab is a certified Google Partner Premier!

Posted on by Adenlab Adenlab




Adenlab, expert in Google Ads campaign management, is a Google Partner Premier certified agency.

Google Partner Premier

A fixture on the e-commerce landscape since 2013, Adenlab helps e-tailers sell better. Now certified Google Partner Premier, Adenlab is the partner of choice for advertisers!

This status, entrusted to a handful of partners in France, attests to the knowledge of our teams and our expertise in Adwords tools (Search Network, Google Shopping, Display, AdWords on Mobile, and Google Analytics).

The Google Partner Premier badge rewards companies that have the technical and strategic skills to exploit all the levers offered by Google and achieve the best performance.

Our campaigns are guided by an objective set with our customers. Once this objective has been reached and surpassed, our customers do not hesitate to increase their daily budget in order to maximize their return on investment!

Stay one step ahead of your competitors by working with real Google Ads experts! Don’t hesitate to contact us, and let’s define together the digital advertising strategy that will maximize your ROI, and increase your visibility.

Adenlab: 100% adapted to all its evolutions

At Adenlab, we’ve developed strong expertise in Brand & E-commerce catalogs, both in terms of analysis (competitive & pricing) and in terms of flow optimization and Adwords campaign management for e-tailers;

Our solutions enable us to quickly analyze our customers’ competition, increase product visibility across their entire catalog, and boost the performance and ROI of Adwords campaigns thanks to our predictive and automatic algorithms.

Competitive intelligence and pricing
Automatic, predictive Google Shopping management

Our E-commerce & Shopping experts are available to answer all your questions; you can also reach me directly on 01 83 81 90 60 or by e-mail: contact@adenlab.com

The Adenlab team

How to improve your click-through rate in 3 minutes?

Posted on by Adenlab Adenlab

1001 coques is a company specializing in phone covers created in 2014. The company offers over 70,000 references. The aim? To enable consumers to find the protection they need for their smartphones.

Assimilated and accompanied by the explosion of the smartphone market, the clamshell market has gradually emancipated itself to become a market in its own right.
As a highly competitive market, our client needs to be able to differentiate itself from the competition, and there are many competitors advertising on the Google network.

So the key question is, how do you get people to click on one ad instead of another?

That’s what our teams have been working on. In fact, to ensure good positioning in search engine results, companies use paid listings. With Google’s advertising platform, companies benefit from a wide range of features to highlight their ads and capture the searches of Internet users.

One of Google’s features is the dynamic ads function. This dynamic title feature enables a site to generate ads in direct relation to a user’s search query. In this way, Google will automatically display ads in relation to user queries. Dynamic titles are a real way to take advantage of the large number of visitors Google directs on a daily basis.

The methodology used to carry out the test was as follows:

  • Test ads with dynamic titles
  • Using a control segment
  • Allocation of 50% of the budget to current ads and 50% of the budget to new ads

After 2 months, the results validated the test. On the various campaigns, we were able to observe a 20% increase in the click-through rate. So 20% more qualified traffic to the customer.