Discover how Adenlab increased conversions by 10% in just 3 months.
CartoucheMania is a French company, based in Paris, specializing in the sale of ink cartridges and laser toners over the Internet since 2005.
Author: bhumi.raval@iflair.com
Pharmashop discount case study: +70% increase in sales
Discover how Adenlab and its teams increased sales by +70% while optimizing conversions by +65%. Pharmashop Discount is an online parapharmacy offering over 18,000 items, covering a vast assortment of beauty, health, baby and even veterinary products. Find out more about our digital marketing agency please do not hesitate to contact us
White Paper: Boost your impact in 2024 with Google Ads
Find out how toincrease your impact in 2024 with Google Ads!
New campaign types, new tools, new ways of analyzing and organizing your campaigns. Everything you need to know is here!
How much does a Google Ads campaign cost, and how can you set a Google Ads budget that will enable you to achieve your goals?
simulate the results of your Google Ads campaigns:
Use our performance simulator to find out the expected results of your Google Ads campaigns.
Before getting to the heart of the matter, and giving you several keys to establishing your Google Ads budget, we feel it’s important to remind you of the state of the advertising market in France and around the world.
In fact, according to eMarketer’s “Worldwide Digital Ad Spending 2023” report, digital advertising investment will grow by 10.5% worldwide in 2023.
Thisgrowth also means that 67% of advertising budgets are now directed towards digital! For the first time this year, almost two-thirds of all advertising expenditure will be invested in digital.
67% of advertising spend is now on digital!
So how is investment in digital advertising distributed in France? And what weight does Google Ads have in advertisers’ budgets?
43% of web advertising spend will be on search in 2023, and 41% in 2024 (search engines).
We might as well tell you that this budget is allocated to Google, which is the favorite search engine of the French. In fact, Google holds 89.95% of the search engine market share, followed by Bing with 5.12%.
With this information on the state of the digital advertising market in France, you’re more or less in the clear about the breakdown of the Media Mix.
Now that you’ve done that, you know that your presence on Google is important and that you need to be visible on this channel, which will certainly bring you a lot of customers and constant sales.
If you need to estimate your Google budget: book an appointment with our Google Ads experts
With what budget? What indicators do you need to master and take into account? What are your objectives and how can you achieve them with Google Ads? And what do you need to analyze, monitor and improve when you launch your Google Ads campaigns?
DEFINE YOUR OBJECTIVES FOR YOUR GOOGLE ADS CAMPAIGNS
Depending on the campaigns you run on Google Ads, you’ll be able to target different objectives: traffic, awareness, sales… and you’ll have access to different ad formats (text, display, shopping).
With the many tools and bidding strategies offered by Google Ads today, it can be difficult to decide how to set an effective budget for your campaign. After all, it’s important to remember that Google Ads works on a bidding system, which will help you ensure the visibility of your ads and reach your target.
For e-commerce, the objective is often to increase sales. A minimum return on advertising investment is expected (the famous ROAS) or a maximum customer acquisition cost (CAC = customer acquisition cost or CPA = cost per conversion).
We can even speak of an objective and a constraint.
The objective being sales growth and the constraint ROAS.
The second constraint in this case will be your daily budget, which will limit the distribution of your campaigns.
However, if your campaigns reach your sales targets while respecting your ROAS: there would theoretically be no reason to limit the budget for your campaigns since they are profitable.
The objective of your campaigns could simply be to attract more traffic to your website, or to increase the number of subscribers to your site.
And as you’ve understood, it all depends on your activity and your needs in terms of business and marketing.
🤓 Tips: Calculate your ROAS (return on advertising investment)
ROAS (Return on Ad Spend) is a ratio that measures the return on investment of an advertising campaign.
It is calculated by dividing the total revenue generated by a campaign by the total cost of that campaign.
ROAS = Total revenue / Total campaign cost
Ex: You want to spend €100 on Google Ads and want it to earn you €1000. In other words, multiply your advertising investment by x10
In this case, you would like to obtain a ROAS of 10 (or 1000% in your Google Ads campaign parameters).
Which bidding strategy: ROAS vs CPA (CAC)
🤓 Tip: Calculating the CAC (Customer Acquisition Cost)
The CAC, "Customer Acquisition Cost", is the value that represents the cost you're willing to invest to acquire a customer on Google Ads.
It is calculated by dividing the total amount you spend on your campaign by the total number of conversions in that campaign.
CAC = Total costs / No. of conversions
In terms of management control, it is sometimes simpler to use the cost of acquiring a customer rather than ROAS, which requires knowledge of your margins and good segmentation of your campaigns.
In fact, your products do not all have the same margins, and consequently your campaigns should not have the same ROAS objectives.
With these objectives and constraints in mind, it’s time to make some simulations and estimates.
We’ll then look at which bidding strategy is best suited to your needs, and which solutions Google Ads offers to help you achieve them.
SET THE AMOUNT TO SPEND PER MONTH ON GOOGLE ADS
To set your budget, it’s always a good idea to use the Google Ads simulator. But you can also use competitive intelligence tools to situate yourself in relation to your competitors.
The keyword planning tool to simulate the cost of your Google Ads campaign and your monthly budget
The keyword planning tool is a good starting point for making a few estimates and finding out the traffic potential you can obtain via Google Ads campaigns.
The tool goes quite far. It offers you simulations by integrating your conversion values and the conversion rate of your campaign. It then calculates the result on your sales and the return on investment you’ll be able to achieve.
WARNING: this is a simulation! Reality is often very different from simulation.
Here’s the result of a simulation we ran. For the example, we searched for “baby strollers” and “compact strollers”.
In the simulation above, you’ll find the conversion rate (1%) and conversion value (200€) I’ve set.
The simulator tells me that with a daily budget of €110, my conversion value (or sales) could amount to €17k. That’s a ROAS of 5.6 and CPA (CAC) of 36€.
In this case, your monthly budget for this campaign would be €3,000 per month.
Once you’ve defined the monthly budget limits for your campaign, you’ll choose a campaign type that will display your ads. You can choose Shopping campaigns, Performance Max campaigns, Text campaigns with relevant keywords or the products you want to sell.
🤓 Reminder: Cost per Click (CPC) and maximum CPC
Don’t forget that your budget and spending on Google Ads depend on the bids you’re willing to put on a product or keyword.
Average CPC is the price at which you’ll acquire clicks on a given keyword or product on Shopping and Performance Max. The Max CPC is the maximum bid you’d like to set (in manual management).
This same cost-per-click (CPC) will vary according to the desired objective of your campaign. Generally speaking, it will be higher when you’re faced with a search from an Internet user whose intention is to buy your product.
Apart from campaigns whose bids are managed manually, it’s Google Ads’ automatic bidding strategies and Machine Learning that will apply the bid for your keywords or products.
And just what are the Google Ads automatic bidding strategies that will enable you to reach your objectives and control your daily expenses?
WHAT ARE GOOGLE ADS' AUTOMATIC BIDDING STRATEGIES?
To achieve your goal, you’ll need to choose the right campaign type and bidding strategy. Here are the different strategies offered by Google Ads.
To help you choose your bidding strategy, let’s take the case of an e-commerce business that needs to display its products on Shopping format. In this case, the ads will be displayed as images (of the products) thanks to the product feed imported into Google Merchant Center.
Feel free to read our article on ROAS vs. target CPA , which will be a good complement to the information below.
In the example below, products are displayed using a Shopping Standard campaign or a Performance Max campaign.
Performance Max bidding strategies
Since the objective of an Ecommerce business is often to sell products, you can use 2 strategies:
Objective 1: Increase the number of Conversions with a CPA constraint (Cost per Acquisition, equivalent to CAC: customer acquisition cost)
Objective 2: Increase conversion value with a ROAS constraint
Google Shopping Standard bidding strategies
We talk about them here to illustrate bidding strategies, but you should know that it’s not (anymore) this type of campaign that we recommend for Ecommerce, but rather Performance Max campaigns.
With Shopping Standard campaigns, you’ll be able to exploit 3 bidding strategies:
1. Target ROAS: The automatic bidding strategy with a target ROAS
2. Maximize Clicks: The automatic bidding strategy to maximize clicks and therefore traffic to your site
3. Manual bidding: the manual bidding strategy where you control the bidding manually
Bidding strategies for text ads on the Search Network
For Google Ads’ historical text ads, bidding strategies have also been automated to help you reach your objectives:
Above are the 4 bidding strategies you can implement for your ads on the Search Network and your text ads:
1. Conversion: Like the automatic Performance Max strategies, this involves increasing the number of Conversions with a CPA constraint (Cost per Customer Acquisition)The automatic auction strategy with a target ROAS
2. Conversion value: The same applies to conversion value (increasing your sales) with a ROAS constraint.
3. Clicks: this option allows you to obtain a volume of traffic with an optional maximum bid constraint.
3. Impression rate: This option ensures the visibility of your ad on the search engine.
You can therefore choose between several strategies, while limiting your daily budget and “imposing” a constraint of Return on Investment or customer acquisition cost.
In this way, Google Ads’ algorithms will be able to assign the right bid to your campaigns and ads so that you get enough visibility and meet your chosen objective.
Magic doesn’t always happen, and your competitors are there to remind you. That’s why you need to monitor and analyze your campaigns on a regular basis. Which brings us to the last part of this article: Measuring and monitoring your performance indicators.
MEASURE THE PERFORMANCE OF YOUR GOOGLE ADS CAMPAIGNS
Measuring and tracking the key indicators of your campaigns is a recurring and important management task. Fluctuations in traffic, conversions and external events are all factors that need to be taken into account if you are to achieve your objectives.
Once you’ve set your budget, chosen your campaign type and adjusted your bidding parameters, you’ll need to monitor its performance.
In addition, it will be important to understand how to maintain your performance over time.
Here are a few tips:
- Set up Reports on your Google Ads account or use Data Studio.
- Analyze your historical data to gain a better understanding of past performance and predict future trends.
- Use Google Analytics to track your site’s overall conversion rate and your visitors’ behavior to improve their experience.
- A/B test your campaigns.
- Monitor and anticipate peak traffic periods and the seasonal nature of your business.
- Keep an eye on your competitors.
- Set up sales events and promotions.
Conclusion
Setting a budget for your Google Ads advertising campaigns largely depends on your objectives and the type of products and services you offer.
Knowing your financial indicators and constraints, such as the maximum cost of acquiring a customer or the target ROAS of your campaigns, is essential for good management and allocation of your budgets.
Your Cost of Customer Acquisition or Return on Advertising Investment depends on your bidding strategy and the average cost per click (CPC) of your keywords or products on Google Shopping. Mastering these components will help you achieve your objectives.
You’ll need to monitor the overall performance of your account and the campaigns you’ve created, so that you can react according to the results, but also to the market (yes, you’re not alone, and the competition is fierce).
Finally, by tracking your historical data and implementing a testing and optimization strategy, you can maintain the effectiveness of your Google Ads campaign over the long term.
Don’t hesitate to contact us if you need an update on your Google Ads strategy and budget allocation.
Need to evolve your digital strategy?
We carry out a complete diagnosis of your strategy and campaigns.
Fully supported by Adenlab, you pay nothing.
Our free preliminary audit will give you a clear picture of the current state of your campaigns. It will enable you to identify and plan the evolution of your performance on your acquisition channels.
Winter sales and Google Ads strategies: Dominate sales and ice your competitors
The sales are here, and with them an exciting wave of freshness! Are you ready to exploit this refreshing breeze to boost your sales and leave your competitors out in the cold?
Download our white paper
In this atmosphere of glittering offers, your customers are on the lookout for promotions. It’s the perfect opportunity to boost your sales with attractive offers.
The sales frenzy is already making itself felt on Google, from stylish outfits to the latest high-tech gadgets. Searches are soaring, and users are eager to discover the hidden treasures you have to offer.
Dear e-businesses, get ready to boost your sales and shine brightly. The official winter sales dates for 2025 start on January 8. Sales are an unmissable opportunity to make your brand shine.
Are you wondering how to concoct an effective strategy to take full advantage of this period full of promise and opportunity?
Don’t worry, we’re here to guide you through the development of an SEA strategy on Google Ads, adapted to this sparkling season. So, are you ready to turn the sales into a dazzling event?
WINTER SALES: THE SPARKLE AND THRILL OF A BEWITCHING WINTER ❄️
According to Ecommerce Nation‘s study, here are the average spending statistics for the winter sales by category. These statistics may be of interest to you and help you anticipate the 2025 winter sales.
- Clothing → 70.6% of sales
- Sport → 28.5%
- Hygiene, beauty, health → 20% of sales
- High-tech → 13.4%
- Culture → 13.2%
- Furnishings → 13.2%
- Food and beverages → 11.8
- Domestic appliances → 10.2%
- DIY → 8.5
- Gardening, animals → 8.1%
- Toys → 5.6%
- Cars, Motorcycles → 2.8% of sales
- Other → 3%
The sales are just around the corner, and already the search is heating up, as this Google Trend graph shows:
WINTER SALES AND GOOGLE ADS: A STRATEGIC VEIL OF FROST TO TRANSFORM YOUR E-BUSINESS
As I mentioned in the title, winter sales are a veil of frost that reveals your brand and your products to as-yet-unknown customers, ready to be captivated!
WINTER TRAFFIC STORM
Increased traffic is a key element to consider. Searches related to the winter sales intensify considerably before and during this period, offering a valuable chance to attract a wider audience for your e-commerce.
According to a study by Google, searches related to the winter sales have exploded, with a meteoric rise of 1,200% in the weeks leading up to the start of the sales.Also over the same period, traffic on e-commerce sites during the winter sales has increased impressively, with an average rise of 25% compared with an ordinary period.
BOOST YOUR SALES WITH THE WINTER SALE!💡
As Google Ads experts for e-commerce, we fine-tune our tactics to propel you to the top during the winter sales.
During this season, the art of transforming your commercial offers and promotions is vital.
Here are a few strategic keys to forging an infallible SEA approach during the sales season:
- Precise calibration of campaign budgets : Develop a budget aligned with seasonal search trends. Use Google Ads planning tools to identify search peaks, and allocate a significant portion of the budget to key days (such as the first day of sales or weekends).
- Review commercial offers and promotions: Analyze the past performance of your promotions and highlight irresistible offers. Consider incentives such as free delivery or tiered discounts (above a certain amount).
- Performance evaluation :: Closely monitor KPIs (CPC, ROI, conversion rate). Use dynamic dashboards to monitor the effectiveness of your campaigns in real time and adjust if necessary.
- Keyword refinement for precise, high-performance targeting: Use long-tail terms (“women’s leather jacket sale 2025”) and local variations (“Paris sale”). Also remember to exclude irrelevant keywords to avoid wasting budget.
- Revitalize your ad titles and descriptions: write titles that emphasize urgency (“Offer valid until January 20!”) and descriptions that highlight your strengths (“-50% on the winter collection”). Don’t hesitate to test several variations with adaptive ads.
- Maximize budgets: Performance Max campaigns automatically optimize distribution across multiple networks (Search, Display, Shopping, YouTube). Leverage this technology to extend your reach and identify the most profitable audience segments.
- Perfecting your shopping flow: Make sure your shopping flow is perfectly optimized. This includes precise titles, keyword-enriched descriptions, high-quality images and explicit mention of promotions. Correct any errors reported in Google Merchant Center.
High-quality, attractive visuals: Clear, high-resolution images attract the eye and increase click-throughs. Take advantage of new Merchant Center and Product Studio features
By incorporating these tactics, you’ll be ready to navigate the snowy landscape of winter sales with flying colors, reaping the rewards of your strategic efforts.
Conclusion
In short, the winter sales are an ideal time for e-tailers to unleash their full potential, but the key to success lies in an ice-cold ATS strategy. With growing consumer interest and the remarkable performance of previous years, get ready for a sales season of abundant benefits. Stay tuned for our next article and keep up to date with the latest developments in SEA! It’s all here!
Paid search: the ultimate guide to dominating Google Ads
Paid search is an essential strategy for companies wishing to generate traffic quickly and increase conversions. With Google Ads, it’s possible to target potential customers precisely, based on their online searches and behaviors.
But how do you set up an effective SEA campaign? How much does it cost? How to optimize ROI?
In this comprehensive guide, we’ll explain everything you need to know about paid search, its benefits, how it works and the best strategies for success.
📌 Table of contents
What is paid search?
Paid search, also known as SEA (Search Engine Advertising), is an online advertising technique that displays sponsored ads on search engines such as Google or Bing.
Unlike SEO (Search Engine Optimization), which takes time to produce results, SEA enables you toappear immediately at the top of the results by bidding on keywords.
Paid search platforms
- Google Ads: market leader
- Bing Ads: an interesting alternative
- Facebook Ads, LinkedIn Ads, TikTok Ads: for targeted social advertising
Why opt for paid search?
Investing in paid search has many advantages for a company:
✅ Immediate visibility: your ads appear as soon as you launch your campaign.
✅ Precise targeting: choice of keywords, location, age, interests…
✅ Total control over budget: you define your cost-per-click (CPC).
✅ Real-time tracking and optimization: analyze and adjust your ads according to their performance.
✅ Conversion boost: attract qualified leads and maximize your ROI.🔹 Case in point: an e-tailer selling shoes can target web users searching for “buy cheap Nike sneakers”, guaranteeing ultra-qualified, ready-to-buy traffic.
How does Google Ads work?
The principle of auctions and Quality Score
Google Ads works on a bidding system. You can set a maximum price you’re willing to pay per click on your ad. But above all, you can use automatic bidding(Smart bidding) to optimize your campaigns and reach your objectives.
But it’s not just a question of budget! Google assigns a Quality Score based on :
- Ad relevance (well-chosen keywords)
- The user experience on the landing page
- Expected click-through rate (CTR)
👉 The higher your Quality Score, the less you’ll pay to be well positioned!
Some automatic recommendations are offered in your accounts, but beware: not all of them need to be implemented!
🛠️ Google Ads campaign types
There are several formats to suit every purpose:
| Campaign Type | Target |
|---|---|
| Search | Targeting on Internet users’ keywords |
| Display | Visual ads on partner sites |
| Shopping | E-commerce product promotion |
| YouTube Ads | Video ads before and during videos |
| Performance Max | Advanced campaign automation |
💡 Tip: Performances Max campaigns have been around since 2023. These are the most advanced campaigns in terms of automation and distribution. In fact, with a single Google campaign, you can be visible on the search engine (Search), the Display network with your images and banners, and on Youtube: maximum visibility!
Cost and budget of paid search
The cost of a Google Ads campaign depends on several criteria:
- Sector competitiveness (the more a keyword is searched, the more it costs)
- Ad quality (a good Quality Score reduces CPC)
- Competitive auctions
The main billing model :
📌 CPC (Cost per Click): You pay only when the user clicks.
💡 Example: a lawyer might pay €30/click on “avocat Paris”, while an e-commerce might pay €0.50/click on “montre connectée”.
👉 O ptimizing your campaigns is essential to making the most of your budget!
Click here for our complete article on how to set up a Google Ads budget and establish a Google Ads price.
The best strategies for a successful SEA campaign
To maximize your return on investment, here are some best practices:
✅ Choose your keywords well: use Google Keyword Planner to identify profitable queries.
✅ Write impactful ads: highlight your added value and a clear CTA.
✅ Optimize Quality Score: improve your landing pages to lower your costs.
✅ Test different ads (A/B Testing) to see what works best.
✅ Analyze results with Google Analytics and adjust bids accordingly.
📌 Example: If an ad shows a low CTR, test a new tagline or another CTA.
Mistakes to avoid in paid search
❌ Not defining clear objectives: conversions, leads, traffic…
❌ Neglecting performance tracking: without analysis, it’s impossible to optimize.
❌ Choosing the wrong keywords: aiming too broadly leads to unnecessary costs.
❌ Not testing different ads: A/B Testing is essential!
💡 Correct these mistakes to avoid wasting your budget.
SEO vs SEA: Which one to choose?
| SEO (Search Engine Optimization) | SEA (Search Engine Advertising) |
|---|---|
| Time-consuming results | Immediate visibility |
| Long-term sustainability | Cost as long as ads are running |
| Free (excluding optimization) | Chargeable depending on competition |
🎯 Ideally, combine SEO + SEA to maximize your presence on Google!
FAQ - Frequently asked questions
Is paid search profitable?
Yes, if it’s well optimized. A well-targeted campaign can generate excellent ROI.
What's your budget?
Some industries spend thousands of euros a day. If you’re just starting out, it’s enough to get you traffic and test your first campaigns.
SEO or SEA: which to choose?
The two are complementary. SEA is ideal for the short term, while SEO is a sustainable strategy.
Conclusion
Paid search is a powerful strategy for generating qualified traffic and increasing conversions. Properly mastered, Google Ads can generate an excellent return on investment.
🔥 Need expert support for your Google Ads campaigns? Contact Adenlab, your agency specialized in paid search!
How to appear in Google? A complete guide to visibility
Today, being visible on Google is essential for any company or website that wants to attract traffic and make a name for itself.
But how do you rank effectively in Google?
Quick answer:
- Make sure your site is indexed by Google.
- Work on your SEO (natural search engine optimization) to appear in Google (and Bing 😉 search results.
- Use Google My Business to appear locally.
- Launch Google Ads (SEA) campaigns for immediate results.
- Improve theuser experience (UX ) so that Google favors your site.
In this guide, we’ll take a step-by-step look at how you can optimize your website and online presence to appear high on Google.
Key Takeaways - What to remember and what to do.
✔ Check your site’s indexing with Google Search Console.
✔ Optimize your SEO: content, keywords, backlinks and technique.
✔ Use Google My Business if you’re a local business.
✔ Launch Google Ads campaigns to appear immediately at the top of results.
✔ Improve your site for better user experience and performance.
PART 1: Indexing and SEO - The basis for appearing on Google
Check whether your site is indexed on Google
First of all, you need to check that your site is being taken into account by Google.
How do you know if your site is indexed?
- Type
site:votredomaine.cominto Google. - If pages appear, your site is indexed.
- If no page is displayed, Google has not yet indexed it.
What can I do if my site isn’t indexed?
- Check Google Search Console for indexing errors.
- Make sure your site does not contain any
noindextags. - Get backlinks to speed up indexing.
- Ask us for a technical SEO audit
How to get your site indexed by Google?
If your site doesn’t appear on Google, here’s how to get it indexed quickly:
🔹 Submit your XML sitemap via Google Search Console.
🔹 Publish fresh, relevant content regularly.
🔹 Create backlinks from other sites.
🔹 Share your pages on social networks.
Google regularly crawls the web. The more positive signals your site receives, the faster it will be indexed!
Optimize your SEO to appear on Google's 1st page
Once your site has been indexed, Search Engine Optimization (SEO) is crucial if you want to rank well in the results.
3.1 Choosing the right keywords
- Use Google Keyword Planner and Ubersuggest to identify popular queries.
- Focus on long-tail keywords (e.g. “how to appear on Google quickly”).
3.2 Optimizing content (On-page SEO)
- An H1 title containing the main keyword.
- An engaging meta description that makes you want to click.
- Optimized images with ALT tags.
- A strategy of internal links to improve navigation.
3.3 Technical SEO: making your site high-performance
- Improve loading speed (Google PageSpeed Insights).
- Have a mobile-friendly site (responsive design).
- Securing your site with HTTPS.
Good SEO means you’ll rank high and appear on the first page of Google!
Google My Business, Google Ads and other strategies
Google My Business: indispensable for local businesses
If you run a local business, Google My Business is a priority.
How to optimize your Google My Business listing?
✅ Fill in all the information (name, address, phone, hours).
✅ Add quality photos.
✅ Encourage your customers to leave positive reviews.
✅ Publish news and promotions regularly.
💡 Benefit: You’ll appear in Google Maps and in local results and on Google Map.
SEA: Use Google Ads to get noticed immediately
If you want to appear quickly on Google, advertising with Google Ads (SEA) is one solution.
Why use Google Ads?
- You immediately appear at the top of the results.
- Target the right users with keywords.
- You only pay when someone clicks on your ad.
Key elements of a successful campaign :
🔹 Choose profitable keywords with Google Keyword Planner.
🔹 Write catchy, optimized ads.
🔹 Improve your Quality Score to lower the cost of clicks.
With Google Ads, you get immediate results, but you have to manage your budget to get the best possible return on investment.
Improving user experience for better Google rankings
Google favors sites that are fast and easy to navigate.
✔ A fast site (loading in less than 3 seconds).
✔ A mobile-friendly responsive design.
✔ Fluid navigation with good internal linking.
If your site offers a good user experience, it’s more likely to appear at the top of Google.
FAQ: Answers to frequently asked questions
Why isn't my site showing up on Google?
It may not be indexed, poorly SEO optimized or lack authority (few backlinks).
How long does it take to appear on Google?
- SEO: A few weeks to several months.
- Google Ads: Immediate as soon as your campaign is active.
Does Google Ads guarantee first place?
Yes, but only for paid ads and depending on your budget and ad quality.
Conclusion: How can I make a lasting impression on Google?
✔ Work on your SEO for good natural positioning.
✔ Create a Google My Business listing if you’re a local business.
✔ Use Google Ads for fast results.
✔ Optimize the user experience to keep Google and visitors happy.
🚀 Need help with your Google visibility?
Adenlab, experts in digital strategy, Google Ads and SEO, can help you optimize your SEO.
Contact us now! 🔥
Google Shopping: Product Data Specifications for Google Shopping and the Product Feed
Product data specifications for Google Shopping and the Product Feed
If you have an Ecommerce business, Google Shopping is a powerful lever enabling you to promote your products via visual ads and free listings. To maximize the performance of these ads, it’s essential to send accurate, well-structured product data to Google Merchant Center.
In this detailed guide, we explain everything you need to know about product data specifications to improve the quality of your Google Shopping feed.
Key points
- Optimizing product data is crucial to improving visibility on Google Shopping (in addition to bid management).
- It is imperative to send the mandatory attributes (title, price, availability, etc.) or risk having your products rejected.
- Images and descriptions must be of high quality and comply with Google’s requirements.
- Incorrectly configured flows can lead to product rejection or a drop in the performance of your Performance Max campaigns or Shopping campaigns
- Correct categorization and the addition of product codes (GTIN, MPN, brand) boost ad relevance.
Before you start: Essential definitions
| Term | Definition |
|---|---|
| Real article that Internet users search for on Google. |
| Specific line in the product flow (text or XML). |
| Different versions of the same product (size, color, etc.). |
Obligations and recommendations
🔹 Mandatory: The attribute must be filled in, otherwise the product will not be displayed.
🔹 Variable: The attribute depends on the country and product type.
🔹 Optional: It improves performance, but is not necessary.
Essential product data for Google Shopping
Basic attributes
These attributes are the basis of your product feed and must comply with Google standards.
| Attribute | Required attribute? | Description |
|---|---|---|
| Identifier [id] | ✅ Yes | Unique product code (e.g. SKU). |
| Title [title] | ✅ Yes | Descriptive name of the product (150 characters max). |
| Description [description] | ✅ Yes | Detailed product text (max. 5000 characters). |
| Link [link] | ✅ Yes | Product page URL. |
| Main image [image_link] | ✅ Yes | Product image URL (JPEG, PNG, WebP accepted). |
✏️ Best practices
✔️ Use clear, informative titles with relevant keywords.
✔️ Avoid promotional text in the title and description.
✔️ Images should be clean, with no superimposed text or watermarks.
Prices and availability
Accurate price and stock information is crucial.
| Attribute | Required? | Possible values |
|---|---|---|
| Availability | ✅ Yes | in_stock, out_of_stock, preorder, backorder |
| Availability date [availability_date] | ✅ If pre-ordered | Estimated shipping date. |
| Price [price] | ✅ Yes | Format : 15.00 EUR (ISO 4217). |
| Sale price [sale_price] | 🔹 Optional | Indicate the promotional period. |
📌 Attention
- The price displayed must be identical to the one on the landing page.
- For sales, use the “validity period” attribute to inform Google.
Category and product codes
These elements improve the match between your products and web users’ searches.
| Attribute | Required? | Example |
|---|---|---|
| Google product category [google_product_category] | 🔹 Optional | Clothing > > Shoes Sneakers |
| Product type [product_type] | 🔹 Optional | Fashion > Men > Sneakers |
| Marque [brand] | ✅ Yes | Nike, Apple, Samsung |
| GTIN code [gtin] | ✅ If available | 3234567890126 |
| Manufacturer reference [mpn] | ✅ If no GTIN | GO12345OOGLE |
🔍 Why are these codes important?
✔️ Better recognition by Google to display your product to the right users.
✔️ Optimized advertising performance.
Shopping campaigns and advanced settings
As soon as you bring a specific organization to your Google Ads campaigns, these attributes enable better control and reporting.
| Attribute | Utility |
|---|---|
| Ad redirection [ads_redirect] | Specific URL for campaign tracking. |
| Custom labels [custom_label_0-4] | Segmentation to adjust bids. |
| Promotion ID [promotion_id] | Associates a product with a special offer. |
👨💻 Expert advice:
✔️ Use personalized labels to segment your products according to seasonality, best-sellers or profit margins.
✔️ Use a Promotion Feed via Google Merchant Center
Delivery and returns
Delivery times and shipping costs have a direct impact on conversion rates.
| Attribute | Required? | Example |
|---|---|---|
| Shipping costs | ✅ Yes (in some countries) | FR:Standard:5.00 EUR |
| Package weight [shipping_weight] | 🔹 Optional | 1.5 kg |
📌 Practical tips
✔️ Display clear and competitive delivery charges.
✔️ Add a free delivery threshold to encourage purchases.
FAQ
Why are my products rejected in Google Shopping?
There are several possible reasons:
- Incorrect data (e.g. incorrect image, title with promotional text).
- Price inconsistency between Google and product page.
- No mandatory attributes (GTIN, availability).
How can you improve your Shopping ads and campaigns?
- Write optimized titles and descriptions with relevant keywords that your customers are looking for
- Use professional, high-resolution images.
- Organize your campaigns and products according to your objectives and segmentation via personalized labels.
Conclusion
Good product specification management is essential for optimizing your Google Shopping campaigns. By following these best practices, you’ll increase your visibility, reduce refusals and improve your return on investment (ROI).
Need help optimizing your Google Ads campaigns? 🚀 Contact Adenlab, your agency specialized in Google Ads and product feed management!
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🚀 Need a winning SEA strategy? Get a free strategy session
Google Ads prices: Tools to estimate your Google Ads budget
Estimating your Google Ads budget is essential to ensure the success of your advertising campaigns.
Prices for your Google Ads campaigns campaigns can vary considerably depending on a number of factors, and knowing how to estimate them can make all the difference.
The aim of this article is to guide you through the tools available for estimating your budget.
You’ll discover how to maximize your return on investment by using free and paid tools to accurately plan your budget.
- The importance of estimating your Google Ads budget.
- Use tools to estimate your Google Ads budget.
Understanding the Google Ads Budgeting System
The Google Ads budget system is based on a bidding model, where advertisers bid on keywords to have their ads appear in search results.
This method makes it possible to establish a flexible and controllable budget according to the needs of each campaign.
How the Google Ads budget system works
Each advertiser determines its daily budget and the cost per click (CPC) it is willing to pay for each keyword. Google’s bidding system then determines which ad will be displayed based on the bid and the quality of the ad.
This ensures that the most relevant, high-quality ads are displayed first.
NB: Understanding how average CPC and bids affect your budget is crucial to optimizing your spending.
The importance of budget planning in advertising campaigns
Precise budget planning helps optimize the performance of Google Ads campaigns.
It ensures efficient allocation of resources and helps achieve conversion targets. Without proper planning, you risk exceeding your budgets or failing to achieve the desired results.
By properly planning your budget, you can adjust your bids and bidding strategy to improve the quality of your ads and, consequently, your conversion results.
Understanding the Google Ads budgeting system and its importance is essential for effective budgeting and optimizing your advertising campaigns.
Tools for estimating your Google Ads budget
There are many tools available to help you estimate your Google Ads budget.
These tools offer a wide range of functions, from cost calculators to campaign simulators, enabling precise estimates tailored to your needs.
The different advertising cost calculators
Advertising cost calculators are tools for estimating the budget required for your Google Ads campaigns.
They take into account factors such as CPC, CPM (cost per thousand impressions), CPA (cost per acquisition) and ROAS (return on ad spend) to provide a cost estimate.
These tools are integrated into the Google Ads platform and can be used to simulate different budget scenarios.
How to use a calculator to estimate the cost of Google Ads campaigns
Using a calculator is simple: you enter your campaign parameters, such as daily budget, average CPC and expected number of conversions.
The calculator then generates an estimate of the total cost of the campaign. This allows you to adjust your bidding and auction strategies and plan your budget accordingly.
The free tool for estimating CPC, CPM, CPA and ROAS
Among the free tools available is the Google Ads Keyword Plannerwhich allows you to estimate bids and potential traffic for specific keywords.
Using tools to estimate your Google Ads budget is important for optimizing your campaigns and ensuring their success.
Automated budget calculation
Automating Google Ads budget calculation offers many advantages, particularly in terms of time savings and accuracy. It also optimizes campaign management by automatically adjusting spending according to ad performance.
Advantages of automation in Google Ads budget management
One of the main advantages of automation is that it reduces the risk of human error in budget calculation. It also enables bids to be automatically adjusted according to real-time results, maximizing ROI and improving overall campaign performance.
Important: Automation is only effective if it is configured correctly. Make sure you define clear and precise parameters to optimize your results.
Tools and integrations for automated budgeting
There are many tools and integrations available to automate Google Ads budget calculation. Platforms like Google Ads Editor offer advanced features for automating bidding and budget adjustments. Other tools, such as Google Ads Scripts, can be used to customize automation rules to your specific needs.
In conclusion, automating budget calculation is an effective way of optimizing your Google Ads campaigns, reducing the time spent on budget management while improving overall performance.
Keyword planning and forecasting
Keyword planning is a crucial step in correctly estimating bids and optimizing the budget of your Google Ads campaigns. It enables you to target the right keywords and maximize your return on investment.
Using the keyword planning tool to estimate bids
The Google Ads Keyword Planner is an invaluable tool for estimating bids and forecasting keyword performance. It provides information on search volume and competition, enabling you to make informed choices about which keywords to target.
NB: Using this tool to identify low-competition keywords can help you optimize your budget and improve the visibility of your ads.
Create a keyword plan to optimize your budget
Once you’ve identified the relevant keywords, it’s important to develop a keyword plan that aligns your marketing objectives with your budget. This involves determining which keywords to use in your campaigns, taking into account their CPC and conversion potential.
In short, careful keyword planning is essential to correctly estimate bids and optimize the budget of your Google Ads campaigns.
FAQ
How do I use a calculator to determine the cost of my campaign?
A calculator lets you estimate the cost of your campaign by entering parameters such as daily budget, expected CPC and number of expected conversions. It then generates an estimate of the total cost.
What are the key performance indicators to track in parallel?
Key performance indicators include conversion rate, cost per acquisition (CPA), return on advertising spend (ROAS) and average CPC. Tracking these indicators helps you optimize your campaigns.
Can the calculator handle different currencies?
Yes, most Google Ads budget calculators allow you to select different currencies, making it easier to manage international campaigns.
How accurate is the information provided by the calculators?
The accuracy of the information depends on the data entered and the parameters set. Calculators offer estimates based on theoretical data and benchmarks.
Conclusion
In conclusion, estimating your Google Ads budget using appropriate tools is essential to optimizing your advertising campaigns. By using cost calculators, planning tools and automation, you can improve the effectiveness of your ads and maximize your return on investment.
- Summary of key points covered in the article.
- Importance of using tools to optimize your Google Ads budget.
- Test different tools to improve the effectiveness of advertising campaigns.
For more details, see our google ads pricing page.
Test Blog
The Target ROAS strategy is a powerful lever for maximizing the ROI of your Google Ads campaigns. This bidding strategy can be one of your favorite parameters if you want to make the most of your advertising investments.
By mastering Target ROAS, you can not only increase your conversions, but also make the most of every euro you spend. Here are some key points to understand and apply this strategy effectively:
- Definition of the “ROAS Target” strategy and its importance.
- Context of use in Google Ads.
Understanding Target ROAS
Target ROAS, or Return On Ad Spend, is a bidding strategy that optimizes your campaigns to achieve a target of revenue versus spend. Calculating ROAS is simple: it’s the ratio of revenue generated to the total cost of ads. This makes it possible to measure the effectiveness of advertising campaigns and make adjustments in real time.
The difference between ROI and ROAS
Although ROAS and ROI (Return on Investment) are often used interchangeably, they differ.
ROI takes into account overall costs, while ROAS focuses solely on advertising investments. ROAS is therefore better suited to evaluating the effectiveness of Google Ads campaigns.
Practical examples to better understand its application
Let’s say you invest €100 in ads and generate €500 in sales.
Your ROAS would be 500%. This is a key performance indicator (KPI) that shows how your advertising campaigns are contributing to your financial objectives.
NB: A high ROAS does not necessarily imply a high profit, as it does not take into account the full costs of your business. To go further, you need to integrate the notion of margins.
However, understanding the distinction between ROAS and ROI, and their practical application, is crucial to optimizing your campaigns and maximizing your profits.
How the Target ROAS strategy works
The Target ROAS strategy uses artificial intelligence to automatically adjust bids, optimizing conversion values and ROI. Using advanced algorithms, Google Ads adjusts bids in real time to maximize performance according to your Target ROAS parameters.
Comparison with other bidding strategies such as Target CPA
Unlike Target CPA, which focuses on cost per acquisition, Target ROAS focuses on return on ad spend and conversion value. This difference is essential if you’re looking to increase revenue without increasing cost per conversion.
Important: Choosing between ROAS and CPA depends on your specific business objectives, whether to maximize sales or control costs.
Understanding the differences between these strategies enables you to choose the one that best suits your business objectives.
When to use ROAS Target?
Target ROAS is particularly useful in scenarios where you want to maximize the profitability of your campaigns. It’s an ideal strategy for e-commerce sites that also manage their campaigns according to margin per product, per brand.
Use for e-commerce sites
In the case of e-commerce sites, Target ROAS maximizes the return on advertising campaigns by targeting products or
categories with the best profit margins. This helps you achieve your business objectives while maintaining control over advertising expenditure.
Good to know: A well-defined Target ROAS can significantly increase profitability without requiring a proportional increase in the advertising budget.
Prerequisites for Effective Use of Target ROAS
Having sufficient data is essential for optimizing Target ROAS. Google’s algorithms require historical data to learn and adjust bids effectively. Without it, results can be unpredictable.
Tips to avoid overdependence
While automated recommendations from Google Ads can be useful, it’s crucial to maintain control to avoid unnecessary expenditure. By combining automation with manual adjustments, you can balance smart bidding with your overall strategy.
NB: Regular monitoring of performance and adjustment of ROAS targets are essential to avoid unpleasant surprises.
Target ROAS configuration in Google Ads
Setting up a Target ROAS bidding strategy in Google Ads is a multi-step process. First, select the campaign type, then choose the Target ROAS bidding strategy and set your return target. Then adjust the parameters to maximize performance.
Selecting and adjusting lenses for optimum performance
It’s crucial to select realistic objectives for your Target ROAS. Adjust these targets according to campaign performance, while taking conversion data and market trends into account.
Important: Bear in mind that frequent parameter adjustments can affect the stability of your campaigns, so do it gradually.
Careful configuration and gradual adjustment of objectives help achieve the right balance between maximizing performance and minimizing risk.
Best Practices for Optimizing Target ROAS
Optimizing Target ROAS often requires gradual adjustments. Start with realistic targets and gradually increase them as you gather data. Segment your campaigns according to product and brand profitability to maximize efficiency.
Campaign segmentation by product and brand profitability
Segmentation enables you to concentrate resources on the most profitable products and brands. By analyzing performance by category, you can adjust your bids to maximize overall ROI.
Good to know: Segmenting campaigns will help you identify growth opportunities and maximize ROAS in specific market segments.
FAQ
Is it possible to get a good ROAS without a big budget?
Yes, a good ROAS is achievable even with a modest budget by optimizing campaign parameters and targeting the most profitable segments.
Optimum frequency for modifying ROAS Target
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What factors influence ROAS and why is monitoring it crucial?
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Conclusion
To maximize your return on investment with Target ROAS, it’s essential to understand its definition, how it works, and its best practices. By continually testing and adjusting your strategies, you can significantly improve the performance of your Google Ads campaigns.
To find out more about the google ads price, visit our dedicated page.
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