Google Paid Advertising

Invest in paid advertising on Google Ads to:

  • Enhance your company's visibility
  • Drive traffic to your website
  • Increase lead generation and sales conversions


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How Google Ads work?

Once a user searches for something, they may click on an ad shown by Google if it seems relevant to them. This leads them to the advertiser's landing page. The main goal here is to convert this visit into action, like making a purchase or signing up for a newsletter. This process is known as conversion, and it's the ultimate objective.

In short, it's crucial to consider your entire project and its search engine optimization. While having an attractive design is important, it's not the sole factor that drives visitor traffic.


Bringing supply closer to demand

The goal of a SEA (Search Engine Advertising) ad is to bridge the gap between supply and demand. To illustrate this, we've chosen two concrete examples from the advertiser's perspective.

"Pizzeria Differdange"

Your potential customer clearly expresses a craving for a dietarily incorrect but delicious lunch option. Their query includes a geographic clue, "Pizzeria Differdange." If your pizzeria is located in or around Differdange, ensure your ad appears in the listings. Conversely, if your establishment is in Ettelbruck, it might be best not to appear there, as the likelihood of your customer traveling there for lunch is low.

"Food for obese cat"

We immediately understand that this user has an overweight cat and is searching for food, not a slimmer cat. If you believe you can meet this demand and contribute to the cat's weight loss, be present. However, if you run an animal shelter in Gasperich, advertising with the keyword "food" won't lead to any conversions.

As you can see, Google Ads is a powerful tool, but it requires in-depth knowledge to generate profitable campaigns. The sole objective is to increase your revenue while managing your advertising expenses effectively.


Why opt for Google Ads?

Google gives you the flexibility to tweak and monitor your campaign at any time:

  • You have ongoing control over your budget.
  • You can pause, stop, or change your ads as necessary.
  • Adjust your ads based on what's working: If you're getting more clicks and sales, consider reaching out to new customers.

Define your objectives

You've got your target audience in mind, but what about the goal for your campaign? That's the first thing to figure out before you hit the launch button. Typically, goals could be:

  • Selling a product or service online (e-commerce)
  • Generating leads or contacts
  • Increasing website traffic (awareness)
  • Encouraging account creation or sign-ups


Remember, it's crucial to define your goal clearly, as it will guide your choices in selecting Google Ads formats.

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The Google Display Network

Google Ads offers classic banner ads in various formats on millions of partner websites. Targeting can be extremely specific: country, region, language, interests, choice of placements, and defining demographic criteria.


YouTube Network (Google Ads for video)

Bought by Google in October 2006, YouTube allows you to showcase ads with the same precision targeting as the Display Network. Videos are great for making sure viewers remember your message, much like TV ads, but with better targeting and cost-effectiveness.

Plus, there's a range of formats and display options available to get your message across at a great price. So, why not hop on board this advertising goldmine?

You'll only pay when your video has been watched all the way through, especially if it's a short one



Remarketing, a powerful tool offered by Google Ads, is essentially advertising retargeting. In simple terms, it allows you to create campaigns that target people who have already visited your website. When used too aggressively, it can annoy users, but when properly configured, it can significantly boost your business (both in terms of brand awareness and sales).

Our recommendation? Strike a balance and use it wisely to promote your product without overwhelming the user with ads.


Google Shopping

E-commerce website and price comparison tool, Google Shopping offers various formats and display options for online retailers looking to expand their presence and sell products on the web. Data is submitted to the program and displayed during a search by reference. Photos and product details are directly visible on the search results page.

Congratulations, you've invested in the most suitable solution for acquiring qualified visitors to your site. Now, it's essential to focus on their behavior on your landing page to convert them into buyers.


Optimize your page

Your landing page needs to match what the visitor expects and make them feel confident in a trustworthy and serious environment to encourage them to take action. Take care of your landing page and always remember that your customer isn't just a number in Google Analytics; they're a real person looking for a specific and immediate answer to a expressed need.


Performance Max Campaigns

For the past few months, e-connect has been using Performance Max campaigns to unleash the full potential of Google for our clients.

With Performance Max, we can ensure your ads are placed in the right spots to reach people genuinely interested in your product or service. Within a single campaign, using machine learning, we're able to showcase your ads in Google search results, on the display network, YouTube, and Gmail. Performance Max campaigns often outperform traditional ones in the long run because they also utilize remarketing to boost performance. After all, if someone has visited a competitor's site or searched for a similar service on Google, they're likely interested in your ad, right? It's through these techniques that we can satisfy our clients and deliver conversions!


Is having an agency always necessary?

Let's say you're selling hand-painted mugs featuring famous Luxembourgish landmarks. Your market might seem niche, but you still want to establish an online presence. If the daily demand (search volume) is low, a modest budget should suffice. If you have the time, you can go ahead without hiring an agency for creating, publishing, and monitoring your campaigns.

However, if you notice that your mugs featuring the Gëlle Fra and the Grand Ducal Palace are gaining popularity worldwide, it's time to consider the significance and future of your market... and seek assistance. The same goes if you decide to invest with a well-thought-out development strategy. While working with experts may incur additional costs, in the long run, your return on investment will be much higher.


The role of a SEA agency in Luxembourg

SEA, or paid search engine advertising, is a specialized field that requires specific skills. A reputable agency handles all aspects of a Google Ads campaign with the sole aim of optimizing its return on investment. It takes the Quality Score very seriously. This score combines a set of criteria based on the estimated quality of the ad, keywords, and landing page. The higher the Quality Score, the lower the distribution costs and the better your ad placement. Still with me? In short, an agency is responsible for continuously optimizing your campaign. Its job is not just to keep it running... but to make it work effectively.


How to choose an agency?

Google has implemented a program called Google Partner to allow agencies and professionals in the industry who meet specific criteria to obtain the "Google Partner" status. This status means that those who benefit from it:

  • Stay constantly informed about new features (in beta) and attend training sessions
  • Access training resources and exams for the Google Ads certification program and the Google Analytics exam
  • Have privileged contact with the Google team for quicker responses


Although this badge represents a certain level of quality for those who hold it, your choice of agency should not be limited to this distinction alone. Indeed, it is imperative to select your future agency based on its experience, the language spoken, and its proximity. We firmly believe that discussing your project over coffee rather than behind your keyboard will always be more enjoyable.

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One thing for sure is that for successful communication, you need to invest in at least the following:

  • A website (obviously necessary)
  • Relevant thematic landing pages
  • A well-written ad, and if you're targeting international audiences, it should be translated too
  • A banner if you're using Google Display
  • A video if you're appearing on YouTube
  • A statistical tool like Google Analytics, properly set up to measure ROI
  • And of course, a good product (that's where you come in!)

But what will truly influence the budget are:

  • The market or the "competitive situation" you're in (supply and demand): the higher the demand, the more potential visitors, and the more expensive the click.
  • The cost per keyword (also called CPC, for Cost Per Click), as it's the bids that determine the price. (For example, a record for the keywords "locksmith Paris").


Fairy tales have no place on Google. Remember? So, there's no wizard, magician, or friendly fortune teller capable of spontaneously telling you the cost of a campaign. Instead, there are experts who can analyze your needs before proposing a well-thought-out strategy in response to your goals while respecting your ... budget.


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Expert Interviews

3 questions with Joanna Jakobek, Google Ads Certified Online Marketer

"Well, Google Ads can be a bit of a maze, always changing and evolving. There are tons of options for creating and managing your ads, and it's easy to slip up if you're not careful! One big mistake is jumping in without a clear goal. Why are you running these ads? To boost sales? Spread brand awareness? Get quote requests or leads? Setting a solid goal will help you start your campaign on the right foot, picking the right tools Google Ads offers.

Next up, watch out for how you structure your campaigns. Lots of companies or folks new to the game make the mistake of organizing their campaigns poorly, leading to less-than-stellar results. A good structure ensures that your keywords, ads, and landing pages all line up nicely, which boosts the overall quality of your campaign.

And last but definitely not least, don't think you can just set it and forget it! To really improve your performance, you've got to optimize your campaigns. Without that, they might just start sliding downhill.

So, don't be afraid to tweak your ads, rethink your keyword targeting, and weed out the less relevant keywords based on what users are searching for. And hey, don't forget about your landing page – it might need a tune-up too. There's a whole bunch of optimizations you can do, as long as you keep that initial goal in mind."

"Using both an Ads campaign and an SEO strategy can complement each other nicely. One doesn't replace the other. SEO is a long-term game, while a Google Ads campaign can be more short-lived. In both cases, it's crucial to define your goals, themes, and keywords, and set up tracking tools to optimize results. Ultimately, they're two tools that can help you reach your objectives, as long as you know when and how to use them."

"There are indeed other platforms for paid advertising. Bing Ads, for example, allows you to run search campaigns on other search engines (like Bing, DuckDuckGo, Qwant, etc.), expanding your visibility and reaching different audiences than Google (typically older and more affluent demographics). It can also be worthwhile to advertise on social media platforms like Facebook Ads, LinkedIn Ads, or Twitter Ads. While LinkedIn and Twitter Ads cater more to B2B audiences, Facebook tends to target B2C audiences. Facebook Ads, for instance, can yield good results for e-commerce websites and mobile app promotions by encouraging downloads. The choice of platforms for paid advertising depends on your goals and target audience. Don't hesitate to combine platforms and prioritize those that provide the best return on investment while adjusting your strategy accordingly."