SEA - Paid advertising
Master Google Ads and online advertising to maximise your return on investment.
10 common mistakes to avoid on Google Ads
The ten most common Google Ads mistakes: broad match with no exclusions, conversions not tracked, no geotargeting, a single ad. And what they cost.
Read the articleHow do you improve your Google Ads Quality Score, component by component
A concrete method for raising the Quality Score of your Google Ads keywords: expected CTR, ad relevance, landing page.
Read the articleGoogle Ads custom audiences: creating and using custom segments
What Google Ads custom segments are, how to build them from keywords and URLs, and where they genuinely help.
Read the articleWhat should a good SEA audit contain?
The eight chapters of a serious SEA audit, the deliverables to expect, the time it takes and the rates charged in France in 2026.
Read the articleWhat does Google Ads cost a small business in 2026?
A small business Google Ads budget in 2026: cost per click by sector, the minimum viable budget, management fees, expected cost per lead and how to calculate it.
Read the articleConsent Mode v2: what effect does it have on your Google Ads campaigns?
What Consent Mode v2 changes in Google Ads: audiences, modelled conversions, bidding, the checks to run and the fixes when data is lost.
Read the articleUnderstanding keyword match types on Google Ads
Broad match, phrase match, exact match: how Google interprets each match type in 2026, and which to choose.
Read the articleHow do you build a Google Ads campaign that performs?
The eight settings that decide a Google Ads Search campaign's profitability from the moment it is created, with 2026 budget and CPC benchmarks.
Read the articleWhat are Dynamic Search Ads (DSA)?
How Search Network dynamic ads work, which sites they pay off for, and how to frame them in 2026.
Read the articleAutomated bidding (Smart Bidding): definition, strategies and conditions for success
Google Ads automated bidding strategies, the conversion volume required, the learning phase and the target settings in 2026.
Read the articleGoogle Ads assets: definition, list and uses
A list of Google Ads assets, their effect on click-through rate, which to switch on for your business, and how to control the automated versions.
Read the articleWhy and how should you hand your SEA to a provider?
When to outsource Google Ads management, which billing model to accept, which clauses to require, and how to keep control of the account.
Read the articleGoogle Ads: definition, how it works and a guide to successful campaigns
What Google Ads is, how the auction works at every search, the campaign types available and the cost benchmarks in France.
Read the articleShould you invest in Google Ads or SEO first?
A decision method for choosing between Google Ads and SEO according to your horizon, your budget and your situation, with the splits observed in 2026.
Read the articleWhich KPIs should you use to judge your SEA provider?
The eight metrics to write into a contract with a Google Ads provider, their 2026 alert thresholds, and the vanity figures to keep out of the reporting.
Read the articleThe difference between a KPI, a metric and an objective: the Google Ads account case
What sets a metric, a KPI and an objective apart in a Google Ads account, and the hierarchy to build so you can steer without drowning.
Read the articleHow do you choose the best Google Ads agency for your business?
The criteria that mark out a good Google Ads agency, the questions to ask in a meeting, and a grid for comparing the proposals you receive.
Read the articleNegative keywords: method, standard lists and routine
Negative keywords stop you paying for off-target clicks: levels, match types, standard lists by sector and a monthly cleaning routine.
Read the articleWhich objectives should you set for a Google Ads campaign?
How to turn a business objective into a numerical Google Ads campaign objective, which conversion to measure, and which bidding strategy to pair it with.
Read the articleSEA tools and techniques: what you need to master to run Google Ads in 2026
The SEA tools and techniques for 2026: Google Ads and Editor, Keyword Planner, conversion tracking, scripts, automated bidding, testing, reporting.
Read the articlePerformance Max for a small business: when to launch it and how to run it
Launching and running a Performance Max campaign in a small business: the prerequisites, the setup, exclusions, minimum budget and how to read the results.
Read the articleQuality Score: understanding Google Ads quality ratings
The Google Ads Quality Score: definition, its three components (expected CTR, relevance, landing page), its effect on CPC, and how to read and track it.
Read the articleAdvanced remarketing strategies with Google Ads
Google Ads remarketing in 2026: audiences (site, GA4, customer lists, YouTube), RLSA, Display, Performance Max, segmenting by intent, frequency.
Read the articleUsing product catalogues for dynamic retargeting
Dynamic retargeting with a product catalogue: how it works (feed, tag, templates), Google Ads and Meta, technical prerequisites, segments, results.
Read the articleGoogle Ads scripts: automating monitoring and optimisation
Google Ads scripts: what they do, the 8 most useful ones (budget alerts, broken links, negative keywords, reports), installation, limits.
Read the articleSEA and e-commerce: building a profitable Google Ads strategy for an online store
Google Ads for an online store in 2026: Shopping and Performance Max, the Merchant Center feed, measuring sales, target ROAS and margin, seasonality, budget.
Read the articleSEA vs SEO: what are the differences, and how do they complement each other?
SEA and SEO compared: timescale, cost, shelf life, control, measurement. When to favour one, how to combine them and split the budget by situation.
Read the articleSMA vs SEA: what are the differences, and how do they complement each other?
Social advertising (Meta, LinkedIn, TikTok) or advertising on Google: intent, targeting, 2026 costs, formats, measurement. When to favour one, how to combine.
Read the articleSEA strategy: the method and best practices for profitable campaigns
Building a profitable SEA strategy: objective and target cost, framing the queries, structure, measurement, bidding, creative, pages, optimisation, budget.
Read the articleHow do you structure a Google Ads account?
How to structure a Google Ads account: campaigns by objective and budget, ad groups by theme, brand kept separate, Performance Max, naming, small business examples.
Read the articleHow do you set up an A/B test on Google Ads?
How to test on Google Ads in 2026: campaign experiments, ad variants, bid and page tests. What to test, for how long, at what volume, and how to read it.
Read the articleWorking with a freelance Google Ads specialist: advantages, drawbacks and method
Working with a freelance Google Ads specialist: 2026 rates, advantages and drawbacks against an agency, questions to ask, contract clauses, account ownership.
Read the articleHow do you create visuals and videos that perform in ads?
Creating visuals and videos that perform in advertising (Google Display, Performance Max, YouTube, Meta, TikTok): 2026 formats, rules, production, testing.
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