Sylvain kindly invited me to CWT Advertising & Co’m so that I would like to inform you of the release of a book dedicated to sponsored links: Practical Guide to Sponsored Links. Published by Editions de l’Alambic and available on Amazon, the book particularly suitable for novices in paid search answers more than 100 questions that you are probably asking yourself on sponsored links.

I wrote it with the aim of remaining practical, concrete, and as theoretical as possible. That’s why I’ve collected questions over the past few months that I’ve really been asked about sponsored links, in order to stay as close to the reader’s interest as possible. It is a guide designed to be kept close at hand, that you flip through as soon as you wonder about SEA!

google loves me workshop banner

To give you an overview of the issues dealt with in the book, here are 3 questions that you may be asking yourself, and which I answer here and in the book:

How can I avoid spending my entire budget in a short period of time?

\”Many advertisers who do not have a good grasp of sponsored link advertising platforms find it unpleasant to see their monthly budget spent in a matter of days, if not hours. To avoid this kind of unpleasant surprise, it’s important to set a campaign spending limit (also known as campaign capping).

The capping of a campaign consists in defining within the advertising interface the maximum daily amount that you allocate per campaign: the advertising management takes this information into account and will not exceed this threshold. It is important to know that this capping is only managed at the campaign level, it is impossible for you to define a maximum budget per adgroup or per keyword.

To set up a budget capping, go to your campaign settings and define a maximum amount of spending per day. You also have the option of choosing standard or accelerated ad delivery based on budget. Note that some sales offices also propose to define a maximum monthly budget in parallel, which offers more security and flexibility with regard to changes to the daily budget. ”

How to identify negative keywords to include in a campaign?

\”There are several tools you can use to find the right excluded keywords that will help you avoid paying unqualified traffic. The first is the Google engine, with its automatic suggestion functionality. When you search on Google, the engine will automatically suggest associations of words related to your query, based on the queries most frequently entered by Internet users. Use it to find relevant negative words!

Google also offers a tool, the Keyword Tool, allowing you to find new keywords linked to specific terms. Again, this is an interesting source of negative word ideas depending on the context you’re interested in.

Finally, Google AdWords offers a report on the queries that generated clicks on your ads (via Large targeting for example). Since the information comes from your own account, this is the most reliable source for determining the negatives to exclude from your campaign.

To generate this report on the search terms, click on the campaign and / or the desired group, choose your period, go to the Keywords tab, and click on the button “Display the search terms” then ” All “, and take an interest in words that do not display the concept of” Added “, that is, those that are not already present in your campaign. ”

Do I have the legal right to buy keywords from competing brands?

“If Google no longer provides protection for the purchase of trademarks on AdWords, that does not mean that you have the right to purchase the keyword for a competing brand. Indeed, Google simply discharges the legal responsibility that this act may entail.

Therefore, if you buy the protected brand from a competitor, the latter can sue you for infringement of the protection rights of a registered trademark, and thus sue you for infringement. Note that there are two cases where the purchase of registered trademarks is more ambiguous in French case law: the case where the registered trademark consists of generic words, and the case where you are an authorized distributor of the mark in question.

My advice : do not take this risk. Even though most disputes over the purchase of protected brands on AdWords are settled out of court, it is possible that a somewhat bloody competitor will go to court. ”

You wish to obtain answers to other questions about sponsored links: on the purchase of keywords, links with natural referencing, optimization of ads or the use of the keyword research tool Google for example? All the answers to 105 questions you have about SEA are in the Practical Guide to Sponsored Links.

Whether you manage a campaign from near or far, strategic and operational questions are brought together in these pages, accompanied by a complete glossary on the vocabulary of paid SEO. A book to keep close at hand when using Google AdWords!

For more information on the book: www.guide-links-sponsorisés.fr

Do not hesitate to contact me directly via the form on the site in order to ask me questions that I may not have answered in the book, they will help me a lot!

Florian Marlin.