Google's advertising platform : Created in October 2000, Google AdWords is Google's advertising platform, ad meaning advertising in English, words, words.
After 18 years, it changes its name to become Google Ads.
Google Ads advertising inserts are notably displayed on the first Google page.
One of the key locations is located directly above the natural search engine results, providing top notch visibility to advertisers.

This is all the more important as the presentation of these ads is now almost identical to that of natural results.
The only difference is that the term “Announcement” precedes the url of the page.

The advertising network is aimed at entrepreneurs and companies wishing to develop their digital audience by relying on the search leader in Europe and France.
Based on the keywords selected by the advertisers themselves, Google Ads are displayed according to the query entered by the user in the search engine.
In fact, this system offers a major advantage over other communication levers since it makes it possible to offer a response corresponding to the Internet user's search and therefore to target its audience with great finesse.

The first principle of Google Ads is to be able to “buy” keywords.
It is not really a purchase but an auction on which the advertiser is positioned to appear on the search engine.
Take the example of an Internet user who searches for “silver spoons”.
Once the request is validated, Google will check if any companies have bid on this term.
If several of them are competitors, the display order of sponsored results is determined by Google's algorithm based on several criteria:
the “Quality Score” or quality score of your ad.
This notably takes into account the user experience (for example through the bounce rate, the time spent visiting the page) or the relevance between the keyword sectioned, the advertisement written and the site.
the maximum bid previously set for the phrase or word
the percentage of Internet users who clicked on the Google Ads ad based on the number of times it was viewed
To be among the “best” sponsored links, those that Internet users discover at first glance (eye tracking), the bids, the click-through rate and the “Quality Score” must be as high as possible.
This requires first developing a keyword strategy, writing relevant ads and performing the necessary optimizations, including on landing pages to increase the conversion rate.
For the most relevant results possible, Google Ads also integrates the geographic targeting of ads, allowing local businesses to develop their reputation and their activity.
In addition, the personalization of campaigns is unlimited.
Ads can in particular be refined by limiting their display on certain types of device (computers, tablets, etc.).

While creating a Google Ads campaign is relatively easy, getting a good return on investment is much less so.

Indeed, the advertising platform provides an intuitive interface with which it is possible to create your first campaign in no time.
However, although we can set a monthly budget, this traffic lever can very quickly squander the marketing budget in question if it is not properly controlled, especially when it comes to very competitive keywords.
By entrusting your Google Ads campaign to our team, you benefit from a real digital strategy with very precise targeting of visitors.
This is based on our expertise and performance reports allowing day-to-day optimizations.
Depending on the number of clicks, the visitor experience or the amount already allocated to the campaign, these adjustments make it possible to obtain a higher return on investment for each euro invested.

Natural referencing (SEO – Search Engine Optimization) and paid referencing (SEA – Search Engine Advertising) are two powerful levers of visibility on the internet that perfectly complement each other:
SEO: this is a long-term visibility strategy aimed at making the site appear in the natural results on keywords related to the activity.
It is the result of numerous optimizations in accordance with Google directives, in particular in terms of AMP, loading time, editorial content or even netlinking.
SEA: unlike SEO, paid results make it possible to obtain ideal instant visibility in the short or medium term

The creation and optimization of advertising campaigns on Google Ads have 4 major advantages:
immediate increase in traffic: as soon as it is perfectly optimized, the publication of an advertisement allows the instantaneous obtaining of a surplus of visitors
Targeted audience: since the ads are displayed according to the search results of Internet users, the audience obtained through this advertising network is perfectly targeted.
More than just visitors, it is indeed an audience potentially interested in your products or services.
It is therefore the perfect lever to generate leads or sales.
flexibility: only the SEA allows a control, almost in real time, of its audience by adjusting the ad, keywords and auction budget
detailed monitoring: statistics and tracking improve the performance of each ad for a better return on investment

Any good digital visibility strategy has two inseparable components, SEO and SEA.
While the latter is particularly useful for sending traffic to a newly created site, it can have many other marketing uses:
appear on a vampirized local search: since Google takes into account the geolocation of Internet users, natural results are often pushed far to the bottom of the page, after paid results and “Maps”.
Google Ads is then the ideal answer to increase its visibility locally.
appear on an ultra-competitive request requiring too much SEO budget
support a one-off marketing action such as a product launch, strengthen your visibility during a strategic period for your activity (Christmas, sales, etc.) or promote an event
strengthen its brand image
test the marketing of new products or services
analyze the behavior of visitors to a site
identify relevant terms and keywords to use in SEO

AMP which is the abbreviation of Accelerated Mobile Pages is an online publication format created by Google to speed up the display of pages on mobile devices.
Improving the user experience on Google is the final objective of this project, which saw the light of day in 2016 and which today enriches the results pages more than the traditional format does.

With AMP optimized pages, a website can be crawled much faster by Internet users who click on pages that match the results of their queries on Google.
In order to generate the increase in page display speed, which ranges from an average of 22 seconds for a non-AMP page to 0.7 seconds for an AMP page, Google has implemented a multitude of rules and restrictions and implemented implemented several optimizations.
The AMP page bypasses JavaScript elements without going so far as to exclude them and thus prevents deterioration of its performance. To lighten the load of multimedia resources, the HTML codes of the pages include indications on the size and the arrangement of these resources. An AMP optimized page continues to load regardless of the loading of external content allowed by the iframe tags.
CSS styles are standardized and only inline styles are allowed.
Only GPU-accelerated animations and transitions are loaded.
Images and advertisements are only downloaded if the mobile user pretends to want to access them.
A prediction mode is activated to propose in advance pages likely to interest the Internet user.
Note that AMP is not a positioning factor for a site but facilitates its navigation.

AMP does more than speed up page availability on smartphones and tablets.
It puts pages forward more than the traditional format does.
He enriches them with new elements.
By including structured data, an AMP page can offer a top carousel of stories on the search results pages that include, for example, videos, blog posts or even forum threads.
The AMP can enrich the presentation of a page with similar results which will constitute for the Internet user choices of content having the same structure.
It is also possible to display images, styles and other features in the results.
A site owner will find it especially interesting that their page can be featured by Google AMP with visual stories readable by iOs and Android.
In order to exploit these riches with a certain speed, the Internet user must access the AMP URL.
For a typical URL like
https://example.com/amp_document.html , it is in the following AMP layout:
https://example.com.cdn.ampproject.org/c/s/example.com/amp_document. html .
This format supports Google Chrome, Firefox, Safari, Opera, Bord and Navigate UR UC in their different versions for mobile and desktop use.
By finding the small AMP logo on a search result, you will know that the corresponding page is AMP compatible.

Google Analytics is Google's statistical tool, which allows each website administrator to be able to analyze his audience.
Completely free, it was set up by the American company in March 2005. And if it is now used by more than ¾ of the international market, it is because it is very easy to use and easy to use. understanding, but also because the statistics provided are multiple and very useful.
Indeed, in addition to providing the graphical and quantified evolution of a site's audience, Google Analytics reports also indicate how visitors navigate the site, what they do there and how they got there.

The goal of your website is to increase your business through specific goals.
They can be multiple and of different natures:
Completed Forms
Purchases on the site
Phone contacts
Store visits
You therefore need a traffic monitoring tool, which will allow you to have personalized reports, and key performance indicators (also called KPIs), at the service of your business.

Google Analytics is an extremely powerful tool if configured and used to its maximum potential.
You can precisely track all your marketing campaigns (SEO, SEA, Advertorial, Offline Advertising), and measure the returns of each.
We will also be able to follow the number of interactions (visits) it will have taken before achieving an objective (such as an order on your e-commerce for example)
In the example above, we see that only 18.79% of users order on their first visit to the site.
We can draw the following conclusions:
81% of my users need to have multiple interactions with my site before ordering.
They will not necessarily go through the same source of traffic or the same advertisement, but will perhaps come back through the newsletter or SEO …
When the user achieves his objective, each of the channels he has used must be able to receive a share of the turnover generated in order to calculate their real profitability.
Without this configuration, only the last channel will receive 100% of the conversion value, and take full credit, which is not real.

We are therefore going to implement precise configurations in order to follow
each channel ,
each advertisement ,
each publication  thanks to advertising tracking, tracked URLs and personalized channel groups.
Thanks to this, Google Analytics will give you an accurate table of expenses and receipts for each channel.
In the initial setup of Google Analytics, conversions are attributed entirely to the last interaction (the one that made me convert).
In the example below, SEO is therefore attributed 251 conversions for a turnover of 8,253 € (red box)
Only, the SEO made me discover to the customer in nearly 723 conversions for a turnover of more than 34 000 € (blue box).
It's fair to think that conversions might never have happened without SEO.
Finally, Google Analytics offers us a third “depreciation over time” solution, which separates the conversion and its turnover by giving more to the latest interactions.
As such, SEO collects 344 conversions and € 15,000 in turnover.
In this example, a rough attribution analysis would have attributed to SEO a much lower share of conversions and revenue than it actually achieved.
It is within this framework and with these analyzes that you will be able to precisely determine the profitability of each advertising and traffic acquisition channel, and will carry out budget optimizations according to the actual profitability of each.

If you want to turn your data into a dashboard to run your website in a professional manner, we can help.
You don't need to have millions of visitors to learn how to set up or receive help from a Google Analytics specialist.
Request a sample report and we'll help you build the custom dashboard your business needs.

Do you want to master data analysis with free online courses?
Analytics Academy from google allows you to learn how to use the various Google measurement tools:
Develop your business
Set up smart collection methods
Data analysis

Your Google My Business listing will allow you to conquer the world.
Well, maybe not THE world, but
your world, locally.
Thanks to
Google's
local SEO , people who are looking for you will finally know you exist, and how they can reach you from Google Maps.
Put yourself in your client's shoes for a moment.
Imagine you need a plumber, a lawyer, whether you are looking for a gym, or even an
SEO agency .
You do a Google search and the search engine “concludes” that you want to contact someone.
In an insert reserved for Google My Business listings, it displays the professionals best referenced locally:
Google's local SEO allows you to quickly find:
the professionals closest to you, if you do not enter a specific location and your geolocation is activated;
the professionals best referenced on Google My Business in the geographic area that interests you, if you target your search locally.
When you complete your listing, your customers will be able to find your business in turn.
This insert is placed before the first natural results on Google, it is a significant positioning available to you!
Another advantage: Google Maps will be able to geolocate you.
Your potential customers will know precisely where to find you, and will be able to locate their route.
In addition to increased visibility, your customers are better targeted and will therefore be better qualified!
Finally, you can feed your Google My Business listing with photos, videos, but also communicate about your news and collect opinions.
All of these elements of reinsurance also increase the confidence that your potential customers can have.

Thanks to your Google pro account (the “pro” is very important. It is only a matter of creating an account that you will only use for your professional activity), you will be able to create a listing and start to conquer “your” world !
Google will start by asking you a few simple questions.
For example, it will ask you for the name of your establishment, a phone number or if you have a room where your customers can go.
If not, don't panic, you won't be penalized.
Your answers will affect both the validation of your listing and the visibility of your business on the Google Maps insert.
Then enter the area in which you are working.
For example, if you work for a law firm, maybe you want to target people in your department, region, or neighboring region.
If the catchment area does not matter for your activity, enter “France” to reach the whole country.
During this “description” part, be as honest as possible.
Do not “chatter” Google by thinking that by writing this, your
Google My Business ranking will be better, or that by posting such a photo that has nothing to do with your activity, you will attract the favor of Internet users.
It would shoot you in the pixel.

Choose them of good quality and try to group them by theme.
For example, if you are a florist, group together the photos of your room, your compositions and your team.
It will be more “readable” for Internet users.
Through photos, and depending on your activity, the idea is to inspire confidence in your visitors, to bring them into your world, to introduce them to their future contacts, to make them want to visit you …
A little tip to optimize the use of your photos: activate the geolocation option, this will boost your local SEO on Google.

They too help to increase your visibility.
Just like your blog or site posts would.
You can use them to announce promotions, showcase your best sellers, or even “recruit” additional subscribers for your newsletter.
If you have a blog that you regularly post articles to, you can share them on your Google My Business listing.

It would be a shame to have done all that work and forget to give your customers a way to act!
There are four different buttons:
Learn more;
Register;
To book ;
To buy.
Place just one, which you choose based on your activity or the action you want your audience to take.

For all those who have premises (store, practice, offices, etc.) where customers / patients can go, Google offers the simplest route for Internet users.

From the moment your profession requires you to have clients or patients, your local SEO on Google is a real plus for you.
In addition, if your clientele / patient base is located in a specific geographic area.
If we take the examples of a pastry shop, a psychoanalyst and an association with a local dimension, all three radiate in a limited area (few people are ready to cross France for a coffee flash!).
Their Google My Business listing is therefore essential: it strengthens their local presence on the search engine.
The only non-negotiable condition is to have a valid postal address.
Google will send a letter there to verify the existence of the establishment.

Google asks for the name of your business.
It can be your first and last name, or your company name.
On the internet, you will find two sounds of a bell.
The more acute will tell you to optimize that name with keywords.
Instead of indicating Jasmine Doras, we will tell you for example to specify Jasmine Doras Physiotherapist.
The second, lower sound will tell you that you can, but it's at your own risk if Google takes your hand in the bag.
Or rather the optimization in the name.
Up to you… !
In the description part, you are more free.
You have 750 characters to best describe your business, your establishment and anything you think is relevant to discuss.
Use as much space as possible and introduce key phrases into it.
The opinions of your customers can also help you move up in the SEO of Google My Business.
With some semantic field, your customers will likely use keywords that will help you rank higher.
You can respond to each notice.
Do your answers also matter because you are proficient in the words you use and therefore use keywords that are important to your business.
Plus, if Google sees that you go to the trouble of responding to your customers, they'll be nicer to you!
Carefully choose the photo that illustrates your listing.
A cliché that is too dark, a merchandise that does not correspond to what your establishment sells or a bad definition can put off your customers when making the decision of whether or not to come to see you.

After some time of putting your file online, you will be able to consult its statistics and discover your performance.
To do this, sign in to your Google My Business account.
In your dashboard:
Click on
Manage address or on the blue icon that appears next to your address (depending on the display mode chosen).
Click
Statistics
You will have access to several data:
Number of views of your file;
Number of times your listing popped up in search results;
Number of times Internet users have opened your posts;
Number of impressions of your photos;
Number of clicks to go to your site;
Number of clicks to display the route to get to your premises;
Number of clicks on your phone number.
You will also be able to know which keywords allowed your visitors to find your page.
You will find the ranking of unique users who have performed a search.
This feature will help you improve your local SEO on Google My Business.
If creating a Google My Business listing seems long or complex to you, know that it is an important lever for your local SEO.
It is essential to inspire confidence in your potential future customers, and your listing can clearly help you.
When the lack of time is the only obstacle to the creation of your listing, ask qualified professionals to help you, they will reserve you the best place in Google's local SEO!

Officially deployed for the first time on February 24, 2011, Google Panda is a filter of the eponymous search engine aimed at redacting from its results pages with content considered to be duplicated, insufficient or of poor quality.

Previously updated monthly, this filter is now an integral part of the algorithm.
Updates and resulting sanctions are now done in real time.

Intended to sanction poor quality content, Panda is not immediately deployed globally.
It is first tested in the United States:
February 24, 2011: the update “Farmer Update”, alias Panda 1.0, upsets the SERPS across the Atlantic
April 11, 2011: Panda 2.0 now concerns all English-speaking results without exception
August 11, 2011: Europe, United States, the whole world is affected by a new version of this filter.
According to sources, it sometimes bears the name of Panda 2.4, sometimes that of Panda 3.0.
In France, the impact on results is significant
March 2013: after several updates, the “Panda Everflux” filter is now integrated in the algorithm in real time.
This implies that updates are continuous, as do the penalties applied to sites that do not comply with Google's guidelines for editorial content and SEO.

The clearly stated goal of Google Panda is to sanction and fight against what are called content farms, these sites publishing a lot of content of poor quality and inconsistent with each other for the sole purpose of generating visibility and audience.
This concerns in particular the duplicate content or duplicate content in English.
This can take different forms:
internal duplicate content: this is a description or an article found on several pages of the same site
external duplicate content: this time, it is a copy and paste from another site, often without its consent.
In this case, Google prioritizes the canonical url, that is to say that of the original content, and not that which has been “looted” (scraping)
content generated automatically thanks to content spinning.
The latter consists of replacing terms or groups of words with synonyms to produce large quantities of relatively similar texts.
spam comments on a blog are also considered duplicate content since it is the same text automatically published by bots on hundreds or thousands of sites.
A captcha (Completely Automated Public Turing test to Tell Computers and Humans Apart) or a hidden empty field is an effective anti-spam solution

Obviously, the Panda filter does not just have the function of spotting low quality content or duplicate content.
Its main function is to penalize all sites that do not comply with Google's SEO guidelines, in particular by downgrading them in its results or by blacklisting them.
In the latter case, the offending site disappears completely and may never be re-indexed by the search engine.
If the first Google Panda penalties systematically resulted in the outright disappearance of the site considered to be of poor quality by the Mountain View giant, today the penalties are more gradual and proportionate.
They can thus take the form of a disappearance of certain pages of the results, up to that of the site as a whole.
So how do you know if your pages contain duplicate content and if you risk a total loss of visibility?
First of all by respecting the instructions of number 1 of search and by requesting an audit from our expert agency in Google penalties.

Launched on April 24, 2012, the Google Penguin filter attacks sites that use “fraudulent” referencing techniques in terms of netlinking or optimizations.
These sanctioned techniques all aim to manipulate the results in favor of the site using them.

Some time before, Google alerted on its blog the owners of Web sites by affirming that Penguin was “an important modification of its algorithm devoted to the fight against spam”.
The update planned to downgrade sites going against its SEO guidelines, and more specifically, those that, in the firm's own words, “use so-called fraudulent techniques to manipulate the ranking of web pages within its research results ”.

The techniques targeted are:
abusive repetition of the same link anchor
abuse of keywords within a
domain name
keyword stuffing, literally, keyword stuffing within external links
poor quality external link profiles such as forums, blog spam, “press release” sites, etc.
Until September 2016, webmasters impacted by this filter must wait for the next update to hope to regain the favor of Google after taking the necessary actions.
It took up to a year between two updates, far more than it took to bring certain structures totally or partially deprived of visibility to their knees because they had not violated Google guidelines.

Google Panda and Google Penguin are two major updates, but above all complementary to the American search engine.
Fully automatic, the first aims to strengthen the user experience by offering results free of your poor quality content.
This mainly concerns duplicated or spinned content.
The penalty imposed results in the total eviction of the site in the serps.
Google Penguin aims to penalize sites using netlinking techniques that do not comply with those recommended by the search giant, in particular poor quality links and over-optimized anchors.
But this time, the penalty can impact all or part of the said site.
Moreover, it can be algorithmic or manual.
In the latter case, it follows a check by a “Googler”.

In order to guarantee ever more relevant search results, Google has implemented various “sanctions” to distinguish “good” sites from “bad” ones.
Concretely, when a site is judged of poor quality, it is downgraded from search results and thus loses a large part of its traffic coming from the engine.
If your site saw a sudden drop in traffic and lost many positions in the serps, a Google penalty is most likely the cause.
Our seo agency is the first French agency specializing in the release of penalties.
A good penalty exit service begins with analyzing your site to determine the source of the traffic drop.

There are two main types of penalties:
algorithmic penalties, i.e. penalties automatically imposed by the search engine after a crawl (analysis of a site by a robot) of your site. These penalties are caused by two filters created by Google to combat spam and poor quality content. The Google Panda filter analyzes the quality of a site's content and the Google Penguin filter analyzes the quality of the profile of its inbound links.
manual penalties, that is, penalties imposed manually by employees of Google's quality team (“Googlers”) after a thorough inspection of your site.
When the latter falls under the yoke of a manual Google penalty, you are notified by means of a message that can be viewed in the
Google Search Console (formerly Webmaster Tools) .
This informs you of the penalty and provides you with an example of the faults detected so that you can correct the situation.

During a manual penalty (and only in this case), you retain the option of submitting a request to Google for a review of your site.
In the latter, you must detail in a concise and precise way the actions taken to correct the bad practices associated with your site (keyword stuffing, poor quality content, hidden content or even bad netlinking profile).
A specialist from Google will then examine your request.
Your domain has been scrutinized, along with all the fixes you have put in place.
If these allow you to respect all the good SEO practices imposed by the search giant, in this case, your site is subject to a manual penalty waiver.
Otherwise, the penalty is maintained, and your visibility greatly degraded.

Despite the advice provided by Google to diagnose your site and solve the various problems, the main difficulty lies in being able to produce a relevant and above all complete audit of your site.
From this results in fact the list of the various corrective actions to be implemented, and therefore, the possibility of a Google penalty being waived.

seo agency counting within its team of SEO penalties professionals.
These intervene so that the sanctions against your website are lifted as quickly as possible.
A penalty exit service takes place in four main phases:
Site analysis: A thorough site analysis is essential in order to determine the cause of the drop in traffic and to identify the penalty (s).
For those that are manual, the site analysis is also important in order to identify all the elements that are at the origin.
strategy development: depending on the type of penalty, the solutions differ.
These range from generating quality content to cleaning your profile from external links (netlinking)
implementation of recommendations: once the penalty has been identified and the strategy has been decided, your project manager implements the appropriate solution based on the problems identified.
For example, for a penalty related to a bad link profile, a link analysis and disavowal service will be performed.
monitoring and natural referencing: Once the penalty has been lifted (or pending lifting in the case of automatic penalties), it is strongly recommended to carry out further optimizations of your site in order to send positive signals to Google again.
This allows your site to regain its old positions faster and more accurately.
Your project manager determines with you the procedure to follow

The duration of a penalty varies widely.
However, these rarely last less than a month and often last several weeks or even several months:
Manual penalties: After fixing the identified issues, it is necessary to send a reconsideration request to the Google quality team directly through Search Console.
The request is then analyzed within a week on average, and the sanction lifted… or not.
It is indeed very rare that a manual penalty is lifted on the first try.
Google employees are very picky and sometimes you have to submit several successive review requests before you get a penalty release.
Algorithmic penalties: the problem is different since automatic filters are responsible for the loss of visibility.
We must wait for a next crawl to hope for a lifting of the sanction after deployment of the appropriate patches.
The delay may be longer than for manual sanctions
In the event of loss of traffic and positioning on essential keywords, request an audit as soon as possible from one of SEO Google penalty specialists.

Google Shopping is Google's price comparison service.
It operates its product directory of referenced e-shops.
If the service is free for end users of the search engine, it is provided against payment for the referencing of its products for any e-merchant wishing to give the latter a chance to appear as a priority in the SERP comparator.

Google Shopping has an ancestor: Google Product Search which was created 16 years ago and then free.
Its cousin is Google AdWords or Google Ads.
The basic concept for the three services is the purchase of keywords and some specifics for priority positioning.
Technically, Google implements algorithms that position products on keywords linked to titles and descriptions available in its product feed inventory and this means that when the Internet user types a request for a given product, the most relevant offers vis-à-vis the keywords appear as products to compare in a space highlighted on the first SERP. But not all products offered for sale on the Web enjoy the privilege of being able to appear there.
First of all, non-stock products will be excluded.
Then, the service which is monetized is reserved for sellers who pay and who will be classified according to criteria of relevance and amount of payment.
Because of the importance of competition, it will still be necessary for the seller to set up a sharp marketing strategy to gain a place in the coveted box.
To do this, they need a Google Ads account including, among other things, billing information.

The end goal of positioning yourself in the privileged rectangle of Google's first SERP on a given query is of course to increase traffic to the virtual store and therefore increase popularity and sales. By clicking on your product or on the Shopping tab of the header under the search bar, the Internet user is sent to the page of your site which displays the product and discovers your store and its offers.
He can incidentally end up being interested in your other products and is likely to convert if he is not already a customer. It's a great way to prospect. This paid referencing is all the more interesting since it is also highlighted by mobile research and we know that research on mobile devices is becoming more and more important. Statistics say that more than ¾ of clicks made on the Google paid positioning network are on the comparator. In addition, Google Shopping offers the same targeting possibilities as in Search campaigns.
You can launch your Shopping campaigns through Google Ads after having properly configured your product feed in Google Merchant Center.
The positioning of your ad will depend on your bid and that of other advertisers, as well as a quality score known only to Google.
By referencing your product feed within Google Merchant Center.

Google Tag Manager or GMT stands for Google Tag Manager.
As its name explains, it is a system that has the role of managing your tags, your underlying tags, which is necessary when you have an e-commerce site that becomes so large that the implementations of tags on its code HTML is an extremely tedious operation.

Implementing beacons on the pages of your e-commerce site in order to track data from the behavior of Internet users is tedious when you have to deal with a large site. It is to solve this problem that the Google tags manager was created, to allow the webmaster to execute a minimum number of movements when he wants to modify or implement pieces of code and this, without having to touch the code. source of the page.
For a given tag, it suffices to implement it only once. To make this possible, GTM relies on tags, macros and the rules that link these first two. A rule can group together a certain number of conditions and can relate, for example, to the blocking of a tag for certain pages or on the occasion of a specific event. The JavaScript tags in question that are created for marketing purposes are grouped together in what is called a “container” so that they can be manipulated centrally instead of on each of the pages that concern them. You can create multiple containers.
If before, you would have had to call on a developer to create the plurality of tags that will allow you to collect the various information on customer behavior and feed them back into a web analytics tool, now there is
Google Tag Manager for to take care of.

What the operator of a commercial website wants to be able to obtain above all is data allowing the behavior of its Internet customers to be measured in order to better direct the marketing efforts to be undertaken.
Know the number of clicks on a CTA, the number of clicks on each product presented and on the addition to the corresponding cart, cart abandonments, AdWords conversions, top-selling products and corresponding turnover, registrations to the newsletter, the depth of movement in a page and the statistics on the videos shared, it is essential for a marketing decision-maker and justifies the creation and management of special tags. Google's tag manager is responsible for this management.
Your task will be to create custom HTML tags from the pre-established tags provided, add special GTM tags like Universal Analytics, DoubleClick Floodlight Sales, Google Surveys Website Satisfaction, Conversion Linker, Google Optimize and DoubleClick Floodlight Counter.
These tags will be chosen according to the information you want to collect.
Those cited here, for example, provide data such as Google Analytics, AdWords Remarketing, AdWords Conversion Tracking and Facebook Pixels.
During an AdWords advertising campaign, you will be able to know exactly which products are converting consumers.