“A search engine’s most important job is to show people the results they’re looking for, and this extends to the ads.” (Digital Garage, YouTube)
Learning how to properly use paid search Google ads is a vital skill that every aspiring marketer must have. Millions of people around the world are searching through Google to find something every second of every day. Then at the top of every search results page, there are paid search Google ads relating to what was searched. This can be incredibly helpful for companies that are struggling to reach the top of the search page amongst heavy competition. With the right amount of research put in to figure out what to bid and advertise for your Google ads, your website could begin to gain significant amounts of traffic.
For the next parts of my explanation, I’m going to be referencing this video below from Google Ads themselves. In this video, they will explain how the search ad auction works. Feel free to watch it before continuing on, but if you’d like to skip it, I’m basically going to summarize the most important parts below.
In the video, the woman speaking mentioned that the highest bidder is not going to always have their ads show up first on the google search results page. If bid prices were the only factor taken into account when determining which ads get to be at the top of the page, then people may get ads for completely unrelated items they weren’t looking for. For example, someone who is searching Google to find the best fishing pole is very unlikely to click on an ad for Nike shoes, even if it is at the top of the page. According to Google Ads, there are three main factors that are taken into account when determining which ads get placed at the top.
- Bid Price
- Quality of Ad
- Expected Impact of Ad Extensions
Bid price is the maximum bid you’re willing to pay for ad clicks on Google. The higher that you bid, the more likely your ad is to appear at the top of Google’s search page. Google obviously wants to make money as well, so they are going to want to promote ads that will pay them the highest bids. However, the key for Google actually getting that money is for people to click on the ads, so they have to be sure that the ads they are promoting are not only related to what the user was searching for, but they must also be high quality.
A high quality ad is determined by a high click through rate, relevance, and the landing page. If your ad hits all of that criteria in relation to its quality, and you also have a decent bid price, your ad has a greater chance of reaching the top of Google user’s search pages.
For the best chance at reaching the top of the Google search results page, your ad will also want to include extensions, such as links to other pages on your website and contact information. If there are no extensions on your Google ad, then it’ll likely have a low ad rank. Here are some still images from the video above that show how much of an impact these three factors have on determining ad rank:
That about sums up what paid search Google ads are! Again, if you have any questions, comments, or concerns, please enter them in the section at the bottom of this page. I have also attached some more related articles that may prove useful to you.
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