Let’s face it: we like to be #1, whether it’s in everyday life or… search engine rankings. It’s not a bad thing to want to evolve and always be among the best, but it becomes a vicious behavior when it ends up leaving traces in your wallet… or card, it’s just 2020.
It’s a well-known fact: if we want to be the first, we can use Google Ads promotion. But… that’s not all. A simple desire to be first will not achieve your goal. You have to take into account: competition, budget and relevance. So, this problem arises: how can you increase your position in the ranking, but without scaling the budget?
The ranking of ads varies depending on the context of the search, but also takes into account other factors: quality, impact and budget. Here’s what you can do with these four elements to improve your position for your targeted keywords! From all the aspects mentioned, we will exclude the search context, because we have no control over this algorithm. All you can do is check your location, devices and targeted demographics.
The quality of advertisements
First of all, let’s focus on the core of advertising: quality. The quality of an ad is measured according to the “Quality Score” indicator. It takes into account the following aspects:
- CTR (the probability that the user will access your ad depending on the targeted keywords; it has values between below average and above average);
- Relevance (this indicator deals with the link between the targeted keywords and the ad made; it has the same values as the CTR);
Tip: Give the user what they’re looking for and make sure the ads you show will be relevant to your targeted keywords. Use your chosen keywords in your ad title, description line, and URL to strengthen your ad’s relevance. In order to succeed in increasing the relevance, you will have to organize the campaigns in small ad groups, so that the message in the ads is as relevant as possible to the user’s search. - User experience (the indicator focuses on the landing page in the body of the ad and its relevance; to have the highest score, the landing page must provide all the necessary information, in the most attractive style).
Depending on the criteria above, Google Ads will provide a final average, with values between one and ten, representing the quality of your ads. An interesting thing to study is that some users do not pay attention to these aspects, they simply access the first result in the search ranking. Therefore, focus on the advice offered by the advertising platform, such as: a keyword relevant to the advertisement should be included in the title.
It is possible to reach a quality score with the value of nine, it is a reason for happiness, indeed! But… the difference between the qualifier nine and ten can be worth three times the value of a keyword, for the same position.
Costs that vary
Another aspect that you have to consider are the costs that vary depending on the following aspects:
- Advertising quality;
- The position of the ad;
- User attributes (this element refers to details external to the search. For example: a search made from a desktop device will have a different cost compared to one made from a mobile device.);
- Search intent (costs vary by industry – ads related to the real estate industry will certainly cost more than those related to fashion);
- Related auctions.
https://youtube.com/watch?v=L5r0Ng8XbDs%3Fwmode%3Dopaque
The impact
One last element to pay attention to is the expected impact of ad extensions. Here’s a little tip: using the right extensions within your ads will most often increase your CTR. And what have I learned so far? CTR influences Quality Score, and a good Quality Score can lead to a higher position in the search rankings.
Conclusion
By taking into account all the above elements and optimizing them according to the advice provided by the platform, you will achieve a better ranking in the search engine ranking, with the same budget or even a smaller one. Depending on the business objectives and the promoted products, try to find the optimal position, so that you get the maximum number of conversions.
