Billions of people use Google to look up various things, during this many will encounter links that might be paid by a company or an individual as an ad to drive more traffic and clicks to their website. This is a great way to direct traffic to tour site, especially if you want to make it grow and rest assured Google will make sure to show your site to those individuals that are looking for things relevant to your ad Now that you have got the general idea of it, let’s get into the finer details
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What Are Google Ads?
To put it simply it’s the name of a Pay-Per-Click (PPC) platform provided by Google, which is designed to help business gain more visibility on Google
The most well-known ad that you might be familiar with is Search-Engine-Result-Page (SERP), these are ads that show up when you search something on Google and they only show up search results that are relevant to the contents being advertised
But there are other categories such as display ads, YouTube ads, shopping ads, and etc. that are utilized by business and individuals that want to further promote their presence, we will go into them one by one:
Google Search Ads
These are ads that show up whenever you use the search engine to look something up and on the result page you end up with the relevant website links. Usually you would see a couple on links with the “Ad” tag right next to them, these are the paid Google search Ads
Google Display Ads
These are usually a video, text or an image that will show up as an Ad on third party websites, these are those ads that you would encounter when you open a webpage and see an ad on the sides of the website, often used as a tool for marketing
Google Shopping Ads
Mow these ads are able to show up on both the shopping tab and on the SERP. These ads will have a well-defined detail/ description that Google uses to place it best on its platform instead of utilizing keywords, but there is an option for it too of you want your ad to show up along with a keyword
YouTube Ads
As YouTube is the property of Google, YouTube ads are handled by them too. These are the ads you see before the start of any video, or during it. They can be anything to a video or a picture and are targeted to viewers that are most likely to be the relevant audience.
The Mechanism Behind Google Ads Showing up on SERP
The main start of this show is “Keywords”, these are words that are used most frequently by the people when looking up for something, could be a service or a product. So when Google ads are being made via a Google Ads search campaign, they center there Ad around a specific Keyword so they show up on relevant pages. So when someone runs a Google search to see if there are any ads bidding on the keyword and then show them on SERP if any were found
How Does Google Ad Ranking Work?
But no comes the Question how does it decide which ad to show? Well let me introduce you to Google Ads auction
To give you a brief overview on it; whenever someone looks something up on Google, there are advertisers that are bidding on the Keywords, Google will then enroll all those keywords into the auction that it deems relevant to the search, on per account
Then Google will assign each keyword a Quality score (1-10) depending on how relevant they are to the search query
Then comes the Keyword’s Ad Rank score which is basically the Quality score multiplied by the advertisers maximum Bid
So in order to be successful in Google Auction you would first need to make sure you appear on the relevant keyword list, then you will need to secure a high Quality score by having a high bidding amount to better the Ad posting
Other factors that can also influence the Quality score:
- Relevance of the Ad to the search Query
- The CTR (Click-Through Rate) of the Ad
- Overall Advertisers accounts performance
- The relevance of your Google Ad to the search Query
- The relevance of the keyword of your Ad group
There are some additional benefits to securing a higher Quality score:
-
Lower CPC cost:
you are rewarded for having a high Quality score by a lower Cost per Click
-
High Exposure:
with a high Quality score your Ad will show up more frequently and with a better, Top, position on the SERP
