Positions higher up the Google search results page tend to be sought after by advertisers running paid search campaigns. It isn’t always completely transparent how the position of your ad is calculated, so we thought we’d try and shed some light on how it works!
2. Positions higher up the Google search results page tend to be sought
after by advertisers running paid search campaigns. It isn’t always
completely transparent how the position of your ad is calculated, so we
thought we’d try and shed some light on how it works!
3. Ad Rank
Google uses a calculation known as ‘Ad Rank’ to calculate where
on the search results page your ad appears and how high up the
page it is. Ad Rank is determined by a number of factors including
your keyword bid, the quality of your ad and landing page, and
the expected impact of the ad format and features you use.
4. How does my ad appear above the results?
Generally your ad needs a higher Ad Rank to appear above the search results
than beside them. That position above the results may be more appealing
than side ads because the top ads have greater horizontal space and can
display more text. Top ads tend to get more clicks. You also have the option
to use ad extension features (adding a call button, location extensions that
target your ad and more) in order to improve your Ad Rank.
5. Google’s advice
Google’s own advice for those wanting to rank higher are to make your ad relevant to
the keywords searched for. Make sure your keywords are the right ones, bid
competitively, and keep monitoring your ad campaign’s performance. A lot of the
advice centers around keeping on top of things, constantly updating your keywords for
example. It’s all about making small improvements all the time to improve your
keyword and ad creative performance.
6. Keep in mind that bringing your ads to the first position on Google
search results doesn’t necessarily mean that you will receive the
highest return on investment (ROI). You can read more about it on
Google’s blog: http://adwords.blogspot.tw/2009/08/conversion-rates-
dont-vary-much-with-ad.html
