Google ads are multifaceted! Driving sales up isn’t the only reason why you would want to run them. You can run them to get more leads, even better leads! They can help you reach your audiences faster and get quicker results. In all, they’re a highly beneficial digital marketing tool, that can help you better analyze your marketing campaigns, improve your brand, and give you your money’s worth.

Now that we’ve got the basics right, let’s take a deeper look at how Google determines which ads rank higher!

• This or That? – How does Google determine which ads show first?
• Money Matters: Why does a high budget help, but not guarantee a higher rank?
• What is Google’s Quality Score
• The dos: What can you do about it
• What else?

This or That? – How does Google determine which ads show first?

Just like we develop a strategy for your brand to ensure its position in the market, similarly Google works on a strategy to ensure its position on the top. It shows the most relevant result to the final client based on what they’re searching for, basically encouraging the client to use Google over any other search platform.

How does Google do it? It compares the client’s search term on Google with the ad copy and the content of the landing page.

The more relevant your website and ad are, the better your chances of ranking higher.

Evey time someone searches for something on Google, a real-time auction takes place: Google compares all the advertisers and decides which ads will rank higher for a particular search.

Let’s have a closer look at how the Google ads auction works:
Maximum CPC Bid X Quality Score = Ad Rank 

Money Matters: Why does a high budget help, but not guarantee a higher rank?

Most people are under the assumption, if they invest more, they’ll rank higher.

Unfortunately, no!

Google’s priority is to match highly relevant ads & websites to the users’ search. The other factor it takes into consideration is a high Click Through Rate or CTR. If an ad has previously received a significant number of clicks, Google assigns that to the ad’s relevancy, and helps it to rank higher.

(To know more about this, check out our other article on What is Google’s Quality Score.)

So, what can you do about it?

The dos: What can you do about it

There are many ways you can improve your content, make it more relevant to your customers need’s as well as Google’s criteria, and get Google to pay more attention to you:

• Add relevant website content about your products / services: This is how Google will understand what your website is about.
• Invest in SEO: SEO which stands for stands for Search Engine Optimization, in a nutshell, is formatting your backend content to make it more comprehensible for Google.
• Longer wait times for results: Be prepared because SEO usually takes at least 3 to 6 months to start showing results. That might seem like a long time, and there are reasons why this process takes longer than paid traffic, but it helps your website and is worth the investment. (We’ll be sharing more on this soon – stay tuned!)
• Make your budget matter: This isn’t a magic wand! You will have to find the right budget, one that works for your industry. Optimizing the website can help achieve a cheaper cost per click, but your ads won’t go far if the campaign’s restricted by budget. There are plenty of adjustments your marketing provider can make to improve the ad’s performance, but if a campaign simply doesn’t have enough budget to participate in auctions during the busiest times of the day, the ads won’t show.

What else?

Besides keywords, there are other factors that impact your ad’s viewership on Google. This is where your marketing provider will need to work with you to leverage the Google Ads platform to your advantage.

Keep in mind that the more information you provide, the faster your agency will be able to optimize your campaign and find your ideal clients. Here are some other factors you need to consider:

• Keywords
• Audiences
• Demographics
• Location
• Devices

We’ve got other helpful resources on your site to better understand Google Ads, along with a bunch of fun stuff on our socials!

And if we’ve convinced you, just book a FREE consultation with us today:

Happy selling!