How to solve the problem of Google ads not ranking?

When doing Google advertising today, you will encounter some problems, such as how to choose keywords for Google advertising? How to control keyword advertising billing model, etc.?

1. How to effectively select keywords and assign keyword matching types?

Let’s first look at the first question: “How to choose keywords?”

In fact, choosing keywords is the same as choosing objects. When choosing a partner, a framework will first form in your mind: "160+, long hair, quiet type, likes puppies..."

The same is true for choosing keywords. You have to create a framework first before you know how to classify.

Generally speaking, we can classify it into three major categories: "collecting information, product comparison, and brand purchase", and then subdivide it according to these major categories.

Note: For detailed information about keyword classification, please click here. The ultimate killer of traffic control: keyword purchase stage

After the words are divided, the subsequent matching will be much simpler. Here the editor lists a matching formula for your reference.

2. We want to suppress our competitors. How should we adjust the direction of our investment?

If you want to suppress your competitors, there are several ways:

1. Grab the ranking. You can suppress your competitors by defeating them, but this is generally not recommended because your own costs will also increase.

2. Grab traffic. Make your competitors’ keywords your competitors’ products, walk their paths, and leave them with no way to go. But be careful when doing it.

3. Multi-account strategy. This is a relatively safe method. By using multiple accounts, it also leaves competitors with no way out.

For specific account strategy operations, please refer to this article. Even experienced bidders know it! Multi-account strategy template, super useful!

3. The search term display is low, but the click rate is high. The matching mode was previously exact inclusion. Now, after loosening the matching mode for some words, the display rate still cannot be improved.

After the word is relaxed, the display is still low? You can think about it from two perspectives:

1. Determine the traffic level of the word itself

Generally speaking, search terms can be divided into three stages:

In the first stage, industry terms, etc., have large search volume and low conversion rate

In the second stage, long-tail keywords have medium search volume and medium conversion.

The third stage, such as brand words, has a small search volume and high conversion rate

Therefore, first classify the words and determine the traffic size of the words themselves. If the traffic of this word itself is very small, it is normal for the display to be low.

2. Determine the ranking of the word

If it is a common keyword in the industry and the display volume is still very small, then it may be a ranking problem.

For example: If a search term is ranked after three pages, do you think users will browse to it? The probability is relatively small.

The ranking of words is related to bid and quality. Therefore, you can check your bid based on the bidding situation in your own industry, or optimize the quality of the words.

Regarding the issue of keyword quality, you can refer to this article: Quality in the Mist, Are You a Scam or a Bidder's Salvation?

4. Recently, there have been a lot of high-volume search terms in my account, and the intentions are particularly good. Keywords such as "early childhood education franchise, early childhood education class franchise, early childhood education center franchise" have now shown over 10,000 results, compared to only a few hundred before. But after clicking, either nothing happens or a bunch of emoticons are sent after triggering the conversation. What’s going on?

The keywords mentioned in the above question are all big words in the industry, so it is reasonable that they are displayed high.

Moreover, industry keywords are easy to be brushed, and off-site guidance + competitors, etc., are constantly directing low-intention traffic to you.

What you need to do at this stage is to filter the traffic. Commonly available methods include "matching methods, creativity, and needs" etc.

Author: ziyu

Source: Internet