How to get a higher ranking in Google keyword advertising promotion?

Google Search has more than 80% market share in the world, with more than 120 billion searches per month and 1 billion unique users, each of whom searches more than 10 times a day on average. With keyword advertising, you can target the language and country of your target customers and show your ads at the critical moment when your potential customers search for content related to your products or services on Google. You are not charged when a customer sees your ad; you are only charged when the target customer clicks on your ad.

Generally speaking, the higher your ad ranks on the search results page, the better, because higher up you rank means more customers will see your ad. However, does being at the front mean spending more on advertising? Not necessarily.

Below, the editor will teach you step by step how to rank your ads at the front with the least amount of money.

01. Ad ranking

Ad Rank = f(Ad Rank)

Google uses an auction to determine which ads to show and the order in which they appear. AdWords calculates an Ad Rank for each ad that enters the auction. Ad Rank determines the ad position and whether your ad is eligible to appear. Generally speaking, the ad with the highest Ad Rank will appear in the first position, the ad with the second highest Ad Rank will appear in the second position (assuming the ads meet the requirements), and so on.

Then the question shifts to how to improve ad ranking.

02. Ad Rating

Ad Rank = f (bid, quality of ad and landing page, Ad Rank requirements, user search context, estimated impact of ad extensions and other ad formats)

In order to improve the ranking of ads, we first need to understand the concept of ad ranking.

Ad Rank is a numerical value that determines your ad's position (where your ad appears on a page relative to other ads) and whether your ad is eligible to appear.

"Advertising rating" may seem abstract and difficult to understand, but as long as you sort out the factors that affect advertising rating and prescribe the right remedy, you can improve the effectiveness of advertising. In general, Ad Rank can be thought of as being determined by five factors:

a. Your bid

When you set a bid, you're telling AdWords the most you're willing to pay for a click on your ad. You'll usually end up paying less than your bid, and you can change your bid at any time.

b. The quality of your ads and landing pages

AdWords also analyzes how relevant and useful your ad and the website it links to are to the people who will see it. Our assessment of your ad quality is factored into your Quality Score, which you can monitor and work to improve in your AdWords account.

c. Advertisement rating requirements

To ensure high-quality ads, we set minimum quality requirements that ads must meet in order to appear in specific ad positions.

d. User search context

In ad auctions, context is extremely important. To calculate Ad Rank, we analyze the search terms entered by the user, the user's location when searching, the type of device the user is using (such as mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that appeared on the page, and other user signals and attributes.

e. Estimated impact of your ad extensions and other ad formats

When you create your ad, you'll have the option to add additional information to your ad, such as a phone number or additional links to specific pages on your website. This information is called ad extensions. AdWords estimates how the extensions and other ad formats you use will affect your ad's performance.

Some factors that affect ad ranking are not easy for us to change. Therefore, if we temporarily ignore the external factors of the AdWords system such as landing page quality and user search context, to improve ad ranking, we can:

Increase your bid OR improve your ad quality.

There is no doubt that our goal is to get the highest ad ranking possible at the lowest advertising cost.

03. Ad quality

In AdWords, the best performing ads are usually the ones that are most relevant to the user. To improve the relevance of your ads to customers, you can start with the following aspects:

a. Create highly targeted ad groups

b. Choose keywords carefully

c. Include keywords in ad text

d. Create simple and attractive ads

e. Use a strong call to action

f. Test multiple ads

g. Review the performance of your campaign regularly

Finally, what I want to tell you is that Google keyword advertising needs to deeply explore user needs and provide users with the content that they are most interested in and can help users solve problems, in order to attract users to click and make inquiries.

Related reading:

1. How to bid for Google promotion keywords? These 4 points must be mastered!

2. Google advertising promotion: How to improve keyword rankings?

3. How to set negative keywords for Google SEM bidding promotion?

4. Google advertising promotion, how to position Google display ads?

5. Monthly increase of more than 110,000 users! Google advertising operation process and detailed explanation

6. Which industries are suitable for Google promotion and how to open an account?