Understand the Google Ads Auction

1. WHAT IS THE GOOGLE ADS AUCTION

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2. IMPROVING AD RANK

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how to improve ad relevance

-Add negative keywords -Be specific on mobile -Be local -Include relevant search terms in your ad copy

how to improve click through rate

-Be specific in your ad -Experiment with different calls to action -Highlight a unique benefit of your product or service -Create time- or location-specific ad text:

The three main factors that determine the quality of an ad

-Expected clickthrough rate -Ad landing page experience -Ad relevance

How to improve landing page

-Send traffic to the right landing page -Be consistent -Make your site transparent and trustworthy -Work on loading speed and clarity -Rethink mobile

Ad extensions impact

-When you create your ad, you have the option to add extra information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. -Google Ads estimates how extensions and other ad formats you use will impact your ad's performance.

How ad rank determines you're ad position

-bid -ad rank threshold -context of query -ad extensions impact -Auction-time ad quality

To improve your ad quality, focus on what three components of Quality Score

-expected clickthrough rate -ad relevance -Landing page experiences

Which attributes describe a good landing page experience?

-relevant and original content -transparency about your business -easy to navigate

Ad landing page experience

A highly relevant landing page yields a higher score. A high-quality landing page should have appropriate and original content that helps the user complete their task. It should be easily navigable and transparent about the nature of the business, how the site interacts with the user's computer, and how it intends to use their personal information.

Ad relevance

Ad relevance is a measure of how well an ad matches what the user is searching for, and helps to make sure that only useful ads are shown. It also prevents businesses from simply paying their way onto a search that's unrelated to their product or service.

How Ad Rank influences actual cost per click

CPC can vary a lot from auction to auction and depends on a variety of factors, such as the context of each query important to keep in mind that average CPC is just an average--meaning that the price you pay could be above or below that average.

Auction-time ad quality

Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who'll see it. Quality Score is an aggregated estimate of our assessment of the quality of your ad.

How the Google Ads auction works

Google Ads uses an auction system to rank the ads that appear on the search results page, and to determine the cost for each ad click. Order is based on Ad Rank

Landing page experience

How relevant, transparent, and easy-to-navigate the page is for users

What is Quality Score?

Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher-quality ads can lead to lower prices and better ad positions.

ad rank threshold

To help ensure high-quality ads, we set minimum quality thresholds that an ad must achieve to show in a particular ad position.

bid

When you set your bid, you're telling Google Ads the maximum amount you're willing to pay for a click on your ad. You often actually end up paying less, and you can change your bid at any time.

context of query

With the ad auction, context matters. When calculating Ad Rank, we look at the search terms the person has entered, the person's location at the time of the search, the type of device they're using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes.

How closely the ad matches the intent behind a user's search

ad relevance

The likelihood that the ad will be clicked

expected clickthrough rate

What is quality score composed of?

expected clickthrough rate, ad relevance, and landing page experience.

What are the three main factors that determine ad quality?

expected clickthrough rate, landing page experience, and ad relevance

Ad relevance

how closely the ad matched the intent behind a user's search

Which of the following factors is not considered by Ad Rank in its calculation?

increasing the conversion rate of your landing pages

how relevant, transparent, and easy-to-navigate the page is for users

landing page experience

expected clickthrough rate

likelihood the ad will be clicked

Higher-quality ads typically lead to what?

lower costs, better ad positions, and more advertising success

Expected clickthrough rate

prediction of how often an ad will be clicked on when it's shown.