You invest a lot of money and time into paid-search advertising to secure a top ranking in search engine results. It can be frustrating when the results are not as you expected. It’s important to understand Google’s Ad Rank and its various components to gain the maximum benefit from Google AdWords.
It will also help you get a lower cost-per-click (CPC), which will lead to a lower cost-per-sale (CPS). This can help you create a long-lasting and successful AdWords campaign.
Do you want to secure the top rank? From this post, you will learn everything about Google ad ranking. This includes the meaning, ways to improve it and factors determining the ranking.
Let’s get started.
Meaning of Google Ad Rank
In the simplest terms, Google explains Ad Ranks as the order in which your ad shows up in search engine results. When your ad ranks higher on the search pages, chances are that it will be more prominent. So there will be a better chance of getting prospects to notice you and visit your site. As a result, this will generate a high number of clicks on your page.
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However, the generation of clicks depends on the presence of other ads on the same page. So the fewer the ads, the higher the chances of generating more clicks. Ad ranks are considered a key parameter to track and monitor your campaign. This will help you to manage your budget effectively and generate a higher click-through rate.
Factors determining ad ranking
The following are some of the important factors that have a direct impact on your Google ad ranking.
The importance of keyword research cannot be emphasized enough. You can instantly increase the ranking of your ad if you match your keyword with your prospects’ search queries.
In addition to keywords, it is important to focus on your landing pages and ad copy. That’s because Google will analyze your copy to see if it can answer the search queries of your prospects. If your ad copy matches user search intent, it will boost your Google ad ranking.
You also need to focus on Quality Score. The Quality Score is when Google evaluates the significance and quality of your ad to their users. So, if you create a high-quality and relevant ad for your target audience, you might secure a higher rank in search results. Google takes past performance and CTR into account when calculating your Quality Score.
Lastly, it’s all about the money. If you can bid higher, your ad can get a higher placement. That being said, an ad with a higher Quality Score and a lower bid can outrank an ad with a higher bid. So you need to take all of the factors into account rather than focusing on just one.
Ways to improve Google ad ranking
Are you struggling to gain the top ranking for your ads in search results? When done correctly, the following strategies can improve your Google ad ranking and help you run a successful AdWords campaign. The following strategies are easy to implement and are an effective way to improve your Quality Score instantly.
1. Bid More
This might look like quite an obvious way to improve the ranking of your ad. This strategy helps you increase your ad ranking in the fastest and quickest way possible.
If you have the budget and you are willing to put more money into it, then go ahead and bid more. This will improve your ad’s chances of ranking higher in search results.
However, what if you’re working on a shoestring budget? In that case, you can opt to bid more money only on high-value keywords and add them into your ad campaign. This will enable you to pay only for the most relevant keywords.
You can use different tools to simplify your keyword research process and discover high-value keywords that will boost your Google ad ranking. This platform will also help you keep track of your ad position so you can measure the impact of your efforts.
2. Be specific
You need to create ads which are more specific and have niche relevance. This will ensure your ads are more relevant to your target audience and to the keyword groups you are targeting.
In this case, your ad placements will be more relevant as well. And as a result, they will be able to secure higher rankings and generate more clicks.
This strategy is effective, but it might take some time to generate the desired results. So, start creating ads that are focused on specific buyer personas and run campaigns for different services and products to increase relevance.
3. Create better and unique landing pages for each ad
Imagine your target audience clicked on a paid search ad and were directed to something entirely different. It can be annoying and frustrating for them, which can increase your bounce rate. That’s why you should avoid creating one generic landing page for all of your services and products.
In addition to your ads, Google also considers the landing pages that people see once they click on your ads. So the landing pages of your ads have an impact on your Google ad ranking. It’s important that you create unique landing pages for different products or services to increase relevance.
However, that’s easier said than done. You need to invest a lot of time into creating unique landing pages for each ad. There is one easy solution to this problem. Create one standard landing page for each campaign that you can customize as needed. You’ll be able to make certain edits as needed at scale to customize the offer. On the back end, you can easily edit key characteristics of your generic landing page to match the offer of your ad group.
You should provide a unique landing page experience to your target audience. This will enhance their experience and increase dwell time. As a result, your ad can gain a higher ranking and a higher Quality Score without investing too much money.
This is one of the quickest and easiest ways to create unique and better landing pages. Also, make sure to add important keywords on the landing page. Use keywords are related to your services or products.
You can simplify the process of creating unique landing pages using platforms like Unbounce. It allows you to choose from hundreds of pre-built templates to create custom landing pages that are optimized for conversion.
It might seem difficult to increase your Google ad ranking. However, the strategies mentioned above are easy to implement, affordable and effective. When done correctly, they can effectively increase the ranking of your ad. A better ranking will then increase the click-through rates and visibility of your ads.