Trying to win with search results is challenging enough what more if you want your ad to have a favorable position in paid search. This is your ad rank. Where do you fare among the millions of other ads?
Improve or Harm your Ad Rank – Your Choice
The system of ad ranking is very straightforward but it is in trying to improve it which makes it really hard. Basically, your ad rank is 4 if your ad shows up on the fourth. The value of your ad rank is crucial to your campaign because it determines which position you are in and if at all, it will even show up when users carry out a search.
Automated Machine Learning
In Google AdWords, it is not possible to manipulate the ad rank because they use machine learning and ad rank thresholds. What this means is that Google will have your ad quality, bid amount and ad rank threshold as factors. It will then analyze them based on keywords and predicted searches by users based on their past behavior. In other words, every search is unique in its own way triggering different factors.
Improving your Ad
The truth is, it can all be a case of calculations and analysis. But if you have what it takes to make your ad stand out, coupled with strategies like improving your quality score, it helps.
- Bidding – Don’t overbid. While bidding is the one way to improve your ad rank, it might be too costly. This is where you should start producing more relevant ads. Relevant ads will drive CTRs. That will be what Google will consider.
- Learn how to improve your Quality Score: Start with an ad group that is properly thought-through. With ad groups, you must be specific if you are looking for good CTR. Ad groups are good if you are more specific in what you are selling, not everything in your industry.
- Never let your user reach a page of what they DON’T expect when they click on your ad. This means you must not use a generic landing page for every ad. It is both counter-productive and outright annoying.
The idea behind this is not to just bid for keywords to improve your rank. Do some homework than adjust them accordingly.
