Today every marketer, advertiser knows the power of Google Ads, and the reason is because Google Network attracts 92% online users. Now if that percentage is converted into actual numbers the result is mind boggling. It is this number which every advertiser craves to reach out for. However it is easier said than done, but at the same time not very difficult.
The answer to a successful Ad campaign is keywords. This single metric can change the entire face of online business in terms of traffic and conversation. It goes without saying that keywords are the success mantra to a productive and fruitful advertising campaign.
As Ad campaigns are built around keyword bidding an advertiser typically bids for keywords which reflect his business. Bidding for unnecessarily high cost is foolishness because it will simply pull down your quality score which forms another important metric in Ad rank performance. This brings us to the next important question. How is Ad rank calculated? The answer is really simple.
Ad Rank = CPC * quality score
The above formula worked like a charm till Google changed its algorithm. Today, apart from the bid cost and quality score, it also takes into consideration the Ad framework or “formats of Ads”.
This simply means Google wants advertisers to offer more information on these Ads such as links to relevant pages residing deep inside a website. Ad's carrying links and information translate into more clicks which in turn results in enhanced collection for Google. It also increases the quality score in the process. Apart from CTR or click through rate, quality score also depends on the following factors.
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| Image Credits: mashable.com |
1. The relevance between the tendered keywords and the Ads. In simple words; higher relevance fetches better rank.
2. Search keywords and your tendered keywords. Higher pertinence results in improved ranking.
3. Performance of Ad on a site (Google or Google Display Network).
4. Yet another metric which Google considers important as far as quality score is concerned is the performance of Ad on various targeted devices which typically have different format.
5. Finally, the quality of your landing page, its relevance to keywords, actions offered, and whether it is "Certified" also reflects on your quality score.
As mentioned above, Google now awards Ad's which offer additional actions or information. This extra information offered by the advertiser could be address, telephone number, relevant links apart from the landing page, action buttons, reviews, testimonials etc. It therefore goes without saying that this type of Ad format increases user interaction in Google and Google Display Networks.
Ads with extra information can be created at the campaign level to make sure Google doesn't penalize by downgrading the quality score and thereby the Ad rank.
AllanAbout the Author:
Allan is an online manager for Safer Brand. He like to blog on various online strategies that are related to SEO, PPC & Lead Generation.