When people search on search engines, typically paid ads appear on the page next to the organic search results. On mobile devices, on average, ten per cent of the users will click on an ad. Search engine advertising is a cost-effective way to lead traffic to your website. Since you pay only when a user clicks on the ad, it is also a great way to expose people in the paid search results to your brand for free. Further increasing the chances they might click on your organic search result, in case it’s there. Only up to four ads are eligible to show up above the search results on Google. That’s where you want to see your ad!
The ad’s position is determined by the so-called ad rank, which is calculated by the search engines for every paid ad in the auction. The most important criteria are how relevant your ad and associated website are related to the user’s search. Another bar is what you are willing to bid. The ad rank determines not only the ad position but whether your ad is eligible to show at all. Generally speaking, the ad with the highest ad rank gets to show in the top position, and the ad with the second-highest ad rank gets to show in the second position, and so on. How you can help your ads make it to the top:
– Improve your ad rank by including more relevant information into the ads about your business to improve your expected clickthrough rate and by creating ads with extensions, such as site-links to website subpages.
– Focus on relevance: Make sure your ads and landing pages are relevant to what customers are searching for. If your ads aren’t relevant, they might show, but they won’t get as many clicks and may have a high cost-per-click. This leads to poor performance.
– Keep your bid competitive: Try keeping your bid high enough so that you can compete with other advertisers who are bidding on the same keywords. You will pay only the amount that is necessary to stay atop.
– Monitor your campaign results: Making small but regular improvements now could have a significant impact later on.
In some cases, your ad might not appear in your preferred placement in the search results, even if you meet the relevant bid estimate. It may mean that the quality of your ads and website is low. There could be new competition on your keywords. The searches customers are performing might not match up precisely with your keywords.
To get a deeper understanding of search engine advertising visit: https://bit.ly/377UHax
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