Google Ads: How Google decides which ads to show on Top
Its the Ad Auction:
The concept
Every time an google ads ad appears, it goes through what we call the ad auction, a process that decides which ads will appear and in which order. It’s not like an art auction where the highest bidder always wins; instead, google ads does something a little more interesting. Read through to know how google ads decides which ads to show on top
1. The search
Jose searches for “pizza delivery,” stomach growling in the background.
2. Ads are whittled down
The google ads system finds all ads whose keywords match that phrase “pizza delivery” closely enough.
3. Ads whittled even more
From that set of matching ads, the system ignores any that aren’t eligible, like ads that target a different country or are disapproved.
4. Ads are ordered
The remaining ads are shown, ordered on the page based on a combination of bid amount and quality (we call that formula Ad Rank).
5. Ads appear!
Jose sees relevant ads appear and orders the pizza of his dreams.
6. Repeat the process
Every time someone hankers for a pizza and does a search, the whole auction process starts again with potentially different results each time, depending on the competition at that moment.
Why it matters
The most important thing to remember is that the auction process uses both quality and bids to determine your ad’s position. So even if your competition bids higher than you, you can still win a higher position — at a lower price — with highly relevant keywords and ads. Which ads to show on top is determined by how good quality of ad it is.
Also remember that the auction process is repeated for every search on Google, each time with potentially different results depending on the competition at that moment and which ad you use. So don’t worry if your position on the page fluctuates — it’s normal for it to vary each time.
How you’ll see it
In step 4 shown above, ads are ordered on the page (that’s your ad position) using a formula called Ad Rank. The main components of Ad Rank are your bids and the quality of your ads, keywords, and website. If you want to try to boost your position, you’ll need to beat your competitors with quality, bid amounts, or a mixture of both.
Learn more here
We are a leading Google Ads & PPC marketing agency in Dubai, executing customized campaigns for top brands to boost the website’s traffic within a given budget.
Now that we understand how Google determines which ads show up at the top, the next thing is ensuring your ad gets noticed. In a competitive marketplace, your message is everything. A flawless Google Ads campaign isn’t merely about placement—it’s about creating engaging, relevant copy that grabs attention and delivers results. With guidance from a seasoned Google marketing consultant, you can optimize your approach for improved performance and ROI.
Perfect Google Ads Campaign. How these tips can help you get better results.
Who wants to stand out with Perfect Google Ads
How Creating a Perfect Google Ad Helps get Better Results.
We live in the 21st century, most industries already have at least one or many players to compete with. Therefore it becomes really important to stand out from the crowd. Many online marketers forget about this crucial step. Ask yourself what is our USP or what makes us stand out. Because the major services will mainly remain the same but there is something that gives us an edge or makes us different from others. Once understood make that offer that the user can’t refuse to hear. So how do you create a perfect google ad which echoes your USP?
It’s always exciting to get pen to paper, making those initial movements to create a lasting impression. This is a feeling everyone gets when they start writing their first Google Ad. The initial impression is 70 characters, more than enough to get a slam dunk. But then we realize, we have competition. In addition, the organic search shares the same time and space with your Ads. Competition is increasing by the minute.
Perfect Google Ad isn’t a myth, If done well, over time can make your business grow faster
This makes the tasks more exciting and challenging at the same time. If we list what goes into making a marketing message, there is a list explained by Al Lautenslager:
- Focus on the benefits statement – what’s in it for the user.
- Personalize your message to the target market. It should resonate.
- Use catchy headlines and subtitles
- Have a crystal-clear message. Less is more.
- Offer a marketing hook, deadlines and incentives to take action.
- Leverage common beliefs and have a positive tone of the message
- Answer directly “What’s in it for the prospect?”
- Have a clear call to action and reinforce it well.
- Tell users why you are a better choice than others
- Build confidence & trust with your ad creative.
- Offer Time-bound deals which are limited.
- Highlight your uniqueness and its benefits
- Having personalized messaging and speaking directly has more impact.
- Test Test
When all the above elements add up creating a good marketing message sounds tough. The next question one might ask is whether all these elements are necessary for a good marketing ad? Most of the time “Yes” but not all at once instance.
What makes a Perfect Google Ad?
There are search-based text ads, shopping ads, image ads, Dynamic image ads, and video ads. There are many parts that go into making a good Google Ad but for making a perfect Google Ad, testing regularly is important. Especially because what might work for one time might not work for the other. But some basic principles remain the same in the Google Ad examples.
See the 5 tips for writing better Google Adwords Ads
Make Headline worth clicking
Many AdWords users create headlines that do not sync with their audience. Therefore thinking from the customer’s point of view. What would make the customer read your headline? Since the headline section is blue the eye of the user reads the headline before even reading the text. Make sure that your keyword is added to your headline so that it is more relevant and so it will be printed in bold. Another little secret of the advertising world is to form your headline as a question.
Make your Ad Crystal clear
People can complicate their message in seconds. This is no different when we are talking, reading, or viewing in our daily lives. Similarly in Google search, you will find this trend quite common in certain Ads. Some users write a question in their headline and forget that the user is expecting an answer to the question. Other times the Ad and search terms have no relation at all.
There is no full-proof formula that works. The best results are achieved through constant testing and rewriting and measuring to see what works. A normal user is exposed to a ton of ads every day, so it’s harder to command attention. The unique messaging that you provide will make all the difference. We strongly encourage having all forms of content in the mix. Text ads, image ads, video ads, and podcast ads. As people are everywhere and you need to reach them everywhere with consistent messaging.
Remarketing ads play a very interesting role in this. People who visited your website and left without taking any action, you have another chance to reach them and show your ads. This 2nd time around, show them a 2nd ad creative that is more compelling for them to consider and return back the site to complete the transaction. We work with retargeting ads on both google ads and Facebook to help our clients make the best use of the first-time visitors. If done well, we have seen high conversion rates with low cost per action. Talk to us about our recent remarketing campaigns. This is more of a tactical campaign where you can show them a sequence of video ads on youtube. Bumper ads which are 6-second ads work great in this format. Your creative team and designers and copywriters are the most important people and will continue to be so. After all your messaging has to stand out from all the noise out there. Read our blog on search engine audience targeting.
Once you’ve mastered the basics of creating a perfect Google Ads campaign—like writing compelling headlines, crafting clear messages, and targeting the right audience—the next step is enhancing your Google advertising efforts using the tools available. One of the most effective ways to do this is by using Google Ads Extensions. These powerful add-ons can transform a standard ad into a feature-rich display that grabs attention and delivers more value to users.
Why Google Ads Extensions are Important in your Campaign?
When you use extensions, your ad becomes more relevant and useful to your target audience, and this can lead to higher click-through rates (CTR). By increasing your CTR, you can improve your ad’s performance and reduce your cost per click (CPC).
What is Google Ads Extensions?
Google Ads Extensions offer a variety of options, some of the popular extensions include call extensions, location extensions, site link extensions, promotion extensions, and many more. Therefore, Using Google Ads Extensions can also improve the quality score of your ads and can make you stand out from the competition and drive more clicks and conversions.
What are the Types of Google Ads Extensions?
There are several types of extensions available in Google Ads. Each extension has its unique benefits that can help you achieve your marketing goals and increase your online visibility.
- Sitelinks
- Callout extensions
- Structured snippets
- Call extensions
- Lead form extensions (beta)
- Location extensions
- Affiliate location extensions
- Price extensions
- App extensions
- Promotion extensions
This can help you stand out from your competitors and increase the chances of more clicks and conversions.
To create a successful Google Ads Campaign, it is essential to use extensions into your ads, by which you can make your ads more informative, engaging, and effective.
Leads Dubai specialize in helping businesses like yours generate qualified leads through a variety of digital marketing services, including Google Ads. Our team of experts can guide you through the process of setting up a successful Google Ads campaign, including utilizing powerful extensions to make your ads stand out. With our expertise in SEO
Leads Dubai is a Lead Generation Company. We are Premium Google Partner helping you optimize your Google Ads Extensions.
We will help you setup the Google Ads Campaign and increase your chances of more sales.
Once you have optimized your campaign with ad extensions, the next thing to do is location targeting. Most users incorporate certain locations in their searches—such as “restaurant in Dubai” or “gym near Marina.” For location-based businesses, it’s necessary to include locations in your ad copy and landing pages. Utilizing tools such as radius targeting, location extensions, and call extensions can enable you to target nearby customers and enhance your campaign performance.
How to bid on Adwords Location based business
A lot of google searches are based on locations. example ___ in Dubai, ___ in UAE, ____ in Dubai marina. etc. It is important that you include your location in the ad copies and also on your pages to help find more relevance for users looking for you.
With more and more users connected online, a mobile-optimized website will help you stand out and the user to browse through with a breeze. Else it’s just like watching water boil and in today’s time, few have the patience to wait and watch the content load. So fast looking site makes all the difference.
With Adwords Tools, there are some good new location-based tools
- Location extensions. Make sure to link your google my business page
- Call extensions – make sure to add the call button in your ad and website right on top to connect with the user on phone.
- Bid modifier with radius targeting where you can bid high and low.
- See our location-based client case study to understand this
Businesses with local stores or service areas
Closer customers are often more likely to buy from you and less costly to serve. So if your business has local stores or service areas, you should consider optimizing your bids based on customer proximity. For example, you can easily set one location target for customers within 2 miles of your business locations, and a second target for customers within 20 miles of your business locations. Then use the approach described above to calculate your optimum bid adjustment for your two location extension targets.
Tips and reminders
- Maintain a broad location target to cover your entire potential market. Targeting too narrowly can limit your reach, clicks and conversions.
- It’s OK to set overlapping location targets with bid adjustments. We’ll only apply the most specific location bid adjustment. For example, say you have a +10% bid adjustment for Canada and a +20% bid adjustment for Montreal. When someone searches in Dubai, your bid will be increased by 20%.
- Be careful when you don’t have much data. Otherwise, your calculated bid adjustments could end up being too high or too low, and you could end up with worse results instead of better. If you don’t have statistical expertise on hand, we recommend not adjusting bids in locations with fewer than 1000 clicks and 30 conversions, as a general rule of thumb. Lengthening the date range for your reports to the past 90 days or more can help.
- Periodically check performance and increment your bid adjustments. From time to time, check your performance for each location target on the Locations subtab. Incrementally raise your bid adjustment where your performance is above your goal, and lower your bid adjustment where your performance is below your goal. This will allow you to optimize your bids over time and adjust to changing consumer behaviour.
- More here – https://adwords.blogspot.ae/2013/05/location-bid-adjustment-best-practices.html
Leads Dubai is a Certified Google Partner in UAE. We help in getting your business more footfalls and calls. Contact us to book a free consultation.
