Views: 0 Author: Site Editor Publish Time: 2021-04-20 Origin: Site
Hello everyone, I am the editor of Sunac Cloud Academy, and I will accompany you all the way to success.
Anyone who runs a SEM advertising account knows that the relevance of search results is very critical.This determines whether people who enter the site because of the ad can find what they are looking for right away.When your search ad ranks high, many people will click on your ad and inquire about your products or services.This must be what all advertisers want to see.So how do you attract more traffic to yourself?You must know the three major factors that determine advertising search rankings, which are the basis for Google Ads rankings.
1. Bid
The actual amount you pay is usually less than your bid, and you only pay when someone clicks on your ad.
2. Advertising quality
Advertising slogans should pay attention to:
- Directly related to the content of the search user's query
- The content of the advertisement and the linked web page must match
3. Additional information
It refers to the information that can be added below the advertisement description, such as phone number and pointing button, location map or App download link, etc.Ad ranking will take the above three factors into consideration.If your ad is of poor quality and has no extensions, your bid will not be as high as it should be.
Suppose there are four Google Ads advertisers: A, B, C, and D.A bids 4 yuan, B bids 3 yuan, C and D bid 2 yuan and 1 yuan respectively.Just looking at the bid, A will definitely win.A actually only needs to pay 3 yuan, which is B's bid; B and C pay 2 yuan and 1 yuan respectively.So, does Ding, the lowest bidder, have no chance?Don’t forget that Google Ads ratings also consider ad quality and extensions!
Person A's ad is of low quality and has no additional information, so it is expected that the ad will be less effective.
Although B's ad is of high quality, it only adds one piece of additional information, so it is estimated that the effect is only slightly better than A's.
C’s ad is of high quality and has three additional pieces of information, so it is expected to be very effective.
The quality of Ding's advertisement is average, but there are two additional information, and the effect is estimated to be medium.
Based on the performance of these three aspects, Google Ads rated the four advertisers as: A 5 points, B 15 points, C 20 points, and D 8 points.C became the final winner because his advertising rating was the highest, so he was ranked No.1.In other words, C’s ads appear more often in search results, are ranked highest, and have the highest click-through rate.Interestingly, D, the lowest bidder, successfully defeated A, the highest bidder.Because D's ads are of higher quality and have more ad extensions, his ads will appear more often than A's.
Therefore, ad quality and additional information are very, very important for Google Ads.We share with you 3 tips for improvement:
Ad titles and descriptions should be specific and targeted
How specific is it?Whatever customers often search for, we use!Be specific enough to describe your product, model, and function. Simple and crude is the most effective!
Emphasize your unique selling point
For example, 'free shipping', '30-day free trial', 'passed certain international certification', etc. can make your advertising stand out among your peers.
The ad description and the page opened by the link must be consistent
For example, if your advertisement says 'For this day only, striped socks are 30% off', when you click on it, you should be directed to the page for 30% off striped socks.This will make it easier to promote a purchase!
The biggest benefit of search advertising is that you can continuously adjust tests to find customer pain points and improve ad rankings and effects.
If you have mastered these techniques, start applying them in your Google Ads account now!
