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Bid Management of Google Adwords

Bid Management of  Google Adwords

Are you worried of not generating traffic on your website? Though you are into ad word advertisement not able to do conversions.Then here is the solution for your problems!

Solution for your problem is Quality Score. Yes,  you heard me right. It’s score given to the keywords which determines the effectiveness of your key words.To make the optimal use of Ad words, Google and almost all industry resources recommends creating focus Ad groups and strong keywords that would help your target audience to land to your website.Before getting a head of quality scores lets try to understand the working process of Ad words.It handles by combining your Actual bid and keyword quality score. Each keyword is given the quality score it doesn’t mean that you bid more. Google Ad words gives freedom to bid your advertisement and to use it in most effective manner  you need to add the keywords which have good quality scores. In align with that you need to remove negative keywords. As there is adverse effect of using negative keywords, which would harm the purpose of using the Ad words.

Usually quality score is rated between the range of 1 to 10. Its the best practice to use the quality scores above 6.If your keyword is 10 then its great result and you can expect the exponential increase in the traffic.You can even experiment with the keywords and make sure you are doing it within the budget limit. Most important thing to note is that you could get the score before ads were written,before the CTR(click through Rate) and before the landing pages were determined. An experiment is conducted by one of the SEO(search Engine optimizer) consultant let me share the details. Experiment was conducted on low traffic campaigns and decided to experiment on some items.After experimenting, it is becoming ever more apparent that Ad words is only partially on the advertiser’s side. This shouldn’t be as shocking as it is since, after all, every click on an ad makes money for Google and that’s the underlying point of all business – profit.

Components of Quality Score affect Ad Rank

Every time someone does a search that triggers an ad that competes in an auction, we calculate an Ad Rank. This calculation incorporates your bid, auction-time measurements of expected CTR, ad relevance, landing page experience, and other factors. To determine the auction-time quality components, we look at a number of different factors. By improving the following factors you can help improve the quality components of your Ad Rank:

Your ad’s expected CTR

This is based in part on your ad’s historical clicks and impressions (excluding factors such as ad position, extensions, and other formats that may have affected the visibility of an ad that someone previously clicked).

Your display URL’s past CTR

It is completely based on the URL you manages. The historical clicks and impressions your display URL has received.

The quality of your landing page

It’s completely how you manage your website and it should be easy to navigate,relevant, transparent, and easy-to-navigate your page.

Your ad/search relevance

Your ad should be relevant and text should match exactly trigger what the customer is looking for.

Geographic performance

It also depends on the geographic performance. For instance if you want to target particular region you need to put yourself in their shows and use the keywords which are common that would help you to reach out to your target audience.

Your targeted devices

Now ad words are not restricted to desktops. Gone where the days desktops was the only source. Now  How well your ads have been performing on different types of devices, like mobile devices, and tablets.

The quality components of Ad Rank are used in several different ways and can affect the following things in your account:

Ad auction eligibility

Having better quality components typically makes it easier and cheaper for your ads to enter an auction. Our measures of ad quality also help determine whether your ad is qualified to appear at all.

Your actual cost-per-click (CPC)

Higher quality ads can often lead to lower CPCs. That means you pay less per click when your ads are higher quality.

Ad position

Higher quality ads lead to higher ad positions, meaning they can show up higher on the page.

Your keyword’s ad position bid estimates

Higher quality ads are typically associated with lower first page bid estimates, top of page bid estimates, and first position bid estimates. That means you’re more likely to get your ads on the first page of search results with a lower bid when your ads have high quality components (expected CTR, ad relevance, and landing page experience).

In a nutshell, higher quality ads typically lead to lower costs and better ad positions. The Ad Words system works best for everybody – advertisers, customers, publishers, and Google – when the ads we show are relevant, closely matching what customers are looking for. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.

Image Credits: wordwatch

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