In Google Ads, the first step is to create a text or image ad. Once you have set the budget you are ready to see the advertisement live. But going live is all right but how will you know that your ad is visible and at the top? The search engine company accords weightage to what is known as Ad Rank.
Auction – Ad Rank
All of this is dependent upon the auction, the quality of your ad, and the relevance. To understand Google Ads we have to know the following.
How does Ad Auction System work?
Google Ads uses an auction system to rank the ads that appear on the SERPs, and to make out the cost for each ad click. Google charges a fee based on a click and this is known as PPC it also charges on the number of impressions besides other formats.
Ad Rank has been used as the company wants visitors to see what is relevant to them. They do not wish to click on Ads that are irrelevant and a waste of time. Hence the search engine company keeps devising ways that prospective customers find useful and purposeful. They do not want to click on bicycle Ads when they wish to buy a motor car. Even among the motor car, they may wish to buy a particular make so the ad should close on the make they are seeking in text or image ads. Accuracy in Ads will lead to a good experience and the prospective clients will come back again and again.
Ads that qualify first in Ad Rank rank on top irrespective of bid price. Thus a second price bid may rank higher in a bid priced highest. Whatmore you only have to pay .01 more than the topmost bidder under this Ad Rank System.
The positioning of Ads on SERPs is depending upon Ad Rank and the best one ranks first followed by 2nd, 3rd, 4th, and so on.
Google Ads is mostly performance marketing and clients pay only when their ad gets a click. Google wishes to show the best on the top. And factors that determine positioning are:
- Expected to Click Through Rate
- Ad Relevance
- Landing Page Experience
Google’s mechanism predicts how often an Ad will be clicked. Those with a high level of predictability get top positions. Similarly as discussed before relevance too gets high priority. The consumer finds what he is seeking and is happy. Consumers also seek a landing page that defines what exactly they are seeking. And a good landing page is all about it.