Everybody wants their ads to rank highest up on the search page, to be seen first with their products and services. Ranking at the top is what everybody strives for! So how do reach the top? This article will give you a brief insight into how to think and what you can do to rank higher.
There is no magic wand or x amount of money that will take you there! Consistency and high-quality information and material, in both the ads and on the landing page, will take you a long way! Google wants to make the search experience as enjoyable, transparent, and correct as possible. For us, in the marketing industry, this means that the goal is to create a high-quality advertisement.
What is Ad Ranking?
Firstly, let's take a look at what Ad Ranking is. The rank is the position of a pay-per-click (PPC) ad on a search engine results page (SERP). Higher ad ranking results typically in greater exposure for products or services. It comes as a result of your ads experiencing a higher click-through-rate. Does it sound confusing? Since Google is keen to keep high quality on the ads shown, a high-quality score is of utmost importance. So how do you get a high-quality score for your ads?
Your Quality Score depends on multiple factors, including:
- Your click-through rate (CTR).
- Landing page quality and relevance.
- The relevance of your ad text.
Let's say that we have a company that sells travel packages worldwide. If we lead our ads for travels to Portugal to our home page, which has general information, and not to the page where the information about our Portugal packages, this will impact the quality score. The same way, it will change the quality score if our website is loading slow or have annoying ads or pop-ups on it.
Interesting and Relevant Information
As a customer you want to find relevant information, you click on the ad and will get directly to the site with the information about the topic that made you click on the ad in the first place! It all goes back to customer experience and quality. Now, again, the ad text should be both relevant and contain as much information as possible that goes hand in hand with the landing page for the ad.
Relevancy is how we get people to click on the ad in the first place, enough interesting and relevant information, and as a result, you will have a higher CTR. And the magic happens! Your ad ranking goes up, and your costs per click down!
Look at the advertising on Google Ads as a service, where you actually serve the potential customer with a good, reliable, and easily collect information about your products or services from the beginning. Your ads and the landing page for the ads should be compatible and contain as much information as possible. Remember, a high-Quality Score is Google's way of saying that your ads actually meet the needs of the customer's search.
How do We Create High Ranking Ads?
Creating ads is the fun, creative, and selling part! You know your products or/and services, but how to get the message through to potential customers? Describe it uniquely. We know tricky this can be for many company owners, and believe us, we saw some not-so-good ads during our days with Google Ads. We think it is a bit like this; sometimes, one cannot see “the trees from the forest.” Often it can good to have a third party to make your ads. They know how to handle the keywords, do the research for the same, make the ads, and yes, sometimes, there is a change of the text needed on the website as well. Remember, it all goes “hand in hand”!
Want to know more about this? Or need some help? Don't hesitate to reach out to us today at: tim@lunarstrategy.com
