How You Can Help Your Ads Make It To The Top

When optimizing a Google Ads campaign, it’s a common occurrence to find yourself dealing with having both a low ad rank or ad position and a tight budget, simultaneously.

This situation is challenging to contend with as you don’t have the option to raise bids to improve your ad rank and the campaign’s average position in digital marketing.

Most of us probably have been there with our backs against the wall and wondering what could be done to improve our Google keyword position.

If you are in that situation right now, don’t despair; the light at the end of the tunnel is well within sight, so just read on, and you’ll understand ways to overcome that difficult situation.

How you can help your ads make it to the top

Here are some tips on how to get your ads eligible for the top spots:

• Improve your Ad Rank: Consider including more relevant information in your ads about your business to improve your expected clickthrough rate (CTR) and by creating ads with assets, such as sitelinks.
• Focus on relevance: Make sure your ads and landing pages are relevant to what customers are searching for. If your ads aren’t relevant, they might show, but they won’t get as many clicks and may have a high CPC. This leads to poor performance over time.
• Keep your bid competitive: Try keeping your bid high enough so that you can compete with other advertisers who are also bidding on the same keywords you are. Look through the top of page bid estimates to help you figure out how much you probably need to bid to compete for a top spot on the page.
• Monitor your campaign results: Making small but regular improvements now could have a big impact later on.

Quality Score and the Ad Rank Formula

If you remember some of the ingredients for the formula Google uses to calculate ad rank, you’ll recall that one of the main ingredients to the CPC soup is including the Quality Score Formula.

While improving their Google ad rank, most people tend to forget about optimizing for Quality Score and usually think they can outbid and outrank their competition. But overbidding is not going to improve your ROI. Instead, it will just work against you in the long run.

If you have many keywords with low-Quality Scores and high average CPCs, you should consider pausing or deleting them and replacing them with low CPC keywords and higher Quality Scores.

Use Search Terms as Keywords

A good place to start to improve your PPC ranking is looking at the search terms for your keywords. Here, you will often find search terms that could be used as effective keywords.

An extra advantage of including relevant keywords from your search terms is that Google usually rewards advertisers with a higher Quality Score and average positioning compared to those of your regular keywords.

Therefore, including new keywords with high-Quality Scores from search terms will help to improve your campaign’s overall Quality Score and eventually increase your position and ultimately lower your average CPC

Use the Keyword Tool

By using the Google Keyword Tool, you will be able to find different variations of some of your keywords. This is very useful, as you might find new keyword options that have higher Quality Scores than that of your current campaign’s keywords.