How it could turn your adwords campaigns upside down
Google is constantly changing, creating, and updating their current algorithm’s to keep everyone on their toes! So it should come as no surprise that just over a week ago, Google quietly announced that it had updated its Google Ad-words Ad-rank algorithm, which will vastly change how your ads actually rank and which position Google deems ok for your ads to appear in. Before we get into all of the changes, some of you may be scratching your head and asking, “What is Ad-rank anyway, and why should I care” , so before we get ahead of ourselves let’s explain exactly what Google’s Ad-rank is and then we can dive into how the new algorithm stirs it all up. If you would like more information on Pay-Per-Click Advertising and Google Ad-words, we recently did a post that details why they should be a part of your online marketing campaign, which will give you insight into why your organization should be running a Google Ad-words Campaign.
So what is Google Ad-rank? Google defines this as “what determines your ad position- where your ad shows on the page in relation to other ads.” Simple enough right? Well in the world of Google there is an Algorithm that helps determine where your ad is placed. Before this latest change the way the algorithm worked was it took your Quality Score (the quality of your ads, keywords, and website in relation to the relevancy of what your organization offers) and your bid (the amount you are willing to pay on a keyword to trigger your ad). In the past the higher your quality score and bid, the higher your ad ranked, makes sense right?
This algorithm was relatively easy to understand and comprehend, the new Ad-rank Algorithm, while still easy, ads a whole new ball game to how Google determines where your ad is placed. The new Google Ad-Words Ad Rank algorithm now takes into account some of the newest features Google rolled out this year, mainly their new ad extensions.
An Ad extension and format will now affect the positioning of your ads on the Google search results page. Google used this example to help explain:
“If two otherwise identical ads were to appear with the same bid and quality score, the ad with the ad extensions most likely to perform would appear in the higher ad position.”
Ad Rank will also play a part in whether or not extensions show for your ads; Google’s explanation is that a higher Quality Score or bid (or a combination thereof) increases the likelihood of extensions appearing.
Now that we know Google will also be taking ad extensions into consideration when determining where your ad is placed, we first need to define what an ad extension is, and then go over how to implement them into all your current ad-word campaigns. An ad extension allows you to include additional business information with your ad. Extensions like your address, phone number, additional website page links, and third-party reviews, offer customers even more incentive to click your ad, and extensions can appear with your ad on Google.
While adding an ad extension to your Google Ad’s is an additional step, its one that Google is now forcing us to take because if you keep over looking adding the extensions, you run the risk of no longer having your ad rank on the search results page. This means that all that effort you put into getting your Google Ad-words Campaign running successfully could be lost. So what to take away for this information overload is plain and simple, start using ad extensions in your Google ad-words campaign!
Need help in getting your ad extensions up and running or would like to start your own PPC campaign but need some guidance?
Let Thrive Creative Group assist you!
Posted In: Marketing Tips