We’re at a point and time where virtually everyone uses popular search engines like Google to find what they’re looking for – whether that be the answer to a quick question or information regarding business. And as you probably know, organically ranking for competitive terms requires time, expertise, man-power and a solid budget, topped off with tons of patience.
The truth is, some companies simply don’t have the knowledge or resources to rank well for these competitive terms. After all, there are (at least) dozens of companies fighting for just a few spots – something’s gotta give!
The solution for many? Running paid search campaigns. Here’s how it works, as well as everything you’ll need to know to get started!
How Google Ads Work For Paid Search
Rather than links popping up organically, companies can bid on select keywords to have their ads appear in designated positions. You’ll see these towards the top, often with “Ad” on the top/left portion of the space.
This helps companies work towards driving fast, quality website traffic, and with some success – some sales. However, there is a bit more to this process than simply throwing some money at certain keywords and while Google does call it an auction, they don’t necessarily sell out to the highest bidder.
The Auctioning Process
Before we go into the specifics of the auctioning process, there’s one thing we need to address – Google’s priorities. This is because, in the pursuit of their own goals, many people lose sight of Google’s, which is important not to do. After all, you’ll want to make Google happy if you want to succeed using their platform, right?
So, here’s what you’ll need to consider: Google made $65.1 BILLION in advertising revenue in the third quarter of 2021 alone. Granted, this includes YouTube Advertising, but still…
Our point? That Google makes a TON of revenue from selling ad space, which means it’s in their best interest to preserve the integrity of the SERPs. In other words, if they simply sell to the highest bidder and allow low-quality ads all over the SERPs, then people will be less likely to find what they’re looking for and less likely to use their search engine. Fewer search volume means less ad revenue and so on.
So while they want to maximize revenue, they have to play the long-game. Remember that!
Now, as far as the Google Ads Auction is concerned.
There are three primary factors that Google takes into account… and probably a few they don’t disclose. But, there’s nothing we can really do about that. The three factors include:
Your Bid: Alright, so I know we said that Google doesn’t just go for the highest bidder, but that doesn’t mean your bid doesn’t matter at all. With that said, your bid will have to at least be competitive. So if the going rate for a certain keyword is $5.00, they simply won’t take a $1.50 bid.
Your Ad’s Quality: Yes, the term ‘quality’ can be rather subjective. However, Google uses it as it relates to relevance and overall usefulness of the ad (relative to the search term), as well as the website it links to. Google has algorithm-powered crawlers that make these determinations. Of course, this goes back to how Google prioritizes its search engine’s integrity.
Anticipated Extension(s) Impact: Most ads call for (optional) ad extensions, which advertisers tend to prefer using. These extensions range from Callouts to Click-to-Call and so on. Like with your ads, Google will use its algorithm-powered crawlers to determine how effective your extensions will be.
This is all to ensure the best, most useful ads are shown on the SERPs!
What You Need to Focus On
We totally understand if that all seems like a lot, especially if you read it quickly. If you feel a little intimidated, you’re far from alone.
But when it comes down to it, it’s a little simpler than you might think. Because the truth is, you simply want to work within the guidelines of Google’s rules. Create ads that are useful and transparent. And while it might sometimes seem worth taking shortcuts, Google simply doesn’t reward them. So don’t.
With that said:
✔️ be especially particular which keywords you bid on
✔️ be sure your bids are competitive
✔️ write killer ad copy that speaks to your customers’ desires
✔️ make sure your landing pages are consistent with your ads
Be Patient, Young Grasshopper
There’s no way around the simple fact that Google Ads take time to find success with, especially in the more competitive industries. Don’t expect to start converting at a profitable rate off-the-bat. Expect trial and error.
The main characteristics that successful PPC Advertising Experts have in common is that they’re patient. They learn from their mistakes and grow from them, while impatient people continue to repeat them.
When in doubt, you can always reach out to the experts!
The professionals at Active Web Group have been building and executing paid search campaigns for over 20 years, so it’s safe to say that we’ve just about seen it all. That’s why businesses of all sizes and industries come to us when they need help managing their advertising campaigns.
If you’re looking to take your Google Ads results to the next level, contact us or give us a call at (800) 978-3417!