How to Rank on GoogleAds 2022 What You REALLY NEED to do!

we're going to start toking about how to calculate ad rank and your actual cpc. you now understand quality score. you understand the auction and now we're going to really dive into the modern day google adwords auction, where we understand what number your ad rank is, um, how your ad rank determines your place in the auction and, more importantly, how the actual auction works to determine what you pay when your ad gets clicked on. so we now know the history of quality score, why it was implemented, and we also know all the factors that make up quality score. but the question still remains: who cares? who cares how good or bad your quality scores are? in the previous slide we spoke about inflated costs with low quality scores, and now we're going to really dive into what exactly that means and how it works. it all begins with understanding of how ad rank is calculated in the post quality score era. like we saw a while back in our example with brad ben and brett, the old formula used to calculate ad rank didn't account for quality score. essentially, the highest bidder won the top slot, since max cpc bid was the most important factor in calculating ad rank. the new formula introduced to calculate ad rank changes things up dramatikally. so let's see what that new formula is and what it means for advertisers and their bidding wars. the new formula for ad rank that google introduced in 2005 was ad rank equals max cpc bid times- quality score. the formula stayed that way until 2013, when google introduced the expected impact of ad extensions on ctr as part of the add ring formula. google found that different sorts of ad extensions, like site links, callouts, review extensions, etc. could favorably impact and add ctr, and they included these ad extension ctr projections into the ad rank formula. but we don't know exactly how the ad ring formula changed in order to accommodate the ad extension factors. brad getty's of certified knowledge proposes that ad extensions account for about 20 of the quality score portion of the current ad rank formula, but whether or not that number is precisely accurate, we could be very confident that it's not much more than that, because so many advertisers are using ad extensions and because it's a pretty small factor by itself. we'll continue by evaluating some example scenarios with the primary formula, which is ad rank equals max cpc bid times- quality score. let's create a sample auction with some of our old friends, but now we'll add a couple of women into the auction, so in this example, we're going to have brad, beth, brett, ben and brenda all bidding on the same keyword. for the sake of the example, let's assume that there are only four available ad slots on this partikular search results page, so only four of these five advertisers are going to win an ad spot at this auction. so let's say: brad says his max epc bid at 9, beth sets hers at seven dollars, brett is willing to pay no more than 6.25, ben's max is three dollars and brenda is the most frugal bidder at two dollars for her max cpc. now let's make up some quality scores for these folks. brad gets a quality score of one, beth lands a three but gets a perfectly respectable seven, ben is mediocre with a five and brenda hits the jackpot with a 10 quality score. now let's calculate the respective ad rank so we can determine their position. remember, we get ad rank by simply multiplying the max bid by quality score. so brad's ad rank is a nine, beth's is a 21, brett's ad rank is 43.75, ben has an ad rank of 15 and finally brenda with an ad rank of 20.. now that we've calculated the ad rank for each advertiser in the auction, we could determine their positions on the search results page. remember, in our example here, there are only four available ad slots. so brett wins the coveted top spot on the page, even though there were two advertisers in the auction willing to pay more than him for a click. since he was serving a higher quality ad, he was able to take the first spot with his 7 quality score. beth takes the second spot on the page, beating other high quality ads like ben and brenda, since she was willing to pay substantially more for a click. brenda, who is willing to pay the least for a click, wins spot number three, since she's serving such a high quality ad, and ben wins spot number four with his combination of bid and quality score. interestingly, brad, who was willing to pay a whopping nine dollars for a click, gets snubbed all together and doesn't get any spot on the page because, although his bid was the highest, his quality score was so low that his ad rank wound up being worse than everyone else's. this helps us understand how crucial quality scores are. even before getting into the formula for determining actual cost per click, which we'll get to in a moment, let's think about it. let's say beth went to work on her quality score by rewriting her ads and putting together a more relevant landing page, and she got her quality score up to a seven. now, instead of a 21, her ad rank would be of 49 and she would win the top spot from brett without increasing her bid at all. purely on the basis of improving her quality score, she was able to change her ad position and if, for example, brenda was to let her quality score slip from a 10 to a 5, her ad rank would turn into a 10 and she'd lose her spot to ben. so now we could really see how the new ad rank formula really puts a huge emphasis on quality score. on a very practikal level, we see how connected your app position is to how google perceives the quality of the ad you're offering in the auction. but position isn't the only thing that quality score affects. we know that your max cpc bid isn't the actual price you pay for a click. it's simply the most you're willing to pay for a click. quality score plays a huge role in how much you actually end up paying for a click and, as promised, let's take a look at how your actual cpc is determined and what role quality score plays in that area of the auction. so i just reset the original numbers here and reorder the advertisers in order of ad rank, we've got brett in spot number one, beth in spot number two, brenda in third place, bannon fourth and brad, the loser, knocked out of the running for this partikular auction. google sets up their auction that an advertiser could bid the maximum they are willing to pay for a click, but they only have to actually pay the minimum amount needed to maintain their position, or in other words, the minimum they would need to beat the advertiser directly below them. from a mathematikal perspective, as explained by google's chief economist, hal varian, you have p1, the price advertiser 1 has to pay, with q1- that advertiser's quality score, and that's going to be just enough to beat b1, the bid of the advertiser below him, and q2, the quality score of the advertiser below him. to solve this equation, you get: p1 equals the ad rank of the advertiser below him, which is his bid, multiplied by his quality score, divided by the quality score of advertiser 1.. in other words, your actual cost per click is the ad rank to b or the ad rank of the advertiser right below you divided by your quality score. so let's figure out what our guys and girls here would actually have to pay google for an ad click. to figure out brett's actual cpc, we take 21, which is the ad rank of the advertiser with the ad rank directly below him, and we divide it by seven. so brett's actual cpc is three dollars. best actual cpc is calculated by taking brenda's ad rank and dividing it by three, which is beth's quality score, and that gives us an actual cpc of six dollars and 66 cents. and the same thing goes for brenda and ben, giving us an actual cpc of 1.50 for brenda and a dollar eighty for brad. let's just say, for example, there were five ad slots available and only these five advertisers in the auction, then brad would indeed win the fifth spot, but since there isn't any ad rank below him, he'd have to pay a minimum click price determined by google. but let's take a look here and we could see some really interesting t.

Google Ads Ad Rank Explained - Ad Rank Formula, Thresholds, & How to Improve

what's up everyone, welcome to the surfside ppc youtube channel. today i'm going to be going over google ads ad rank, so i'm going to try to explain exactly what ad rank is and how it's used. if you're not familiar with ad rank yet, it's the formula that google uses to actually rank their ads in the search results. so every time you do a search into google, google uses ad rank to determine which ads to show you first, second, third and so on. so if we come over here and just go to a quick example search, so i'm going to use this example couple times throughout the video. but let's just say you go into google, you search anything. so for this example, i did social media tool. so ad rank is used to determine which ad gets ad position 1, which ad gets ad position 2, 3 and 4.. so if you see right here, there's four advertisements here. so ad rank was used to give zohocom the number one ad position for this search. and there's a variety of factors that go into ad rank. most notably, it has to do with an advertiser's bid and their real-time quality score for every single search. so every time someone types anything into google, google is going to give an advertiser a quality score for how relevant their advertisement is, if we click through on this, how relevant and useful their landing page is, and then it's also going to look at some historical campaign metrics, most notably click through rate, because google wants to make sure they're giving people who are searching in google the most relevant and useful experience. so when i come in here and type in social media tool, google wants to make sure that these advertisers have really organized ad campaigns. so if we come back over here to google ads- ad rank explained- we're going to get started with how is ad rank used. so it just kind of went over. but it's used by google ads to determine your ad position in the search results. so the higher your ad ranks are, it will also mean you get higher positions versus competitors and it can also mean that you have lower cost than your competitors as well, because what google does is they give advantages to advertisers who create really relevant advertisements. they use ad extensions really well, they have good landing pages based on the keywords that people are typing in and they have really organized campaigns that have a really good click-through rate over the course of time. so how is ad rank calculated? so there's really five main factors when you're looking at ad rank. so google is looking at your bid amount- so how much you're actually bidding on that keyword, your ad quality, relevance and your ad extensions. so what you want to do is make sure that you're testing multiple ads in each ad group so as google releases new ad extension formats and new ad formats like responsive search ads, you want to make sure that you're taking advantage of all of these different things that google releases, because that's going to help you and your ad rank over the course of time. your expected click-through rate- so how well your campaigns have been performing- basically, how often people click on your ads for every single impression- and and click-through rate can be really useful for google because it allows them to understand which advertisements people are seeing and actually clicking on for individual keywords. so if you have an advertiser that has double the click-through rate versus another advertiser, it tells google that that advertiser is creating really relevant advertisements that are encouraging people to click on them. next is going to be landing page experience. so you want to make sure, obviously, that you're sending people to the best possible landing page based on the keyword that they're entering, and you want to make sure that your landing pages are really organized, really user friendly and allow people to really go to your website and take advantage of your products and services. so, whatever it is that you're advertising. and then, last but not least, is the context of the person search. so if i go in, i'm typing in social media software, social media tools, maybe i'm looking up a pinterest tool, so all these different things- google takes into account exactly what i'm looking for and then they look at each advertiser and how well their campaign is going to help solve the problem that i'm having. so ultimately, that's what you're trying to do: is make sure that you're able to solve people's problems in a really easy manner using your google ads. so that way, google is going to continue serving your advertisements to people who are searching the keywords that you're targeting. so if we look at an example here, if you go to your google ads account- so you have a targeted keyword here, you have a max cost per click- google is going to look at your click-through rate for that targeted keyword. so every time someone's typing in that keyword, google is going to look at how good your click-through rate is for that keyword. and then, if you click on your keywords tab here and you go to columns. you can actually look at the quality score here and how google is looking at your keyword that you're targeting. so some examples: here you're going to see expected click-through rate, landing page experience and ad relevance. so your ad relevance should always be above average because that just means that you're creating advertisements for every single keyword that you're targeting. i would say landing page experience might be one of the most difficult to optimize for, because you do need to create multiple landing pages over the course of time and you do need to make sure that the landing pages that you're sending traffic to are going to be really easy to use by people and they really match up with the keywords that you're targeting and the offers that people are looking for. so you want to make sure your landing page helps people solve their problems after they actually click on your headline, click on your ad and go to your landing page. and then, last but not least, is going to be expected click-through rate. so expected click-through rate can really be maximized by organizing your campaigns into ad groups to make sure that when people are typing in keywords, you're sending people to the best possible landing pages and you have the best possible ads that people are going to see. so all of those factors are really going to help with your click-through rate and sometimes you might have to bid a little bit higher in the beginning when you first create your campaigns. to improve your click-through rate, you have to make sure that you're on par with other advertisers so you can get in those top ad positions. now to give you a quick example here how ad rank works in the google ads auction: so let's just say there's four advertisers bidding on the same keyword. what google is gonna do is give each advertiser an ad rank and it's gonna happen instantly. so you don't see it happen when you type anything into google and ads are gonna show. google is going to look at each advertiser's campaign- historical performance, landing pages, their ads, everything like that- and it's going to give them an ad rank in real time and then put their ads into position 1, 2, 3 or potentially none. so if an advertiser doesn't reach the ad rank threshold- let's say the ad rank threshold is 20- in this case that means this advertiser won't show at all because either their bid's not high enough, which is the case a lot of times, or it just means that their ads aren't really relevant for this individual search. maybe their campaign's just really not organized enough, so google isn't going to show them at all. so a lot of advertisers don't reach the ad rank threshold in competitive industries. for example, if you're trying to target the keyword car insurance, there's a lot of car insurance companies that are paying a lot of money to advertising google. so you need to make sure that you have really good campaigns and really good landing pages and really relevant ads to even appear in the search results. now, in the other case, w

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Google Ads Tutorials: How the Search ad auction works

بعد معرفتك مكان ظهور إعلاناتك على Google, من الضروري أن تعرف آلية عمل المزادات في "إعلانات Google". في كل مرة يبحث المستخدِم على Google, يحدد نظام المزادات في "إعلانات Google", الإعلانات التي يجب عرضها والترتيب الذي يجب أن تظهر فيه. وهذا مثال يوضّح آلية عمل مزاد الإعلانات. تخيّل أن هناك 4 معلنين يتنافسون على مساحة في صفحة نتائج البحث. حدّد كل معلِن منهم المبلغ الذي يمكنه دفعه مقابل الحصول على نقرة على إعلانه وزيارة موقعه الإلكتروني. عَرض المعلِن "أ"- دفع 4 دولارات. وعرض المعلِن "ب" دفع 3 دولارات. وعرض المعلِن "ج"- دفع دولارين. وعرض المعلِن "د": دفع دولار واحد. قد تعتقد أن أعلى سعر, أي 4 دولارات، سيفوز بالمزاد تلقائيًا, ولكن السعر المرتفع لا يضمن ظهور عبارة البحث لمن يبحث على Google باعتبارها الأكثر صلة بما يريده. تخيّل, إذا كانت عروض الأسعار المقياس الوحيد في المزادات, عندها سيظهر لك إعلان عن أحذية أثناء بحثك عن بوليصة تأمين. لتوفير أفضل تجربة للمستخدِم, يقيّم مزاد الإعلانات 3 عوامل رئيسية: عرض السعر المقدَّم, وجودة الإعلان والتأثير المتوقّع الذي ستحدثه معلومات الإعلان الإضافية. أولاً، عرض السعر المقدَّم: تحدِّد "إعلانات Google" من خلاله أكبر مبلغ يمكنك دفعه مقابل نقرة على إعلانك. وثانيًا، جودة الإعلانات, أو ما يُعرف باسم "نقاط الجودة", أي مدى صلة وأهمية الإعلان والموقع الإلكتروني المربوط به. تشمل "نقاط جودة" الإعلان ثلاثة مكونات. أولاً، نسبة النقر إلى الظهور المتوقّعة, وهي عبارة عن تنبؤ بعدد النقرات التي سيتلقاها إعلانك عند عرضه, بناءً على بيانات الأداء السابق المتوفرة لدى Google عن كل طلب بحث. ثانيًا، مدى صلة إعلانك ببحث المستخدم. يتم تحليل لغة إعلانك للتأكد من أنها مطابقة للكلمة الرئيسية. ثالثًا، تجربة صفحتك المقصودة. لا يكون الإعلان مفيدًا لمن ينقر عليه إلا إذا ساعده في العثور على ما يريده. والصفحة المقصودة الجيدة هي التي تعرض محتوى أصيلاً ووثيق الصلة, مع سهولة التنقل فيها, وتحتوي على معلومات شفافة بشأن طبيعة نشاطك التجاري وخطتك للاستفادة من المعلومات الشخصية الخاصة بالمستخدِم. يمكنك مراقبة "نقاط جودة" الكلمات الرئيسية في حسابك على "إعلانات Google", وزيادة النقاط من خلال تحسين نسبة النقر إلى الظهور, وتحسين مدى صلة الإعلان بموضوع البحث وتجربة الصفحة المقصودة. والعامل الأخير الذي يؤخذ بالاعتبار في مزاد الإعلانات هو التأثير المتوقّع من معلومات الإعلان الإضافية وأشكال الإعلان الأخرى. عند إنشاء إعلانك، يمكنك اختيار تضمين معلومات إضافية إليه, مثل رقم هاتف أو روابط للانتقال إلى صفحات محدّدة على موقعك الإلكتروني. وهذه هي معلومات الإعلان الإضافية. يضع النظام تقديرًا لمدى تأثير المعلومات الإضافية وأشكال الإعلان الأخرى التي تستخدمها على أداء إعلانك وتؤثر هذه العوامل الثلاثة في ترتيب إعلانك في المزاد. تخيّل, إذا كانت نقاط جودة المعلِن "أ" منخفضة, لكنها مرتفعة لدى المعلِنين "ب" و"ج", ومتوسطة لدى المعلِن "د". وبالنسبة إلى تأثير المعلومات الإضافية، لنفترض أنّ المعلِن "أ" لم يقدّم أي معلومات إضافية, وبالتالي لا يستفيد من تأثيرها. قدّم المعلِن "ب" معلومة إضافية واحدة, وبالتالي يستفيد من تأثير منخفض. قدّم المعلِن "ج" لمعلومات إضافية كثيرة, وبالتالي يستفيد من تأثير كبير, أما المعلِن "د"، فيستفيد من تأثير متوسط. يستخدِم النظام هذه المكونات الثلاثة, لاحتساب "ترتيب الإعلان". في هذا المثال, يُحتسب ترتيب إعلان المعلِن "أ" بأنه 5, والمعلِن "ب" ترتيب إعلانه هو 15, والمعلِن "ج" ترتيب إعلانه هو 20 وترتيب إعلان المعلِن "د" هو 8. تحدّد نقاط: ترتيب الإعلان, موضع الإعلان ضمن نتائج صفحة البحث. ما الترتيب الذي ستظهر به الإعلانات؟? بما أنّ المعلِن "ج" حصل على أعلى ترتيب, سيظهر إعلانه في المقدمة, يليه المعلِن "ب", وفي المرتبة الثالثة يظهر المعلِن "د", أما المعلن "أ"، فقد يُستبعد من المزاد تمامًا لأنّ ترتيب إعلانه منخفض جدًا. الآن, وبعد معرفة آلية ترتيب الإعلانات, ما المبلغ الذي سيدفعه هؤلاء المعلنون مقابل الحصول على نقرة؟? سيدفع المعلنون الحد الأدنى اللازم للاحتفاظ بموضع الإعلان ضمن نتائج البحث? المعلِن "ج", مثلاً, لن يدفع سوى المبلغ المطلوب للاحتفاظ بموضعه في المقدمة, على الرغم من استعداده لدفع دولارين, يمكن ألا يدفع أكثر من 1.73 دولار. وكذلك, بالنسبة إلى المعلِن "ب", ليس بالضرورة أن يدفع 3 دولارات, بل يدفع ما يكفي لتجاوز ترتيب المعلن D في المزاد. من الضروري معرفة أنه يمكنك التأثير في موضعك وفي تكلفة النقرة. لتحسين موضعك, يمكنك محاولة رفع عرض السعر. وتذكّر أنّ رفع عرض السعر لا يؤدي دائمًا إلى تحسين الموضع, لأنّ "ترتيب الإعلان" يعتمد أيضًا على "نقاط الجودة" ومعلومات الإعلان الإضافية. لخفض تكلفة النقرة، يمكنك تحسين جودة إعلانك أو تضمين معلومات إضافية. وبذلك تستطيع تحسين نسبة النقر إلى الظهور وخفض تكلفة النقرة. الآن, وبعد أن أصبحت تعرف آلية عمل مزاد الإعلانات, حان الوقت لتنظيم حسابك وفهم تسلسله الهرمي.

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Stop Wasting Money This Is How Google Ads Works

if you are wasting money on Google ads and not seeing those results that you need, the problem is not Google ads, but the problem is the way that your Google ads accounts are structured and the way that you're optimizing those Google ads campaigns. and the reason for why I know this is the truth is because, year on year, more and more businesses are increasing the amount of money that they are spending on Google ads, so much so that by the year 2024, it is estimated that Google ads will receive over 81 billion dollars in ad spend Revenue alone. and that's the reason why I know the issue is not Google ads, but it's the way that you've structured your campaigns or the way that you're optimizing your campaigns, because Google ads would not continue to grow year on year if more and more businesses weren't seeing success with their Google ads campaigns. so, because we know that Google ADS works and that the reason that you may not be seeing success in your Google ads campaigns has everything to do with the way that your campaigns structured, all the way they're optimized, in this video, I want to take you through one of the Core Concepts of how the Google ads algorithm works, and the reason for why I want to share. this is because when I go through and review different Google ads accounts, time and time again, I see a common error, and that is that the Google ads account and the campaigns are not being structured correctly so that they can see success in Google ads. because once you understand this core concept of how the Google ads algorithm works, it then allows you to be able to step back and put a strategic pattern into how you're going to create your Google ads campaigns. but just in case we haven't met yet, my name is Aaron Young from Define Digital Academy and I'm your 15 000 hour Google ads master. and apart from breaking down a core aspect of how the Google ads algorithm works, I want to help you a step further just by watching this video, and that is I want to give you my Google ads optimization checklist now. this is a checklist that I've just recently updated, and it lets you know exactly how you need to optimize your Google ads campaigns every 72 hours, every week, every month and every 90 days, and if you want to get your free copy right now, all you need to do is to follow that link in the description below. what you need to understand with Google ads is that its ultimate goal is to match the best landing page to the user search inquiry, and what I wanted to really clarify there is that I said landing page, not website, and the reason for that is because when Google looks at your website, it doesn't look at it as one big website. it looks at it as a collection of different web pages in order to match different Search terms to those different individual web pages. and the reason for why this is so important- because it comes back to that ultimate goal for Google- is that they want the person to go straight from their search term right to the exact page which is going to answer their problem, because Google knows. if they can do that, more and more often people will happily use the Google ad service because they know when they click on bad, it's taken them to the direct service or product page that they need, which then means that businesses will continue to invest more and more in Google ads, because businesses are continuing to grow their Google ads campaigns because of the success that it generates for their business. and when you understand this, it makes perfect sense for why Google has built their Google ads platform with a core metric called ad Rank, and AD rank has everything to do with user satisfaction, because with Google ads, yes, it is an auction, but it doesn't function like other auctions function in that whoever is willing to pay the highest price wins that auction, because with Google, it's not only the budget or the amount that you're prepared to pay per click. Google also adds that budget in with its metric called ad rank to determine which is going to be the winning ad for each individual auction. so, rather than Google just letting the business with the biggest budget win each and every auction, Google uses this formula to determine the winning ad, and that is CPC rank Plus ad rank equals ad position, and let me show you how Google explains this. so Google gives the example of imagining that you had a group of advertisers and they had an ad rank of 80, 50, 30, 10 and 5.. and then Google deems that for that individual auction, in order to show above the search results, so in those paid ad sections, you need an ad rank of 40.. so what this would then mean is that, out of these five advertisers, only two of them meet the minimum standard of 40 or higher. so when you look on this table that Google gives, is it Advertiser? a would win this auction because it's got an ad rank of 80.. Advertiser B would come second with an ad rank of 50, and advertisers C and D would have no chance to appear at the top of those search results. and the reason for that is because, regardless of how much they are willing to spend, their ad rank is too low to qualify AI for that individual auction. and finally, I want you to look at the bottom of this page where it says to improve the share of the top, or absolute top, of the search results. it first tells you that you need to improve the quality of your ads and your landing page experience, but notike. this is positioned above the recommendation to increase your bid. so the biggest take-home message is that ad rank is more important than increasing your budget, and this is something that you hear me say time and time again right here on my YouTube channel is that the budget that you've got in your Google ads campaign only magnifies the current results. so if you want to improve the performance of your Google ads account, you don't do this by increasing your budget. you do this by increasing the quality of your ads and the quality of your optimizations, and Google itself also clearly states this, where it says better ads means better ad rank. so, now that you know that the core aspect of seeing better success with your Google ads campaigns is by focusing on the quality of your ads and also the quality of the landing page experience that you're sending people to when they click on your ads, what I want to do right now is to break down the Three core things that you can do to increase their ad rank in your campaign, and the first thing to focus on is your click-through ratio, and this is because Google clearly states that it takes into account your ads expected click-through ratio. now, obviously, they get that expected click-through ratio looking at the past performance of your account. so what you always need to be focusing on is ways that you can increase your click-through ratio, and the reason for why your click-through ratio is so important is because, remember, Google gets paid not when someone sees your ad, but when someone clicks on your ad, and if the ads in your account have a very low click-through ratio, why would Google worry about showing your ads when they know that it's a very low chance of getting clicked on? Google will always focus on showing ads that have a high click-through ratio, because this increases the chances of them getting paid. so, in order to increase your click-through ratio, so that you can get a higher click-through ratio than your competitors, you need to create ad copy that focuses on the user's search term. so you want to make sure that your ad copy clearly stays dates and mentions the keyword that the user has used. and then, throughout your ad copy, you do want to give a little bit of extra information, and this is the extra information that you've got in your headlines and your descriptions and it's giving the user that extra confidence that if they click on your ad, they're going to be taken to a web page which is exactly what they're looking for, whether that be a specific product or a specific service. and then, finally, to increase your click-through ratio, you want to make sure

Simple Ways To Improve Google Ads Ad Rank and Quality Score

all right, what's up everyone. welcome to the Surfside PPC youtube channel. today I'm gonna be going over five factors that impact your Google ads ad rank. so this is actually going to be of the Surfside PPC marketing, lesson number 14. I'm gonna go over these five factors and I'm gonna use some examples from Google ads as well. so the five factors are listed below. so number one is gonna be your historical click-through rate. so Google is gonna look at your click-through rate over time and use that to determine and expected click-through rate every time that your ad enters the ad auction. so number two is going to be the quality and relevancy of your ads and your landing pages. so both of these need to really flow together. your ads needs to really match your landing pages and you need to have quality advertisements and quality landing pages and you really want them to be as relevant as possible to the search terms that people are typing in. so number three, to continue with that, is gonna be the context of the person's search. so the exact search term that they type in compared to the keyword that you're targeting, the device that they're using, how well you perform with those devices over time, the location the user is in, so wherever the user is actually physically located, as they make that search on a specific device and every other user signal that they take into account. so all those things are gonna fall into this category of the context of the person's search. so number four is gonna be the relevancy and quality of your Google ad extensions. so obviously you're not probably able to use every single ad extension available through Google Ads, but you should really use every single one that you can for your business. so if you have a physical location, you should be using location extensions. if you can accept phone calls, you should be using call extensions. everyone should be using sitelink extensions, call-out extensions and probably structured snippets. those the three that should apply to pretty much every business. and then all the other ones that you can use you should be using and you want to make them as relevant as possible. you really want to add your ad extensions to the ad group level. and number five, last but not least, is your bid. so ultimately, the goal of Google Ads is to have the lowest bids possible and the highest possible ad rank. so that means that you're spending the least amount per click compared to your competitors. so one way to look at it is. if we look at this table here. so we have for different advertisers you can see at rank is scored from 80 down to 10. so think of ad rank, as is basically a 0 through 100 score, where Google is looking at all these different factors here and they're gonna give you a score every time you enter the ad auction. so every time someone types something in a search term, it matches one of your keywords, Google is gonna look at all these different factors and give you an ad rank score. now, based on that ad rank score, if you win the ad auction, you will get the absolute top impression. if you are second in the ad auction, you might get that second position - right underneath advertiser a. you're gonna have position number two and then so on and so forth. so position 3 and position 4. so ultimately, what you want, obviously, is to be in this absolute top percentage as much as possible and you really want to be in this top percentage. so when you're looking at the search results, you don't want your advertisements to always be appearing on the bottom page or even on the second page of search results. you really want them to be appearing at the very top of the search results, and the way you can achieve that is by improving your ad rank. so what I'm gonna do is go into Google Ads now when I go, and I'm gonna go through some different tips and strategies that will help you improve your ad rank. so if I open my Google Ads account now- and I've used some of these examples in the past before, so if you've already watched on my other ad rank videos, you might see some similar examples here. but what I'm gonna show you is I have a search campaign here, so it's a pretty small search campaign right now. I do plan on expanding it over time, but what I'm doing is I'm looking at the farmhouse shelves ad group. so if I look at this specific ad group, I'm gonna be able to see my targeted keywords, see my ads for that ad group. but before I do that, I want to scroll over a little bit so in the columns you can actually look at what your quality score is. now Google isn't using specifically this quality score every time you enter the ad auction. they're using the other factors that I just showed you. now all of those might make up what Google does call a quality score, but the way Google calculates your quality score is. they don't say: okay, someone typed in farmhouse shelves. right now it's seven out of ten because that's what it's showing right here. a quality score is basically an estimation of what your ad rank score is going to be before the bid, and Google's using real time factors every time someone typed something in. they're taking to account so many different use signals so it can be very complicated to figure everything out, but really what you want to do is make sure you have organized campaigns. so, if you look right here, I only have six ad groups in this campaign. but all of the ad groups are very organized, the keywords are very relevant to the advertisements and each individual ad group has its own landing pages. so when I do something like farmhouse sinks and then stainless steel farmhouse sinks and farmhouse copper sinks, they all have different advertisements that all match the keywords in each individual ad group and all of them are going to the best possible landing page. so I'm not sending all three of these different ad groups to one farmhouse sinks landing page. I'm sending them to the proper landing page, the advertisements match and I'm also using ad extensions that match each individual ad group as well. so I'm gonna be using farmhouse shelves, that it's an example here. so if I click on it you're gonna see I'm only targeting three keywords in this ad group. I recently added this keyword in one of my previous video tutorials so, as you can see, the quality score right here for that one is only five out of ten and one of the main reasons is the ad relevance is showing below average compared to above average for the other two options here. so what I've done is first, as I've gone to my ads and you can see, some of them are under review right now, so I just updated all four of these advertisements. so I have two responsive search ads running. I have two expanded text ads running. so if we open up one of the responsive search ads here, we click on edit, you can see I'm taking advantage of every different headline that we can use. if I scroll down, I'm taking advantage of all the different descriptions we can use as well. so I have a bunch of different headlines. I have some pins for position 1, position 2 and position 3, and if we look over to the right-hand side, they'll give us some sample ads that might run when people do search my targeted keywords. I'm also using a couple different landing pages. so if we come back over here, we can see the quality and relevance of your ads and landing pages. so the only way to really know how quality and how relevant your ads and landing pages are in the eyes of Google is to test. so what I like to do is upload multiple advertisements and you could even duplicate your advertisement. so when you're creating your advertisements, you can duplicate them and send them to a couple different landing pages on your website, if you can do that. so I have this final URL here- farmhouse shelves- and you can see it's going to send people to a page that looks just like this. so it's kind of a blog post I'll format. there's a listing of products when people come in. it is a very relevant landing page. hopefully Google deems it quality and relevant. I mean it should be considering the keyw.

How Google Ads Ranking Works: Quality Score, Ad Auction & Ad Rank

hello and welcome back to the channel. my name is Trevor and this is where I tok about all things e-commerce. in this video I'm going to be toking about ad Rank and AD auction. so that's how Google charges for adverts and how it ranks them. if you enjoy what you see on this channel, please hit subscribe. what a customer on Google does a search? Google must ranks the ads. the things it looks are at the bid amount, that is, the amount that the advertiser says they're willing to pay. now, all other things being equal, bidding more means a higher ranking. it looks to something called a quality score, which is a measure of the Rev, of Google's perception of the relevancy of this ad to the query. it looks at the context of the search. so, for example, it looks at things like you know where is the customer located, the device used in the time, Etc, to see how relevant that customer is to your ad. so, for example, if you're in London but the advertiser says they only want to advertise to people in Ireland, then it won't show. the ad rank recalculates every time is an address available to show. so every time there's a search, Google in the background completes an auction and then produces a list of results. that means that every time there's a search, the result will fluctuate and you'll get a different result sheet of time. so let's take a look at a real world example. here is a search for Sophie the giraffe, which is a popular toy. you can see that Google has ranked as Amazon results- Above This, John Lewis and Boots results, the- the one on the left hand side is the one that's the most likely to be clicked and it is ranked Mamas and purpose over JoJo member baby. so I think we can say from this that in this case, The Mamas and Papas has a higher quality score and or a higher bid than JoJo mama baby. and similarly with Amazon, it's important to remember that the highest position on the page, which in this case is the higher ad here or the left hand, most ads, dropping ads- will be the result which is clicked on more, and results which are much further down the page- let's say over here or, in extreme case, down the bottom of the page- will not get clicked very much at all. it's like many things I need to. it's very much a kind of Winner Takes all situation. Google uses a three-stage process when calculating the ad rank. firstly, when someone searches, Google identifies all the ads with keywords matching that search. that could be keywords or, in the case of shopping ads, it's whether Google thinks that there's a good match between your product and search. from within those search, Google ignores any that are ineligible, though, for example, those are targets from a different location. so, as I mentioned, if you're in London but the advertiser has chosen not to advertise to London, then you will be excluded and of these remaining ads, only those with sufficiently high ad rank May display. so it could be that there's five people looking to display, but only the top three results will show. now, the ad rank is a combination between the bid and the quality score. what is quality score? quality score is Google's measure of how relevant ad is to The Surge, so looks at a number of things to calculate this. it'll look at the Historical click-through rate of an ad. so if your ad is clicked often and Google will think that's very relevant to the search and it will begin to show it more often and you will begin to get better positions for lower bids. add relevance. so Google will analyze whether they add content is relevant to the search query and also the relevance to the landing page. so Google analyze the landing pages content and they'll see how relevant is to the search. so, for example, if you are bidding on a competitor's brand name- you're bidding on Apple, for example, Apple phone, but you're an Android phone- it could be that people click on the advert, go to the page but not buying a thing because it's not relevant to the user's search, and that will mean that over time you will get a lower quality score. finally, let's look at how Google charges for ads. Google uses something called a second price auction system to calculate how much a Advertiser is going to pay. what that means is, every time there's a search, Google runs an auction for the between the relevant ads to decide who is going to get the top position. this is a worktail example here. so position one: their maximum bid is four pounds and you can see that that is above the next position, which is bidding three pounds. but the, that top biller, will only pay one pence above the bid of the second place ad, so they'll pay three pounds at one. similarly, add three is bidding two pounds, and they will, and that means that position two will only pay one pence more than that. so they'll pay two pounds and one pence. so you can see you only pay SL. you only pay one p more than the bidder below you.