At digital marketing agency Intergage, we are often asked about how rank is calculated for Google Adwords Pay Per Click adverts – the most common question being “Can I pay to always stay in the number one position?”
The short answer to this is No. You cannot simply bid above your competitors to occupy that elusive number one slot. In order to maintain the relevance and quality of the information on its search results pages, Google has a proprietary system called “Quality Score” which ensures that paid advertisers have achieved a certain quality threshold within their accounts before they are placed in the three highest positions on the left hand side of the search engine.
So the next question is – how do I achieve a high quality score and what does that mean for my account? Well, there are well over a hundred different factors currently influencing quality score but these are the main criteria involved:
The most important areas to focus on from the list above are points 2 and points 5. You can very easily make dramatic changes to your click through rate by increasing the relevancy between your keywords and the two adverts in that adgroup. Ensure that the most important keyword from the group is in the title of each advert and if possible repeated again in line 1 or 2 of the main body of the advert. All keywords within an adgroup should be based around a very central theme so perhaps pick the keyword with the highest conversion rate to go into the advert.
Finally, it is so incredibly important to ensure that the keywords that you are sponsoring, as well as including in your adverts, are clearly reflected on your destination landing page. It is vital to maintain the thread of relevance between the search term, the advert that a potential visitor sees on Google and finally the page on your site to which they are taken having made that all important click.
If you can adhere to these simple points then improving your quality score will be a breeze, meaning higher rank and low average cost per click – after all, its important to remember that Google rewards diligent advertisers by lowering average cost per click over time!
If you would like to know more about Pay Per Click please call our specialist team at Intergage on 0845 456 1022 today!
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