The Auction System Google Ads
Google ranks all your ads not only on the basis of the bids you have placed or those that have been generated by the smart or automated system but also by relevance. The signifies the impact of the technology which assures that your ads appear of the right meaningful and targetted terms. Even the visitors wish to see ads that are concomitant with their search.
The auction system determines the placement on SERP or the result page and also the cost per click. The ranking on the SERP is determined on basis of calculations called Ad Rank. The ranking determiners are:
- Bid.
- Quality Threshold. or Quality Score = (eCTR or expected click-through rate) (Relevant landing pace experience) (Ad relevance of match)
- Context - search terms entered, searcher's location at the time ad is shown, the device in use, time, and other factors.
- Ad Extension Impact.
- Ad and Website relevance to the prospective visitor.
For improving eCTR add highly relevant terms in your headline. Effective CTA, USP, time, and location-specific text.
For Ad Relevance mention location and language besides relevant terms. To be more accurate add negative terms as well.
Landing Page Experience should be a product-specific exact match and not broad. Add correct contact information and accreditations. Mobile-friendliness is also important besides contents above the fold for clarity.
The special second-price auction uses attributes besides the bid to rank advertisements. But not in the case of the standard second-price auction the ranking is based on the highest bid but then the highest-ranking ad pays only .01 $ dollars more than the second bid irrespective of the bid placed by the top rank. Hence if the highest-ranking bid is 5$ and the second-ranking bid is 3$ then the cost accrued to the highest bidder (5$) ad is 3.01$.
In this CPC (Cost Per Click) system you may end up paying more or less than the bid but within your budget of course. The advertisements that rank higher in terms of quality end up saving money. But remember an average bid is just an average bid.
Quality Score
QA is an estimate based on your ad context, landing page. This can be checked in 4 columns in the Google ads interface a diagnostic tool available to all publishers.
Automated Bidding Strategies
Setting bids is a complex task and most people prefer Google's automated bidding system which has proven to be an effective strategy for optimizing the performance of online Google Ads.
You are quite likely to miss a conversion online if you do not bid efficiently. You are likely to miss out on action based on complex signals emerging from a complex customer journey.
Hence automated bidding is the right choice for online advertisement specifically PPC. One has to use the targeted audience at right time with the right message whether it is to create greater awareness, encourage consideration and act to make a purchase.
The feature is based upon machine learning since cross-referencing customer data with the context to make out intent is difficult for humans. Using the context and signals at the time of ad visibility or auction the bidding algorithms present a perfect bid to increase conversions. The system incorporates signals already present with those emerging for precision bidding.
Types of Bidding Strategies
Goal Visibility
Awareness Based is for certain queries at certain locations for increasing visibility. Target impression share makes sure your ads are meeting a specific impression share threshold for a specific location on the SERP at the top or absolute top of SERPs. Used for brand awareness with terms that highlight the brand.
Goal Clicks
Consideration-based Strategy optimize click with controlled spending. Thus you maximize clicks with target spend. You drive maximum click in a limited budget. Maximize traffic with an extra budget. Target the upper funnel keywords which have the maximum assist potential for conversions.
Goal Maximize Conversions
Conversion-focused strategies maximize conversion and for tracking actions post the click.
Strategy Options
Maximize Conversions within your budget. No need to provide a specific cost per click (CPC), cost per acquisition (CPA), or return on ad spend (ROAS) target.
Target cost-per-acquisition (tCPA automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal.
Enhanced cost-per-click (eCPC): This strategy automatically adjusts your manual bid up or down based on each click’s likelihood to result in a conversion.
Use Case
Maximize Conversions within a fixed budget and don’t have an explicit CPA/ROAS goal
Target cost-per-acquisition (tCPA): Maximize the amount of conversions, without considering order value — such as lead generation and eCommerce businesses. In the case of a display campaign using Target CPA, you can choose to pay for conversions billing.
Enhanced cost-per-click (eCPC): for search advertisers who want to set the core bid manually or through third-party bidding tools, with an added layer of real-time optimization.
For Display, this is for advertisers who do not have conversion tracking, use a third-party bidding system or insist on setting bids manually with an added layer of real-time optimization. Good for lead generation and online sales.
Revenue-focused for tracking the revenue or conversion value and wanting to maximize it at a specific return on ad spend target. Target return on ad spending sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS).
They’re a good fit if you’re tracking conversion value and have campaigns that have at least 50 conversions in the past 30 days for Search and at least 15 conversions in the past 30 days for Display.
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Uday provides a search engine optimization service for digital marketing. In addition, he provides website content and content for authoritative links. He teaches Internet Marketing in Jabalpur.
He can be contacted at:
pateluday90@hotmail.com
09755089323
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