Google Ads (PPC management)
Google Ads (which used to be referred to as Google AdWords) is the top PPC advertising platform. It not only allows for a user to create ads that will be seen in Google’s search engine result pages, but on Google’s other platforms as well.
Google Ads uses a pay per click model when determining which ads to serve. Users place bids for each of their keywords and then pay when an ad is clicked on.
Every time that a visitor goes to Google and enters a search term, Google searches its database of Ads. It will choose a small number of Ads to display with the search results. The Ads chosen are based on a number of criteria. It is not simply the one with the highest bid, as Google is always wanting to show quality relevant content to its users. Some of the factors involved in choosing the Ads to display are the quality of the Ad campaign, relevance of the keywords, the size of the keyword bid, along with other factors.
The decision of which Ads get to appear are based on a formula. First, Google looks at the quality score of your Ad campaign. The Quality Score is determined by evaluating the following criteria:
Your click through rate (CTR)
The relevance of your keywords
The relevance of your Ad text
The quality and the relevance of your landing page
Your historical Google Ads performance
Although Google keeps the weightings a secret in this formula, we know that these are the criteria currently being used to evaluate the Ads. We do know though that your click through rate is the most important factor. If users are clicking on your Ad, then that suggests it is relevant to their search.