Google Adwords AlgorithmAdwords Algorithm
The new AdWords Ad Rank algorithm really means
PPC is excited about this week's news that Google AdWords (formerly known as AdWords) is adding a new ingredient to its Ad Rank form. Now Google has added Ad Extensions to the mixture to act as a tiebreaker. Google says, "If two rival advertisements have the same offer and the same level of service, then the ad with the more anticipated beneficial effect of enhancements usually appears at a higher location than the other.
" By far, this is the largest Google ad ranking algorithm modification since the introduction of Google Ads over a decade ago (see our Google Ads interactivity history). What made Google modify the ad placement algorithm? Why did Google swing the ship and integrate another aspect that the advertiser has to take care of?
At Google, we want to give our viewers the best possible viewing experiences. Keep in mind that it is the world's leading online research tool because consumers are confident that it always delivers the most pertinent and useful results - both organically and in terms of paying for it. In order to motivate marketers to take a search-centric viewpoint, Google places value on Quality Score. Now Google goes one better and urges marketers to concentrate on expansion.
Undoubtedly, the inclusion of extra contacts and website hyperlinks will be advantageous for the searcher. As insidious as it may be, Google is gradually driving down the level of scientific results (read: profitable results) in search of new SERPs. As we know, viewers are more likely to click on offers that appear above the pleat.
Google redirects seekers who typically choose Google's offer of services to pay advertisements by moving down the list of services that are offered organically. Given that more ad carriers allow ad enhancements, the mean ad sizes become larger on an exponential basis (for those on top positions). Those giant, hidden advertisements distract interest from organically produced offers and are likely to generate high click-throughs.
In fact, Google is even piloting the placement of massive advertising banners at the top of SRP! Over the past few month we've seen Google experimented with many different ways to downplay AEO. To Google, more business means more sales. Consider this, for your ad enhancements to be visible, your ad must appear at one of the top locations - a little of a catch 22.
Many organizations will scream for top positions to create favorable historic information for their enhancements. Was that Google's idea all along? Even though the advertiser describes this as a kind of Google "Sneak Attack", in hindsight it is clear that this scheme has been in place for quite some now.
In the last six month, Google has placed much more value on advertising enhancements. Everything began in February when Google published important enhancements to Sitelink and Call extensions. This update gave the advertiser the ability to add enhancements at the ad group tier so that they could really adapt the enhancements to their viewers.
In addition, AdWords published an in-depth extension report that encourages more marketers to use it. Next notice came a month later when the Google Policies staff issued a notice prohibiting marketers from adding phone numbers to their text advertisements. As a result, many customer service representatives were compelled to call extension numbers to make sure their contacts were easily accessible to those searching.
Once the accounts manager began familiarizing themselves with the fundamental enhancements, Google increased them by one level and began to experiment with a series of betas. They may remember advertiser who were excited about the prospects of Image Extentions, Review Extentions and Offer Extentions - but we're still awaiting Google to make them officially available to everyone.
It is clear that Google has long been an advocate of the implementation of enhancements, and it is easily understood why - they raise reliable the CTR. Many of us have failed to use these "bells and whistles" so much that Google became anxious and had to take extremely tough action. Including the use of advertising enhancements in one of the most effective computations, Google forces the advertiser to deploy enhancements or incur serious outcomes.
Regardless of whether you're a pay analyst or an unlimited Google Ads consumer, Ad Rank is a crucial determinant of your pay per click experience. At the moment, if you're not using enhancements, it's your turn to get involved. In order to start, go to my Google AdWords Ad Extensions Cheat Sheet. Existing ad enhancements do not mean you are off the mark.
Keep in mind that Google takes into account the "expected effects of enhancements and advertising formats," which means they evaluate the overall qualitiy of your enhancements. In order to increase the ad rank, your enhancements should be of relevance, have a high click rate and appear prominent on the SRP. You' re one jump ahead of many marketers because you have already gathered key metrics for your current grow.
Maintain your drive by optimising your enhancements now. Part of my prudence is to implement all the enhancements that are of relevance to your organization. Google announced in their announcements that they "will generally show your most powerful and useful combinations of enhancements and formatting among the eligible".
There is no question that as SMEs begin to gauge the effects of this algorithms shift, we will increasingly know about its effects. He is the Global SMB Solutions Go To Market Lead at Google.