This article is aimed at newbie marketing specialists. Are you one of them? Then you probably have thousands of questions. In fact, marketing is a very fickle industry, which means you should monitor all its trends on a constant basis to be up to date.
Please don’t worry, we are not going to cover them all in this post. We picked out top 5 most insidious questions every marketer should know. BTW, guys considering themselves to be pros can also check their knowledge of the subject.
So, let’s begin.
1. What is Google AdWords auction?
Google AdWords auction is the process that occurs every time a user puts his/her query into the search bar. The engine decides which ads to display for that particular search. It also stipulates the order of those ads to show on the page if they will show at all of course.
How does the AdWords auction work?
Supposing you are searching for some info on the net. You input certain keywords into the search field and AdWords system finds all ads that match them.
The system ignores not eligible ads. Those may be the ones that target another country or disapproved due to a policy violation.
NB! Even if your competition bids higher than you, this does not mean that you can’t win a higher position. You can do it at a lower price having highly relevant keywords and ads.
Why does each auction can have different results?
The results depend on the competition at the moment. The process of the auction is repeated for every search, therefore you shouldn’t worry seeing fluctuation in your ad’s position on the page or if you don’t see it at all.
2. What is Ad Rank Adwords? How does Ad Rank impact cost-per-click?
What is Ad Rank in Adwords?
Google AdWords Ad Rank is a value used to determine your ad position. In other words, Ad Rank is used to determine where ads are shown on a page in relation to other ads and whether they are shown at all.
How does Ad Rank AdWords impact cost-per-click?
Ad Rank quality components affect CPC among some other things like Ad auction eligibility, Ad position, and eligibility for ad extensions and other ad formats.
But let’s return to cost-per-click in relation to Ad Rank. The point is that higher quality ads can lead to lower CPCs. To put it simple, when your ads are of the higher quality you pay less per click.
The takeaway here is: the higher quality ads usually lead to lower costs, better ad positions, and advertising success.
3. What is Google AdWords quality score?
What is quality score? Definition
With the help of Google Adwords quality score, you can estimate the quality of your ads, keywords, and landing pages. Why is this important? We have already said above that higher quality ads can enhance ad positions at lower prices.
How can you see your Quality Score?
- Quality Score is calculated on a 1-10 scale and its components. They are: expected clickthrough rate, ad relevance, and landing page experience. You can see your Quality Score in your keywords’ “Status” column.
- If your ads and landing pages are highly relevant to the user, most probably your Quality Scores will be high.
- As Quality Score is a summarized calculation of the overall performance in ad auctions, it is not used during the auction to determine Ad Rank.
When do you see null Quality Scores?
Null Quality Scores is being displayed in the table like this “—”. If you see this sign, it means that there are not enough clicks or impressions available to accurately spot a keyword’s Quality Score.
Why do you see different Quality Scores for the same keyword?
This may happen sometimes across campaigns or ad groups. You see different quality scores because expected clickthrough rate, ad relevance, and landing page experience (the three components making up Quality Score) depend on the creatives, targeting, landing page, and other factors. Those factors can vary from one ad group to another. In plain English, if the ad groups don’t coincide, the same keyword could have different Quality Scores across ad groups or campaigns.
4. What is ad relevance?
Ad relevance AdWords is a keyword status measuring the relation of your keyword to your ads. In other words, the status shows to what extent your keyword matches the message of your add.
You can get the following three statuses: above average, average, or below average.
What do these statuses mean?
- “Average” or “above average“ status – you have no serious problems with this keyword’s ad relevance when it is compared to all other keywords across AdWords.
- “Below average” status – your ad or keyword is not specific enough or your ad group covers too many topics.
Use this status to find keywords that are not relevant enough to your ads and don’t perform as they are expected to.
A keyword may have a high Quality Score and low ad relevance and vice versa. This happens because AdWords reviews quite a number of different quality factors determining Quality Score. For instance, your overall Quality Score may be high, but if you pay attention to the individual factors, you will notice the points for improvement.
Would you like to see the ad relevance status for your keywords? Go to the Keywords tab on your Campaigns page and hover over the speech bubble icon placed next to a keyword.
We advise you to focus on fresh active keywords when looking at their Quality Score sub-metrics as paused keywords will display scores they had when they were active last. The latter scores are useless as they are not regularly updated.
5. What do my ads look like on search network?
Well, supposing you have successfully set up an ad for your business. The next thing you want to do is see it live. We are talking about AdWords ad preview now. You can do this with Google search preview tool.
Why not just Google for your ad? Because if you repeatedly search for your business on the net, find your ad and don’t on click it, Google stops showing it to you after a while. The system recognizes your computer and considers that you are not interested in the info. That’s why if you want to view your ads the way they are being displayed to your customers on Google, you need to use AdWords ad preview tool.
You got it right, the Ad Preview & Diagnosis tool lets you see the same results as a Google search, without any impact on ad performance. Moreover, it doesn’t count views from the Ad Preview & Diagnosis tool, therefore, the numbers in your AdWords Express dashboard will be more accurate.
But that’s not all either, you can bookmark a specific search, you can share it with your colleagues/customers. Use ‘Share this search’ button in the top right corner of the page if you want to do that. The URL will open the Ad Preview & Diagnosis tool adhering to the selected parameters.
Please note that search results returned by the tool are not constant. They may change over time. This may happen because your ad preview doesn’t appear in the tool if your campaign reached its daily budget.
Please follow these steps to use the Ad Preview & Diagnosis tool:
- Go to http://google.com/AdPreview.
- Choose the appropriate domain, language, and location, enter one of your search phrases and click Preview.
- You’ll see the ads called by your search phrase at the bottom of the screen.
Over to you
Did we answer top 5 crucial SEM questions? Are they clear to you now? Maybe you have further questions that don’t let you sleep sound at night? Please leave them in the comments. Any thoughts, additions, and suggestions on the topic are also welcome!
We wish good luck with your search engine marketing campaigns!