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by Tara West on 12th April 2012
Are you running AdWords advertising on Google search results pages? Are your ads in the best position they could be? If you would like to learn how you can make your ads higher up in the paid search results, then read on.
In most cases, advertisers try to aim to have their ad within the top three paid search results, to gain maximum visibility at the top of the search results page. This post will tell you how this achievable.
First of all, to see what the average position of a keyword, you can use a filter in AdWords. Go to the keywords tab, then click ‘filter’, then click ‘create filter’, then select ‘average position’ and type ‘3’ into the box that appears after the words ‘worse than’.
AdRank is a formula which determines where your ads appear within paid advertising search results from Google AdWords. It is made up of your keyword bid and your quality score, so to improve your position within AdWords results, you need to improve these factors.
You can check your Quality Score by going to the keywords tab and hovering over the little speech bubble above it.
Increase Your Keyword Bids
This applies if you are using cost per click bidding. Keyword bids directly make up the formula which determines AdRank. When you increase your keyword bids you increase the likelihood of your ads getting a higher AdRank and so appearing higher up the page. One easy fix to help your ads appear higher in AdWords is to increase your keyword bid for that ad group.
Don’t forget that having a higher ad position means that you will likely pay more per click than you would if your ad is in a lower position. This means your budget may get used up quicker, so if you want to achieve visibility throughout the day, it might be best to aim for a lower position and maintain a presence throughout the day with lower keyword bids.
Relevance has lots of facets in terms of determining quality score.
Make sure your ad text includes the keyword(s) you are bidding on within that ad group. If it’s in the title, this works even better. Not only will this relevance work well to increase your Quality Score directly, but it will work well to increase your Click through Rate (CTR) as the ad will appear more relevant to searchers. CTR also affects Quality Score so it’s improving your Quality Score in multiple ways.
Structuring your ad groups well will make it a lot easier for you to ensure your ads are relevant to your keywords. It’s best practice to generally aim for one keyword per ad group, so that you can tailor your ad text specifically to that keyword within the ad group.
Make sure the landing page you are directing your traffic to is the most relevant page on your site for that keyword. Ensure the page has some written content, and isn’t just all images. This is so that AdWords can easily see that the content is relevant to the keyword to which it will deliver traffic.