Paid Search another way to help businesses appear in Google Search Results. If a business is not ranking Organically as high as they would like, they can use paid search. Businesses who utilize paid search, may also be ranking organically, but would like to have to many impressions, or conversions so they participate in paid search too. There are a variety of options pertaining to paid search.
So I can buy my Way to Rank #1 on Google?
No, not exactly. Even if you have the highest bid for paid search, you may not rank #1. They way that Google calculates Rank score is through a Quality score.
Things that affect Quality Score (Rated on a scale of 1-10)
- Expected clickthrough rate
- Ad Relevance
- Landing page experience
Expected clickthrough rate
According to Google, Expected Click-through Rate is “A keyword status that measures how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad’s position, extensions, and other ad formats that may affect the prominence and visibility of your ads”. This ranking for expected click-throughs will predict how likely your keywords will lead to a click on your ads.
This is a very important idea to focus on. Google and its users love relevant information. No one wants to have their time wasted, so be sure to save time and money for everyone and always utilize relevant keywords. Google will reward you if you keywords in your ad are relevant to your landing page.
Landing page Experience
The landing page should relate to your ads, keywords, and be easily navigable. If you draw in a customer with an add, but have a messy and difficult site, it can cause you to loose customers in a second. A nice landing page will make the user experience enjoyable, and much more likely to convert like you were hoping for.
Why does Quality Score Matter?
Google was experiencing a lack of trust between its users and clicking on ads since most people started to view them as untrustworthy, Irrelevant,and sketchy. Therefore, Google created this Quality score system. Taking a variety of components and ranking your ads. This quality score is also factored into the price you pay. Google rewards people with good ads, and the higher the higher the quality Score, the lower the bid to rank in that position. Therefore,a person with a quality score of 8 may rank and pay less than a person with a quality score of 6.
Quality Score & Bid Amount
Google will calculate the ranking positions using Quality Score and Bid Amount. To out bid someone you must only pay $0.01 higher than the next ranking ad. Therefore if CPC (Cost-Per-Click) is $2.00, you must only pay $2.01 to rank higher.
Depending on how advanced the settings are, the budget may allow you to overspend to obtain a conversion, it may allow you to pay a price to target a certain position. It all depends on the business plan and how the Google Ads is set up.