Today I will write about which indicators we need to pay attention to during the Google advertising process.
I don’t need to say much about the most basic indicators such as impressions, click-through rate, and conversion rate. These are the most basic things for every advertiser. Today I will talk about what else we need to pay special attention to in addition to the above indicators.
We all know that there is a very simple formula for the ranking of Google ads: bid x ad quality score. This determines that the higher the bid, the higher the ranking of your ad.
The ad quality score is mainly determined by three factors: ad relevance, landing page experience, and ad expected click-through rate.
Let’s look at each of these factors separately:
1. Ad Quality Score
The quality score measures the coordination between your keywords, ad copy, and landing page. The higher the click-through rate and the higher the landing page match, the higher the score, which means that the user's experience on the website is high and the ranking is higher.
We should pay special attention to the fact that quality score is the biggest difference between Google Ads and other advertising systems. For example, in China’s Baidu, whoever bids the highest will have their ad placed at the top. However, with Google Ads, just bidding high is not enough; the user experience must also be considered.
2. Ad relevance
Ad relevance means the degree of match between your keywords and your ad copy. The higher the match, the stronger the ad relevance. This is a very important factor in Google Ads keyword quality score.
This ad relevance score should not be lower than the average, otherwise it will affect your ad display.
3. Landing Page Experience
We have written about landing page optimization in detail in the previous article. In the landing page experience, we must optimize the website access speed and ensure that the page content is highly matched with the advertising copy and keywords.
The landing page experience also has a rating that will be displayed in the advertising background: average, above average, or below average.
4. Expected Click-Through Rate
This measures the likelihood that your ad will be clicked by a user, based on your ad's past click-through rate performance.
5. Absolute top impression share on Google Search Network
This indicator is very important. Google removed the "average position" indicator in September this year and replaced it with "top display rate" and "absolute top display rate".
We know that in the search engine page display results, there is a huge difference between the traffic obtained by ranking first and second. The click share of the result ranked first can account for 80%, so in the search engine world, there is only the first place, and the rest are on the second page.
Therefore, we must firmly occupy the first position on the result page, that is, the absolute top display rate. Here we need to distinguish between the top display rate and the absolute top display rate.
Top of page impression rate is simply the first page where your ad appears, regardless of whether your ad is at the top or bottom of the organic results.
The absolute top of page impression rate is quite impressive. This is the first position of your ad above the natural results.
If you want to increase the absolute top display rate or display share, the simplest way is to increase the budget and bid. The ranking will go up quickly, but we must optimize the landing page. Otherwise, the display share will go up, but the landing page experience is too bad, and your ranking will slowly decline.
6. Estimated first position bid and estimated top of page bid
These two are different concepts
The top of page bid estimate is the lowest price you would pay to have your ad appear above the organic results.
The estimated first position bid is the minimum price you would pay to appear in the first position above the organic results.
Generally speaking, the estimated value of the former is lower than that of the latter.
For example, if you currently set the maximum CPC bid for your keywords to $2, but you find that the estimated first-place bid for a certain keyword is $3, then my suggestion is to increase the maximum CPC bid to $3 or slightly higher.
7. Bounce Rate
In fact, you can also see the bounce rate indicator in the background of Google Ads keywords, provided that you link Google Ads and Google Analytics. In this way, you can see some indicators of Google Analytics in the background of Google Ads, and you can also see the performance of Google Ads in the background of Google Analytics.
The benefit of adding bounce rate to the Google Ads keyword metric analysis is that you can see in a timely manner whether some of your keywords cater to the user's intention. A high bounce rate means that the search intent of this keyword does not match the landing page content at all.
Finally, I will tell you how to obtain these indicators in the advertising background.
1. In the keyword section of the ad backend, click on the column in the upper right corner and select Modify column.
2. Select the column you want to add, select Apply, and then drag the column on the right for easier viewing.
