Ad Rank is defined by Google as a value used to determine your ad position and whether your ads will show at all. Your ad rank is calculated based on a variety of factors such as bid amount, ad quality, ad relevance, the context of the person’s search and the expected impact of extensions and other ad formats. Your ad rank is able to fluctuate at any point in time depending on your competition, the ad quality and the context of the audience’s search. However, there are ways you can improve your ad rank, such as:
- Be Specific
Targeting your ad through keyword groups will allow you to specify your ad to the most relevant audience. This will result in more accurate ad placements. To do this you must have well-constructed ad groups that are specific to the audience your ad intends to reach. Advertisers should also create ads for specific buyer personas and separate ads for different products or campaigns to ensure each product or service has the potential of reaching the right audience. The use of single keyword ad groups greatly increases rank quality. This is simply taking a single keyword and breaking it down into three match types. Using these three match types (broad modifier, phrase, exact), you get the benefits of specificity and broad searches while ensuring that your most-searched terms get specific ads that can include your keyword every time without fail. Eliminate irrelevant keywords and tailor your ad copy to those very specific ad groups. Utilize negative keywords to eliminate irrelevant placements and your ad placements will improve quickly. This ensures that Google searchers will get the most personalized and specific offer based on their search. This is one of the best ways to improve ad ranking without increasing your bidding.
- Better Landing Pages
Nothing is more frustrating to a searcher than clicking on an ad and being directed to a landing page that is absolutely not what they expected or a landing page that is generic and does not refer back to the ad. Google factors in both the ad you have created as well as the landing page the ad directs the audience to in order to determine your ad rank. You can improve your ad rank if you utilize the strategy of having various landing pages that are utilized for each product, service or campaign so the searcher is getting exactly what they are looking for. The easiest way to do that is by creating unique landing pages for each ad group. Although this is time-consuming, in the end, it will garner the best results. If the landing page matches the ad it will also greatly improve your conversions as persons will be able to see the exact product or service they clicked through to see and take action on that rather than searching around for it and feeling frustrated.
By doing making these two improvements to your ad strategies, you can improve your Google Rank organically without increasing bids and can improve the customer experience in relation to your brand by providing the exact information the audience is searching for without hassle. This, in turn, will lead to more conversions for your business.