How do I optimize my Google ad ranking?


To do Google SEO, you can simply understand as doing Google ranking. Higher rankings mean more clicks, more inquiries, and more money.


Similarly, in Google Ads, ad rankings can also affect the number of clicks and inquiries you get, and we certainly want our own ad row as much as possible, on the right budget and input-to-output ratio.


So how do you know how your ads are ranked?


Before October of this year: Select the "Average Rank" data metric in the keyword column to see the average rank for each keyword (the average rank of ads when users search for the word).



Isn't it simple, it's intuitive?


But


Google removed the data metric at the end of September.



Official reason: Other metrics give you a clearer picture of where your ads appear on the search results page.


I'm a little angry, really.


What indicator is simpler than just telling me directly?


Think of it again, before Google abandoned adsenseformobileapps.com, so that advertisers in the display ads can not quickly exclude all mobile apps, spent a lot of money wrong.


These changes, no doubt to our advertising operators added difficulties, but, as long as the idea does not decline, the method is always more difficult than the difficult!


We can still use some of the data metrics available to gain insight into the ranking of our ads.


  • (Top) %: Search top impression rate,Search web page head impression, the percentage of ads displayed above natural search results (anywhere). Calculating formula: Number of times your ad is above natural search results / total impressions


  • (Abs. Top) %:Search absolute top impression rateThe absolute top page impression rate of the search network, the percentage of the number of times an ad appears as a headline ad above natural search results. Calculating formula: Number of times an ad is in the first ad bit above natural search results / total impressions




How do I analyze these two data metrics?


  • A keyword's search network page head display rate is relatively high, it means that the keyword triggered by the ads are basically ranked above the natural search results, the ranking should be in the top four.

  • A keyword's search network absolute top impression rate is relatively high, indicating that the keyword triggered by the advertising basic ranking in the headline ad position.

  • If the Impr. of a keyword. (Abs. Top) % and Impr. (Top) % is higher, which means that the ads triggered by this keyword are basically in the top two.

  • If a keyword's search network page head display rate is relatively high, but the search network absolute page head display rate is relatively low, then the ads ranked second, third, fourth more, rarely ranked first.


How to improve the data for these two indicators?You can refer to the following indicators to find the problem point:


  • Search lost absolute top impression share: Missed absolute top impression percentage, i.e. the percentage of ads that are too low on budget to show the first ad space above natural search results.

  • Search lost top impression share: Percentage of ads that cannot be displayed anywhere above natural search results due to low advertising budgets.

  • Search lost absolute top impression share: Ads can't show the percentage of first ad bits above natural search results because of poor ad ratings.

  • Search lost top impression share: The proportion of ads that cannot appear anywhere above natural search results because of poor ad ratings.


———— low data due to low budgets, in the case of ROI, pleaseBid


———— For low data due to low advertising ratings, pleaseImprove your ad ratings: Increase disrelevance (keywords appear in ad languages and landing pages); improve the landing page experience (speed, ease of navigation, relevance, copy quality), increase expected click-through rates (enrich advertising, add additional information, increase the appeal of ad languages), and more.



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