Ad position plays a pivotal role in pay-per-click marketing.
Obviously, in an ideal world, you'll want your ad to appear higher in paid search results. The reality, however, is that higher search rankings are more valuable real estate. Those positions cost more.
Finding the right balance between trying to have your ad appear higher on the page and attempting to control your costs can be the difference between search engine marketing success and failure.
In the coming paragraphs, we'll introduce you to a means of either:
- Achieving Higher Ad Position for Less.
- Paying Less for Your Current Ad Positions.
Which, obviously, will help you to achieve your goals while staying within your budget or targeted cost-per-acquisition.
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AdWords Ad Position
On Google search, what determines your ad position in the Google sponsored links is a formula Google calls Ad Rank. Google defines Ad Rank as:
Ad Rank = CPC bid × Quality Score
- CPC bid refers to the maximum bid you designate that you're willing to pay for a given keyword.
- Quality Score is the grade Google gives your ad, based on a "keyword's click-through rate (CTR) on Google, the relevance of the keyword and ad to the search term, your account's historical performance, and other relevance factors".
This calculation is depicted in this chart, created by Google and offered on their site:
Higher ad positions generally lead to higher click-through rates (click-through rate refers to the number of clicks per the number of impressions your ad gets; more prominently featured ads are more likely to be clicked on).
That said, higher ad positions are also generally awarded to advertisers willing to pay more per click.
Unless, of course, you can boost your AdWords Quality Score across your account in such a way that achieving solid ad positions for cheap becomes a possibility.
Maintain Your Average Ad Position For Less
WordStream addresses the problem of keyword position pricing with two core tool-sets:
- Quality Score Solutions - WordStream offers tools for every stage of campaign creation:
- Bid Manipulation and Account Editing Tools - The application also offers a sophisticated account editor which enables you to make complex changes to numerous facets of your account at once (including raising and lowering maximum CPC bids).
Improving Quality Score For Keyword Position
WordStream's advertising software is specifically designed to aid in the creation of Quality Score friendly accounts.
Regardless of your strategy where ad position is concerned (some people choose to pay less per click and remain in lower ad positions, while others are willing to pay the extra cost for the additional exposure offered by higher ad positioning) raising your Quality Score can help to gain you higher positions for cheaper.
WordStream provides you with multiple means of raising your Quality Score:
Relevant Grouping and Ad Positioning
WordStream's keyword grouping tools enable you to create numerous keyword groups in minutes:
You can then repeat this process with various keyword groupings.In fact, you can even receive grouping suggestions from our PPC automation and management tools.
The beauty is, all of the advertising keywords within these newly created groups will be very closely related. The close relationship of the keywords within these Ad Groups makes it exponentially easier to target your ad text to an entire group with a single ad.
Ad Text's Effect on Keyword Positioning
Crafting your ad text so that you improve your quality score leads to a virtuous cycle:
- Improving Relevance Improves Ad Position
- Better Relevance Improves Click-through Rate
- Improved Click-through Rates Raise Keyword and Overall Quality Score
And on and on it goes.
How WordStream Helps
WordStream helps you to target your ad text to your keyword groups by making the groups more intelligently structured, but it also offers ad text creation tools which provide ad text content suggestions aimed at improving your message's relevance, click-through rate, and Quality Score.
While you should certainly edit these suggestions (including a call to action and proper capitalization, along with coherent messaging) the software suggests to you keywords that will improve both your Ad Group's quality and its click-through rate (as people respond to specific messaging which matches their query with clicks).
Effecting Account Wide Ad Position
In addition to Quality Score optimization tools, WordStream also offers account editing tools which enable you to make numerous, sweeping changes to your account with very little effort.
WordStream's account editor (not unlike Google's AdWords Editor) enables you to quickly make account changes within the same dashboard and create keyword groups, edit ad text and carry out complicated bid manipulation across your online advertising account.
This allows you to effectively implement whatever ad position strategy you're focusing on.
Improve Ad Position and Costs
To get a better idea of how WordStream can help you to achieve the same ad positioning for less,