An expected move from Google again, it is about AdWords. Google is
updating and improving the Ad Rank Algorithm of Google AdWords. This is done to
add some new features they have to add this year. Mainly their new ad
extensions will be considered on the first priority. Now the positioning of
your ads would be affected by the ad extensions and formats on Google search
results page.
This is being elaborated with the help of an example: If two
identical ads have to appear with the same quality score and bid, then the ad
which is having an ad extension will be placed on the higher ad position. The
appearance of ad extension also depends on the ad rank. The ad which is of high
quality score or bid or both, has more chances of getting extensions.
The announcement says that the ads which seems to perform well and
having ad extensions may witness higher click –through rate and low cost per
click. The ads without the advantage of their concerned projections could see
their CPCs go up.
Your account may witness higher or lower CPC’s. If your formats
and extensions are highly appropriate, then your account may witness low CPC.
You may see higher CPC if there is any improvement seen in the add position or
the competition of your ad is increased with the high impact from formats.
The advertisers are advised to use extensions in their ads because
the positioning is also affected by Ad Rank. The advertisers who have not added
extensions to their ads have to incorporate them in their campaigns. The ad
platform will itself choose the ad extensions which should be used and it
depends upon the CTR performance.
Currently the ad rank is only affecting the placement of advertisements
on Google search page. If you have not entered into Google Ad Words extensions,
then you can take help from the help pages being added by Google. The main aim
of adding these help pages is to spread awareness in advertisers about
different ad extensions and method of enabling them.
No comments:
Post a Comment