How to get to the top position in Google Adwords

April 03, 2008
How to get to the top position in Google Adwords
Adwords is one of the main advertising programs by Google, developed to advertise and display ads on Google for pre-selected keywords from advertisers. Many advertisers strive to achieve top positions in this system as Google AdWords is considered the largest online advertising network available. Google Adwords position advertiser ads based on a combination of several factors including but not limited to relevant keywords, a significant Click-through-Rate and a high keyword Cost-per-Click bid. According to Google Adwords help center, achieving a top position in Google Adwords depends on Having relevant keywords and ad text, a strong CTR on Google, and a high keyword CPC bid will result in a higher position for your ad. Because this ranking system rewards well-targeted, relevant ads, you cannot be locked out of the top position as you would be in a ranking system based solely on price.

Relevant keywords and ad text greatly influence the performance and profitability of the business marketing campaign. Providing unique and substantial keywords as well as having consistency between relevant keywords and ad text can have a vital effect on the company rankings in Google Adwords. Advertisers should identify and define pertinent keywords that are significant to the web content of the site and optimize the ad by creating ad text that is distinctive and uniquely relative to other ads competing for similar keywords. When creating ad text copy, advertisers should incorporate appropriate keywords in the title and description while preserving the balance of clarity and relevancy of the ad. Ad text should mainly focus on offering what online users inquire and search for, while providing seemingly distinguishable and distinct ads that can attract online visitors and incite them to take action. Conducting web analytics and extensive keyword research significantly helps advertisers specify targeted keywords that are accurate and compelling to searchers and fine-tune their ads accordingly.

A high Click-through-Rate (CTR) on Google is critical to secure higher position on the sponsored listings while lowering the ad costs. CTR represents the percentage of online users clicking on a particular ad while viewing a specific web page. CTR measures online customers response to a specific ad. CTR reflects the relevancy and importance of a particular ad and consequently its ability to trigger site visitors interest, desire and motivation to click on it. Advertisers adopt various strategies to improve their CTR including providing relevant information to online users and presenting attractive offers that urge visitors to do further research. Advertisers should also focus on the ads placement and design as major aspects that can boost ads visibility and exposure. Placing ads in the right location is critical to capturing visitors attention. Additionally, well designed ads with good selection of words induce more online users to click on them. When managing the companys advertising campaign, it is rewarding to achieve a strong CTR. A superior CTR performance help advertisers evaluate and assess their marketplace, and generate profitable revenues.

A high Keyword Cost-per-Click (CPC) bid is a major factor that dictates the ad position for key-targeted ads. It refers to the highest price advertisers are willing to pay for each click on their ads. Highly competitive keywords require higher bids and correspondingly bigger budgets. Advertisers compete to win the bidding for particular keywords in an attempt to fetch higher returns and gain brand building opportunities. Therefore increasing the keyword CPC bid can greatly affect the ads ranking position in Google Adwords. Placing bids on carefully chosen keywords can generate leads, boost online conversion and consequently get maximum return on advertising investments.

In order to boost their chances of ranking high in Google Adwords, advertisers tend to enter two or more slightly different ad versions to test for CTR and check what ad text acquires best measured CTR. Based on the CTR performance for each ad, advertisers can specify which ad can deliver a higher volume of clicks and consequently provide better business advantages. In order to optimize the ad campaign to its utmost potential, advertisers should use descriptive keywords that can lead targeted traffic, identify their original products and services to rise above competitors, boost their CTR and increase their keyword CPC bid to generate dramatic increase to the company's online business.