Establishing an online presence is crucial in growing your brand. With almost 5 billion active internet users (Statista) — that’s over half of the global population — the internet provides businesses everywhere the opportunity to reach new audiences. You simply cannot surpass competitors without an online presence. Google ads can help establish that presence.
In 2021, businesses with high-converting websites and active social media pages are seeing significant growth. The greater your online footprint, the more likely it is you will appear in search results. However, you cannot simply rely on organic search results. With online advertising, like Google Ads, you can purchase your spot among the top search results — and with 41% of all clicks going to the top three paid search results (Wordstream), that’s exactly where you want to be.
When you invest in ad placement with Google, you’re converting clicks to sales! To get the highest return on investment, you must first understand the Google algorithm and how you can use it to your advantage.
The Google Algorithm: How It Works
Google is not just a search engine — it is an index of websites and resources found on the internet. Google uses something called “spiders” to “crawl” the internet and make copies of websites and resources and collects these items in its index.
When someone makes a search inquiry, Google then scours its index for websites and resources that are most relevant to the inquiry. Google then sorts these matches and picks the most relevant to display.
Google Ads
The Google algorithm plays a large part in ad placement, as well. When you invest in Google Ads, you “bid” on keywords related to your products or services. If your business sells digital marketing services, you may consider purchasing an ad and bidding on the phrase “digital marketing” (among other relevant phrases/words).
There are only a select few paid placements on the first page of search results — and the higher you rank among these results, the better. Therefore, keyword bidding and ad ranking can be competitive. This is where the algorithm comes in!
If thousands of businesses are bidding on the same keyword, Google must decide who ranks and in what order. Google considers these criteria:
- Keyword relevancy
- Ad quality
- Expected click-through rate and landing page experience
- Bid amount
Of these criteria, the two most significant are keyword relevancy and bid amount. If your ad and landing page are not optimized for your chosen keywords, Google will not display your ad, as it is not relevant to the search inquiry. Furthermore, if an ad is relevant and meets all other criteria, Google will rank the highest bid first.
How to Tailor Your Content to the Algorithm
Now that you understand how the algorithm works, you can optimize your website and ads. When tailoring your content to the algorithm, ask yourself: what products and services is my target audience searching for?
Once you have identified relevant keywords, consider outsourcing with Springwood Marketing. Our professionals are Google Ads certified and specialize in Search Engine Optimization. Our professionals can assist in creating a Google Ads campaign that generates online traffic and converts clicks to sales! Interested in learning more? Schedule a no-obligation consultation today.