Whenever someone does a search on Google, ads start appearing on top, at the side, or towards the bottom of a web page. Only the highest ranking ads are entitled to show up at the top. The factors coming into play when it comes to the position of your ad are Quality Score (projected click-through rate, ad relevance, & landing page experience), plus the projected impact of extensions alongside auxiliary ad formats, and of course your bid. We’ll show you how we pick top ads, how they look like, in addition to a few tips to improve position of ads.
What top ads look like:
Ads showing on the top have a unique look from ads in other positions. One, they are wider, and two, on certain devices, can fuse two or more lines of ad text into a single line. On occasions if we find that your first description line is clearly a complete phrase or sentence, we may include bit of your description to your headline, forming a longer, more noticeable headline.
When there’s ample space, we may also include your website’s domain to your ad’s headline. We’ll use a visual separator like vertical pipe (“|”), hyphen, etc., to separate the domain from the headline making it easy for users to see.
Top ads also usually come with ad extensions, for example, sitelinks, location extensions, PLUS call extensions.
How AdWords selects top ads
The position of the Ad on the page depends on specific factors like your Ad Rank (an amalgamation of your bid, Ad & landing page quality, plus the projected impact of extensions & auxiliary ad formats). To get your ad to the top your Ad Rank must meet a minimum threshold. The minimum Ad Rank needed to show above search results is often greater than the minimum Ad Rank to show beside search results. In consequence, the cost-per-click when you show above search results tends to be higher than the CPC if you show beside search results, regardless of that no other advertisers are immediately below you. Notwithstanding that you may pay more per click, top ads often have higher click-through rates, and allow access to extensions (for example sitelinks) and additional features available only in top ad positions. Of course, you don’t have to pay more than your max CPC bid.
The top Ads have certain qualities such as:
- High relevance: The ad text plus landing page are relevant to anyone that gets to see your ad.
- Persistently good performance: The ad keeps generating clicks persistently.
- Competitive bids: The bid for the ad is competitive with other advertisers plus outshines the top of page bid estimate.
We can at the max show up to three ads at the top of search results page. Since Ad Rank & thresholds are recomputed on every page, ads on occasions show up in a top spot on one page and then again in a side spot on the subsequent page.
How you can help your ads make it to the top
Some handy tips to get your ads eligible for the top spots:
Relevancy is the key: See that your keywords, ads, and landing pages are relevant to what customers are searching for. Irrelevant ads, may show, but they won’t garner many clicks – this results in poor performance over time.
Refresh your keyword list regularly: Utilize Keyword Planner to gather ideas for new keywords; add relevant keywords you come across to your list.
Keep your bid competitive: Make sure to bid high enough so that you can compete with fellow advertisers who too are bidding on the same keywords you are. Scan the top of page bid estimates to work out how much you probably need to bid to compete for a top spot on the page.
Check your account daily: Keep on improvising to create a big impact later on.