It’s common to encounter the dilemma of having both a low ad rank or ad position and a limited budget when optimizing a Google Ads campaign. This poses a challenge as increasing bids to boost ad rank and average position is not an option.
Many of us have found ourselves in this predicament, wondering how to improve our Google keyword position.
But if you’re facing this problem now, don’t worry. There are effective ways to overcome this situation and improve your ad rank without increasing bids.
Read on to discover some of the best methods to enhance your ad rank.
Quality Score and the Ad Rank Formula
If you recall the formula used by Google to calculate ad rank, you may remember that the Quality Score Formula is a key component in determining the CPC. However, when seeking to enhance their Google ad rank, many people overlook the importance of optimizing for Quality Score, often believing they can surpass their competitors by outbidding them.
Unfortunately, overbidding does not lead to a higher ROI, but rather it can work against you in the long term. If you possess numerous keywords with low Quality Scores and high average CPCs, it is advisable to consider pausing or removing them and replacing them with low CPC keywords that have higher Quality Scores.
Use Search Terms as Keywords
To enhance your PPC ranking, it is recommended to examine the search terms for your keywords, as they often contain potentially effective keywords. Incorporating relevant keywords from these search terms can have the additional benefit of receiving a higher Quality Score and average positioning from Google compared to your regular keywords.
Therefore, adding new keywords with high Quality Scores from search terms can contribute to improving your campaign’s overall Quality Score, resulting in an increase in your position and ultimately leading to a decrease in your average CPC.
Work on your Ad Relevance
Google considers ad relevance as another factor when determining the Quality Score. If your ads have above-average ad relevance, it can enhance your overall Quality Score, leading to an improved Google ad rank positioning.
Several techniques are proven to improve ad relevance, such as repeating keywords in the ad headline and selecting appropriate landing pages.
You can read more about improving ad relevance via this link!
Use the Keyword Planner
By using the Google Keyword Planner, you will be able to find different variations of some of your keywords. This is very useful, as you might find new keyword options for higher Quality Scores.
Work on Improving your Website
Making your website more user-friendly and easy to use will improve your Quality Score, as well. Moreover, any SEO-friendly website will greatly improve your website placement on Google.
This will reduce your bounce rate and improve the overall user experience for searchers. And this is something that Google Ads values and will, as a result, reward you with higher Quality Scores for your ads and keywords.
Include Main Keywords in the Meta Tags of your Website
By including the main keywords within your meta tags, there will be increased relevancy between keywords and landing pages. This, in the end, results in higher Quality Scores for your campaigns.
This is a completely useless approach to SEO, but we’ve surprisingly seen lifts in Quality Scores after inserting keywords in the meta tag sections of our landing pages.
Closing Thoughts
With all these alternatives in mind, you no longer have to be limited to just raising bids to improve your ad rank.
Remember that higher Quality Scores will help you to reach higher positions and even reduce your average CPC. So optimizing for Quality Score can be your best bet, especially when your budget is very limited.
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