Getting your ad featured on Google is an essential part of your digital marketing strategy. It gives your moving company incredible outreach and profit potential. However, there are a lot of factors that determine how well your ads will rank on the most popular search engine. Often enough, ads can end up costing you too much. That’s why it’s important to understand how to rank your Google Ads strategy. In this article, we look at that.
What does getting your ads ranked mean?
One of the most important things for an ad is its placement. This is why people have been paying good money for particular ad spots all these years, even before the internet became a thing and when billboards were the best option available.
Ad rank, in turn, is used to determine where your ad is shown on a page relative to other ads. Or even whether your ad will be featured at all! If your ad rank is too low, it is perfectly possible for it to be entirely rejected by Google. You would be forced to either find a worse platform to feature it on or give up on earning back the money you had put into its creation entirely and try to make a new ad. This perfectly showcases why it is always important to know how to rank your Google Ads strategy.
Adjust your bid
Now, when trying to figure out how to rank your Google Ads strategy, the first trait that needs to be considered is your bid. Bids, as the name implies, present the amount of money you are willing to pay Google for each click-through that happens through their platform. PPC management for moving companies is not exactly a new thing, but you really need to figure out your optimal cost here.
If you try to offer more money than you can afford, you may get your ad ranked, but it would be a waste of your finances. Besides, the bid amount is just one thing that contributes to your ad’s rank. And even if it’s really high it does nothing to guarantee the success of your ad or even that it will be accepted by Google at all. The company has exacting standards.
Pay attention to your landing page
Your landing page is graded much more harshly and counts for more than your bid. Google wants to see the quality and its algorithm will scrutinize how well your landing page is put together. And, of course, whether it is congruous with your ad at all. Some people make the mistake of not making a dedicated landing page for each of their marketing drives and instead collate them. Don’t do this! It can be seen as an automatic fail and make your efforts to learn how to rank your Google Ads strategy moot when Google rejects it.
Instead, really focus on just one sales funnel. For example, if you want your ad to show off how cheap your moving services are, then perhaps offer an online moving calculator and a list of your services and their prices. Do not confuse things by also trying to sell moving supplies!
Work hard on ad quality
If you want your ad to be ranked highly, then it needs to pass quality ‘thresholds’. To be accepted at all, your ad needs to be of average quality. In other words, it needs to look professionally put together. With a clear message, an appealing design and a well-put-together link that does not lead to a broken or low-quality landing page. Of course, the higher you want your ad to be placed in the ranking, the higher the quality of your ad needs to be.
If your ad is relatively good but not exceptional, you can make up for the difference by offering a higher bid. Note, however, that this is almost always a sure way to lose money, and it is not a good way to go about how to rank your Google Ads strategy.
The importance of keyword relevance
There is one thing you need to be extra careful of – keyword relevance. When getting your ad out there, it will be shown to people based on what they were looking up. And these keywords are provided by you when you hand your ad off to Google. Granted, you may be able to contact Google Ads later if you notice the keywords underperforming.
Note, however, that bad keyword relevance hinders more than just your direct click-through rate. If Google feels keywords are not well-matched, its algorithm will put your ads into less prominent slots. That will translate to your business losing money on two fronts:
- Your ad is being shown to the wrong target audience.
- Your ad is barely noticeable.
No matter which of the different ways to advertise a business you opt for, your website will always be the baseline for your success. If it is a laggy mess, then you are probably not going to see any profits at all from it. The one quality of your website that Google focuses on in this particular case is loading speed, especially on phone devices. If your website is slow, then your ads will not be ranked highly at all. The same applies if it works flawlessly on a computer but chugs along when using it on a phone.
Your ad’s expected click-through rate
The final aspect of how to rank your Google Ads strategy is your ad’s expected click-through rate. In a way, it is the culmination of all your previous efforts. Does your ad look nice and appealing? Does it show off something that people would be interested in? What are its success statistics on other platforms before you brought it to Google? All of this will be considered when Google is ranking your ad. The ones with better potential, quality, and proven successes will of course be given preference.
Even though you should now understand how to rank your Google Ads strategy, one question remains: should you go for it? Sure, it is an immensely helpful step to take. But, if you are investing more into it than you should and your ad doesn’t perform as well as you’d hoped, you could be facing a lot of financial troubles. So, carefully consider this particular question.