Successful Advertising on Google: How to Reach the Top with Paid Ads

Posted 7 June 2024

The Importance of Ranking High in Google Ads

A common question from our clients is: how do we get to the top of Google? Most users click on the first few results. If you don’t have time for search engine optimization (SEO) or if your business isn’t suitable for it, you’re dependent on paid ads. But how do you achieve a high position with paid ads?

How the Google Ads Algorithm Works

Google’s search engine uses a complex algorithm to determine which websites are displayed and in what order. For paid search results, such as Google Ads, it works as follows:

Ad Rank: This is the position of the ad on the search results page. Ad Rank is determined by the bid amount (how much you are willing to pay per click) and the quality of the ad, including relevance and click-through rate.
Bidding Strategies: Google Ads offers various bidding strategies that you can use depending on your goals. A bidding strategy determines based on which factors you bid (e.g., cost per click (CPC), cost per thousand impressions (CPM), or cost per acquisition (CPA).
Quality Score: The quality score is an estimate of the quality of your ads, keywords, and landing pages. This score affects both the cost and the position of your ad.

How Radyus Makes Google Ads Successful

Thorough Keyword Research: The relevance of the chosen keywords relative to the ad content is very important. Understand your target audience and the keywords and match the right headlines and descriptions to them. With our years of experience, we know the market inside out. We know which keywords to use for which project.
Relevant Ad Texts: Using the right headlines, descriptions, and call-to-actions is based on the specific characteristics of the project and its environment.
Making Ads Attractive: Choosing the right headlines, descriptions, and call-to-actions is step one. To make the ads as attractive as possible, so people are more likely to click on them, more is needed. Adding the right extensions within Google Ads is an important part of our strategy. Adding extensions not only improves the visibility of the ads but also enhances the user experience by helping the audience quickly find what they need.
Maintaining Ad Quality: Ads must be relevant and attractive. Google rewards higher quality with better positions at lower costs. Using dynamic ads, where the combinations of headlines and descriptions shown are determined by Google’s algorithm, helps with this. Ads are kept up-to-date and continuously optimized to maintain high quality.

Additionally, the following (technical) aspects of the website are very important:

Landing Page: This is the page users land on after clicking the ad. It must be relevant and user-friendly. Google assesses this page for relevance, transparency, and loading speed.
User Experience: Mobile optimization, loading speed, and navigation are important for a good user experience, which directly affects the Ad Rank.

Conclusion

Achieving a high position with your Google ad requires a combination of strategy, creativity, and analysis. By focusing on understanding the target audience, optimizing your ads, and using effective bidding strategies, we always try to reach the top and stay ahead of the competition. Therefore, regularly monitoring the campaigns is very important.