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The key factors affecting your ad rank (which position you get in Google) include your bid, your ad quality, your ad relevance and your landing page.

Your bid determines the maximum amount you’re willing to pay for a click on your ad. In a highly competitive market, your competitors may drive up the price in order to get the top spot, but for less competitive keywords this may be the quickest and fastest way to improve your ad ranking.

If you’re on a tight budget you can bid more on just the keywords that you feel give you the best value for money, or alternatively you can use one of the various Artificial Intelligence bidding strategies that Google Ads provides in an attempt to help you achieve your advertising goals. Using these bidding strategies enables Google Ads to bid on your behalf based on your pre-determined targets.

Increasing your Click Through Rate by writing better ad copy and highlighting specific features and benefits of your products or services will help you to get a better ad rank. Searchers typically desire to improve, or mitigate losses to, their health, finances and social status and so highlighting one of these three areas in your ads can improve CTR and thus ad rank.

Google’s algorithms are highly intelligent. They calculate the intent of the searcher by looking at the search terms a user has entered, their location, the type of device, the time of day, and their recent search history and other attributes. If the intent of the user is a good match to the intent of your ad and the intent of your landing page, you will get a better ad rank. For this reason, it may be better to craft different ads for different keyword groups, and even have different landing pages depending on the search intent.


Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020