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With Search ads and Shopping ads the ad will be shown based on the keywords and targeting you (as the advertiser) choose.

With Search ads, Google will display the ads with the highest ad rank (combination of how much you are willing to pay and how relevant your keywords and ad are for the user’s query). If a prospect types a keyword that you have selected then you go into an auction against your competitors to have the ability to show an ad to that person. Only one of your ads will be eligible for any specific search, so over time the ads that Google thinks is best end up being shown more often.

With Google Shopping, ads are also displayed based on ad rank, but more than one product is eligible to be shown at the same time. If the same search term covers several of your products and they are all relevant, you may show multiple products to the same searcher.

Google Display Ads are different. With Google Display, targeting is based on intent and interest. Ads are shown to a person based on the topics they’re interested in, their demographics, which webpages they visit, how often they click ads, and what they have searched for in the past.

With display, Google will typically show the ad that it thinks will get the best Click Through Rate (CTR), unless you have it set up differently. You can also choose options like “Rotate Evenly” but Google still tends to prefer ads that it knows perform well, so you will see that Google will favour some ads over others even if they are the same banner dimensions.


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

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration 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

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

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