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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.


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

Kiley Hay Baby Carriers Australia

I have been working with Petra for over a year now after changing from a much larger digital marketing provider and I could not be more pleased with the service and results my business is achieving.

With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

Petra has helped me navigate seasonal drops in trade creating a strategy that helped us grow and establish a healthy position in the market. It is an absolute joy to work with someone who loves what they do. I have complete confidence in recommending Petra to anyone considering e-commerce digital marketing, she is efficient, trusted and a true professional.

Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist 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

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