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Google Ads uses an auction to determine which ads to show on the Display Network and how much those ads will cost.

The Display Network ad auction is ranked among other advertisers’ ads based on Ad Rank, which is based on your bid and your Quality Score.

Quality Score for a Display ad is different from Quality Score for a Search ad. Basically, even though you’re not targeting specific keywords, Google still records the keywords that people are using when they search. You will receive a higher Quality Score on display for users who are searching for terms more congruent with your ads and landing pages. Unlike a Search ad however, you’re not bidding on keywords, you’re bidding on a user and so you’re not able to see what the keywords are.

Additionally, the Display Quality Score takes into account your ad’s historical Click Through Rate on a particular placement (the website hosting the ad). If the Click Through Rate was great on a website discussing kids pajamas but really poor on a website about fishing gear then your Quality Score will go up for kids pajamas websites and down for fishing gear websites. For general audience ads, this does tend to reward “click bait” type ads with a lower bid requirement due to the fact that these may get a higher CTR.

Your Quality Score will also take into consideration your landing page. Google attempts to show more ads for businesses that give a good website experience to users. Google wants users to trust them to show relevant ads so that those users click more often. Landing pages with prohibited or undesirable content will quickly be weeded out by Google and impressions for these ads will reduce or stop.

If you use audience targeting, there is a possibility that your ad will cost more than it would have otherwise because Google passes through any fees it incurs by third-party data providers. That said, in my opinion it is always better to use targeted audiences for Display unless you are paying per conversion, because a targeted audience is more likely to contain your ideal prospects and therefore is likely to lead to a better lifetime value than an untargeted audience.

This tip and many others are found at https://www.petramanos.com/category/tips/

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

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce 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

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

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