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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/

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

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

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

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