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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/

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

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

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

Jodi Benjamin Ecommerce Google Ads

I engaged Petras services because I was looking for someone to manage my google ads for my ecommerce business. I got that and SO MUCH MORE.

I was always very intimidated by google ads. I simply could not get my head around how to run and optimise a successful campaign, so I did not use it.

Then someone recommended Petra and my world changed. She is very data orientated, very analytical and razor focused on the small details, everything I am not good at. I never ever log into my google ads because I know Petra and her trusty team are all over it, and my google ads continue to drive very profitable traffic to my ecommerce store.

Since having Petra on my team I have grown considerably and I get about a 10x ROAS from my google ad spend. She has an open door and always has time for me and my million questions.

To top that all off, she is also a super nice and friendly person and has become a customer and huge fan of my brand. What more could you want! .

Jodi Benjamin CEO of Life of Colour [Ecommerce] Ecommerce Google Ads April 13, 2021