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How to Get a Higher Ad Position in Adwords without Increasing Bids

by | Nov 2, 2012 | PPC | 0 comments

When optimizing an AdWords campaign, it’s a common occurrence to find yourself dealing with having both low ad rank and a tight budget, simultaneously.

This situation is difficult to contend with as you don’t have the option to raise bids to improve your ad rank and/or the campaign’s average position.

Most of us probably have been there with our backs against the wall and wondering what could be done to best get out of this situation. If you are in that situation right now, don’t despair; the light at the end of the tunnel is well within sight, so just read on and you’ll understand ways to overcome that difficult situation.

Here are some of the best ways to improve your ad rank that don’t require raising bids.

Quality Score and the Ad Rank Formula

If you remember some of the ingredients for the “magic” formula Google uses to calculate ad rank, you’ll recall that one of the main ingredients to the CPC soup, is Quality Score.

Most people tend to forget about optimizing for Quality Score and usually think they can outbid and outrank their competition. But overbidding is not going to improve your ROI. Instead, it will just work against you in the long run.

If you have many keywords with low Quality Scores and high average CPCs, you should consider pausing or deleting them and replacing them with similar keywords but with higher Quality Scores.

Use Search Terms as Keywords

A good place to start is looking at the search terms for your keywords. Here, you will often find search terms that could be used as effective keywords.

An extra advantage of including relevant keywords from your search terms is that Google usually rewards advertisers with a higher Quality Score and average positioning compared to those of your regular keywords.

Therefore, including new keywords with high Quality Scores from search terms will help to improve your campaign’s overall Quality Score and eventually increase your position and ultimately lower your average CPC.

Work on your Ad Relevance

Ad relevance is another factor taken into consideration by Google when calculating Quality Score. In this case, if your ads have above-average ad relevance, then this would increase your overall Quality Score and thus improve your ad rank positioning.

There are many proven techniques to improve upon your ad relevance. From repeating the keywords in the headline of the ad, to choosing the right landing pages, etc.

You could read more about improving ad relevance via the following link: http://www.whitesharkmedia.com/blog/6-steps-improving-ad-relevancy-google-adwords/

Use the Keyword Tool

By using the Keyword Tool, you will be able to find different variations of some of your keywords. This is very useful, as you might find new keyword options that have higher Quality Scores than that of your current campaign’s keywords.

Work on Improving your Website

Making your website more user-friendly and easy to use will improve your Quality Score, as well. Making any website SEO-friendly will also greatly improve upon your Google AdWords campaigns.

This will reduce your bounce rate and improve the overall user experience for searchers. This is something that Google highly values and will as a result, reward you with higher Quality Scores for your ads and keywords.

Include Main Keywords in the Meta Tags of your Website

By including your main keywords within your meta tags, there will be increased relevancy between keywords and landing pages. This in the end, results in higher Quality Scores for your campaigns.

This is a completely useless approach to SEO, but we’ve surprisingly seen lifts in Quality Scores after inserting keywords in the meta tag sections of our landing pages.

With all these alternatives in mind, you no longer have to be limited to just raising bids to improve your ad rank.

Remember that higher Quality Scores will help you to reach higher positions and even reduce your average CPC. So optimizing for Quality Score can be your best bet, especially when your budget is very limited.

Author: Carlos Rodríguez

Carlos RodríguezCarlos is a PPC Supervisor at White Shark Media. He writes about everything PPC related and focuses on local campaigns. Carlos is a family man and a nature lover.

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