Ad auction in Search Engine Marketing One of the most permanent misunderstandings about search engine marketing is that whoever has the largest advertising budget wins. While a larger advertising budget can certainly be beneficial, especially when targeting highly competitive keywords, it is far from a requirement for success in the search engine world.
This is because every ad goes through a course known as an ad auction before they appear alongside search results. For this explanation, we’ll focus on the Google AdWords ad auction.
How does the Ad Auction Work?
The process takes place each time someone enters a search query into Google. To enter the ad auction, advertisers select the keywords they want to offer and state how much they’re willing to spend (per click) for their ads to seem alongside results for those keywords. If Google determines that the keywords you bid on are included in a user’s search query, your ads will be entered into the ad auction.
How Ads Win the Ad Auction?
Not every ad will appear on every search. This is because the ad auction considers various factors when determining the situation of ads on the SERP and because not all keyword has good marketable intent to justify showing ads alongside the results. However, the two main factors that Google estimates as part of the ad auction method are the maximum bid and Quality Score for your ads.
The maximum bid is the maximum amount you’ve set that you’re willing to pay for each click. Quality Score is measured based on the ad’s overall quality. Google calculates these metrics when determining the position of ads. The result of this overall calculation is known as Ad Rank.
Importance of Quality Score in Marketing
Quality in Google AdWords seems to make up half of the ad formula, the most important metric a search engine marketer can have. As a result, orders for higher quality scores can become more elevated, as Google.
The Quality Score is arguably the most critical metric in search engine marketing. To learn more about Quality Scores and their impact on your campaigns, wait for our articles on Identity to receive everything you need.
These ads that won the auction are what users will see, and these ads contain, in total, the following:
- Address Headline
- URL of the site
These ads can appear at the top of the results or the bottom of the search results page, and it is a good practice to test different versions of the ad copy to see what works best.
Examples of the add-ons provided by Google Ads and Bing Ads are unique, as these Extensions improve the visibility of ads by making them more attractive to users while communicating more information. These extensions include:
- Site extensions, which populate the advertisement with more links to different pages on the site.
- Call extensions add a phone number to the ad during business hours.
Budgets & Bids
If you wish to participate in the auction, keep in mind that advertisers must specify the amount they are willing to spend on a particular keyword.
This is done using the following:
- Campaign budgets.
- Bidding on the ad group or at the keyword level.
Pre-determined auction budgets can be exceeded, but don’t be extravagant. You should set budgets according to your overall account strategy, but bidding is a more accurate way to control spending. Ultimately, it’s up to you to choose your auction budget.
All ad groups must have bids, but bids at the keyword level override ad group bids. Because of the RTB system, the actual amount an advertiser pays depends on competitor activity and ad rank, not just the maximum bid.
There is more to winning an auction than getting the highest bid. Search engines look at other factors to decide which ads should be at the top and most appreciated in the SERP results of search engine pages.
Google, for example, has some criteria for determining ad rank:
- Bid value.
- The importance of advertising and quality.
- Search context (such as the user’s device, location, and day).
- Formatting impact (whether it includes extensions that enhance ad format).
The Quality Score is a metric that determines the relevance of an ad. These points consist of the following:
- Click-through rate (CTR).
- The significance of the keyword to the ad.
- The accuracy of the keyword and ad to the search query.
- Landing page quality.