Google Paid

How Do Google Paid Search Results Work?

Google PaidThe more you read, the more you understand there is something pretty important about Google search. But, so many terms are thrown around that it makes it difficult to keep information straight. If you’ve heard of paid results ads on Google, but don’t know how they work, we’ll help explain them to you. When you better understand how they work, you’ll glean greater insight into how to make them work for you.

Paid ads appear in search results alongside organic search results. They come in a variety of formats depending on extensions, the advertising copy, and position.

Paid results appear in various positions on the Google results page:

  • Top of Page—Google allows three ad positions at the top of the search results page. This is prime real estate, because these ads appear before organic search results.
  • Bottom of Page—At the bottom of the page, there are also three ad positions.
  • Right Column—There are eight ad opportunities available in this position.

Paid-per-click (PPC) advertisements are graded on many factors that make up a quality score. Just as in organic search results, keywords are the basis for PPC ads. It’s these keywords that determine which text ads are matched to search results. These key factors impact text advertisement position in Google:

  • How Precisely Your Keyword Matches Searched Phrases—Searches, on average, contain 4.29 words. This means you’ll want to focus on longer keyword phrases as opposed to one keyword. For example, target a phrase such as “single family homes in Melbourne” as opposed to “homes in Melbourne.”
  • How Closely Ad Text Relates to keyword Phrases—If you’re targeting search results for “Melbourne waterfront properties,” your ad will rank high if you use exact or similar phrases, especially in the headline of the advertisement.
  • How Much You Spend—Popular keyword phrases cost more because you’re competing with other advertisers for them. So, if you’re willing to spend more, you may get a better position.
  • How Well Other Ads are Performing in Relation to Key Phrases You’re Competing For—The more clicks your ad receives, the better it does. The better it does, the better your positioning. The same is true for the opposite. 

Data shows that 36 percent of searchers don’t realize that paid ads are ads at all, which is good news for advertisers. Users are more likely to click on ads when they don’t realize they are ads. Studies suggest that a strong PPC ad closer to the top of a page can receive a higher click-through rate and outperform organic search results.

If you’re creating PPC ads, it’s a good idea to have great copy and a budget that allows for a higher position on the page.

When it comes to paid advertising, here are some additional things to remember.

Search results change for every keyword phrase.

When you utilise paid advertising, your business will compete for a number of search phrases. Organic and paid search results will look different based on the keyword search term, even for small changes. For example, “Melbourne condos for sale” yields a completely different result than “condos in Melbourne.”

Your search results can be influenced by autocomplete.

The autocomplete function in Google search lists popular key phrases that are similar to the terms you’re typing into the search box. A search can be influenced by these suggestions, and often is, so it’s important to make note of what keyword phrases appear. Decide whether or not they compete with your phrases and if you should use them for your keyword campaign.

How your user searches changes click-through rates.

When someone searches with purchase intent or with the intent to conduct a business transaction, the click-through rate for paid results is higher than for organic search results. In searches where the user is looking for information, organic search results get a higher click-through rate.

Keep these factors in mind when you’re preparing for your keyword campaign. It is wise to focus your paid ads on keywords and content that is focused on buying or selling. Your information content should, therefore, focus on organic SEO strategies.

Rankings constantly change.

Every single day, new content is produced. This means that the rankings are constantly changing. Some blog posts will climb higher in the search result rankings while others will lose their position and fall. Since Google bots constantly crawl the web, your position—organic or paid—will move over time.

A mixed strategy focused on organic and paid results can boost your reach.

You’ll likely have keyword phrases for both organic and paid search results that overlap, which is ok. The same consumers looking for information are often looking to purchase or find services as well. Studies have found that by competing for target keywords with paid advertising you can significantly boost your traffic beyond the reach of organic search results. So, it’s a great practice to use both SEO strategies and paid advertising for your online brand.

Paying for ads does not help your organic search results ranking.

Paying any company or consultant for services is not guaranteed to increase your organic search ranking. SEO strategies take time, and strong SEO comes through consistency. It’s great to invest in well-established SEO tactics, but, remember, your ranking won’t improve over night.

We hope the How Google Search Results Work series has benefited you a great deal, and that you now understand a bit more about how google search really works.

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