How Google Determines Which Ads To Serve

Sep 28

Google is the most popular search engine in the world. It has a wide range of products and services, but it started out as a company that helped connect users with information on the internet through its search engine. When Google was founded in 1998, it provided links to websites related to the keywords you entered into its search box. At first, they were ranked based on how often those keywords appeared on a website. Google then realized that some websites included keywords just for the sake of having them show up higher in search results, and so they adjusted their ranking algorithm (the rules followed by their automated system) to consider other factors like relevance and quality of website content and backlinks (links from other websites).

Today, Google ads appear high above organic results on its SERP (search engine results page), pushing down organic listings slightly. The number one spot on the page is an ad placement from an advertiser who has placed a bid for that keyword; bids are normally between $0.30 to $5 per click for this prime real estate depending on competition for that keyword. Ads can also appear to the right of organic listings at no cost; these ads are served based on auction-based bidding among advertisers who want their ads shown when someone searches with certain keywords or phrases with no maximum bid amount set by Google.

AdWords was Google's first ad product.

AdWords was Google's first ad product, launched in 2000. It was created to sell text-based ads on the Google search engine, though today it extends beyond just text ads and includes video, display, mobile and shopping options. The platform has grown exponentially over the years — more than 2 million business use AdWords worldwide — but there are still some things you might not know about it.

How do Google ads work?

Google Ads are based on keywords, which means they'll show up when someone searches for them. Google Ads are also based on search terms, which means they'll show up alongside other ads that match the same keyword. The third way Google Ads work involves comparing your website to other websites that have a similar type of content and then showing you appropriate ads based on what your site is about. In addition to these factors, Google considers things like ad copy and landing pages when deciding which ads should appear next to your content.

How does Google determine which ads to serve?

The first and most obvious factor is the quality score of your ad. Quality score is a measure of how relevant your ad is to the user’s search query, as determined by how well it matches the user’s search query. The higher a keyword's quality score, the more likely it will appear in top positions on Google's SERPs (search engine results pages).

Another important factor Google uses to determine which ads should be served is bid price; this means that if you're willing to pay more than someone else for an impression, you're much more likely to get that impression than they are. However, there are other factors besides bid price and quality score that affect which ads get served: whether or not you have enough budget for all your keywords; whether or not there are any pending changes in status that might affect delivery; whether or not all available impressions from existing campaigns are being used up at a particular point in time (this can happen when you add new keywords); etcetera...

How can you help ensure your ads are showing up to the right people?

So how can you ensure your ads are showing up to the right people?

Here are some best practices:

Use the right keywords. Keywords are like the search terms that people use to find something online. For example, if you want to run an ad for “summer dresses” and one for “spring dresses,” that's fine—just make sure there's a clear distinction between them so that when users click on either link, they see exactly what they're looking for.
Use strong targeting. This is especially important when it comes to location targeting; if you have a local business and want customers from a particular area or country, be sure your ads are only appearing there! You don't want an ad for dog walkers in Paris showing up next door at an ice cream shop in Tokyo—that would be completely irrelevant!
Design a landing page that is relevant to your ad. Google wants users visiting their site because they clicked on your ad; this means creating landing pages (the pages visitors land on after clicking through) that align with what was advertised in the first place will help increase conversions (conversions being defined as people buying or signing up). If someone sees an ad offering 20% off all books at Amazon, but then clicks over only to find out they don't carry any books whatsoever...well then they're probably not going back anytime soon!

Google is constantly tweaking and improving its ad products, but generally a mix of the right keywords, strong targeting, and a well-designed landing page will put you on the path to success.

There are many other factors that can contribute to a high AdWords Quality Score. For example, if your ads tend to get clicked more than others in their category (a good thing), then you may see higher Quality Scores for your ads. Also consider that Google has access to many different types of data about users who click on ads—for example: what device was used when someone clicked on an ad; where they live; how much time they spend searching for products or services like yours; whether they have bought from one of your competitors before; etc.—and this helps them determine which ads should be served at any given time.

Conclusion

Google AdWords is a complex and dynamic platform, with many moving parts. The information here should help you get a handle on the basics and let you know what to expect from your campaign. The only thing left for you to do now is to get out there and start running some ads!

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