The term “Google Ads Search” is used to define one of the channels made available by Google’s Pay Per Click program: Google Ads (formerly Google AdWords). What characterizes this type of campaign is the possibility to publish text ads within the Google SERP and its partner sites.
The ads of these types of campaigns can be published above or below Google organic results, through text ads that, once received a click from users, redirect them to the web page of another site. These ads are recognizable thanks to a rectangle containing the words “Ann.”. Next to the URL of the site.
To understand how ads are published within this channel, you must first understand how a Google Ads Search account is structured.
An account consists of three macro-groups:
For the correct use of campaigns on the search network, it is very important to know the difference between “search query” and “keyword” (or keyword).
A search query is a phrase or, more generally, a set of words that the user types in the Google search bar. It can be more or less long and more or less complex. But the most important thing to understand is that it doesn’t have to be the same as the keyword or keywords purchased within Google Ads. A keyword instead is the word we are going to buy within the platform, so we may not be the only ones who bought it, in fact, it’s almost never like that, that’s why auctions are formed.
The first doubt that is generally created in these situations is how to correctly filter or intercept the desired search queries, with the correct keywords, to optimize the account and investment.
Obviously Google Ads has also thought about this problem and has created solutions: keyword matches. They are signs to add to keywords and that heavily affects the performance of the entire account.
For more details on the topic of the keyword, matches see the article at the following link.
As you can see by performing a simple Google search for a product, there are two types of ads that can be released: product card ads (which are part of the Google Shopping circuit) and text ads. The latter are those that can be activated through Google Ads Search campaigns, called text ads.
This type of ads has undergone numerous changes over time: titles, descriptions, increased the total number of characters, changed the display URL, etc.. Each of these changes has made the ads more and more performing. In fact, the structure has remained almost the same, consisting of three basic parts: titles, display URLs and descriptions.
As mentioned in the section regarding the title, in order to have an optimized quality score, it is necessary to insert the keyword purchased within the Google Ads platform in title 1 or 2.
Sometimes, however, it happens that certain keywords are too long to be inserted only in 30 characters or have too many search variants (so many different queries), such as to make the process of creating ads too long and complex.
To overcome this problem, Google provides advertisers with keyword insertion or “keyword entry”. This option allows Google Ads to directly complete part of the ads in a fully automatic way.
Let’s see how.
Once in the section for the creation of a new ad, if we insert in one of the lines the bracket, a new window will open with the option “keyword insertion”.
In short, we are telling Google to search for a “tailor-made” title for the user’s search query. However, in case Google can’t find the right title, it will insert exactly the phrase after the colon, which we can insert as we like, so we are giving an alternative to Google’s machine learning in case it doesn’t know how to complete the ad.
We have previously talked about quality score, or quality score often referred to as QS, which is one of the most important factors of Google Ads, which is calculated every time you compete in an auction.
The value of this metric can vary between 1 and 10 and, for the purposes of the calculation itself, each keyword has its own score.
To be considered good, a QS must be at least 7/10 (or even 6/10, depending on the situation). The higher this value is the more Google will value our work, the lower it is and the more we will be penalized: how? Through the CPC.
Essentially, the higher the Quality Score, the more we will have a sort of discount on the total we will pay for every single click. On the contrary, the lower it is the more we will have to pay to reach the same position.
This parameter is influenced by 3 main factors:
If, for example, a pair of shoes is promoted in an ad, Google wants the user, after clicking on it, to be directed to a destination page where they will find one or more shoe models and not, for example, a bicycle.
Each of these 3 values can in turn be broken down into 3 other parameters, in order to understand exactly what contribution, positive or negative, these factors have on our campaigns. So the expected click percentage, the relevance of the ads and the experience of the destination page, can have a value equal to:
Obviously these are only the “official” factors that influence the quality score of a keyword, that is what Google allows us to know and that works with certainty. However, over the years, after several tests and searches, other significant aspects have emerged that influence the performance of campaigns, including the relevance of keywords, historical account performance, general campaign performance, continuous updating of ads, inverse keywords, offers, the geographical location of the user at the time of the search (which is becoming an increasingly important factor), the device used and much more.