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PPC Ads Guide: How The Google Ad Auction Works

PPC Ads Are Only Placed After An Auction. What Are These, And How Do They Work?

Google Ads is a powerful tool for businesses of all sizes. It can be used to promote your business online, attract qualified leads and customers, and increase brand awareness within a matter of minutes!

While Google Ads is a brilliant advertising tool, it can also be expensive and frustrating if you don’t know what you’re doing.

In this article, we will take a look at how the Google Ads Auction works, how to focus on PPC campaign optimization, and why you should reach out for Google Ads PPC management.

Why Every Business Should Use Google Ads

PPC ads are an excellent way to help you advertise your business with ease and see greater results in the process. But with so many platforms out there, why might your business choose Google Ads over the rest? There are many reasons why every business should use Google Ads when they need to advertise.

Some of the benefits that a PPC Google campaign has to offer in comparison to other available platforms include:

Immense Reach: Google is the largest search engine out there. In fact, there are over 8.5 billion searches being conducted on Google every day. While you won’t reach all of these people, that’s a significant number who might very well be searching for your business’s products and services.
Designed For Marketers: Google Ads is built for marketers. Easy to use, transparent, and offering plenty of support throughout your experience, you’re sure to have no problem leaning on this platform to advertise PPC ads.
Multiple Supportive Tools For Your Advertising Journey: Nothing’s worse than putting out ads and hoping that they work. Fortunately, Google Ads isn’t designed like this. From visual tools to help you see your PPC ads before they’re published to tools designed to help you better understand the quality of your ad content, you have a wide range of tools designed for your needs.
Stellar Targeting And Intent-Based Advertising: Google Ads centres around keyword research, which helps you tap into a group of users who are already interested in your products and services when they conduct search queries. This offers you stellar targeting and helps you gear your message around search intent.
Works With Your Budget: Leveraging PPC ads requires you to think about more than appearing at the top of search engine results pages. You also have to consider how much you have to dedicate to ad spending. Google Ads helps you set your budget so that you only spend what you’re comfortable spending for online advertising.
And More…

Put simply, using Google Ads as your PPC ads platform is a great choice. That being said, there are some elements that might be confusing for first-time users. Take, for example, Google Ads auctions. Here’s what you need to know.

How Does The Google Ads Auction Work?

Getting PPC ads on Google isn’t as simple as putting an ad up wherever you like. Rather, you need to participate in an auction for Google Ads that will allow you to appear on SERPs. But how do Google Ads auctions work?

Google Ads uses lightning-fast auctions to determine which ads should appear at the top of SERPs. There are multiple types of bid estimates provided by Google that determine where you will appear in SERPs. There are also several factors that determine whether or not you get that spot or another advertiser does. We’ll discuss this in greater detail in the sections below.

How Do I Get My Ads To Appear On The First Page Of Google?

So, how do you get PPC ads to appear on the first page of Google? Continuing with the above point, there are multiple types of bid estimates Google displays to help you better understand how you can get the ad placement that you’re looking for.

If you want your PPC ads to appear on the first page, you need to pay attention to the first-page bid estimate, which will help you increase the likelihood that your ad will appear anywhere on the first page.

That being said, some advertisers may be looking to get more specific results. This is where you will need to pay attention to the other bid estimates. These include the top-of-the-page bid estimate (which will help you get your ad to the top of SERPs alongside other ads), and the first position bid estimate (giving you the first position).

It’s important to consider exactly where you want your advertisements to be placed for maximum exposure and engagement. However, it’s also important to remember that these are just estimates. There are multiple factors that could impact your ad placement (if your ad gets placed at all).

These include new keywords that other advertisers are ranking for that are more relevant to search queries in your industry, better bids being offered by other advertisers, and new ad competition.

How To Select The Right Keywords For Your Campaign

How To Select The Right Keywords For Your Campaign
It’s important that you conduct keyword research to determine what people are searching for and how that helps them connect with your business. That being said, making the most out of your PPC ads campaigns on Google Ads doesn’t stop there.

There are several keyword match options to help you reach the right Google users. These include broad match (to appear on searches that are related to your keyword), phrase match (helps you appear on searches that include the meaning of your keyword), and exact match (using the exact meaning of your keyword).

Understanding what your audience is searching for and how you can best reach them with available keyword match options will determine the success of your PPC ads campaign. You can even specify which keywords to avoid so that you don’t show up on searches that are irrelevant!

How To Optimize Your Google PPC Campaign For Maximum Results

Optimizing your Google PPC campaign for maximum results is easy given the wide range of features that Google offers to help you better understand whether or not your ads will place at auction.

If you want to make sure that you appear on searches, you will want to focus on placing the right bids for the positioning that you’re seeking, leveraging the Quality Score on Google Ads to determine how relevant and useful your ads are, and improving ads with ad extensions.

Once you manage to place, it becomes a matter of using Google analytics to see what your impact is like and how you can reach your goals through the use of new keywords or beyond.

Want Australia’s Leading PPC Ad Agency To Do It All For You?

PPC ad management can go a long way in helping you achieve success on Google Ads. But where do you turn for PPC bid management and other aspects of Google Ads? Sydney Digital Marketing is here to help! We’re an experienced digital marketing agency offering support for PPC ads, SEO, and more.

Reach out to the team at Sydney Digital Marketing today!