Let’s get a bit more technical today.
There is a process Google goes through to find searches that are likely to meet your goals and it goes like this…
- Step 1 – When a search is entered on Google, the system uses information such as related concepts and spell-corrections to help determine and form the retrieval query. This is then used to pull all potentially relevant keywords that are enabled to serve.
- Step 2 – From this, Google’s system checks for eligibility based on criteria across keyword match type, campaign and ad group.
- It uses things like machine learning and natural language understanding technologies to help understand the intent behind search queries, and match them to the best keywords.
- It will be much stricter on exact match keywords, than it would for phrase and broad match keywords.
- Things like your campaign budget, geotargeting, audience targeting, negative keywords, approved creative etc will be checked for eligibility.
- If you’re using broad match keywords, this is where user location, their recent searches, your landing page, and other signals are used as part of the retrieval process.
- Step 3 – If you have multiple eligible keywords for the same account or set of linked accounts, Google will prioritise eligible keywords that are identical to the search term or the spell-corrected search term (across all match types).
- Step 4 – In every ad group that has an eligible keyword, RSA’s creative system automatically assembles the best performing creative for the user using the available headlines and description lines that have been added.
- These ads are then chosen based on their relevance to the user’s query, and how they are expected to perform.
- Step 5 – Here comes the bidding calculations for use with Ad Rank.
- Ad Rank is used to determine what position ads are shown on a page relative to other ads, or if your ad will show at all. Your bids are part of the Ad Rank calculation.
- Step 6 – Google’s system selects the best combination of relevance and Ad Rank.
- Step 7 – The ad with the highest Ad Rank from each advertiser enters into the auction
- Advertisers with similar relevance will be narrowed down through Google’s calculations and ad rank..
- The end result – The auction runs, and the ads with the highest Ad Rank across all advertisers show.
To learn more about Google Ads contact Freelance To Success