Loading ...Google AdWords is a very popular advertising choice for businesses that want their advert to appear in the top listings of the Google search results when a relevant query is made. Advertisers are willing to spend a lot of money to ensure that their advert is ranked highly in the sponsored results section but just because a certain advert is achieving the top spot when a relevant keyword is entered by a searcher, does not actually mean that this advert will be displayed more than adverts that are ranked lower down. The position of the advert does not determine the number of impressions it will have in a day of searches.
Google never reveals much information about any of the factors it considers when ranking websites in the search results. Details are not given for how Google ranks organic search listings and are not given for how Google decides how many times a sponsored listing will be displayed compared to the number of times that it could actually be displayed. There are obvious factors that can affect the number of impressions such as budget but if an advertiser chooses to have an unlimited budget for their advert then it is not generally known how Google decides when this advert should be presented to a searcher.
How an advert is ranked depends on the bid made by the advertiser and the budget also given. An advert that does come out on top and that is displayed in number one position is likely to have more impressions than those at the bottom of the page as it is possible that the adverts that are lower down will be outbid with certain keywords and will therefore be displayed on a later page of results instead. What is of interest in terms of ranking and the number of impressions an advert makes is that once an advert has received the top position for exact-match search terms and is being shown to users of the search engine first, increasing the bid further at this time will not mean that the advert is displayed more times, even with an unlimited budget. However, increasing the bid for adverts that are in the top position using broad-match and phrase-match terms can increase the number of impressions slightly.
It is possible to investigate this further and explore the options available by using the Google Bid Simulator which provides users with relevant information about bids and the amount of impressions and how these two things interact.
Google AdWords can play an important part in a search engine optimisation campaign as it offers advertisers an easy way to target searchers using the Google search engine. However, understanding how AdWords works in terms of how it is decided which adverts are shown when there is an unlimited budget is an important detail that needs to be considered as no business wants to spend unnecessarily and receive no extra advantage from it.
SEO Consult can help clients to understand some of the relevant issues advertisers face when they create an AdWords campaign and how they can use Google AdWords as a significant part of their search engine optimisation campaign too.
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