How To Compete With Big Ad Budgets

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Last updated on October 22, 2019

How can you possibly compete against big ad budgets?

The exciting news is that you can compete, as the ad playing field is levelled…for now.

The general rules apply to any advertising platform (Facebook, Twitter, Youtube) as they all want to reward advertisers who create great user experiences,

If you’re using Google Adwords to drive traffic, the highest bidder is not the one who wins the auction or have any type of guarantee that their ad will be shown.

It all comes down to the quality of the user experience and the ad rank.

If you create an ad selling blue jeans, and someone arrives on a home page of a website then offers many different products like shirts, shoes, (and jeans) etc, this will negatively impact the quality score, which will impact how your ads will be served up.

There are many factors that come into consideration and we will break these down, but always keep in mind what specific thing your advertising in your ad and make sure it is closely related to the destination page so people (clickers) feel like the have arrived at the right place.

Google can be very complicated and it has something called an Ad Rank which is a calculation that determines if, and where, your ad will appear.

At A High Level Ad Rank Uses These Five Factors

  1. Your bid – When you set your bid, you’re telling Google Ads the maximum amount you’re willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time.
  2. The quality of your ads and landing page – Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who’ll see it. Google’s assessment of the quality of your ad is summarised in your Quality Score, which you can monitor—and work to improve—in your Google Ads account.
  3. The Ad Rank thresholds – To help ensure high quality ads, there is a set minimum threshold that an ad must achieve to show in a particular ad position.
  4. The context of the person’s search – With the ad auction, context matters. When calculating Ad Rank, we look at the search terms the person has entered, the person’s location at the time of the search, the type of device they’re using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes.
  5. The expected impact from your ad extensions and other ad formats – When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. Google Ads estimates how extensions and other ad formats you use will impact your ad’s performance.

Ad Rank is everything if you want to level the playing field and even get an advantage against large budgets. Start testing, look at your data, see if you are creating a great user experience (if you look at your website stats you check the bounce rates to see if people feel they have arrived at the right place – the lower the bounce rate the better).

The initial stages of any campaign is a learning phase and is one of the best investments (if you learn from the data) to help grow your business.

If you need help to get clarity and direction with your digital marketing then book in a free 20 call.

We can talk about what you want to achieve, then give you some advice about the best approach to take. If we can help further – great – if not – we can point you in the right direction.

About the Author

Clint has over 15 years of digital experience. He's passionate about digital marketing and on a continual quest, searching for the best tactics and strategies, to help businesses find clarity and direction to grow their businesses.

Clint Gray