As a PPC advertiser, you likely need to introduction to the importance of Ad Rank. But did you know there are steps you can take to improve your rank and therefore, your ad positioning without having to simply increase your budget to buy your way to a better spot?


Improve your landing page

Your ad’s landing page is important for a number of different reasons:

  • It’s where you’re directing traffic to, so it is often the first impression a consumer has of your brand.
  • It’s also where they land when considering making a purchase, so it’s vitally important to your conversion rate.
  • It also plays a key role in helping Google and its machine learning algorithms calculate your ad rank.

Your landing page should be specifically tailored to your advert, so when the search user arrives on your site, they’re immediately presented with relevant information which helps them solve a problem or locate the product they need. Using the same keywords on your landing page as in your ad copy can reinforce this impression.

Likewise, your call to action and any promotions or value propositions should be mirrored on your landing page. This can help to bolster trust, by making it clear to the user that the offer that lured them in via your advert is available to them and easily located.

Presenting relevant and useful content means that the user is more likely to spend time on your site, and potentially move through the funnel towards conversion. More time spent on site can signal to Google that consumers clicking on your adverts find your content helpful, which can improve your ad rank. That means having clear descriptions of products and services throughout. Adding in a range of imagery and making social proof readily available in the form of reviews or customer testimonials can also boost trust signals.

The technical performance of your landing page also matters when it comes to boosting ad rank. A good landing page is one that loads quickly, is easy to navigate and is optimised for a range of devices, including mobile. As an extension of this, buttons should be easy to click, scrolling should be minimised, any forms designed to be easily completed on smaller screens and the check out process simplified.

Use available ad extensions across your PPC adverts to improve click through rate (CTR)

Ad extensions are a useful way to provide additional information to search users, which means they can better judge whether your offering is right for them than may be the case from ad copy alone. This additional information both assures the search user that you can help them with the product or service they’re looking for, and helps your adverts stand out from the crowd. Each outcome can boost your CTR.

For example, the Structured Snippets ad extension can be used to tell search users which brands you stock, which services you offer or give more product information. This level of detail wouldn’t be possible within the confines of ad text alone, so providing that extra information is an easy way to improve the quality and quantity of clicks.

Likewise, the Image ad extension can bring your products to life, helping your adverts to stand out above those with text alone, provide a clear indication of what’s on offer and catch the eye of search users, encouraging them to click through.

Using the Promotion extension highlights limited time offers, such as discounts or other deals, creating urgency and again helping to boost click through rates.

Consider user intent

The better your advert can meet user intent, the better its performance and the better your ad rank.

Considering user intent means that your advert headline, text and keywords will reflect consumer search terms and show an awareness of the problem they’re trying to solve or the product they’re trying to track down.

Testing different ad copy, different keyword use and different headlines can help you to arrive at a stronger combination that better reflects user intent. Additionally, keeping track of search trends, monitoring your own Analytics data and committing to really knowing your audience personas can all feed in to growing your understanding of user intent.

Author Rebecca

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