A question that is commonly put forward by pay-per-click customers is; ‘How much do I need to pay to appear in the first position on Google?’
While it is true that the bid put forward on any keyword must remain competitive in order to appear within the top positions, this factor alone does not determine your ads’ overall position for any given search query. In an attempt to provide users with the most relevant ads for their search queries, Google has in place a system whereby ads and keywords are assigned a value based on their performance and other relevance factors (Quality Score). The higher your Quality Score, the lower the price you’ll pay per click. Those ads, with both a high quality score and a competitive cost per click bid, will be more likely appear in the top positions for search queries relevant to their topic.
This results in ads that are highly relevant to searches performed by users and creates a more level ‘playing field’ for advertisers. Those ads displaying in the top positions for your desired keywords, may not necessarily be paying the highest CPC bid. For this reason, simply upping the CPC bid will not guarantee your ad a top position in the Google search results.
If you are new to Google Ad Words or are not aware of the factors influencing the way in which Google assigns your Quality Score, it may be advisable to seek the help of an online marketing agency to assist you in the setting up and running of your online campaigns. These agencies have the knowledge to ensure that your campaigns produce the best possible return of investment for your available budget. Most online marketing agencies are also able to offer additional services involved in Search Engine Marketing such as Search Engine Optimization to increase your website’s natural ranking and viral marketing options.
With online marketing currently the cheapest form of advertising available, reaching your ideal target market through online campaigns makes even more sense than ever!
Tammy Bradford
