There are 3.5 billion search queries on Google every day, and 84% of people use Google at least three times a day to search for information.

When there is a search term in Google, Google Ads runs a quick auction to determine which ads will show for that search term and what ad positions should be. This ad auction is repeated every time an ad is eligible to be shown for a search query out of billions of search queries every day.

To determine if an ad can appear in Google search results and what its position will be, Google uses a value called ad rank. If an ad doesn’t meet the ad rank thresholds, it won’t show. Ad Rank also determines the cost per click (CPC) that an advertiser pays per click on their ad.

In this article, we’ll cover the main factors Google uses to determine ad rank during an auction and what those factors mean for your advertising strategy.

Understanding the Google Ads Auction. How Google Ads auction works

When a user enters a search term, Google Ads auctions all ads that match the keyword in a fraction of a second. This will determine which ads are eligible to be shown, their position relative to competing ads, and the CPC that an advertiser will pay per click on their ad.

When setting up Google Ads Pay Per Click (PPC) marketing campaigns, advertisers determine which keywords they want to bid on and set a maximum CPC bid. The advertiser also sets up ad groups with keywords and creates related ads.

If there is a search query, the Google Ads auction starts. Here is the auction process according to Google:

  • For each search query, Google Ads finds all ads whose keywords are relevant to the search terms.
  • The system ignores ads that are not suitable for this location, as well as any disapproved ads.
  • The rest of the ads will be ranked based on their Ad Rank. Ad rank is based on the maximum CPC bid, ad quality, ad rank thresholds, search context, and ad extensions and ad formats used.

Eligible ads that win an auction are shown in the SERPs based on their rankings.

The Google search results page layout is constantly changing. Google currently shows three ads above organic search results and three ads below search results on every search page. Depending on the popularity of the search term and the number of matching ads, ads may appear on more than one search page for a search term.

Here is an example of a search for “ophthalmologist in Kyiv” that shows three relevant Google Ads above the regular search results:

Figure 1: Ads shown above organic search results for a search term

What is Ad Rank?

The ad with the highest ad rank will appear at the top of the search results page for the relevant search term. Then comes the ad with the second highest ad rank, and so on. Ads that don’t meet the ad rank requirements won’t show up on Google.

Ad rank calculation

Ad Rank = Max CPC bid x Quality Score plus additional factors such as ad extension and ad format impact, ad rank thresholds, search context, and auction competitiveness.

Thus, increasing your spending does not necessarily guarantee you a better ad rank.

Figure 2. Ad rank calculation.

Why should you care about your Ad Rank?

Google sets minimum ad rank thresholds that determine whether ads will even show on Google.

Advertisers compete to have their ads appear at the very top position in the SERPs as this results in a higher click through rate (CTR) and results in more leads. The CTR of an ad varies significantly depending on the position of your ad.

The average CTR for all ads in Google Ads is 3.17% in search. But this CTR varies significantly by industry and position, with a “good” CTR for position 1 being 6% or higher.

Even these minor percentage differences can mean thousands more clicks for higher-ranking ads.

With that in mind, let’s take a closer look at the two main factors that determine your ad rank.

What is cost per click?

Cost per click (CPC) is the price you pay per click on your ads in Pay Per Click (PPC) marketing campaigns.

When you set up a Google Ads PPC campaign, you set a maximum CPC bid for the keywords in your account. You can set your maximum CPC bid at the keyword level or at the ad group level:

  • The maximum CPC is the maximum amount you are willing to pay for clicks on your ads.
  • The actual cost per click is the final amount you pay per click on your ad. Your actual CPC is determined during the auction and may be less than the maximum CPC amount.
  • The average CPC is the average amount you pay for clicks on your ads.

While the cost of a CPC may vary depending on your industry, the average Google Ads CPC is $2.69 for search and $0.63 for display ads.

CPC pricing is also called PPC or pay per click. Hence, Google Ads is called contextual advertising or pay per click advertising.

How Ad Rank Affects Actual CPC

Ad Rank also affects the actual CPC you pay for clicks on your ads.

Google Ads uses a second price auction system. The actual CPC you pay is calculated during the auction based on your Quality Score and the ad rank of the advertiser below you, plus $0.01. Since the auction is dynamic, the actual CPC may vary from auction to auction.

Google does not disclose the details of how they calculate the average CPC for Google Ads. According to Search Engine Land, the actual CPC you pay for a click on your ad is determined during the auction using the following formula:

Actual CPC = (lower advertiser rank/your Quality Score) + $0.01.

Figure 3. Calculating the actual CPC for each ad position

What is a quality score?

Quality Score is a diagnostic tool used to evaluate the overall quality of your ad compared to other advertisers.

Ads and landing pages that are considered more relevant and useful for a search query receive a higher Quality Score. This helps ensure that more useful ads show up higher in the SERPs.

Quality Score is measured on a scale of 1 to 10 and is available for each keyword. It is based on historical impressions to accurately search for your keyword.

Three Factors that Determine Quality Score

The Quality Score is calculated based on three main factors:

Expected CTR

Expected CTR is a predicted click-through rate for an ad when it appears on Google. Expected CTR predictions are based on the user’s CTR, which helps you decide which ads will perform best for a search term.

CTR is the number of clicks on your ad divided by the number of times your ad was shown: CTR=clicks/impressions.

landing page

Landing page experience measures how relevant and useful your website’s landing page is to the person who clicked on the ad.

Ad Relevance

Ad relevancy measures how well your ad matches the user’s search intent. This ensures that only the most useful ads are shown for each search term, and prevents ads that are not related to a product or service from being shown for the search term.

Each of the three Quality Score factors is rated Above Average, Average, or Below Average.

In addition to the three factors above, Google takes into account additional factors during the live auction, such as the type of device used, the user’s location, the time of day, the impact of ad extensions, and more.


The Google Ads Auction is a real-time auction that runs on every Google search to determine which ads will be shown for that search term and in which position. Ad Rank and Ad Quality Score are important factors in the ad auction and help determine if an ad is eligible to show on Google. By improving the individual components of Ad Rank and Quality Score, you can improve the acceptability and rank of your ads.


In advertising, there is a strategy for displaying your ads on the names of competitors’ companies.

This strategy kills two birds with one stone:

  • first: you get targeted traffic;
  • secondly: weaken the position of competitors in the market. Taking away some of their visitors.

And everything would be fine, if not for one <but>. Your competitors can do this too and will take visitors away from you. And this is no longer pleasant. Here are some tips on how to protect and retain your audience.

Let’s start with an important note:

  1. It is not allowed to use the names of foreign brands in promotional materials.

We recommend that you periodically check your competitors’ ads and monitor your brand mentions. It’s not easy to do, but it’s practically a 100% way to remove a competitor’s ads. They saw a violation – complained – the competitor is blocked.

  1. Be sure to advertise on demand with your brand name.

You will get high-quality traffic, show competitors that the advertising space for your queries is taken and there is no point in claiming your traffic. Well, as an added bonus, you can choose a page on the site where you want to drive traffic for a branded query. You can’t do that in SEO.

And finally:

Do not be afraid of betting competition.

Of course, this is not a very pleasant situation. If your competitor is trying to take traffic from you for your brand, even though your ad is also set up for this audience, you need to squeeze such a competitor out of advertising spaces. And the only way to do that is by increasing your bids per click.

It is worth constantly testing new hypotheses – experimenting. In terms of your brand, in any case, you will receive profit many times more than your competitors. Your traffic will be very high quality, your competitor will spend a lot of money. And even if you can’t force a competitor to abandon the idea of ​​​​advertising on your brand, then you will definitely be able to drain a good part of his advertising budget. Some real comfort.

Good luck to everyone in business, digital agency iWeb is in touch.


Surely you have heard more than once from colleagues, at webinars or from marketing bloggers about Google Merchant Center, Google Shopping or shopping campaigns. All this may seem like an incomprehensible tangle of names, answers to five main questions will help you understand: what, who, where, why, how?

  • What is the Merchant Center, shopping campaigns?
  • Who can use the tool?
  • Where are these ads posted?
  • Why is this for my business?
  • How to create a campaign?


The Google Merchant Center is a platform where retailers can add information about their products and stores. This information will be available in different Google services: Search, Display Network / Display Network, Youtube, Gmail, Images.

It is with the Google Merchant service that the path of launching shopping campaigns and the ability to show the assortment of your online store to interested users begins.

Shopping campaigns and ads – ads in which the ad consists of an image, product name, price and store name.

The purpose of such a campaign is to increase online sales.


First of all, this tool is simply a must-use for online stores, but it may be beneficial for your business if:

  • You have many SKUs and several target audience segments. Google Merchant Center will “make friends” them automatically.
  • Your audience mainly uses Google services: from search to YouTube.
  • Your product (price, uniqueness, appearance) can attract the attention of the buyer even at times when he is far from buying.
  • You are ready to experiment and the product meets the requirements of the platform.


  • Shopping ads appear on Google services:
  • Google search (side and top of the main search and advertising results).
  • Display Network, including YouTube and Gmail.
  • In the Google Images tab.


Shopping ads, despite the seemingly complicated setup (more on that below), have important advantages:

  • Visibility – Compared to classic text advertising, shopping ads require images and prices.
  • Higher click-through rate compared to text ads.
  • More interested customers – such an advertising tool allows the user to familiarize themselves with the product and its price in advance.
  • Simultaneous placement with text ads increases the chances that your product will be more noticeable by 2 times.
  • Ease of campaign management – the service itself generates ads (prices, name), information is taken from the uploaded platform feed.
  • Relevance and concern for the user – product information must be constantly updated (at least once every 30 days), which means that your customer will be shown the most up-to-date information on product availability and price.


If you’re ready to give this tool a try, here’s the basic flow of running a Google Ads Shopping Campaign.

Stages of creation:

  • Create an account in Google Merchant Center.
  • Connecting/Linking to Google Ads
  • Feed generation
  • Shopping Campaign Launch

Shopping campaign requirements.

As with any platform, service or site, for successful moderation it is important to comply with all requirements and take into account recommendations. To set up in the Google Merchant Center, it is important to observe the following points:

  • Linked accounts Google Merchant Center and Google Ads.
  • Compliance with Google Shopping policies, which may differ from Google Ads. For example, you cannot post fake products, and restrictions apply to a number of categories.
  • The presence of a secure https protocol on the site.
  • Updating product data – at least once every 30 days.
  • The presence of a basket with which the user can make a purchase.
  • Availability of contacts – mail, physical address.

You can read more about all the recommendations in Google Help.

OK, but HOW to create a feed?

A Google Merchant Center feed (Google Shopping feed or product data feed) is a table with key characteristics about a product that is used to build and display an ad.

To generate a feed in the Google Merchant Center, select Products > Feeds from the left menu and click on the + icon to create a new feed.

At the preparation stage, it is necessary to take into account that the feed can be in text or XML format.

The text format is one of the most common and can be created using Google Sheets without involving developers.

The XML format is more complex than the first one. It is suitable for more advanced users and requires technical skills.

Important note: Google does not support XLS and CSV feeds. Must be converted to text format before uploading to GMC.

What is a feed made of?

  • Name.
  • Price.
  • Item ID.
  • Product Name.
  • Product description.
  • Product category.
  • Link to the product.
  • Link to image.
  • Product availability.

After the prepared feed, to launch the tool, you need to create a shopping campaign in Google Ads, optimize it and monitor its effectiveness.


Shopping campaigns are another way to stand out from the competition, especially if you are an online store, especially if you need a new round of development for your advertising campaigns.

Despite the long chain of preparation for the launch, there are a number of advantages of using this particular tool. At a minimum, Google will take care of the main pain of an Internet marketer: to whom, where and when to show your product.

As a maximum, you will attract more interested customers and, in conjunction with text advertisements, reach more of the target audience.


Google Shopping is the most effective Google advertising tool for increasing online sales, generating more conversions for online stores than regular text ads or display campaigns. By launching Classic Shopping Campaigns or Smart Shopping Campaigns, you can increase the number of transactions by tens of times in the shortest possible time due to google machine learning, which will show your product to the target audience on the Google search and display network on YouTube and Gmail, while profitability advertising will grow.

The main benefits that Merchant Center provides:

  • Quick start – Google Shopping and Merchant Center can be set up and launched in just 5-7 days (sometimes up to 2 weeks, it all depends on the category of goods);
  • The cost of conversion is 3-4 times cheaper than other advertising sources, and the cost of a click is on average 2-3 UAH;
  • Dozens of orders immediately after a smart shopping campaign is approved in your Google Ads account;
  • The growth of conversions for online stores averages 25-35%.
  • No need to write keywords, negative keywords or text ads;
  • Free traffic and orders from Google search and from the “Purchases” tab;
  • A potential customer can immediately see the basic information about the product: photo, product name, price, store name.

To start, you need to do the following steps:

  • A site that complies with all of Google’s online shopping policies;
  • Claim and verify your site in Search Console;
  • Set up e-commerce in Google Analytics;
  • Advertising account in Google Ads;
  • Create an account in the Merchant Center;
  • Link all accounts together;
  • Download data feed;
  • Set up Google Shopping.

How are Google Smart Shopping Campaigns different from normal shopping campaigns?

The main difference between standard and smart shopping campaigns is that Smart Shopping Campaigns use machine learning for automation.

The task is the same: to unload the advertiser when setting up and maintaining contextual advertising from “manual” tasks and increase the effectiveness of campaigns through an automated search for optimal settings.

Classic Google Shopping Shopping ads are very different from Smart Campaigns. Here are the main differences between them:

  1. Google Smart Shopping campaigns work across four advertising channels at once: search product ads, advertising in Gmail, YouTube and the display network. Moreover, the specialist does not need to adapt the ad format for each of the networks, this is done automatically. The resulting ads will look exactly the same as the ads we are used to on the same sites;
  1. The system automatically adjusts the bid depending on the target audience and other conditions. For example, if a given user is more likely to take a targeted action, a higher CPC can be assigned to them so that they see the ad for sure. At the same time, there is no manual adjustment of rates;
  1. Choice of location, schedule of ad impressions, targeting by devices and target audience, minus keywords. The system takes care of all of the above, and the advertiser does not have access to change these settings.

Benefits of smart shopping campaigns:

  1. Save PPC specialist time. You must specify the desired campaign goal, campaign budget, target URL, and product information. The rest of the work (creating ads, targeting, setting bids, etc.) will be done by the system for you;
  2. Intelligent bet selection strategy. Based on general statistics (time of day, user device, geographic location, site), the system itself chooses the optimal cost per click for each ad impression;
  3. One budget for 4 advertising channels. Google Shopping Smart Campaigns allow you to efficiently share costs across YouTube, Search, Display Network and Gmail for maximum results and savings on your advertising budget;
  4. Less workload for designers. No need to draw separate banners for each site.


KPI is an abbreviation for Key Performance Indicators, which means “key performance indicators”in English. Performance indicators are components of a strategic plan that a company plans to implement over a certain period of time. In other words, a KPI is a reflection of a result that can be quantified.

Thanks to Key Performance Indicators, an organization can assess how close or, conversely, far it is from the goal facing it. The development or promotion strategy depends on what performance indicators are set for, and includes 5-7 KPIs.

Imagine that at the end of the reporting period, you need to inform your colleagues and management about how your project is being implemented. You understand that everything is going well, and the necessary goals have been achieved. But how can you confirm this with facts? How can I measure the success rate of a project or the degree of problems encountered?

KPI is the answer to these questions. With these metrics, you will measure the right aspects of performance. You can also show them how close they are to the goals you set at the start. Since the evaluation is performed numerically, KPIs can be expressed in the form of graphs, diagrams, and other visual ways.

Difference between KPI and performance indicators

To develop a company in the future, you need to understand how to measure success in strategic planning. To continue or correct the chosen path, you should evaluate whether the right decisions are being made. However, you should not analyze all the available data. Prioritization is key: which indicators are more important than others.

The terms “performance indicator” and” Key Performance Indicator ” are sometimes confused. The difference in the word “key” means the choice of those parameters that are important for this particular company during this particular time period. It is important to pay increased attention to those 5-7 KPIs that demonstrate the implementation of the plan.

Unlike KPIs, Performance Indicators report the results of standard business processes, but they are not such important metrics that need to be constantly monitored. They increase productivity or work value, but are not critically important. In addition, performance indicators do not always relate to the values that the company has planned to achieve.

In other words, any KPI is a performance metric, but not every such metric is a KPI.

What should I choose as key indicators? Depends on the current business priorities. Let’s look at some examples.


The company plans to grow by 20% compared to the previous month. One of the KPIs can be formulated as “new deals this month”. But simply the performance indicator would be responsible for a less important parameter, for example, “site traffic volume”.

Selecting the appropriate KPI

If a company starts using key performance indicators, it is important for it to clearly identify priority plans and ways to achieve them.

How suitable is a particular key performance indicator? It should be:

  • specific;
  • measurable;
  • achievable;
  • relevant;
  • linked to deadlines;
  • available for evaluation, including repeated evaluation.

Another common method for determining KPI: consistency, reach, urgent need, accuracy, practical feasibility, and survivability.

Let’s take a closer look at the factors that are taken into account when choosing KPIs for a business.

Defining indicators for analysis

A properly assigned KPI should clearly reflect the value to be measured. The more information a metric contains, the better for your business. In order not to get confused, it is convenient to divide KPIs into several main categories.

  1. Activity indicators. Reflect the dynamics of movement towards the goal. For example, these are actions, processes, and the number of potential customers.
  2. Result indicators. This is relative progress compared to the planned total. Expressed as a percentage or fraction. An example is an increase in revenue compared to the previous period or with the planned amount of profit.
  3. Project indicators. Refer to the progress of a particular project and are expressed as a percentage of completion or summed up results. For example, what percentage of actions to close the project have already been completed.
  4. Target indicators. This is a numerical result relative to the date on which the goal was set to be achieved. For example, the strategic goal was to reach the доходу 1 million revenue level by December 1, 2020. The goal’S KPI will show you how far it was implemented by the desired date.

Setting a measurable goal

Regarding KPIs, a goal is a numerical parameter that the company wants to achieve. You need to define the goal in the form in which the metric is measured. For example, if the indicator is expressed as a percentage, then the goal should also be set as a percentage. And for a numeric value, you need to set a specific number as the goal.

Selecting data sources

Each KPI is based on initial data about the company’s performance. Make sure that the plan specifies the source of this information and the calculation formulas that are uniform for the entire team.

Assigning a person responsible for KPIs and monitoring frequency

Key performance indicators should be monitored throughout your work. You need to assign a specific person to the responsible role who will collect data, monitor results, and provide reports. The optimal frequency for monitoring KPIs is considered to be a month.

Checking the selected KPI

It is difficult to answer unequivocally which KPIs were chosen correctly and which ones will have to be changed after the first report. But in order to make as few adjustments as possible, check the standard requirements for key performance indicators. KPIs should:

  • show whether this strategy works now and in the future;
  • focus employees ‘ attention on important indicators for the company;
  • promote transparent and understandable reporting;
  • provide regular performance information;
  • display reliable data about current business processes;
  • lead from intermediate results to final results: show the speed of achieving the goal.

If you tested your KPIs on this list and they meet these requirements, then the indicators were selected correctly. However, you should take into account the specifics of your business, the scale of development plans, and other individual characteristics. There is no single correct guide to action here.

KPI in Internet Marketing

Marketers use dozens of key performance indicators for advertising campaigns and other activities. However, the list of KPIs varies depending on the specific area of the business and its specifics.

Let’s analyze seven common KPI categories.

  1. Traffic. Select branded ads from search engines, contextual advertising, and social networks. Traffic is evaluated by traffic, page views, sources, and clickability (CTR).
  2. User behavior. Includes calculations of bounce rate, Site time (TSS), and browsing depth (PPV).
  3. Conversion rate. The conversion rate is calculated as the number of users who performed the target action divided by the total number of users. Often, the goal achievement indicator is also calculated.
  4. The cost of attraction. Cash costs are calculated per user (CPV), Per Click (CPC), per order (CPO), and Per Lead (CPL).
  5. Average receipt. We use calculations of the average price per order on the site (AOV). Thanks to them, marketers optimize advertising costs and implement pricing.
  6. Return on investment. This is an indicator of the return on investment – for example, in advertising, office construction, and equipment purchase. The return on investment indicator – ROI – is equal to the ratio of net profit and Investment expressed as a percentage.
  7. Repeat sessions and sales. Most often, the site return rate (RVR) and lifetime customer value (LTV) are used. The latter indicator is calculated only for regular customers.

Web analytics systems allow you to track key performance indicators. For Example, Google Analytics. This is a built-in web analytics where you can calculate:

  • clicks;
  • unique users;
  • impressions;
  • engagement-viewing depth and time on the site;
  • click ability;
  • bounce rate;
  • conversion rate;
  • CPC;
  • pay for the action and much more.

These metrics give you a general idea of the situation with running ads and sales. But if you want to keep your finger on the pulse of all marketing KPIs, you need end-to-end analytics – combining data from CRM, multiple advertising platforms, and other tools

What metrics will be available to you:

  • cost of attracting a lead;
  • return on investment;
  • return on advertising costs and other important metrics.

Building a strategy with KPI

The main goal of key performance indicators is to help you make informed decisions and improve business efficiency. It doesn’t matter if you have chosen KPIs to achieve global strategic goals or to solve current team tasks. We offer you 3 tips on building an effective strategy using KPIs.

  • Keep an eye out for changes at all times. Continuous KPI monitoring provides information about whether everything is working as planned. Prompt response to changes in key performance indicators means confidence in the correct path and timely adjustments, which means saving the company time and money.


For your online store, an important KPI is the percentage of refusals from purchases at checkout-“abandoned shopping cart”. You have changed the design of the order page – and the number of “abandoned baskets” has increased dramatically. Since you noticed the problem quickly, you can fix it before it leads to losses.

  • Consult with the team. Within the team, you should agree on which indicators are important and which can be considered secondary. This will allow you to develop a unified strategy for monitoring KPIs and maintaining them at the right level. When a company changes key performance indicators or even adjusts its strategy, management needs to quickly communicate information to employees. So the whole team will immediately rebuild the work and harmoniously implement new standards. Sharing key information within the company will allow you to discard unnecessary data and establish effective work.


You always strive to achieve more ad impressions on the web. Now the management decided to pay attention to other KPIs – the indicator of ad clickability and the level of conversion to orders. According to this change, marketers should immediately start working in the new mode. As a result, impressions may decrease, but the number of real transactions should increase.

  • Measure success numerically. The company’s goals should not be generalized or vague. Let’s say you have defined the goal of “becoming a Microelectronics market leader”. How do I know if my goal has been achieved? How do I measure how close a company is to achieving this goal? Obviously, working at a loss is unlikely to be an indicator of the achieved goal. However, even a high level of income is not proof that you are a market leader.
  • KPI require goals to be clear and measurable. In the case above, you can choose the phrase “have more customers than your direct competitors”. Or” earn more revenue per year than other manufacturers in the country”, etc. constantly tracking your KPIs will allow you to quantify how close you are to market leadership. 

By choosing key business success metrics, you can determine how to measure your achievements. Up-to-date and reliable data will help you evaluate your progress, adjust your strategy, or get the expected profit.

Grow your business with KPI tracking

Key performance indicators are numerical metrics of results or actions that are important to the business. With KPIs, you track your progress towards your goal in detail and reasonably. Learn the rules of working with KPIs and achieve success even faster and at a lower cost!


Google Ads is an online advertising service that allows you to place ads on the results page of the Google search engine. Google ads are practically no different from search results. Their only difference is the word “Advertising”. Such ads are usually displayed at the top, side and bottom of the search results page.

Google Ads: How it works

When a user enters a query into the search bar, Google displays relevant advertisements based on the keywords used in the query. Those advertisers who want their ads to be shown on the results page select keywords and place bids – the price they are willing to pay in case of a click on their ad. Depending on the competition, the size of the bid and the quality of the ad itself, they occupy different positions in the search results.

Google Ads: Advantages

  1. Showing ads to an audience ready to purchase or order a service. You can decide for yourself which keywords the ad will be displayed for. Search phrases with transactional bindings (“buy”, “order”, “price”, etc.) will help your ads to be shown to those who are most likely to order a service or make a purchase.
  2. Display ads at the exact location. To do this, it is important to specify the geographical location of your potential customers (country, region or city). You can also specify the area of the city or the required radius. When compared with targeted advertising, Google Ads allows you to show ads to users with a formed need.
  3. Flexibility in managing ad campaign settings. The service allows you to quickly change settings (for example, bid strategy) for effective advertising.
  4. Payment is possible after clicking on the ad. Google uses the PPC model, a pay-per-click advertising model. That is, you pay only when an interested user clicked on your ad.
  5. Performance tracking. The advertising cabinet allows you to track and analyze important parameters. For example: how many times your ad was viewed, how many clicks were made, purchases were made or requests were left. By monitoring the results of your advertising campaign, you can quickly make the necessary changes to improve its effectiveness.

What affects the display of your ad

Google uses an algorithm that determines the display of an ad of a particular user of the advertising service. In fact, this is an auction. However, the participant with the highest bid per click does not always win here. The algorithm also takes into account the quality of the ad – how relevant it is to the search query and how high the probability of clicking on it is. Those ads that have a high bid and quality indicator occupy top positions among ads in search results. Google uses 3 main parameters to determine the location of the ad in the search:

  • An indicator of the quality of the ad. This parameter reflects how relevant the ad is to the keyword. In order for it to be shown at the top, the ad must match the key query. For those who are looking for a Samsung mobile phone, in 99% of cases Google will not show real estate ads.
  • Bet. This parameter means the maximum cost per click that you are willing to pay. By reducing or increasing it, you can influence the number of impressions of your ad and the profitability of advertising costs. Most often, a high bid allows you to attract more traffic.
  • The relevance of the page. The Google system assigns a high indicator to the ad, after clicking on which the user gets to the page of the site, which contains the information relevant to the ad and the search query. For example: when advertising cars of foreign brands, you should not take them to a page with the domestic automotive industry.

The secret of a high-quality ad

It is not easy to write ads that would be more literate and attractive than those of competitors. It is important to clearly state why you should buy a product or order a service from you. Do not forget about the call to action. Here are a few nuances that are important to consider when writing an ad:

  • A clear formulation of your proposal. A potential client should immediately understand what you offer and whether you can meet his need. It is also important to guide the user to the page that corresponds to the ad.
  • Use keywords in your ads. Use the keywords by which you will be shown. Then the system will understand that the ad is relevant to the request of a potential client.
  • Draw attention to your ad. It is important to immediately convey to the user what your trade offer is better than others. Such information will have a positive impact on the results of the advertising campaign.
  • Stocks. Many people like the process of getting a discount. For example, you can specify that you have free shipping, a discount on some product in a certain period of time, etc.
  • A call to action. Potential customers are more likely to click on an ad if they are prompted to take the necessary action. For example: “Order and get a gift!”, “Have time to order before May 1 with free delivery!”.
  • Extensions to ads. They may contain important information about your company, for example: the address of your store, phone number, the main advantages of your store, other sections of the site that may be of interest to a potential client. Using extensions will increase the area occupied by your ad, which means it will become more noticeable to users. In addition, they do not incur additional costs.


Google Ads is one of the most basic online advertising services. Its main advantage is that advertising is shown to users who are as ready as possible to order a service or product. Search advertising allows you to attract customers already on the 1st day of its launch. Although it is one of the most expensive, the costs for it will fully justify themselves if properly configured.

You can order professional customization of your advertising campaign from us. We at the iWeb agency make your investment in advertising payback. Call us or leave a request for a consultation and we will call you back!


What does a PPC specialist do?

A PPC specialist or PPC manager adjusts the display of ads to the right target audience on various platforms, such as banners on websites or YouTube ads, and attracts new customers.

It calculates the metrics that can be achieved with a certain budget, constantly optimizes the metrics after launch – doing everything to make a click or conversion cost less, but bring a higher result, that is, a conversion. And after the end of the advertising campaign, he makes a report on its effectiveness.

The work combines creativity and numbers: the PPC manager can offer ideas for creatives, combine them, but at the same time must not forget about conversion and statistics.

What is the PPC manager responsible for?

The specialist fully supervises the advertising campaign in search engines and partner resources. Implementation of the strategy building project begins.

Specialist in contextual advertising:

  • analyzes the topic of the product/service;
  • studies the niche, competitors;
  • develops the target audience;
  • selects keywords;
  • creates an advertisement;
  • controls the budget;
  • evaluates the results.

Two PPC manager work formats are possible. In small companies, a specialist performs the entire cycle of work independently, in large agencies he is responsible for setting tasks and monitoring their execution, involving programmers, designers, copywriters, etc.

So, the simplest answer to the question “who is a ppc manager” is a person responsible for effectively attracting paid targeted traffic to the client’s resource.

What skills does a PPC specialist need?

The work of a PPC manager is impossible without knowledge of Google Analytics, Google AdWords, Google Tag Manager. He may also need other tools, it all depends on the customer’s goals.

A PPC specialist should be able to:

  • create groups of advertisements;
  • collect the semantic core and negative words;
  • work with budgets, with rates in the advertising office;
  • use analytics to understand how successful a campaign is or to collect data on audience behavior;
  • set up retargeting;
  • choose headlines that sell and write texts for ads.

A PPC manager will need perseverance, attention to detail, analytical and logical thinking, creativity, and the ability to correctly interpret a large amount of information.

Where to find a PPC specialist?

You can search for a PPC specialist through acquaintances, social networks. network, and you can also contact iWeb.

Our experts will help you:

  • Increase sales with the help of advertising in search engines and social networks;
  • Get more customers;
  • Effectively use the advertising budget;
  • Get the right, target audience.

The iWeb company specializes in complex solutions for the promotion of websites on the Internet. Our company is a certified agency in the Google Partners program.


The CJM is prepared on behalf of the client, usually starting with the problem he wants to solve and describes the entire experience of the client’s interaction with the company in the process of solving this problem. CJM ends with a completed transaction — a purchase or a signed act of completed work, shipped goods.

What tasks does CJM solve?

The main task of CJM is to identify subtle points in the process of interaction with the client. Find out where we can lose a client, at what stages, why. And will eliminate errors.

Five steps:

  • Compilation of CA and problems that can be solved with the help of the product.
  • Fixation of possible points of contact of the client with the product on the way to solving the problem and channels of interaction.
  • Descriptions of the experience of the client’s interaction with the product at each point of contact (it is also necessary to track at which point the client abandons the order).
  • Searching for obstacles on the client’s path to successfully solving the problem with the help of the company’s product.
  • Removal of obstacles on the client’s path.

Five questions for building a CA:

  • Who are your clients?
  • What do your clients want?
  • Why do they want to get it?
  • Where will customers look for information about the product and the product itself?
  • When can the client need the product itself?
  • Points of contact in CJM

What should be described in each portrait of the CA:

  • gender and age;
  • marital status, are there children;
  • place of residence and occupation;
  • income level in numbers;
  • social status;
  • places where a person spends free time, what he is interested in;
  • what will happen if the client does not solve his problems with the help of your product;
  • how does a person make a purchase decision, does he consult with someone;
  • that prevents him from solving the problem;
  • pains and fears;
  • objections;
  • that the client may like from your competitors.

Touchpoints at CJM are places where a customer can encounter our product. These can be online platforms, for example, a site, its specific pages, for example, a product page or a service page, and offline platforms, for example, a company office. Also, contact points include interaction with advertisements, agents, and social networks.

Touchpoints are important for CJM compilation, as they are specific platforms where the customer interacts with our product. And depending on whether the contact points meet the client’s expectations, the client may leave or stay. We capture these sites and can measure the conversion for each of them.

Search for obstacles on the client’s path and their elimination:

  • advertisement is not available;
  • the client never clicks on advertisements, preferring natural search;
  • the client was attracted by the second advertisement because the price was indicated there, and this is important to the client / the competitor’s UTP looked more attractive, etc.
  • the client does not trust our brand, as he has never heard of us / read negative reviews about the products presented on our site, etc.

Problem → Solution

  • there is no advertisement in the output – the semantics are constantly updated, adding new requests / control of the price and volume of traffic / control of traffic by requests.
  • SEO – does organic matter exist / traffic growth control / site visibility control in search engines.
  • the client was attracted by the second advertisement because the price was indicated there, and this is important to the client / the competitor’s UTP looked more attractive, etc. – monitoring of announced competitors (as well as transition to social pages of competitors and analysis of their audience) / fixation of the necessary UTP in a prominent place in the advertisement.
  • the client does not trust our brand, as he has never heard of us / read negative reviews about the products presented on our site, etc. – launch of video and banner advertising (also in social networks) / branding.


If you are engaged in affiliate marketing or simply promote goods and services in foreign markets, we recommend that you pay attention to advertising on Snapchat and TikTok.

We specifically decided to combine these 2 advertising platforms, in my opinion they are very, very similar and not only in the user interface, but also in the approaches to video creatives.

In general, in terms of the specifics of working with an advertising platform and optimizing campaigns, Snapchat and TikTok are no different from Facebook Ads. Here is the structure of campaigns, there are groups and ads. The same applies to campaign optimization, it is possible to make copies of groups, manage bids and budgets.

Traffic quality

  • In terms of traffic quality, we would give the following points:
  • Google Ads – 100
  • Facebook – 85
  • Snapchat, TikTok – 70

But this does not mean that the quality will be bad, no one needs such traffic. With the right approach and good ideas, your leads will be paid less, for example, instead of $15 – $12-13 per lead.


The local audience decides to fill out lead forms as soon as possible.

You don’t even need to develop a landing page (pre-sales page), you can go to the landing page right away.


We recommend talking about TikTok and following the trend for a few days. It’s important to know which videos and audio tracks are popular.

Then you can use the Creators Marketplace and order your promotional videos on tiktoker, find them using filters. TikTok ideas are also great for Snapchat advertising. The most important thing when working with Tiktok Ads is a compelling idea that first showcases a known Tiktok trend → touches on a problem → creates interest with a good solution/condition → prompts you to take the right action.

The length of such a key should be between 20 and 45 seconds. Next, the user gets to the application filling page. Starts are people who click on ads and end up on a blocked page. And subordinates are those who fill out the form and are converted into potential customers.


In conclusion, I want to say that Tiktok at the beginning of 2022 is a very serious competition to other paid sources of traffic. If you use Facebook ads for lead generation or e-commerce, you should definitely connect with Tiktok Ads.


Everyone knows what keywords are. What about negative keywords? For what purpose are they used? What are the types of negative keywords? At what level should negative keywords be used? And how to find them? Let’s try to figure it out in order. So let’s get started.

What are negative keywords?

Negative keywords are words that block ads from showing for non-targeted queries that are not related to your type of activity. For example, if you’re selling women’s yoga leggings, then “casual leggings”/”kids’ leggings”/”fitness leggings” would be off-topic for you. Include the words “baby” / “fitness” / “casual” in your list of negative keywords. This will eliminate irrelevant traffic that does not lead to sales.

Negative keywords allow you to prevent ads from showing for search queries that are not related to your offers.

This will help you focus only on the keywords that are important to your customers.

What are the types of negative keywords?

In negative keywords, the following types are distinguished: broad, phrasal, precise. These types are also used in keywords, but the principle of operation is different.

Broad match type – display on request is blocked if such a word is present in the search query.

Negative keywordSearch queryWill ads be shown
childdress for babyyes
watch child movieno
buy child bookno

Phrase match type – fixes word order. On-demand display is blocked if a stop phrase with the same word order is used in the query. To set a phrase match type, the negative keyword is enclosed in quotation marks.

Negative keywordSearch queryWill ads be shown
“buy child book”dress for babyyes
watch child movieyes
buy child bookno

Exact match type – highlighted in square brackets. The principle of operation is simple: if [negative keyword] = search query, the ad will not be shown.

Negative keywordSearch queryWill ads be shown
[buy child book] dress for babyyes
watch child movieyes
buy child bookno

The main difference is the need to add synonyms, singular and plural forms, misspelled words and other options that need to be excluded.

At what level should negative keywords be used?

  • There are three levels of negative keyword customization in Google Ads:
  • At the ad group level. Words are selected that take into account the discrepancies between the product you offer and user requests. Or you do cross-reference at the ad group level.
  • At the level of an advertising campaign. Usually include words that do not reflect the intent of users to place an order. Or cross-background at the campaign level.
  • At the account level. We recommend minus keywords for low-quality traffic, as well as information and DIY queries: “cheap”, “freebie”, “free”, “do it yourself”, “how to do it”, “free”, “reviews”, etc.

You can use ready-made lists of negative keywords that can be found on the Internet. They include requests that are non-targeted for almost all campaigns. But we recommend that you study this list to make sure it suits you.

Cross-minus is internal minus words. They are used to exclude displays of intersecting words. For example, the user types the query “buy bus bus”. Words from your different groups will compete with each other: “buy a bus” and “buy a bus second hand”.

How to find negative keywords?

  1. By browsing the search terms tab in your account.
  2. When collecting the semantic core using the Scheduler.
  3. Look for ready-made lists on the Internet.


Remarketing List for Search Ads (RLSA) – remarketing lists for search ads.

This tool allows you to adjust bids and ads in the search network for those users who are already familiar with the content of your site (visit your site again). For example, a user has visited the website of a foreign language school. The user has viewed the Polish language learning pages. After some period of time, the user enters a search query: “Polish language courses”. Because we know that this user is in the decision stage, we can increase their bid and score for a more attractive ad, for example, offer a discount on the first month of training.

RLSA restrictions:

  • The active list for search remarketing contains from 1,000 users, which means. that remarkteing will not start if there are fewer users.
  • The maximum length of time users can stay on the list is 540 days.
  • The maximum adjustment for a decrease is 90%, for an increase – 900%.
  • If the visitor is on two or more lists, the system applies the one with the higher adjustment.

How to set up RLSA

First you need to analyze the audience, as well as determine the stages of the funnel before the conversion. Based on this knowledge, you will collect audiences. To set up a remarketing list in Google Ads.

In order for the system to collect users, you must first install the remarketing code on all pages of the site. 

  1. To do this, go to “Audience Manager”:
  1. Click the Create Remarketing List button.
  1. From the dropdown list, choose the one that suits you best. In this example, we have selected Site Visitors.
  1. Create an audience by filling in all the fields. In this example, we want to collect all users who have visited the Shower Enclosures page. We plan to create a list for 30 days (this means that if the user does not go to the site again within 30 days, he will automatically leave this list).
  1. Save this list.

Now you can connect this list to the shower enclosures search campaign and set a bid adjustment on it, for example +20%.

The bid adjustment will trigger on users who were already on your site and viewed the shower enclosures page when entering a search query related to shower enclosures.

RLSA is a great way to optimize your bids on Google search ads and reach out to an audience that has already visited your site with more “hot” offers!


DoubleClick Digital Marketing Platform is Google’s platform for purchasing display advertising, which consists of several integrated services and allows you to plan, create and implement campaigns from various advertising networks.

Double Click includes the following services:

  • DoubleClick Campaign Manager.
  • DoubleClick Search.
  • DoubleClick Studio.
  • DoubleClick Bid Manager.
  • DoubleClick for Publishers.

Campaign Manager (DCM)

Platform foundation. You can use it to optimize impressions, plan placements, set up targeting and timing, get reports, and more.

Search (DSS)

The tool helps people who want to advertise on multiple search engines. With DSS, you can manage ad campaigns, bids, and analyze across multiple search engines.

Bid Manager (DBM)

Purchase of advertising impressions at the best prices, depending on the goals of the advertiser. Real-time bidding provides the ability to optimize bids, as well as predict the number of impressions.


A tool for creating and managing ads, but with more functionality.

DoubleClick for Publishers (DFP)

For those who plan to sell advertising space. The operation of the service is similar to the operation of the Google AdSense service, but it allows you to sell ads not only in AdSense, but also in other advertising networks.

The main benefits of using DoubleClick


  • Detailed cross-platform statistics.
  • Insurance against poor-quality implementation of advertising.
  • Responsive multimedia remarketing.
  • Lookalike targeting.
  • Purchasing advertising through direct purchases.

Detailed cross-platform statistics


Cross-platform tracking, this feature allows you to get the user’s activity on a separate platform. Statistics show the most effective advertising channels. This advantage makes it much easier to optimize ads.

Insurance against poor quality advertising


DoubleClick services guarantee the placement of advertising on resources with quality content. Due to this, the overall efficiency of digital advertising increases, as well as the savings in the advertising budget.

Responsive multimedia remarketing


Doubleclick analyzes the behavioral factors of potential customers. Allows you to create more personalized ads that can significantly increase your audience reach.

Lookalike targeting

Using a fairly new type of targeting “Lookalile”. DoubleClick analyzes related companies for a loyal audience that may like the products or services offered by your company.

Purchasing Advertising Through Direct Buying


The possibility of renting a specific place for an advertising banner. For example, in the very center of the main page. This method allows you to get a large number of impressions without the need to participate in the auction.

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