The Importance of Ad Location: Beyond Just Pinpoints on a Map
Positioning on Search Engine Results Pages
Search engine results pages, commonly referred to as SERPs, are the gateway to online information for most users. When a user enters a query, the SERPs display both organic results and ads. The placement of these ads is pivotal for brands and businesses.
Historically, the top three positions on SERPs were coveted real estate for advertisers. The logic was straightforward: the higher the ad’s position, the higher the visibility, leading to a potential increase in click-through rates (CTR).
However, with the evolution of user behaviour, device diversity (like mobile, tablet, desktop), and changes in search engine algorithms, the once-accepted golden zones of SERPs have started to shift.
Nowadays, the focus isn’t just on gaining a top spot but also on ensuring the ad provides genuine value and relevance to users.
Analysing SERP Positions
In the ever-changing landscape of digital advertising, the ability to monitor and adjust in real-time is indispensable. Fortunately, modern tools like Google Ads’ ‘Ad Preview and Diagnosis’ allow advertisers to see how their ads appear for different keywords and in different geographies. This visibility provides several benefits:
- Adjustment of Bids: Depending on the competition and the desired position, advertisers can increase or decrease their bids.
- Keyword Refinement: By understanding which keywords are triggering their ads, businesses can tailor their strategies, either focusing on high-performing keywords or identifying gaps where they might achieve better visibility.
- Optimising Ad Copy: A well-crafted ad resonates with its audience. Using these tools, advertisers can see how their ad appears and adjust the messaging to better match the user’s intent, making the ad more compelling.
The Cost Implications
While achieving a top position on SERPs might seem like a clear win, it comes with financial considerations. The higher the ad’s placement, the higher the competition, leading to increased Cost Per Click (CPC). For businesses, especially those with limited marketing budgets, this can be a significant strain.
It’s crucial for advertisers to find the sweet spot between the desired SERP position and the CPC they’re willing to incur. This balance ensures that businesses aren’t overspending for visibility, but also that they’re competitive enough to be seen by their target audience.
To maintain this balance, regular and comprehensive analysis is essential. By studying metrics like CPC, CTR, and conversion rate, advertisers can determine if they’re getting a good return on their investment. Adjustments based on these metrics can help in achieving the best visibility at an optimal cost, driving both traffic and conversions.