What if we start by telling you that Google is the most visited website in the world? In a way it is always our first resource when it comes to comparing prices or solving our doubts online. That is why every day 1 billion people type www.google.com making a total of 3 billion searches.
With all this data in mind, it is quite clear that Google is the perfect ally in positioning your brand on the Internet. In fact, the American giant is the number 1 platform in digital investment in the world, becoming the queen of Paid Media.
Let’s find out how the algorithm works, the best apps for your business and why it is essential in your digital strategy.
Why are algorithms so important in Google?
The answer to the question is easier than it seems: because it helps you 24/7 to sort hundreds of billions of pages in a fraction of a second, giving you the possibility to find what you are looking for.
For example, the ranking systems of the Google search algorithm do not consist of one, but of a whole series of algorithms. To make the information more useful, search algorithms analyze many factors: query keywords, the relevance and usability of the pages, the quality of the content, its location and configuration.
Which of these factors is more decisive? It depends on the nature of the query. For example: the quality and immediacy of the content plays a decisive role in current affairs.
On the other hand, there are also algorithms that directly influence your paid search campaigns on Google, dictating, for example, the position of your ad (or "ad position") on Google results pages (SERPs).
One of these algorithms is called "Ad Rank", which is basically the result of a formula made up of two components: the highest bid (or "max bid") and the quality score (or "quality score") that Google gives ads to advertising campaigns.
To understand these components a little better, the "Max Bid" would be the maximum amount of money that the advertiser is willing to bid for his ad to be shown in the SERPs, while the "Quality Score" is, in Google's words, a diagnostic tool that is used to determine if the quality of your ad provides a good experience to the user when it is impacted by it and that is measured on a scale of 1-10.
For example, if you and your competitor are creating a paid search campaign and you bid € 2.5 but your competitor bids € 3, if Google only relied on the “Max Bid”, your competitor would win the bid and therefore , your ad would be the one that appears in the Google search results. But what if the quality of your competitor's ad was 1 but yours was 10? Here the "Quality Score" would come into play. In this way, the higher the bid the higher the Quality Score, the higher the Ad Rank will be and the higher your paid search ads will appear in the Google SERPs.
Featured Google Apps
It has been a while since Google has ceased to be a search engine to become a suite of Apps for business, an entertainment center or even enter inside home automation (Google Home). In fact, Google provides you with different key apps for free to work on your digital strategy and understand the impact of your actions:
Google Analytics: Probably the best web analytics tool out there. So many metrics and so many parameters that you won't miss a single piece of information. Information on the visits to your website, the most visited pages, the ones that lose the most visitors, where the traffic comes from, with which devices users visit your website ..
Google Ads: Previously known as Google Adwords, it is the largest advertising network in the world in terms of number of ads and investment. The Google network is divided into two types of networks: 1) Search Network: the ads that appear in Google results are those used to carry out paid search, shopping and/or local search campaigns; and 2) Display Network: the ads that appear in Adsense or other Google platforms such as YouTube. Within Google Ads you will find
Google Shopping, a global product comparer where you can see a file with the image, name, price and characteristics of the advertised products.
Google Search Console: Previously known as Google Webmaster Tools, it is the application that will allow you to optimize the positioning of your website in Google. Thanks to Google Search Console you will be able to understand how the search engine sees your website and apply improvement strategies to upload positions.
Google Trends: Your perfect partner to study the search interest of certain keywords and/or topics according to location, time interval and popularity.
Google Tag Manager: The tool that allows you to add the code labels directly from your platform instead of having to add or edit them directly within the code of the website itself.
Youtube: The number one video platform and the second most visited website in the world in 2020 (behind Google) with an average of 21 minutes and 10 seconds per user/day. It is the ideal place if you are thinking of launching a campaign with video creatives.
Google Maps: It is not only our guide, it is also an excellent place to advertise especially for local businesses.
Why should you implement Google Ads in your digital marketing strategy?
Perfect for any budget
Campaigns on Google do not require a minimum investment. You can decide the maximum budget to spend on both your paid search and display campaigns, how much will be invested daily or the maximum you are willing to pay per click (maximum CPC).
In addition, another advantage, whenever you do search campaigns, is that you only pay per click, so it will only cost you if you have the opportunity to convert.
More qualified web traffic
Through paid campaigns, you will be able to increase the number of visits to your website, either to sell products, services, branding actions, capture leads, etc.
But to be successful with Google Ads it is essential that your campaigns are faithful to the content offered on your website: remember that the relevance of the landing page where your ad redirects is one of the components that make up the Quality Score, so if your ad is not is aligned with the content you offer on that landing page, Google will decrease the Quality Score of your ad and ultimately, the Ad Rank will be harmed.
In addition, it will be difficult for the connection to emerge between what the user expects to see and what they will end up finding when they click on your ad, thus reducing the effectiveness of your campaigns.
Ads are displayed at the right moment
When someone uses the Google search engine, it is because they either have a need to buy or are curious about a specific topic. While this person compares the search results, your company may appear in front of them with the solution they want to find.
Different advertising formats
There is always an ideal Google ad format for the action you want to develop: text, responsive, image, video, product, catalog or even call-only ads. Do you want to discover all the advertising options on Paid Media? Don't miss our ad format guide.
Top Metrics with the impact of your actions
Everything you need to know about the behavior of your potential buyers or users can be measured with Google.
If you use Google Analytics as your analysis and reporting tool, you can view the performance of your Google Ads campaigns in the Acquisition> Google Ads reports, where you can see from the bid adjustments and keywords to the reports of your video campaigns, shopping or even from the Display network.
In addition, from Google Ads you can enable conversion tracking, a tool that allows the advertiser to see what happens after a user has interacted with their ad, such as website actions, application downloads and activities that start online but end. offline, among many others.
In this way, with conversion tracking you will be able to understand how many customers click on your ad on one device but convert on another, which keywords or ad groups convert better, or how the whole of your campaign is impacting your ROI.
Complements the SEO strategy
Getting on the first pages of search engines requires a method, many hours and a long-term strategy. This positioning can be accelerated through Google Ads. In addition to the fact that your campaigns, if they have a good Ad Rank and Google considers them relevant, will appear published in the search engine in a matter of hours, with a good choice and optimization of keywords for your ads, you will be able to see which keywords best convert your audience and implement this knowledge to improve your SEO strategy.
If you want to go for a shot, Google offers you the Smart Campaigns. With them, management is simplified to the maximum and they are a good way to enter the SEM universe.
Smart Campaigns are a type of automated Google Ads campaign. This automatic automation, with a correct implementation of the bids and the dynamic copy of the ad, among others, can help the advertiser to spend more time in the strategy and not so much in the execution of the ads.
These campaigns can be created for both the Google search network and the Display network.
For example, if the advertiser decides to launch Smart Campaigns and, among the possibilities, creates Smart Shopping Campaigns on Google Shopping, they will be able to mix their product feed with Google's machine learning and thus increase their conversions and ROI.
In addition, unlike standard Shopping campaigns, Smart Shopping Campaigns allow the advertiser to show their ads both on the Google Shopping search network and on the Display, Youtube and Gmail networks, thus allowing the advertiser to carry out dynamic remarketing campaigns.
Another advantage that Smart Shopping Campaigns offer is the automation of bidding, ad placement (or ad placement) and targeting, and even the intelligence behind Smart Shopping Campaigns automatically tests different combinations of images and copy of your ads.
In this way, it determines which is the combination that has the best performance, thus making sure to impact the user with the most relevant version of your ad.