Google Ads: How To Rank Higher Than Your Competitors

Can you make your Google Ads appear #1 on search results always? The instant response? Yes! Let’s first discuss why this is significant.

Your firm might gain from getting your ads to rank top in a variety of ways. It can result in more clicks, more purchases or leads, and the ability to outperform your rivals with an advertisement that shows above theirs. Although each of these elements is crucial, you might not require all three. Ranking first is also beneficial for brand awareness if your clients frequently search for keywords related to your business because their attention will be drawn to your advertisements before anyone else’s.

However, ranking first is not always a sign of greater performance. Being first can cause you to spend more than you should, thus lowering your profit margins. This article will discuss both how to get your advertising to show up higher and what to do to gain clicks with higher value.

Bid Modifications

Google Ads are intended to display premium advertisements that are pertinent to user searches. This implies that your Google Ads may be penalized and possibly deleted from the SERPs if they don’t generate enough clicks (search engine result pages).

Adjustments to bids are useful in this situation. You can alter your bids to have a keyword appear higher on the results page and receive more impressions by setting a higher or lower bid price than what is generally charged for each term. More clicks and possible leads/sales for your company result from this. These modifications can be applied to a single term or to several keywords at once. Additionally, you can use bid adjustments to change the overall budget allocated to a particular ad group or campaign.

The Quick Way 

The simplest way to rank higher is to raise all bids to the top of page CPC, which can be done in the Google Ads dashboard by selecting your keywords, clicking edit, choosing “Change max. CPC bid,” then choosing “Raise all bids to top of page CPC,” along with the CPC amount you’re willing to spend. Your prices will, however, soar as a result, as you might spend more on low-performing or already exorbitantly expensive CPA keywords. Even with this strategy, there are a few things you can do to prevent your costs from rising quickly. This is perfect if you have a generally high budget and aren’t too concerned about spending more for conversions.

The Hard (And Recommended) Way

We advise raising bids to the first page CPC rather than increasing keyword bid adjustments to the top of the page. This is similar to “top of page CPC,” however Google will put your ad on the first page in this case. Despite the fact that you might not be at the top, you might already be ranked fairly well in the SERPs, depending on how competitive some of the keywords are. Look at the keywords that are getting a respectable amount of clicks as well as keywords that only need a minor increase to appear on the first page before you quickly raise all of these prices.

Before beginning to increase the bids for keywords that require a large investment, start by raising the CPCs of these keywords. Showing higher than you did before, doing will help you keep your costs down while also potentially improving the effectiveness of your ads. In order to enhance your chances of appearing more frequently, look for keywords with less than 90% of the search impression share. However, only increase your bid adjustments to a price that you’re willing to pay. Once you’ve done so, analyze the data and start testing different keywords you believe could help your ads perform better.

If you’re not employing maximum CPC bids and are instead using the target CPA bid method, we advise that you gradually loosen or tighten your CPA targets in response to the performance. Relax your CPA target if an ad group appears to be generating few conversions. We advise lowering your CPA target if you’re getting plenty of conversions but at a cost per acquisition that’s higher than you’d want.

Examining your ad relevance scores comes next. Your ads will have better ad relevance scores and will be more likely to be clicked on by users who are searching for them if they are more pertinent to the search results. For instance, your competitors’ advertising might appear higher in the ad placement than yours, but if your ad is more relevant and displays lower, there is a probability that a potential consumer will click on it rather than theirs. By changing the columns under “Advertising & Extensions” in your Google Ads dashboard, you may examine the relevancy of your ads. Look for any that state low relevance as these are the ones you may need to change.

Average and Above Average is where you want to be. Examining which term causes which ad to appear and then changing the ad’s wording to fit the keyword’s aim will help you make your advertising more pertinent. Start by using the keyword in a few headlines and descriptions, for example, “View our choice of couches” in your ad if the keyword is “leather couch.” Consider changing this to “View our selection of leather couches.”

Because this better relates to the keyword. The landing page that an advertisement is routed to is another consideration. Your ad may not be relevant to the term if the landing page is different or non-specific. Using the same example, you might discover that your clicks aren’t converting as much as they could be if your leather sofa ad, which displays for the term, is sending customers to your company’s home page. As this would appear more focused and pertinent, consider modifying the end URL and directing users to a unique landing page for leather couches and sofas. As a result, your ads will be more relevant, and more clicks may result in conversions.

In the long run, you can find yourself paying less for more conversions as a consequence of strategic improvements rather than throwing money at your advertisements and getting an absurdly high cost per conversion. Many of these changes will take time to test and analyze outcomes. Ranking first doesn’t always translate into more conversions, but by combining these tactics, you may appear superior to your rivals. So that your campaigns can benefit from these adjustments, keep experimenting to see what works best for your advertising. On our website, you may find informative blogs, manuals, and whitepapers about search ads.