By Jackson Blackledge, ECHELONN.IO

Note: While this was produced with 2023 in mind a lot of the methods outlined below is still applicable. When it comes to Google ads, you need to take everything with a grain of salt and at the end of the day it all depends on your brand, product and account.

Google has gone through a lot of changes in the last year.

While a lot of the old stuff is still applicable…

You need to stay aware to maintain and MAXIMIZE your ad performance.

Let’s break it down 👇

Understand Google Ads’ Auction Process

Let’s start with the most basic one.

The highest bidder doesn’t always win on Google.

The platform works through a question-based auction system.

A formula called ad rank considers both your CPC bid and quality score to rank your ads on the SERP.

Quality Score

Quality Score is calculated by considering three main components:

1. Expected Clickthrough Rate (CTR): This evaluates how likely a user is to click on your ad when it appears for a specific keyword. It's based on the historical performance of your keywords and ads in terms of clicks.