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How Keyword and AD Auction Use and Work


How Keyword and AD Auction Use and Work:

KEYWORD: MAIN PART OF SEM



The keyword is the base of the search engine market.
Whenever a user searches your product on google, he / she types Keyword only.
Ads are shown to him only on the basis of his keyword.
Now whenever you start SEM, you must first find the keyword related to the product,
Which user can use to search your product.
For keyword research you can use Google keyword planner.
For example Maan is your tour and travel website.
So go to the Google Keyword planner,

Type tourist packages there

Location - India

Language - English

Search network - Google

On Google keyword planner you will find many related keywords. Who will meet your business.
See competition and CPC from there and choose some keywords.
Save these keywords in a separate file, they will be useful when creating ads.

How does SEM AD AUCTION work?

Every time someone searches on Google, ad auction runs. This ad auction checks the keyword that the user has written on Google, any ad is running on that keyword, if yes then it shows the ad there.
The one who bids more in the normal auction wins the auction. But this is not the case in the Google auction.
Google wants to show good content to its user, for that it checks 3 different factors before showing ad.

  • CPC bid
  • Quality score
  • Ad rank

CPC BID

CPC bid means how much you are willing to pay for 1 click on your ad.
Now in a normal auction, the person whose bid wins the most, but it is also seen with cpc on the Quality Score.

QUALITY SCORE

Quality Score means that how much your AD is according to your keyword according to Google's eyesight.
The better the quality score, the more chances of your AD coming up in less money.
Google looks at two things before giving a quality score.

AD Copy

Landing page
AD COPY
Whatever ad you create on google is called Ad copy.
He checks whether your keyword comes in your ad copy or even comes. If your ad is about the Tour Package, then the Ad Package contains the Tour Package keyword or not.

LANDING page

Landing page speaks your page where the user will go after clicking on your AD.

AD RANK

Ad Rank = CPC * Quality score.

Many times it will happen that your bid will be low, yet your ad will be seen in the first position. Because your quality score will be much higher than the quality score of your compititors.
The higher the Ad Rank, the more Ad will be in good position.

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