Digital Advertising and technology are continually evolving. With growing advancements and more business taking place online, business owners often have questions on how to best market their company online.
Lead Dog Digital, a local digital advertising agency in Tyler, TX, is here to help with any questions you may have over your business’s Ad Campaigns.
I searched for (my company service or product) and I do not come up first or at all?
Why do you not see your business on your own searches? The simple answer is: search results vary per user.
What one person sees for the same exact search term as another person is usually different due to many variables such as user location, device (phone, tablet, desktop), browser, previous search history, and digital fingerprint profile.
There are thousands of different factors that go into whether or not your ad will show, like: targeted demographic, day of the week, time of day, device type, daily budget spent, bid, competitor bid, ad type, and ad extensions, to name a few.
Out of budget for the day or month PPC (pay per click) is the most common reason. The budget may have already been used by previous search clicks.
Lead Dog Digital uses the best-case practice of Ad Rotation for Optimization. Rotating the best-performing ads increases the business’s clicks or conversions.
The text search ad placement is based on an auction system combined with an algorithmic system that is engineered to optimize the likelihood of the searcher increasing the conversation rate.
Conversions are actions such as a phone call, form submission, driving directions, and purchases to name a few. Typically a business owner is not “In-Market” for their own product or service. Therefore Google’s artificial intelligence and machine learning may not show you the text ad for your own search terms.
How does Google use personal information?
Google has come a long way in determining if a user is “In the market” for your service or product. Using machine learning, Google will show ads to people who are more relevant based on their digital fingerprint profiles.
Google’s machine learning decides who to show an ad to that is most likely to match all criteria and the highest bid price.
So, for example, let’s pretend you own a luxurious day spa. If you search your business’s keywords, your company may not appear immediately, and the sponsored pay-per-click ads might be more expensive. This is because Google knows you’re likely not looking to spend money to go to a spa because you already own one.
However, let’s say a 50-year-old married female with children in the top 10% income bracket, searching from a phone in an affluent neighborhood, who has been previously searching for your search terms, looks up the same thing you do. Because she is the target demographic for a luxurious day spa, she’ll find your business’s ad displayed rather easily and at a cheaper cost per click than your own search.
Google knows our demographic information and is able to use machine learning to match businesses with their targeted audience.
Searching for your own ad is deceiving and can actually harm your campaign in the long run.
If you repeatedly search for your own business on Google, but you don’t click your ad, you may stop seeing the ad after a while. That’s because Google’s system recognizes your computer and stops showing ads that it thinks you aren’t interested in. Searching for your own ad deteriorates your search impression share and CTR (click-through rate), which lowers your rank and score, which will cost you more money.
I searched for a (search term) that should not be in my keyword list, why am I seeing an ad?
Lead Dog Digital uses broad matching keyword match type combined with the Maximize Conversion Value bid strategy type as a best practice to get clients the most efficient ad expenditure – or ROI (return on investment).
Broad Keyword Matching is when your ad will show on results for queries relating to your business’s keywords.
A keyword match type allows your ad to show on searches that are related to the meaning of your keyword, which can include searches that don’t contain your keyword terms. This allows you to reach more searches than with exact and phrase matches. To deliver relevant matches, this match type may also take into account the following:
- The user’s recent search activities
- The content of the landing page
- Other keywords in an ad group to better understand keyword intent
If you feel the search term is irrelevant, it can be added to the Negative Keywords list to block the ad from showing for that term.
As Google and digital marketing continue to evolve, Lead Dog Digital understands that there will be more questions to come. We are always interested in staying ahead of the curve and sharing new knowledge with our clients.
If you have more questions about Search Engine Marketing or your Ad Campaigns, contact your local digital advertising agency today!