How popular were AOL keywords

Search engine advertising

Advertisers can determine the position of the text ads in relation to a search query, among other things, by the amount of the bid submitted for the keywords that are to trigger an ad.

In contrast to paid listing, organic ranking (organic listing) is based on algorithms (see ranking factors) and cannot be influenced by payment. Paid listing should not be confused with what is known as paid inclusion. The latter refers to paid inclusion in a search engine index and thus guarantees listing.

What factors affect ad position?

The largest online advertising network is Google Ads. This advertising platform enables advertisers to place text ads within the Google search network. This network includes not only the classic web search on Google itself, but also the vertical search engines such as Google Books, Google Maps, YouTube, Google Apps or Google News.

In addition, text ads can also be displayed via Google Ads on third-party pages that take over ads from Google via Google AdSense.

The company Google Inc. is used here as an example of the market leader in the field of paid listings. Basically, the other search engine providers such as Yahoo / Bing (shared advertising network), Altavista, Yandex or Aol do not differ from each other. The principle for placing ads through search engine advertising is always the same.

Text ads or display advertising

However, there is a big difference to advertising with text ads or display advertising via placements. There, other criteria apply to the placement of advertisements, even if the system is also based on the bidding process.

Anyone who books classic paid listings for conventional Google searches takes part in an auction with their stored keywords. The better the ad rank in a search query, the better the position of the text ad, the placement of which is triggered as soon as a user has entered one of the stored search terms into the search mask.

Quality Score and Ad Rank

The ad rank is the result of the quality score (1 to 10, 10 being the top grade) multiplied by the maximum Click price (CPC)that the advertiser specifies for each keyword.

Now the advertiser is usually not alone and other advertisers are bidding on the same keyword. The more competition, the higher the CPC for the keyword. In general, it is true that highly competitive keywords in the field of paid listings also have higher click prices.

The so-called quality factor is determined by the expected click rate, the relevance of the ad and the landing page experience. The rating is on a scale from 1 to 10, with 10 being the highest factor. To influence the quality factor, z. B. Keywords can be chosen that have a high relevance to the target page and the text display.

This increases the relevance of the ad. In order to increase the expected click rate, the ad should, in addition to the standard content, be formulated in such a way that it prompts the user to take action (call to action). The landing page experience is determined by the Ads system based on the user data that is transmitted to Google when the landing page is called up. How long is the length of stay? Did the click lead to a conversion? These are questions that are used to rank the landing page experience.

Which ad is now placed the highest?

Let's take an example with three advertisers, each bidding on the keyword "tomato juice" with their text ad:

Advertiser 1 offers EUR 0.50, his quality score is 10 and the AdRank is 5
Advertiser 2 offers 1.00 EUR, his quality score is 7 and the AdRank is 7
Advertiser 3 offers EUR 1.50, his quality score is 5 and the AdRank is 7.5

In this constellation, z. B. Advertiser 1 deposit a CPC of EUR 0.76 to win the auction for the keyword tomato juice.

This bidding system takes place automatically in the background for every search query when a user enters a search term in the search bar. These auctions ultimately result in the positions in the paid listing.

Conclusion: Paid listings can be influenced both by the level of the CPC and by the quality of the keyword in relation to expected user behavior, landing page quality and ad quality.

Is there a connection between paid listing and better organic search results?

This is a question that is often discussed by SEOs and webmasters. In a nutshell: Can I influence the Google ranking of my site by booking ads? Basically: no! Those who pay a lot for paid listings don't get better organic search engine rankings.

The benefits arise, however indirectly. Because by placing ads next to the search results, z. B. Increase brand awareness. If a user later sees a page in the organic search hits that he already knows, the probability is high that he will click on it again. This also applies to search queries that have nothing to do with his original search in which he clicked on one of the paid results.

The requirement that the user clicks on the organic search hit on the same page is of course a positive user experience that the user has made with the website / brand in question.

Positive user signals through more traffic

Another indirect influence of paid listings on organic rankings could also be the traffic that is brought to a website by paid search hits. Because it can be assumed that a search engine does not initially distinguish how a user got to the website in question.

As a result, it also receives data on length of stay and bounce rates from visits that come about through paid listings. This data could ultimately be included in the overall rating and thus influence the rankings within the organic search hits.

Paid listings in social networks

As part of paid listing in the area of ​​search engine marketing, the possibility of placing paid posts in social networks should also be mentioned. That can be B. Sponsored Posts on Facebook or Promoted Posts on GooglePlus.

The difference to conventional paid listings is that the ads do not take part in an auction, but the placement depends on the amount of the approved budget or the stored CPC / CPM as well as the targeting criteria.