Cross-border e-commerce companies often use search engine keyword advertising to attract traffic. Keyword advertising is also called “keyword advertising”. Simply put, when a user uses a certain keyword to search on a search engine, advertising content related to the keyword will appear on the search result page. Since keyword advertising only appears in a prominent position on the search result page when a specific keyword is searched, it is highly targeted and is a cost-effective online promotion method.
Search engine keyword advertising mostly uses a bidding ranking mechanism, that is, it follows the principle of “the highest payer ranks first”. In the advertisements of the same keyword, the ranking position is determined according to the advertising click price set by the advertiser himself. The advertisement with the highest price per click is ranked first, and then ranked in order according to the bid.
In fact, mainstream search engines now not only determine the ranking position based on the payment level, but also take other considerations into account. For example, Google Adwords determines the ranking of keywords on the search result page through advertising ranking, that is, the order and position of advertisements displayed on the same page are determined by advertising ranking.
Ad ranking is calculated by bid amount and quality score.
Google Adwords Ad Rank = Maximum Bid Price x Quality Score
Among them, the factors in Ad Rank include bids and the quality of ads, keywords and websites (measured by quality scores). Therefore, even if your competitors bid higher, as long as your keywords and ads are more relevant, you may still win a higher ranking.
The quality score is used to measure the relevance between ads, keywords and landing pages and users who see the ads. A high quality score means that the ads, keywords and landing pages are very relevant to what the customer is searching for, and also means that the top three are highly relevant to each other. The higher the quality score, the lower the advertiser may have to pay, and the ad may also get a higher ranking.