No AdWord Ads At Top. Why?

25 replies
  • PPC/SEM
  • |
In G, I just searched for a particular keyword/keyphrase. There were not any ads at the top of the page, but there were 3 ads at the bottom of the page.

Why were the ads at the bottom instead of the top?
For an ad to be shown at the top, does the bid need to be higher?
Does exact, phrase, broad match make a difference?

Thanks!
#ads #adword #top
  • Google is always testing. It decided to show results that way for you at that particular time. They also appear to move towards showing ads that have more commercial values at the top so maybe your query had less commercial value. It may also have something to do if you are more apt to click ads or not.

    Keyword match type doesn't matter. Bids may have a bit to do with it. But mainly, for ads to appear at the top, your QS needs to be 7 or more and of course, your ad rank - QS times bid - has to place you there.
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    • Profile picture of the author Mike Anthony
      Originally Posted by LucidWebMarketing View Post

      Bids may have a bit to do with it.
      lol...........A bit? Dude stop blowing Google smoke. Bids have a huge part to do with it. Quality only gets you so far in an auction which is what adwords is
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  • Profile picture of the author tarifkhoury
    It's like a bidding process, those who do maximum bidding they will be on the top. Might be someone bid more then your bid amount.
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    • Profile picture of the author AlphaWarrior
      Originally Posted by tarifkhoury View Post

      It's like a bidding process, those who do maximum bidding they will be on the top. Might be someone bid more then your bid amount.
      There are no ads at the top of the page, only 3 ads at the bottom of the page. Therefore, there are no bids to outbid on for an ad at the top.
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  • Profile picture of the author Blase
    You guys are all wrong, the little guy is no more.
    4 Things To Consider With The Big Google AdWords Changes
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    "Nothing Happens Until Something Is Sold"
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    • Profile picture of the author AlphaWarrior
      Originally Posted by Blase View Post

      You guys are all wrong, the little guy is no more.
      4 Things To Consider With The Big Google AdWords Changes
      The snippet of your article talks about no more ads on the right side which is not the question. I am not signing up for an email list just to read an article, especially when it doesn't appear to answer my question.

      Does your article even talk about times where there are no AdWord ads at the top of a page, but several ads at the bottom of the search results page?
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  • Profile picture of the author Mike Anthony
    If the search term is not a commercial/buying keyword then it seems the ad goes down the bottom
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    • Profile picture of the author Bright Future
      Originally Posted by Mike Anthony View Post

      If the search term is not a commercial/buying keyword then it seems the ad goes down the bottom
      Yep, this can often be the case mostly because:

      1) commercial ads are less relevant to these non commercial keywords.
      2) advertisers bid less on non commercial keywords

      So, basically if none of the ads have a high enough ad rank then there can be zero ads on the top.
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      • Profile picture of the author dburk
        Hi AlphaWarrior,

        Lucid nailed it with "But mainly, for ads to appear at the top, your QS needs to be 7 or more and of course, your ad rank - QS times bid - has to place you there."

        Advertisers must have a Quality Score of 7 or higher for their ads to appear in the Top ad positions. If you do not see ads in the Top ad position it is because none of the advertisers, with the top 3 ad rank scores, have quality scores of 7 or higher.
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        • Profile picture of the author Mike Anthony
          Originally Posted by dburk View Post

          Advertisers must have a Quality Score of 7 or higher for their ads to appear in the Top ad positions. If you do not see ads in the Top ad position it is because none of the advertisers, with the top 3 ad rank scores, have quality scores of 7 or higher.
          That used to be the case but is no longer certain. For non high commercial keywords so many top spots have been moved to the bottom there is speculation that Google might be preparing to show paid locals

          Google Displaying AdWords Only at Bottom of Some Search Results
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          • Originally Posted by Mike Anthony View Post

            That used to be the case but is no longer certain.
            You may be right if BriteRise's comment is correct. If that's correct, I don't know why they would do that. It's not in their best interest nor of the users or advertisers for that matter.
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    • Profile picture of the author Blase
      Originally Posted by Mike Anthony View Post

      If the search term is not a commercial/buying keyword then it seems the ad goes down the bottom
      Exactly! and if AlphaWarrior read the article, (instead of ripping me) he would have got that. If you start doing KW searches and see what ads show up you will notice it's the big guys not the little guys.

      I have a auto client in Maple Grove MN. I just did a search for "oil change Maple Grove MN"

      The top ads are from,
      Jiffy Lube, Good Year, Certified Auto Repair and NTB

      Ads for this search used to be local companies also.
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      • Profile picture of the author AlphaWarrior
        Originally Posted by Blase View Post

        Exactly! and if AlphaWarrior read the article, (instead of ripping me) he would have got that. If you start doing KW searches and see what ads show up you will notice it's the big guys not the little guys.
        Tell the truth. I did not rip you. I said, and it is true, that your link was to a snippet of your article, that to read your article you have to sign up for your email list, and that I am not going to sign up for your email list just to read an article when it doesn't appear that the article answers my question. I asked if your article said anything about ads at the bottom only and you never responded.

        I guess that you are just mad because I will not sign up to get your emails. Oh well!
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        • Profile picture of the author Blase
          Originally Posted by AlphaWarrior View Post

          I guess that you are just mad because I will not sign up to get your emails. Oh well!
          For the life of me I could not figure out what you where talking about.
          Now I got it. I went back to that link and this must have been one
          of those articles that get locked down after a period of time. I have been
          researching this issue for about three weeks. I origin all found that article
          on Google and was able to read the whole thing, now you can't. Sorry,
          but I had nothing to do with it.

          That's not my site. Oh well!
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  • Profile picture of the author jaintechnosoft
    There is a update from google end,No Text Ads Will Be Seen In The Right Sidebar Of Google SERPs. Actually Google has been experimenting several ad tests in Knowledge Panels too and says that it will continue to do so.
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  • Profile picture of the author BriteRise
    So I just tested the QS "theory". That's not it. I've got 5s on top, I've got 9s in 3rd. Interesting perspective, but showing first on the bottom is still "first" so don't need to worry about skewed stats and losing QS for poor performing ads.

    I tested this on older 8 year accounts and and accounts 8 days old. I think QS may have influence but fractional at best. I can't lock done a trend here just yet. I've noticed that using location based tags on keywords pushes products to the right.

    I've noticed the location graph is amped up. Some guys have their google places card on right which never existed before.

    I think you're right about Google is testing, This just happened. Give it some time. I advertise for service related companies. What I'm seeing that lead me to this thread and is PISSING ME OFF TO NO END are product results at the top. For years I've out ranked all competition in my markets and territories. No I've got Fn products, some non-related owning the top. If Google isn't testing and expects to surface products over companies, we're screwed.
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    • Profile picture of the author Mike Anthony
      Originally Posted by BriteRise View Post

      I think you're right about Google is testing, This just happened. Give it some time. I advertise for service related companies. What I'm seeing that lead me to this thread and is PISSING ME OFF TO NO END are product results at the top. For years I've out ranked all competition in my markets and territories. No I've got Fn products, some non-related owning the top. If Google isn't testing and expects to surface products over companies, we're screwed.
      I've thought from the beginning they had more up their sleeve than just doing away with side ads. In fact I think within in a year you will see them using the side space.
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    • Profile picture of the author Blase
      It's been my experience that QS has little to do with placement.

      What you are willing to pay has a lot to do with it and CTR.
      I've had 4's in the #1 spot and paid dearly for it.
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      • Profile picture of the author Mike Anthony
        Originally Posted by Blase View Post

        It's been my experience that QS has little to do with placement.

        What you are willing to pay has a lot to do with it and CTR.
        I've had 4's in the #1 spot and paid dearly for it.
        QS being central to adword rank was always a myth that adwords specialists liked to buy into because it justified their services. The myth was not that QS matters. it does matter and you CAN lower your costs in some situations.

        The myth was that Google cared a flying fig about QS. As long as the page meets a minimal standard the guy willing to pay the right price rules almost all the time -its an auction not organic rankings. Frankly in my experience QS is about 75% smoke screen by Google to get you to bid more. I've worked with spot on pages and in some cases with NO OTHER BIDDERS and Google still demanded more cash per click.
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    • Profile picture of the author dburk
      Originally Posted by BriteRise View Post

      So I just tested the QS "theory". That's not it. I've got 5s on top, I've got 9s in 3rd. Interesting perspective, but showing first on the bottom is still "first" so don't need to worry about skewed stats and losing QS for poor performing ads.

      I tested this on older 8 year accounts and and accounts 8 days old. I think QS may have influence but fractional at best. I can't lock done a trend here just yet. I've noticed that using location based tags on keywords pushes products to the right.

      I've noticed the location graph is amped up. Some guys have their google places card on right which never existed before.

      I think you're right about Google is testing, This just happened. Give it some time. I advertise for service related companies. What I'm seeing that lead me to this thread and is PISSING ME OFF TO NO END are product results at the top. For years I've out ranked all competition in my markets and territories. No I've got Fn products, some non-related owning the top. If Google isn't testing and expects to surface products over companies, we're screwed.
      Hi BriteRise,

      I'm curious about your testing methods.

      I would like to replicate your testing methods so that I can confirm your results.

      I wonder if you isolated exact match keyword terms, for your testing, and how you measure ad positions, was it based on an average ad positions? Were those ads triggered only by the exact match terms?

      If you can provide some specific details of your test methodology we can asses the validity of your test method and replicate the test for the purpose of confirming those results.

      If Google is no longer using Quality Score as a factor in top ad eligibility that would be a pretty large change, it would also mean there is some other form of acid test to determine top ad eligibility as not all search term are displaying top ads. If it is no longer an issue of Quality Score then there has to be another factor
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  • Profile picture of the author AmbikaGoel
    Google always do experiment with it's services and this is also a part of it. If you pay higher then it will increase the frequency of showing your Ad. Bid effects a little but not more. You will get your Ad on Top if it's Quality Score is higher then your competitor.
    And Keyword research exact, phrase, broad match doesn't help in the getting the Top position for your Ad.
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  • Profile picture of the author vohimanshu
    Quality Score play a really important role and yes bids are one thing where you can't go wrong. Remember, Google just disabled the right column ads, so it will effect other ad placements too. Work well on Landing Page, Ad Rank and QS, the ad will be shown on the top n yes match types are a deciding factor too
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  • Profile picture of the author rockstaradi
    Originally Posted by AlphaWarrior View Post

    In G, I just searched for a particular keyword/keyphrase. There were not any ads at the top of the page, but there were 3 ads at the bottom of the page.

    Why were the ads at the bottom instead of the top?
    For an ad to be shown at the top, does the bid need to be higher?
    Does exact, phrase, broad match make a difference?

    Thanks!
    Ad placement is directly proportional to the budget and relevancy. Here is what Google has to say on this matter -

    Ads at the top of a page generally have the following qualities:

    • High relevance: The ad text and landing page are relevant to a person seeing your ad.
    • Good performance over time: The ad consistently generates clicks.
    • Competitive bids: The ad's bid is competitive with other advertisers and exceeds the top of page bid estimate.

    If you want your ads to show up on top. In the "Attributes" menu, add "Est. first page bid," "Est. top page bid," and "Est. first pos. bid," and click Save. This will give you idea about how much your bids need to be for your ads to be placed on top.

    It is important to note that even if no advertiser is on top of you, your ads wouldn't show unless and until your ads are relevant to the search query.

    Kind regards,

    Adi
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  • Profile picture of the author Rafay Zafar
    contrary to popular belief, the top ads actually pay less on average than the bottom ads. This is because the cpc is related to ctr and if your ctr is no good the you pay a higher cpc. Google takes into consideration the normalized CTR to calculate ad rank for each ad.

    However, if all the competing ads have the same normalized CTR then bids will decided who will be ranked where.
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