Think you know everything about Google Ads? Not so sure. The complexity of Google Ads is getting more and more complex year by year, with some features going unnoticed, and others not working as they should in theory. Here are 7 little-known things about how Google Ads works…
1. Google can charge a fee for a maximum of 2 ad clicks
Google may count two clicks on the same impression for a Google Ads ad. We didn’t detect anything, Google clearly indicated this with its own formula: “Note that with Google Ads, you only pay a maximum of 2 clicks per impression.” We have an impression in favor (“two clicks only”) when we can logically expect to be able to only pay a maximum of one click per impression.
With ad extensions (clickable extensions: site link, call, location, price, promotion), an advertiser can actually pay up to 2 clicks if the same Internet user clicks on an ad address at the same time and on one of the extensions. Or even two extensions.
We assure you: the probability that the same Internet user will make two clicks on the same ad is low. In fact, this assumes that the Internet user right-clicks (or cmd/ctrl + computer click or even long click on mobile) to open the destination page in a new tab and then back to the initial tab to click again on an element of the ad. Another scenario: Two clicks can also be counted if the Internet user returns to the browser after clicking on it the first time. The ad is shown again (this is not a new search, but thus the same impression) and the Internet user can click again.
Have you ever seen click-through rates of over 100%? Now you know why.
2. No more showing ads in random rotation!
Even if Google Ads now recommends having one Responsive Advertisement (RSA) per ad group, there is still the possibility to choose between two options for distributing the different possible ads in the same ad group: randomization or serving the best performing ads. The randomization option can be very useful when you want to test AB manually and without systematic bias, two separate declarations.
Be aware that setting the “Random ad rotation” parameter – which means that if an ad group contains for example two ads, each representing about 50% of the total impressions of the ad group – has no effect on ad distribution, however it is preferable The most efficient advertising system.
3. Top performing ads are not always shown
If the Google Ads algorithm forces the display of ads that are previously considered to be the best performers, it turns out that they can serve ads that perform more poorly.
Here’s an example of two ads within an ad group in the Maximize conversions campaign.
We have two responsive ads, which are judged by the same algorithm as “good” and “excellent” respectively.
“Good” advertising is actually less efficient (lower click-through rate, higher CPC, lower conversion rate), but it remains almost twice as popular as better performing ad.
We invite you not to always rely on an algorithm and closely monitor its choices to force it to make the right choices.
4. Edit bids in Smart Bidding
There is (almost) no bid adjustment in the Auto (or Smart Bidding) strategy.
In campaigns in manual CPC or Maximize clicks, it is possible to adjust CPC down or up (+10% or – 25% for example) depending on the device (mobile / PC / tablet), geographic region and days week.
In the automatic bid strategy, you only have the ability to use your bid adjustment to stop distributing your ads to one or more devices by applying a -100% adjustment to them.
One important exception to watch out for: with a Target CPA bid strategy, you can apply device-level (and device only) adjustments that are treated as a target CPA adjustment. If you have a campaign-level target CPA of $5 and an adjustment of 20% on mobile, the algorithm will look to not exceed your $4 CPA on mobile.
5. Google Ads can display extensions automatically
In addition to extensions that can be set manually, Google Ads can automatically display extensions dynamically, based on the items on the advertiser’s site. These automatic plugins consist of three main types: sitelinks, snippets, and teasers.
The system can also automatically distribute vendor evaluation information, but it is automatically distributed only when certain criteria are met, and cannot be set manually.
Preloaded plugins are the ones that content advertisers should be able to control, in which case automatic plugins should be deactivated one by one. Automatic extensions are enabled by default, to disable them follow this step by step.
6. You can advertise with titles longer than 30 characters
Ad titles in search campaigns are limited to 30 characters. Sometimes what you want to display in your ads is 30 and a few letters, eg “One Loop Apple Watch Strap” which is 34 characters long. In this example, we can clearly see that it is impossible to find a replacement with only 30 characters. There is a solution: ad customizers.
Ad customizers allow you to customize ad content based on different target elements: campaign, ad group, and keyword. You can configure the address distribution in the customizer according to, for our example, the keyword “one ring for apple watch band”. It’s by no means official, but Google Ads does allow headlines longer than 30 characters in the titles in the ad customizers. You can go up to 35 characters, as in this example where the address is 2 34 characters long.
7. Negative keywords are always matching keywords
With Google Ads, sometimes words lose their meaning. For example, a match type named Match keyword (in square brackets), which is supposed to show your ads when Internet users type the exact keyword, will also allow your ads to show on close variants of the keyword.
Take the keyword example [maintenance informatique]. Your ads may be broadcast if an Internet user’s search contains a misspelling (computer maintenance), if the search has the same structure (computer maintenance), or semantics that the algorithm sees as close (computer support, computer troubleshooting, computer support, etc.).
On the other hand, in the case of negative keywords, which make it possible to not broadcast their ads when a word or expression is present in the Internet user’s search, the algorithm no longer covers any variable and adheres to the exact negation. keywords this time.
To go back to our example, if an advertiser bidding for computer maintenance wants to exclude any computer repair query (which sounds semantically close to Google Ads, but they are two completely different activities and searches), the advertiser must exclude the following keywords: Explore Troubleshooting (of course), Troubleshooting (without distinction), Troubleshooting (with an error), Troubleshooting (in the plural), and all possible combinations of their variants, e.g. Troubleshooting (With an error) , without distinction and in plural). For exclusion, the list of negative keywords can be quite long.
Do you know these seven minute details of how Google Ads works? Anyway, now yes!
About the author
Olivier Cros (Google Ads Expert): Founder of 100% Google Adflow Advertising Agency We design devices to gain and convert traffic on Google Ads.