The Basics of the Google Ads Auction

On each episode of this season of the Goal Talk podcast, I interview a marketing or management expert to bring small business owners and marketers the information they need to successfully grow their businesses.

Last week, I sat down with WordStream’s Talent Acquisition Manager Nicole DeSisto to discuss the best processes to follow when getting ready to build out your team. She broke down everything from understanding when you should add on to your team to finding applicants and offering competitive compensation. Whether you’re just starting to build out your team or continuing to expand, it’s sure to help you navigate the process. If you haven’t heard that episode yet, you can listen here.

This week’s topic: The basics of the Google Ads auction

In our last marketing episode, we discussed digital advertising at a high level across many platforms such as Google, Facebook, Instagram, and Bing. This week, we’re diving into one of the biggest ad platforms to discuss how the Google ad auction actually works so you can better position your campaigns for success.

Advertising on Google encompasses quite a few of their owned platforms, including search, display, Gmail, and YouTube. In this episode, we’re specifically breaking down how the Google Ads auction works for search, and what specifically Google takes into account when determining which ad to show for a related search query.

For this episode, I sit down with WordStream’s own PPC account manager and in-house expert Kristina Simonson to discuss:

• Which factors determine your ad showing over a competitor.
• How Google determines how much you’re going to spend on a placement.
• How bidding methods work.
• Which key metrics you need to track.
• How Google adjusts to changes within an account.

Throughout this episode, Kristina and I cover all this and more to give you an in-depth understanding of how Google prioritizes advertisements and matches relevant ads with a user. Fair warning! This episode is a little more technical than our previous episodes, as we’re moving further along our marketing journey.

You can find this week’s episode on Apple Podcasts and Spotify, as well as your favorite podcast app. Also, don’t forget to watch new episodes on our YouTube channel, and follow the podcast’s Twitter account for episode releases, ask the hosts questions and join in on the conversation.

About the podcast

The Goal Talk podcast is all about giving small business owners and marketers the information they need to succeed. From advertising tactics that help you personalize your message for your customers to management styles that will help your employees perform at their full potential and feel satisfied in their role, we’re sharing valuable takeaways to help you and your business flourish by interviewing the experts and sharing their insights. Listen here.

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