Altijd op de 1e plaats adverteren in Google? Dat kan je duur komen te staan!

Je zou denken dat een eerste positie in de zoekresultaten Google voor betere resultaten zorgt. Iedereen wil tenslotte op de eerste plaats komen. Maar levert dit daadwerkelijk betere resultaten op? Uit onderzoek is gebleken dat bezoekers impulsief op de eerste en tweede advertentie klikken. De vraag is: wil jij geld betalen voor impulsieve bezoekers?

Het probleem van impulsieve bezoekers

Ja, een advertentie die in de top drie staat valt eerder op. Zo’n 80 tot 100% van de bezoekers bekijkt de advertentie en associeert deze in eerste instantie met de beste optie. Echter wordt er impulsief op geklikt, wat betekent dat de advertentie tekst niet gelezen wordt. De kans is groot dat deze impulsieve bezoekers niets kopen en geld kosten in plaats van opbrengen.

Impulsieve bezoekers verbeteren de klikfrequentie. Maar wat heb je hier aan wanneer ze de conversieratio omlaag brengen? Bovendien kijkt Google naar het gedrag van de bezoekers op je landingspagina. Wanneer blijkt dat bezoekers je website direct verlaten, dan heeft dit een negatieve impact op de kwaliteitsscore waardoor de gemiddelde prijs per klik omhoog schiet en je advertentie minder vaak weergeven wordt.

Google op laptop

De lachende derde

Bezoekers die advertenties met lagere posities bekijken lezen de advertentieteksten wél en vertonen rationeel klikgedrag. Zij hebben mogelijk al een aantal advertentieteksten gelezen en meerdere websites van concurrenten bezocht voordat ze bij de advertentie op de derde en vierde plek terechtkomen. Rationele bezoekers zijn eerder geneigd om een product of dienst aan te schaffen mits deze in de behoeften tegemoetkomt.

Uiteraard is het nog steeds belangrijk dat je goede advertentieteksten opstelt en dat je de behoeften van bezoekers tegemoet komt. Pak je dit op de juiste manier aan dan kunnen de derde en vierde posities verbluffende resultaten opleveren.

Richt je dus NIET op de eerste plek in Google. Het klinkt wat tegenstrijdig, omdat je net als veel anderen altijd gedacht had dat de eerste positie de beste resultaten oplevert. Laat de concurrentie het lekker uitzoeken en jij bent de lachende derde.

Hoe bemachtig je de derde en vierde positie?

De posities in de zoekresultaten worden bepaald door de kwaliteit van de advertenties, het gedrag van de bezoekers op de landingspagina’s en de biedprijzen per zoekwoord. Natuurlijk wil je de kwaliteit van de advertenties en landingspagina blijven verbeteren, aangezien deze invloed hebben op de realisatie van conversies en de hoogte van de klikprijzen die Google in rekening brengt.

Focus je daarom op de biedprijzen. Door deze stapsgewijs omlaag te brengen voorkom je dat de advertentie als eerste getoond wordt. In het begin zal het even zoeken zijn welke biedprijzen de derde en vierde positie opleveren. Maar door de biedprijs langzaam naar beneden te brengen zouden de advertenties in rankings moeten zakken. Ook kun je automatische biedprijzen instellen. AdWords past automatisch de biedprijs aan wanneer je op nummer één belandt.

Staat je advertentie lager dan de derde of vierde plek? Verbeter dan de kwaliteit van de advertentieteksten en de landingspagina’s of verhoog de biedprijzen.

Onze AdWords-specialisten staan voor je klaar. Heb je na het lezen van dit artikel specifieke vragen? Neem gerust contact met ons op om een afspraak te maken.

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