Last week, we looked at the importance of achieving the top ad position when a woman does a Google search for information about getting an abortion.

Currently, across all the markets where Heroic Media’s OAASYS service is active, Google’s analytics function informs us that OAASYS achieves an average ad position of 1.5. Simply, an ad position of 1.5 means that, on average, 50% of the time an ad placed by OAASYS is in the top position, and 50% of the time an ad placed by OAASYS is in the second position.

Attaining such a high ad position significantly increases the probability that a woman searching for information about getting an abortion will respond to our Heroic Media ad.

You may be wondering how Google’s ad system determines which advertisements get placed in the top positions.

There are two primary factors that determine ad position, also called Ad Rank: 1) How much money OAASYS is willing to bid for a response to an ad (aka CPC (Cost-Per-Click) Bid), and 2) The relevance of the ad to the search that is made (aka Quality Score).


Why doesn’t Google simply give the advertiser with the highest CPC Bid the top ad position?

The reason is simple: Google’s primary income source is its Google Ads business.

In its 2018 fiscal year, Google’s Ads business accounted for 70.9% of its total income (Source: Statista). Google only gets paid by an advertiser when someone responds to the advertiser’s ad that appears on the search results page. Therefore, if the text in an ad is completely irrelevant to the search someone makes, it is unlikely that the person making the search will respond to the ad. In this scenario, even if an advertiser had bid ten times more money than any other advertiser competing for the same keywords, Google wouldn’t make any money, because no person conducting a search would respond to the ad.

This is where Quality Score plays an important role. There are a number of factors that determine an ad’s Quality Score, but the primary one is how relevant the ad is to the search made.

For example, when a woman does a Google search for information about getting an abortion, it is very likely that she will use the word “abortion” in her search terms. OAASYS is programmed to place an ad that has a high probability of getting a response from the woman making the search, so the word “abortion” will appear somewhere within the text of the ad.

I want to stress that the ads OAASYS places in Google’s search results are never misleading. We do not engage in deceptive bait-and-switch tactics. However, we must be “congruent” with the woman’s mindset and meet her right where she is, and at the moment she makes a Google search, she believes she wants an abortion, so it is vital that the word “abortion” does appear in the ad.

Our team at Heroic Media is deeply grateful to you for providing the resources that enable us to expand OAASYS into new markets, so that we can reach more women searching for information about how to get an abortion, and redirect them away from Planned Parenthood by connecting them to one of our Pregnancy Help Center partners.


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