If you want promote anything on google and concern is how your data appears at the top every time. But let me make it clear even the highly optimised ads do not remain static in terms of thier positioning at the top spot.
You need to take care of the following aspects continously:
High Relevance menas the ad text and the landing page must be relevant to the person seeing your ad.
Your ad must generate clicks regularly to make it stay on the top.
Competitive bid, you should keep your bid high enough as compared to the competitors bid for the same ad word.
In addition you can follow the following tips which can help you to retain your position most of the times as:
1. Create as user friendly app that works across on all the devices easily.
2. Research about keyword searches through social media,paid media,web stats,customer goals and interersts and purchasing cycles.
3. Write just enough contenet which satisfy user intent and content.
4. Standard tags such a meta description, title, and header tags are still important for user engagement and core SEO Optimization. New and necessary tags, OG for Facebook, Twitter Cards, and schema.org microdata formats are no-brainers.But dont over optimize,optimize the user experience as how your site is doing great at all platforms to engage them with your site most of the time.
5. It’s not just about search engines. Embrace traditional marketing, outreach, partnerships, social, guest blogging, inspired mentions, and good old-fashioned relationships.This can help you to build a Digital footprint.
6. Whatever you do follow the well planned Marketing plan and stick to the basis standards and never give up, Stay Positive as in the way you have to face ups and downs be ready for worst and be strong to surf through such cold waters at ease.
At last most importantly build your brand: Do this online and offline through associations, connections, citations, and engagement. And most of all… be special!