What Is Ad Rank?
While creating Google Search campaigns that reach many new users, trying to make it perfect is quite important as it also affects the order in which the ad will appear. After all, when a user types something in the search box, the first ads they see may catch their attention, but users do not always scroll down and see the other ads coming after the organic results.
The position of an ad on the search results page is known as ad ranking in Pay-per-Click advertising (PPC). In paid search marketing, sometimes called digital advertising, the position or order of the ads on the search engine results page (SERP), relative to other ads, is referred to as its ranking.
Each time an ad is eligible to appear on the search results page, the ad rank is recalculated. It participates in an auction, thus depending on competition, the context of the user’s search, and ad quality at that time, it might change every auction. Checking your top and absolute top metrics will allow advertisers to keep track of where the ads are appearing on the result page.
What Determines Ad Rank?
Ad quality is mostly determined by three variables: Expected click-through rate (CTR), ad relevance, and landing page experience. Quality score, which can be tracked in the Google Ads account, is a summary of Google’s evaluation of the advertisement’s effectiveness. Advertisers are more likely to run effective campaigns if they understand how to improve quality scores and put it into practice. In addition, good experience on landing pages, including quick page loads and mobile friendliness, helps to improve the quality score.
The bid refers to the highest cost per click (CPC) you are prepared to pay. A higher CPC will probably be given greater weight in the ad rank calculation by Google, but as seen, it is not the single determinant of ad rank.
Context of the Search
The context is important in the ad auction. The same keyword could be searched for by two users in entirely different contexts. Google considers the user’s search words, location, device type, time, other advertising and organic results on the page, and other user signals when determining ad rank.
The Expected Impact from the Ad Assets
It is better to provide more details in your ads, such as phone numbers, and more extensions like site links or callouts. Google Ads makes an estimation of the performance of your ad based on the assets and other formats because these assets affect the click-through rate.
What Is Google’s Ad Rank Formula?
Actually, the precise formula for ad rank calculation is regrettably unknown to the general public. But it does not mean it is impossible to understand how Google determines ad rank. Google, on the other hand, has been relatively transparent about the causes behind it. Google’s ad rank methodology simply took into account two variables:
- Maximum Cost Per Click (CPC): The highest bid you are ready to pay for a keyword
- Quality Score
Note that Google’s ad rank formula takes into account a lot more than just two of these. Here is an example:
|Max Bid||Quality Score||Ad Rank|
Probably, advertisers will pay a lower actual CPC because of the high-quality score. As can be seen, simply bidding high does not improve ad rank.
How to Improve Ad Rank?
- Improve Your Ad Relevance
Make sure your keywords and ads are highly relevant to one another. If it does not, it probably won’t appear on the search results page.
- Provide as many Google Ads extension assets as possible
Ad extensions, like sitelinks, callout text, and structured snippets, are essential to improve ad rank. More extensions mean higher CTR. Therefore it helps increase your ad rank. But, extensions unrelated to the keywords and other ad texts may cause your ad rank to drop.
- Make Landing Page User-friendly
Important factors include page loading speed, cross-device compatibility, easy scanning, and error-free page loading.