What is Ad Rank?
The position of this ad depends on the position of each keyword included in the ad, which is determined by your bid for that keyword or ad group multiplied by the matched keyword’s Quality Score.
All other things equal, the more relevant your keywords, ad text and landing pages, the higher your Quality Score, and the higher your ad ranking.
Higher ad ranking typically results in greater exposure for your products or services as a result of experiencing higher click-through-rate on your ads.
A value that’s used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all. Ad Rank is calculated using your bid amount, your auction-time ad quality (including expected clickthrough rate, ad relevance, and landing page experience), the Ad Rank thresholds, the competitiveness of an auction, the context of the person’s search (for example, the person’s location, device, time of search, the nature of the search terms, the other ads and search results that show on the page, and other user signals and attributes), and the expected impact of extensions and other ad formats.
- When estimating the expected impact of extensions and ad formats, we consider such factors as the relevance, clickthrough rates, and the prominence of the extensions or formats on the search results page. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords and ads.
- Your Ad Rank is recalculated each time your ad is eligible to appear and competes in an auction, so your ad position can fluctuate each time depending on your competition, the context of the person’s search, and your quality at that moment.
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