Google Adwords assigns ad ranks to all your ads, thereby determining where on the search results pages will your ad be seen.
What is ad rank and how it is calculated?
In simple words, an Ad Rank will determine the position of your Pay Per Click ad on Google’s search results pages. The way Google calculates your Ad rank is dependent on your bid amount, Quality score components such as landing page experience, the relevance of your ad, and expected click through rate, and the expected impact of your ad extensions.
Your ad position and the chances of Google displaying your ad on its search results pages is entirely governed by your Ad rank. Your ad rank also tells you where and in relation to what content your ad will be displayed on the search results pages.
If you wish for a higher ad rank, concentrate on the quality of your ad as well as your website. Another factor for consideration is your bid range. To estimate the impact of your ad extensions and other ad formats, Google takes into account the relevance of your ad to the content, the click through rates, and the overall prominence of your ad formats and extensions on the results page. Which means, if your competitor is making bids that are higher than yours, you can achieve a higher ranking than theirs by simply using keywords and ad content that is highly relevant.
Tips to improve your Adwords ad rank
An important factor to keep in mind is that your ad rank is never going to remain the same. Google recalculates your ad rank each time your ad competes in an auction and is eligible for display on the search engine page. It is extremely important to stay ahead in the game because your ad rank is constantly being calculated depending on your competition at a given time. Here are a few tips you could use to improve your ad rank:
- Instead of using up all your keywords in a single ad, try to group your ads depending on the keywords. This way you increase your Quality score by making your ads more relevant to the content, which can, in turn, increase your ad rank.
- Refine your target area. The more refined is your location for a single ad group, the lesser competition you will face during the calculation of your ad rank. If your ad is already facing a lot of competition, immediately split your ads based not only on the keywords but also on the geography. Doing this will instantly boost the position of your ad on the search result pages.
- Consider time while displaying your ad. If you adjust your ads to be displayed during the different hours of the day, you will almost instantly improve your position. Use the Dimensions section of your account to gain insights based on the time and learn how your ad rank varies throughout the day.
Use these tips and see your ad position improve in Google’s search results pages. However, other than these quick fixes, give a greater thought at improving your landing page. The more relevant your landing page is, the higher your ads will be displayed.
