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About ad position and Ad Rank

Ad position is the order in which your ad shows up on a page. For example, an ad position of "1" means that your ad is the first ad on a page. In general, it's good to have your ad appear higher on a page because it's likely that more customers will see your ad.

Ads can appear on the top or bottom of a search results page. You can learn about how your ads are stacking up by checking your average position.

This article gives an overview of ad position and Ad Rank.

Before you begin

Keep in mind that “average position” is a metric best suited for checking your progress on the Search Network. Because of the diversity of websites on the Display Network, average position may be less useful for optimizing for display performance.

How ad position is determined

Elements of Ad Rank

The ad auction is how Google decides which ads to show and how they're positioned. Your Ad Rank determines the ad position you win in the auction.

Your Ad Rank is a score that's based on your bid, auction-time measurements of expected CTR, ad relevance, landing page experience, and the expected impact of extensions and other ad formats.

To improve your ad position, you can:

  • increase your bid
  • improve the quality of your ads
  • Improve the quality of your computer and mobile landing page experience

Better ads mean better Ad Rank

Every time someone does a search that triggers an ad that competes in an auction, we calculate an Ad Rank. This calculation incorporates your bid, auction-time measurements of expected CTR, ad relevance, landing page experience, and other factors. To determine the auction-time quality components, we look at a number of different factors. By improving the following factors you can help improve the quality components of your Ad Rank:
  • Your ad's expected clickthrough rate: This is based in part on your ad's historical clicks and impressions (adjusting for factors such as ad position, extensions, and other formats that may have affected the visibility of an ad that someone previously clicked)
  • Your ad’s relevance to the search: How relevant your ad text is to what a person searches for
  • The quality of your landing page: How relevant, transparent, and easy-to-navigate your page is

Why ad quality matters

The quality components of Ad Rank are used in several different ways and can affect the following things:
  • Ad auction eligibility: Having better quality components typically makes it easier and cheaper for your ads to enter an auction. Our measures of ad quality also help determine whether your ad is qualified to appear at all.
  • Your actual cost-per-click (CPC): Higher quality ads can often lead to lower CPCs. That means you pay less per click when your ads are higher quality.
  • Ad position: Higher quality ads often lead to higher ad positions, meaning they can show up higher on the page.
  • Your keyword's ad position bid estimates: Higher quality ads are typically associated with lower first page bid estimates, top of page bid estimates, and first position bid estimates. That means you’re more likely to get your ads on the first page of search results with a lower bid when your ads have high quality components (expected CTR, ad relevance, and landing page experience).
  • Eligibility for ad extensions and other ad formats: Ad Rank determines whether or not your ad is eligible to be displayed with ad extensions and other ad formats, such as sitelinks.
In a nutshell, higher quality ads typically lead to lower costs, better ad positions, and more advertising success. The AdWords system works best for everybody—advertisers, customers, publishers, and Google—when the ads we show are relevant, closely matching what customers are looking for. 

 

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