# Ad Rank

A value that's used to determine your ad position (where ads are shown on a page) and whether your ads will display at all. Ad Rank is calculated using your bid amount, the components of Quality Score (expected click-through rate, ad relevance and landing page experience), and the expected impact of extensions and other ad formats.

- Ad Rank determines your
**ad position**– where your ad shows on the page in relation to other ads – and whether your ads are eligible to show at all. - The main components of your Ad Rank are your bids and the quality of your ads and website. We also incorporate the expected impact from your extensions and other ad formats when computing your Ad Rank. When estimating the expected impact of extensions and ad formats, we consider such factors as the relevance, click-through 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 at that moment.

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