Ad position

The order in which your ad appears on a page in relation to other ads. An ad position of "1" means that your ad is the first ad on a page.

  • Ad position is determined by a formula called Ad Rank that gives your ad a score based on your bid and your Quality Score (a measurement of how relevant and useful your keyword, ad text and landing page are in relation to what a user is searching for). So even if your competition bids more than you, you can still win a higher position – at a lower price – with highly relevant keywords and ads.
  • Ad position is also influenced by the expected impact from ad extensions and other ad formats, such as sitelinks. This means that if two competing ads have the same bid and quality, the ad with the better expected impact from extensions will generally appear in a higher position than the other.
  • Your Ad Rank is recalculated each time that your ad is eligible to appear, so your ad position can fluctuate each time depending on your competition at that moment.
  • Ads can appear on the top of a search results page, on the side of the page or on the bottom of the page.

More about ad rank and position