Ad Rank is a set of values that are used to determine whether your ads are eligible to show and if eligible, where on the page your ads are shown (if at all) relative to other advertisers’s ads. Ad Rank scores are calculated based on many factors, including your bid amount, the quality of your ads and landing page, 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 assets and other ad formats.
- When estimating the expected impact of assets and ad formats, we consider such factors as the relevance, clickthrough rates, and the prominence of the assets 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.
- In each auction, your Ad Rank is calculated first to determine whether your ad is eligible to show, and a second time to determine where your ad is ranked relative to other eligible ads. Your ad position can fluctuate each time depending on your competition, the context of the person's search, and your quality at that moment.
- In Performance Max campaigns, if a user’s search query isn’t identical to an eligible Search keyword (including the spell-corrected search term), the campaign or ad with the highest Ad Rank will be selected. Learn more About Performance Max campaigns