Prominence is an estimation of your ad’s visibility on the search results page. Things that affect prominence include:

  • Ad position: Ads in higher positions have more prominence, because people are more likely to see the ad. Generally, an ad gets more clicks as it moves to a higher ad position. Top ads are adjacent to the top organic search results. Top ads are generally above the top organic results, although top ads may show below the top organic results on certain queries. Placement of top ads is dynamic and may change based on the user’s search.
  • Ad formats: Ads with ad formats have more prominence than ads without ad formats, because formats generally draw more attention to an ad and increases clicks on an ad.

Prominence is primarily measured by the average change in click-through rates (CTR) from adding ad formats or moving to a higher position. The unique value of other interactions, such as a call from a click-to-call ad, can also contribute to prominence.

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