What Is Ad Ranking and How to Improve it on Your Ad?

The basics of Ad Rank is the specific position that your ad occupies on paid search results. But, when you break it down even further, do you know what is Ad Ranking?

An auction determines the position of ads within the SERP. But, unlike with most auctions, the winner is not necessarily the highest bidder. 

In the Google Ad auction, the amount bid is only one factor used to determine the overall Ad Rank. The Ad Rank score is what determines ad positions in the search results.

Ad Rank is simple in nature. But finding ways to improve your Ad Rank isn’t. Here’s everything you need to know about Ad Rank, what is Ad Ranking? And how you can improve it fast. 

What Is Ad Ranking?

What is Ad Rank in Google Ads? Ad Ranking in Internet marketing is the position of a pay-per-click (PPC) ad on a search engine results page (SERP).

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The position of this ad depends on the position of each keyword included in the ad, which is determined by your bid for that keyword or ad group multiplied by the matched keyword’s Quality Score.

All other things equal, the more relevant your keywords, ad text and landing pages, the higher your Quality Score, and the higher your Ad Ranking.

Higher Ad Ranking typically results in greater exposure for your products or services as a result of experiencing higher click-through-rate on your ads.

What is Ad Rank formula? The formula is Ad Rank = Maximum Cost Per Click Bid x Quality Score.

In early 2017, AdWords announced a few key changes to the way that Ad Rank functions. One of the big ones was the introduction of Ad Rank thresholds and machine learning.

Essentially, your bid amount, Ad Quality, and Ad Rank threshold get passed into Google’s system. There, the specific keyword search is analyzed to determine exactly what that user is most likely looking for based on previous and common behavior.

This means that every single search is fundamentally different, triggering different Ad Rank formula 2021 factors to carry more weight.

Here are three ways to improve your Ad Ranking without spending more on clicks than you have to.

Focus on Relevant Extension Only

Bidding more is the most obvious way to improve your Ad Rank. But nobody wants to spend more for clicks.

Not when it impacts your bottom line, your acquisition costs, and more. Instead, focus on producing ads that are more relevant. Ad relevance is a huge piece of the Google Ad Rank formula puzzle.

Here are Google’s own words:

“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.”

If your ad extensions aren’t standing out among other results, producing higher click-through rates, and aligning perfectly with your calls to action and campaign goals, then you can kiss your rank goodbye.

Most people think of CTR increases when they hear ad extensions. It’s a yes in some cases. But most take this the wrong way. Simply adding a random ad extension doesn’t mean that you’ve struck it rich. In fact, adding the wrong ones can be devastating.

Read also: Dreaming of a Successful PPC? Know How Measure PPC First!

Improve Your Quality Score : Utilize More Specific Ad Groups 

You can improve your quality score – Google Ads. If you haven’t noticed yet, there are two specific themes when it comes to improving your Ad Rank, it is relevance and specificity. And that begins with a well-constructed ad group.

Ad groups are critical components of success in Ad Ranking. If your ad groups aren’t specific enough, you run the risk of producing ads that underperform on expected CTR.

For example, even grouping earbuds and headphones in the same category wouldn’t work. While the products are similar, they are still different. And searchers expect exactly what they searched for.

Writing ads in ad groups with dozens of keywords requires you to write generic ads like “headphone for sale.” Then, the ad will show up even when searchers are clearly asking for wireless earbuds.

That only produces ads that underwhelm and generate a CTR way below your top potential. Bad CTRs and low relevance impact your quality score, forcing you to pay more for higher rankings than you need to.

The answer is to create more specific ad groups.

Better Landing Pages : Create Unique Offers for Each Ad

If you’ve ever clicked on a paid search ad and gotten something other than what you expected, you know how frustrating it can be.

The ad says one thing, and the landing page is generic. Maybe it’s even their homepage. And as a searcher, nothing is more annoying than that.

You literally searched for a specific term. It’s not like the advertiser had no idea what you wanted to see. The keyword is a clear indication of what you expected to get.

Landing pages should have a clear message match. In fact, message matches from ads to landing pages can improve conversions by more than 200 percent.

The problem with creating unique landing pages for each ad group is that it’s time-consuming.

If you need to create dozens or hundreds of pages, it can take months of work. The easiest way to do that is by creating unique landing pages for each ad group. Lay out your current ad groups and campaigns and see what copy and structure you can standardize.

Consider using landing page elements like dynamic keyword insertion for products that are closely related. Don’t settle for subpar landing pages. Put in the work, and results will show.

Conclusion

The main way to increase your Ad Rank calculator in Google Ads is to take note of the factors discussed and implement a strategy to address these areas of your campaign.

To achieve a number one ranking ad, you need to think carefully about its relevance and the user experience. For an effective paid search campaign, you need to look after your landing page, too.

Understanding the fundamentals of paid search advertising is critical for running campaigns that perform well.

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