Ad Rank

Ad Rank is a metric used in the Google Ads system to determine the position of your ad in the ad auction, and sometimes whether your ad will show at all. Ad ranking directly affects your position on the search results page and your cost per click (CPC). Ad ranking is calculated by Google based on several factors, the main ones of which include:

1. Bid: This is the maximum bid you are willing to pay for a click on your ad. The quote is a major but not the only factor in determining an ad's rating.
2. Quality Score: A quality score reflects the relevance and quality of your ad. It is based on three main components:
   • Expected Click-Through Rate (CTR): The probability that your ad will receive clicks when it is displayed.
   • Ad Relevance: How well your ad matches the user's search query.
   • Landing Page Experience: Quality and relevance of the landing page that the user will reach after clicking on the ad.
3. Effects of Ad Extensions and Ad Formats: The use of plugins such as additional links, location information, and other plugins, can affect the ranking of your ad. Plugins improve the visibility and attractiveness of the ad and thus can increase its rating.
4. Competition: The placement of your ad is also affected by the bids and quality score of competitors participating in the ad tender for the same query.
5. Context of the search: Google also considers variables like the user's location, device type, time of day, and the nature of the query to assess an ad's ranking.
6. The Expected Impact of Ad Extensions and Formats Google evaluates the expected impact of the features and plugins used in your ad.

The calculation of ad rating is not done as a one-time operation, but on an ongoing basis during each tender and tender, ensuring that relevant, high-quality ads are shown to the right users at the right moment.

Example of calculating an ad rating:Let's say you have two ads competing for the same spot on the search results page. The first ad with a maximum bid of 2 shekels and a quality score of 6. The second ad with a maximum bid of 1.5 shekels and a quality score of 8.

• Ad Rating 1 = 2 (Quote) * 6 (Quality Score) = 12
• Ad Rating 2 = 1.5 (Quote) * 8 (Quality Score) = 12

In this case, both ads have the same ad rating. In that case, Google will use additional factors such as the effects of plugins and competition to determine which ad will be shown in a higher position.

Understanding your ad's ranking and the factors that affect it is essential to effectively manage campaigns on Google Ads.