5 Factors That Can Influence Your Ad Rank
At a high level, think of Ad Rank as having five factors:
- Your bid - When you set your bid, you're telling Google Ads the maximum amount you're willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time.
- The quality of your ads and landing page - Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who'll see it. Our assessment of the quality of your ad is summarized in your Quality Score, which you can monitor—and work to improve—in your Google Ads account.
- The rank thresholds - To help ensure high-quality ads, we set minimum thresholds that an ad must achieve to show in a particular ad position.
- The context of the person’s search - With the ad auction, context matters. When calculating Ad Rank, Google looks at the search terms the person has entered, the person’s location at the time of the search, the type of device they’re using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes.
- The expected impact from your ad extensions and other ad formats - When you create your ad, you have the option to add additional information to your ads, such as a phone number, or more links to specific pages on your site. These are called ad extensions. Google Ads estimates how extensions and other ad formats you use will impact your ad's performance.