Google Ad Rank is a number that influences where your ad appears on Google Search in comparison to other ads. The core definition of ad rank has remained the same over time. While ad rank may appear to be a straightforward calculation, improving it can feel like an enormous challenge. On this site, you’ll learn everything you need to know about ad rank, why it matters, and how to enhance it without spending any more money.
What Is Google Ad Rank and How Does It Work?
Prior to 2017, ad rank was based on your maximum CPC and the number of rivals in relation to the search. It’s grown considerably more complicated since Google Ads implemented some important modifications to the way Ad Rank is computed, such as thresholds and machine learning. To put it another way, Ad Rank is determined by:
- Amount of your bid: This is the price you’re willing to pay to appear in a specific spot when a user types a keyword into Google. There are minimum and maximum thresholds to consider.
- Ad quality: There are three key aspects that determine the quality of your ad. Expected click-through rate (CTR), ad relevancy, and landing page experience is among them.
- Location, device kind, and time of day are some of the signals and attributes that users provide. These factors will influence the ad rank thresholds.
- Search context: Two persons searching for the same phrase could have very different circumstances.
- Auction competitiveness: Your ad rank may be influenced by bids for related but similar queries.
- Expected impact of ad extensions and other formats: Google will evaluate your ad extensions for relevancy, click-through rate, and overall ad experience.
Because Google Ads is essentially an auction, it’s common to believe that if you bid higher, you’ll get the best ad position. That is no longer the case in today’s complex environment. In an auction, you may be bidding substantially less than a competitor yet still outrank them if your ads are better.
While organic and sponsored searches, both work in the same way in that Google favors more relevant content for searchers. Now that we’ve covered the fundamentals of Google Ad Rank and how it’s calculated. Let’s look at three techniques to boost your ad rank without paying any more money.
1. Make Your Ads More Relevant
Your ad rank is heavily influenced by ad relevance. It’s one of three factors that go into determining ad quality or quality score.
Are there any keywords in your headlines or descriptions that a user might be looking for?
Responsive Search Ads are a terrific method to experiment with different copies to see what resonates with users the most. Google does provide some reporting on headlines and descriptions, including how they rank in terms of performance from “poor” to “best.” If you have winning ad content that consistently performs well, you may pin your top-performing headline to the top of your ad.
The days of relying on single keyword ad groups are long gone. With SKAGs, it used to achieve higher ad relevance because your headline almost always matched a specific search word. Everyone searches differently, and relying on SKAGs to a specific level may limit your options.
Second, how well an ad matches a user’s purpose is part of Google’s definition of ad relevancy. Google is more concerned with a user’s purpose and how well your ad can assist that user in solving an issue.
2. Concentrate on the content of ad extensions
When creating new campaigns and ad groups, it’s easy to overlook the importance of ad extensions. Ad extensions are an important aspect of improving your Google ad rank. They aid in enhancing your CTR, which in turn aids in improving your ad rank.
Why do they contribute to a higher CTR?
Ad extensions provide users with more information about your company that your ad couldn’t. However, don’t just add extensions because they’re there. In fact, if you add extensions to a campaign or ad group that aren’t relevant to the search terms, your ad rank may suffer.
3. Improve Your Landing Pages
Landing pages play a vital role in the conversion process. What you expect to find when you arrive at a website should be reflected in your search query. Many advertisers would spend a significant amount of time designing a unique landing page for each ad group in order to verify that the page had just what the user was looking for. When it comes to developing a successful landing page, there are numerous factors to consider:
- What type of device a user is using.
- The amount of “white space” (or unneeded space) on the page.
- Before a user needs to scroll, whether there is a clear call-to-action (CTA).
- How many clicks does a user need to solve their problem?
- The speed with which the site loads.
The key is that in order to boost your Google Ad Rank, your landing page experience must be high-quality and consistent. The landing page experience has become so important that Google has included it in its Quality Score calculation.
Conclusion
If this has been your go-to method, I recommend taking a step back and looking at your efforts as a whole. You may adjust several parameters in your advertising to change the Google Ad Rank statistic without increasing your campaign expenditure.
If you require assistance with a paid campaign to increase your Google Ad Rank, please contact our specialists at info@instiqa.com.