Which Ad Rank Strategies To Implement for Higher Ad Placement on Search Pages?

Picture this: you’ve invested time and resources into crafting compelling ad copy, meticulously selecting keywords, and setting competitive bids in your Google Ads campaign. Yet, despite your efforts, your ads seem to be buried beneath the competition on search engine results pages (SERPs), struggling to gain visibility and attract clicks. Frustrating, isn’t it? This common scenario highlights the importance of mastering Ad Rank strategies. 

Optimizing Ad Rank can be the key to overcoming obstacles like low visibility and underperformance in Google Ads campaigns. By dissecting the intricacies of Ad Rank and offering actionable strategies, we’ll empower you to elevate your ad placement and drive meaningful results in the fiercely competitive world of online advertising. 

What Exactly Does Ad Rank Mean?

According to Google, Ad Rank is defined as “a value used to determine the position of your ad on a page relative to other ads and whether your ads will showcase at all.”

For instance, if your ad appears in the second position on a page, your advertisement rank for that search is two.

But what influences ad rank?

Before 2017, ad rank was calculated simply based on your max CPC and the Quality Score. 

• Maximum cost per click (CPC): This represents the highest bid you’re willing to pay for a specific keyword in Google’s PPC (pay-per-click) advertising system.
• Quality Score: This is Google’s evaluation of the overall quality of your ad.

Previously, calculating your advertisement rank was as simple as multiplying these two numbers together. However, Google Ads introduced changes, including thresholds and machine learning, making it more intricate.

In essence, Ad Rank is determined by:

1. Your bid amount
2. Ad quality during the auction
3. User signals
4. User’s search context
5. Expected effect of extensions and other ad formats

Each keyword search undergoes analysis based on these factors to assign an advertisement rank.

This means every auction differs. You could have an advertisement rank of one in one search and a four in the next.

Factors Affecting Ad Rank 

                                                    Source: Vertical Rail

• Your bid amount: This represents the sum you’re ready to invest to secure a specific position when a user searches a keyword, with minimum and maximum thresholds in place. For instance, if you set a maximum CPC of $5 and the next highest bidder offers $4.5, you would pay $1.4.6 in that auction.
• Ad quality: Determined by expected click-through rate (CTR), ad relevance, and landing page experience.
• User signals and attributes: Factors like location, device type, and time of day influence ad rank thresholds.
• Context of search: Different users searching the same keyword may have varying contexts.
• Competitiveness of auction: Ad rank can be influenced by auctions for related searches.
• Expected effect of ad extensions and other formats: Google assesses ad extensions for relevancy, CTR, and overall experience.

While higher bids are used to ensure top spots, today’s landscape is more nuanced. You can outrank a competitor with better ads, even with lower bids. Google prioritizes relevance, similar to organic searches.

Is Quality Score Important for Ad Rank?

You might have noticed that the Quality Score isn’t mentioned in the factors listed above, even though it was part of the original formula. That’s because Google has clarified that Quality Score isn’t directly considered when calculating Ad Rank. However, does this mean you should disregard Quality Score when assessing or enhancing your Ad Rank?

Absolutely not. While the Quality Score itself isn’t a direct factor in Ad Rank, the underlying components that contribute to Quality Score—like landing page experience and ad format—are still relevant to Ad Rank. Therefore, you can still use the Quality Score as an indicator to gauge your Ad Rank. A low Quality Score likely corresponds to a lower Ad Rank, while a high Quality Score increases the chances of your ads ranking well.

Ways to Improve Ad Rank 

1. Enhance Ad Quality 

Ad quality plays a crucial role in determining ad rank. Google considers expected click-through rate (CTR), ad relevance, and landing page experience when assessing ad quality. To improve ad quality, focus on creating compelling ad copy that resonates with your target audience and encourages clicks. Make sure that your ads are highly relevant to the keywords and search queries they’re targeting. 

Additionally, optimize your landing pages to offer a seamless and relevant user experience. For example, if you’re running an ad for a specific product, make sure the ad diverts visitors to a page where they can easily find and purchase that product without encountering any obstacles or irrelevant information.

2. Optimize User Signals and Attributes

User signals and attributes such as location, device type, and time of day can significantly impact ad performance and ad rank. Tailoring your ads to these factors can help improve relevance and effectiveness. 

For instance, if you’re running a local business, consider using location targeting to show your ads to audiences in specific geographic areas where your target audience is located. Adjust your bidding strategy based on the time of day when your ads are most likely to perform well. 

For example, if you’re running a restaurant and want to promote lunch specials, increase your bids during lunchtime hours when users are more likely to be searching for dining options.

3. Utilize Ad Extensions and Formats 

Ad extensions are extra pieces of information that can be added to your ads to provide users with more context and encourage interaction. By incorporating relevant ad extensions, you can improve the visibility and engagement of your ads, which can positively impact ad rank. 

Examples of ad extensions include: 

• Sitelinks
• Callout 
• Structured snippets
• App
• Image
• Price
• Lead form
• Promotion
• Location

For instance, if you’re running an ad for a clothing store, you can use site link extensions to divert users to specific product categories such as “Kids Clothing” or “Kids Shoes.” This not only makes your ads more informative but also increases the probability of users clicking on them. 

Additionally, experiment with different ad formats, such as responsive search ads and responsive display ads, to see which ones resonate best with your audience and drive higher engagement.

Tools to Help Improve Ad Rank 

Certainly, here are some tools and resources that can help improve your ad rank:

1. Google Ads Keyword Planner: This tool helps you research keywords, estimate traffic volume, and plan your bidding strategy based on keyword competitiveness and search volume. By shortlisting relevant keywords with high search volume and low competition, you can improve your ad rank.
2. Google Ads Auction Insights: Auction Insights provides valuable data on how your ads are performing compared to your contenders. You can see impression share, average position, and other metrics to gauge your ad’s competitiveness in the auction. Assessing this data can help you make informed decisions to improve your ad rank.
3. Google Ads Ad Preview and Diagnosis Tool: This tool offers you to preview your ads as they would appear in Google search results without affecting your campaign data. It also diagnoses any issues that may be affecting your ad’s visibility or performance. By using this tool, you can make sure that your ads are showing up for relevant searches and identify opportunities to improve ad rank.
4. Google Ads Recommendations: Google Ads provides personalized recommendations to help optimize your campaigns and improve ad performance. These recommendations may include suggestions for adjusting bids, improving ad copy, or implementing ad extensions. By following these recommendations, you can enhance your ad rank and overall campaign effectiveness.
5. Google Analytics: Google Analytics offers insights into user behavior on your website, including traffic sources, user demographics, and conversion data. By understanding this data, you can understand which keywords and ads are driving the most useful traffic and optimize your campaigns accordingly to improve ad rank.
6. Third-party Keyword Research Tools: There are many third-party keyword research tools that can help you shortlist relevant keywords, estimate search volume, and analyze keyword competition. Tools like SEMrush, Ahrefs, and Moz Keyword Explorer can provide valuable insights to inform your keyword targeting strategy and improve ad rank.

By incorporating these tools and resources, you can optimize your Google Ads campaigns, increase ad relevance, and ultimately improve your ad rank and campaign performance.

Bottom Line 

Remember, success in Google Ads isn’t just about bidding higher or investing more money—it’s about showcasing the most relevant and engaging ads to your audience. With dedication and strategic execution, you can rise above the competition, capture the attention of your audience, and achieve your advertising endeavors in the competitive world of online advertising.

FAQs 

Does Ad Rank affect the cost of my ads?

Yes, Ad Rank can indirectly impact the cost of your ads. A higher Ad Rank typically leads to better ad placement and performance, which can result in lower costs per click (CPC) and higher return on investment (ROI) for your advertising campaigns. Conversely, a lower Ad Rank may require higher bids to achieve competitive ad placement, potentially leading to higher CPCs.

Is Ad Rank the same as Ad Position?

No, Ad Rank and Ad Position are related but distinct metrics. Ad Rank determines the order in which your ads are portrayed on search engine results pages (SERPs) and whether they will be displayed at all, while Ad Position refers to the specific placement of your ad relative to other ads on the page (e.g., first position, second position, etc.). Ad Position is influenced by Ad Rank but can also be affected by other factors such as bid amount and ad relevance.

Can I improve my Ad Rank for specific keywords?

Yes, you can optimize your Ad Rank for specific keywords by focusing on improving ad quality, relevance, and targeting for those keywords. This may involve crafting tailored ad copy, optimizing landing pages, adjusting bids, and leveraging relevant ad extensions. By optimizing your campaigns specifically for the keywords you’re targeting, you can increase the likelihood of achieving higher ad placement and better performance.