Ad Rank
Google's system for determining the position and eligibility of ads in search results, based on bid, Quality Score, and other factors.
Full definition
Ad Rank determines whether an ad shows and in what position. It is calculated using: your bid amount, Quality Score (estimated CTR, ad relevance, landing page experience), the context of the search (device, location, time, query), and ad extensions. Crucially, a lower bid with a higher Quality Score can outrank a higher bid with a poor Quality Score. This means improving ad relevance and landing page experience is often more cost-effective than simply increasing bids. Ad Rank thresholds also determine whether an ad shows at all — ads must meet a minimum Ad Rank to appear, regardless of the bid.
Real-world example
Advertiser A bids £2.00 with a Quality Score of 9 (Ad Rank 18). Advertiser B bids £3.50 with a Quality Score of 4 (Ad Rank 14). Advertiser A gets the higher position and pays less per click.
Related terms
Google Ads' 1–10 rating for each keyword reflecting the expected relevance of your ad and landing page to a user's search.
Read definitionThe amount an advertiser pays each time a user clicks on their ad.
Read definitionThe percentage of total available impressions your ads actually received, out of the total they were eligible for.
Read definitionThe percentage of users who click on an ad or link after seeing it, calculated as clicks divided by impressions.
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