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The key factors affecting your ad rank (which position you get in Google) include your bid, your ad quality, your ad relevance and your landing page.
Your bid determines the maximum amount you’re willing to pay for a click on your ad. In a highly competitive market, your competitors may drive up the price in order to get the top spot, but for less competitive keywords this may be the quickest and fastest way to improve your ad ranking.
If you’re on a tight budget you can bid more on just the keywords that you feel give you the best value for money, or alternatively you can use one of the various Artificial Intelligence bidding strategies that Google Ads provides in an attempt to help you achieve your advertising goals. Using these bidding strategies enables Google Ads to bid on your behalf based on your pre-determined targets.
Increasing your Click Through Rate by writing better ad copy and highlighting specific features and benefits of your products or services will help you to get a better ad rank. Searchers typically desire to improve, or mitigate losses to, their health, finances and social status and so highlighting one of these three areas in your ads can improve CTR and thus ad rank.
Google’s algorithms are highly intelligent. They calculate the intent of the searcher by looking at the search terms a user has entered, their location, the type of device, the time of day, and their recent search history and other attributes. If the intent of the user is a good match to the intent of your ad and the intent of your landing page, you will get a better ad rank. For this reason, it may be better to craft different ads for different keyword groups, and even have different landing pages depending on the search intent.