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Google calculates your Ad Rank every time a user searches and it has the ability to trigger one of your ads.

The Ad Rank is used to determine the position of your ad relative to other ads competing for the same search terms. It is calculated using your bid amount (how much you are willing to pay for the click), the quality of your ad and landing page, the reserve price for a bid (Google sets minimum prices depending on the keyword), the competitiveness of an auction, the context of the person’s search and the expected impact of extensions and other ad formats.

The actual formula is a closely guarded secret and most likely changes regularly.

Your Ad Rank is recalculated each time your ad is eligible to appear, so your ad position can and will differ each time. You can however see the percentage of times your ad got into the top of the results, and the absolute top of the results.

If you want to rank higher, you have to bid higher on CPC if you are unable to improve your quality score. If you’re going to do this, it makes sense to bid higher selectively, and target the keywords and audiences most likely to buy from you, or use a Google automatic bidding option that bids on your behalf so that you don’t bid higher all the time.

This tip and many others are found at https://www.petramanos.com/category/tips/

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Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

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Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

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