Google Ad Rank and How to Improve it

What is Google Ad Rank?

Google Ad Rank is a value that determines your ad’s position on Search, or whether it will appear at all. It is calculated based on several factors – bid amount, the auction-time ad quality, the Ad Rank Thresholds, competitiveness of an auction, the context of user’s search, and the expected impact of extensions and other ad formats.

• When estimating the expected impact of extensions and ad formats, we consider such factors as the relevance, clickthrough rates, and the prominence of the extensions or formats on the search results page. So, even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords and ads.
• Your Ad Rank is recalculated each time your ad is eligible to appear and competes in an auction. So your ad position can fluctuate each time depending on your competition, the context of the person’s search, and your quality at that moment.
• In Performance Max campaigns, if a user’s search query isn’t identical to an eligible Search keyword (including the spell-corrected search term), the campaign or ad with the highest Ad Rank will be selected.

Tips on how to optimize your ad for the best possible ranking:

Make your ad relevant

The relevance of your ad to the product it promotes is an important factor in calculating your Quality Score and hence your Ad Rank. You can improve it by repeating the main keywords or choosing the right landing page that will link directly to the advertised product.

Experiment with new FAQ structured data

Take advantage of the new FAQ options that you can add to your digital ads. This will allow users to see directly in the ad the information they care about the product or your business.

This can prevent unnecessary visits to your e-shop, which would lead to an increased bounce rate. As the marketing product would not match the customer’s expectations.

Get rid of 301 redirect chains

301 redirect chains mean that there are several redirections between the URL and its final destination. Such redirects can cause problems in crawling the pages of your e-shop. Or loading the digital page, which naturally affects the ranking.

Make sure your URL will link directly to the final destination and will not have to go from http to https, or from https://www to only https …

Optimize internal links

The interconnectivity of different links on your site may unexpectedly. Also be an issue when it comes to the ranking of your ad. If links link here and there across the whole web without any structure. This is a reason to downgrade your ad.

Create a hierarchical structure of pages and subpages in your e-shop. First of all, it will be easier for your customers to orientate in your e-shop. The second advantage is easier crawling for Google bots and, finally, you will also demonstrate the seriousness of your business.

Adjust your landing page

In fact, marketing landing page that customer reaches after clicking on your ad should be as user-friendly as possible. If the site is not clear enough, you run the risk of customers leaving your site immediately. Hence increasing the bounce rate. This will negatively impact your ad rank.