What is Google Ad Rank?
When talking about Google Ads, there are many different factors that come into play as an advertiser to get the most out of your advertising dollars.
When we look at our customers' Google Ads accounts, we often see that many bid high on the keywords they enter. Many people think that this is necessary in order to get higher on Google. This is a big mistake. Every time a search is made on Google, this also ends up in Google holding an auction between the advertisers who meet the requirements to be displayed. Here it is advertisers with the best Google Ad Rank that will be at the top.
Of course, this also means that it is important to look at how to best improve your Google Ad Rank, as well as which keyword to raise the quality of.
In short, Google Ad Rank is an expression of the position Google places on your ads on the Google search network.
This is how Google Shopping works
Google Ad Rank is calculated using the following model: CPC x Quality Score = Ad Rank
Example of Google Ad Rank calculation
Advertiser 1: Pays 25 DKK. pr. click on a keyword, with a Quality Score of 5. The total Ad Rank will then be = 125
Advertiser 2: Bid on the same word, but pay only 18 DKK. pr. click with a Quality Score of 9. Overall Ad Rank = 162
Advertiser # 2 will therefore be shown above Advertiser # 1 due to the higher Ad Rank and get cheaper click prices, higher impression share, as well as the higher ranking.
Improving Ad Rank
When looking at how to improve Ad Rank is the first thing that one can address; quality score also called quality score. The quality result is a score where 1 is the worst and 10 is the best.
Your quality result is calculated based on a large number of factors:
- CTR (Click through rate)
- Account history
- Landing page quality in terms of relevance, clarity and ease of use
- How relevant your keywords are to the ad
- How relevant your keyword is in relation to the customer's typed search phrase on Google
The above points are just some of the factors that come into play when Google looks at how they calculate your Quality Score on each keyword. Here it is important that you always have a common thread, from the keyword you use to the ad and on to the landing page, which the visitors end up on. We always recommend that you have at least a quality result on your keywords of 6 out of 10. In addition, these must be optimized towards hitting the 10 out of 10.
Why use Google Ad Rank?
You may be wondering why Google has created a system such as Google Ad Rank and why one's position is not just calculated based on one's bid price, since Google would then make more money. But this is actually very simple. Because Google uses a system like Google Ad Rank, a user who performs a search is more likely to actually click on a Google ad due to high quality and relevance. If one calculated the position only on the basis of CPC, the probability of an irrelevant ad would be high. There would also be less chance that it would trigger a click on a Google ad. Google Ad Rank is also an advantage for you who have a good Google account and a good site. You can achieve lower click prices than the competitors with a poorer quality result.