Ads
are positioned on search and content pages based on their Ad Rank. The
ad with the highest Ad Rank appears in the first position, and so on
down the page.
The criteria determining Ad Rank differ for your
keyword-targeted ads depending on whether they're appearing on the
search network or on the content network. There's also a third set of
criteria determining whether a placement-targeted ad will show on a
given content page.
Ad Rank for keyword-targeted ads on the search network
A
keyword-targeted ad is ranked on a search result page based on the
matched keyword's cost-per-click (CPC) bid* and Quality Score.
Ad Rank = CPC bid × Quality Score
The Quality Score for Ad Rank on the search network is determined by:
- The
historical clickthrough rate (CTR) of the ad and of the matched keyword
on Google; CTR on the Google Network is not considered
- The relevance of the keyword and ad to the search query
- Your account history, which is measured by the CTR of all the ads and keywords in your account
- Other relevance factors
Your landing page quality is not a factor.
Note
that the Quality Score determining minimum CPC bid is slightly
different. It's derived from the keyword's CTR on Google, the relevance
of the keyword to its ad group, and landing page quality.
Ad Rank for keyword-targeted ads on the content network
A
keyword-targeted ad's position on a content page is based on the ad
group's content bid and Quality Score. If you don't set a content bid,
we'll set an automatic bid using an average of all your ad group's
keyword- and ad group-level CPCs.
Ad Rank = content bid X Quality Score
The Quality Score related to Ad Rank on the content network is determined by:
- The ad's past performance on the site in question, as well as on similar sites
- Your landing page quality
- Other relevance factors
Ad Rank for placement-targeted ads on the content network
If
a placement-targeted ad wins a position on a content page, it uses up
all the available ad space so no other ads can show on that page.
(Certain content pages may have more than one block of space reserved
for AdWords ads. In those cases, a single placement-targeted ad or
multiple keyword-targeted ads can occupy each block.)
To
determine if your placement-targeted ad will show, our system considers
the bid you have made for that ad group or for the individual
placement, along with the ad group's Quality Score.
Ad Rank = Bid × Quality Score
The
Quality Score related to Ad Rank for placement-targeted ads with CPM
bidding is derived solely from landing page quality. For
placement-targeted ads with CPC bidding, the clickthrough rate is also
considered, just as it is with keyword-targeted ads.
Learn how placement-targeted ads and keyword-targeted ads compete for positioning on a content page.
Improving your ranking
Having
relevant keywords and ad text, a strong CTR on Google, and a high
keyword CPC bid will result in a higher position for your ad. Because
this ranking system rewards well-targeted, relevant ads, you can't be
locked out of the top position as you would be in a ranking system
based solely on price. Also, the AdWords Discounter monitors your
competition and automatically reduces your actual CPC so you pay the
lowest price possible for your ad's position on the page.
Here are some resources for improving your Quality Score and ad ranking:
- Optimization Tips:
Visit Optimization Tips page to learn more about account optimization,
including how to maximize performance for your keyword-targeted ad and
improve your ad's position without having to raise your bid.
- Traffic Estimator: Use Traffic Estimator to see how changing your CPC bid can affect the ad position of your keywords on the search network.
- Content Bids: Use content bids to better control your ad position on the content network.
