What is Ad Rank And Ways To Improve It

What is Ad Rank And Ways To Improve It

What is Ad Rank?

Ad Rank is a set of values that are used to determine whether your ads are eligible to show and, if eligible, where on the page your ads are shown (if at all) relative to other advertisers’ ads.

At a high level, Ad Rank scores are based on 6 factors that set your bid, which tells Google Ads the maximum amount you are willing to pay for a click on an ad. Secondly, the quality of your ads and landing page, as well as other search quality signals, the Ad Rank thresholds help in ensuring high-quality ads, and the competitiveness of an auction having a similar opportunity to win the position. Context also matters with ad auction, in which the context of a person’s search is included, and then, lastly, the expected impact from your ad assets and other ad formats when you create an ad. Google Ads estimates how assets and other ad formats you use will impact your ad’s performance.

The Ad Rank calculations incorporate your bid and auction-time quality, which can include auction-time measurements like expected CTR, ad relevance, and landing page experience, among other factors. Ad Rank is calculated every time a user searches and is recalculated for different positions on the search results page.

Three Ways To Improve Ad Rank are –

1. Improve Your Ad Relevance

2. Focus on Ad Extension Content

3. Create Better Landing Pages

These three ways you can improve your ad rank, all without spending more money.

1. Improve Your Ad Relevance

E-commerce store owners face intense competition in today’s crowded marketplace. Every participant in this vast market shares the same goal: to ensure their products become popular and highly demanded by consumers. Their efforts are focused on attracting valuable ad clicks, increasing conversions, and ultimately boosting profits.

According to Google, the alignment between an ad and a consumer’s search query is determined by the relationship between keywords, ads, and the landing page. For increasing Ad relevance, Effective ad optimization transforms your campaigns from average to exceptional. The more relevant your ad is, the more likely it is to engage consumers, leading to higher ROI, stronger brand trust, and improved customer loyalty.

Ad relevance is not just trying to fit keywords as many times as possible into your copy. Google is focused more on the intent of a user and how well your ad can help that user solve a problem.

2. Focus On Ad Extension Content

Ad extensions are an important part of increasing your ad rank on Google, helping to increase your CTR, therefore, in turn helping increase your ad rank. Ad extensions enable you to give users additional information about your business that does not convey in your ad.

If you add extensions to a campaign or ad group that do not align with search terms, this could actually lower your ad rank. Google continues to produce additional ways that, as advertisers can get our message across to a user to help them solve a problem.

Some of the available ad extensions that you can create include location (and affiliate location), sitelink, callout, structured snippet, price, app, image, lead form, promotion, and call. Furthermore, optimization of ad extensions includes selecting relevant extensions, regular updates, testing different extensions, monitoring performance, and focusing on user experience.

3. Create Better Landing Pages

The quality of your landing page is a significant factor in determining your Ad Rank. Google Ads assesses several factors related to your landing page, including its usefulness, relevance to your ad, ease of navigation, and how well it meets user expectations based on the clicked ad creative.

To improve your landing page quality, you ensure ad rank calculation, ad auction eligibility, actual CPC, and eligibility for Ad assets closely match your ad and keywords, are mobile-friendly, easy to navigate, and provide useful, unique content.

Things to consider while creating a good landing page include device, number of unnecessary spaces on the page, CTA before a user scroll, number of clicks, and speed of site loads. The point is that your landing page experience has to be of quality and consistency in order to improve your ad rank.

Final Thoughts

Without increasing your campaign budget, you can change the ad rank measure by adjusting a number of aspects of your advertising.

Ad wording should be improved to better reflect a user’s search intent, use powerful and pertinent ad extensions to raise your ad’s CTR, and to increase conversion rates, concentrate on making the landing page experience better.