AdRank is a metric that plays a critical role in determining the placement of your advertisements on a search results page and whether they will be displayed. It is not a static value; rather, it is dynamically calculated based on several key factors, including:
- The amount of your bid, which is the maximum you’re willing to pay for a click on your ad.
- The overall quality of your ad, which encompasses:
- Expected click-through rate (CTR), which predicts how often your ad will be clicked when shown.
- Relevance of your ad to the search query, ensuring that the ad content aligns with the searcher’s intent.
- The user experience on the landing page linked from your ad, which assesses how relevant and useful the page is to the searcher.
- The context of the search, which includes factors such as the searcher’s location, device, time of day, and other specifics at the time of the search query.
- The anticipated effectiveness of ad extensions and other formats, which can enhance your ad’s visibility and provide additional information to searchers.
By optimizing these components, your ads are more likely to secure a prominent position on the page, increasing the likelihood of engagement with potential customers.