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lindagray

Ad Rank

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There’s more to winning the auction than having the highest bid.

Search engines look at other factors to determine which ads should be at the top and most valuable spot on the SERP.

Search engines have their own particular ways of factoring in other elements to determine ad rank. Google, for example, considers:

Bid amount.
Ad relevance and quality.
The context of the search (such as the user’s device and time of day).
Format impact (whether it includes extensions that enhance the format of the ad).

Quality Score is a metric that determines ad relevance. The components of Quality Score are:

Historical click-through rate (CTR).
Relevance of the keyword to the ad.
Relevance of the keyword and ad to the search query.
Landing page quality.

Ad relevance is absolutely essential; the higher Quality Score is, the lower the CPC will be.

Search engines penalize advertisers who bid on keywords with low Quality Scores by rarely showing their ads, even if they have high bids.

That’s why it’s very important to have engaging and relevant ad copy that includes high-volume keywords.

But landing page quality shouldn’t be overlooked either; ads will show less often when they point to sites with poor user experience.

The webpage must be relevant to the user, load quickly and provide an overall smooth user experience on all devices.

searchenginejournal.com

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