The definitive resource for understanding the ad rank statistic and how to boost it without raising expenditure.
Ad rank’s basic definition hasn’t altered.
So that’s determines your ad’s position in Google Search relative to others.
Ad ranking is the major determinant in ad positioning, but what else matters?
What affects ad rank? How can you boost ad rank?
This is for those unfamiliar with ad rank.
Ad rank may appear straightforward, but improving it can be difficult.
You’ll learn how to enhance ad rank without spending more money.
What is ad rank?
According to Google, it’s “a value that determines your ad position (where it appears on a page relative to other advertisements) and if it appears at all.”
If your ad is in second place on the page, your ad rank is a 2.
What affects it?
Before 2017, ad rank was calculated using max CPC and number of competitors.
Ad Rank has become more sophisticated since Google Ads introduced thresholds and machine learning.
Ad Rank is simply:
-Extensions and ad types’ expected influence.
-Each keyword search is ranked using the above variables.
Each search is unique. You may have Ad Rank 1 in a search auction. Next search auction, you could have Ad Rank 4.
Let’s examine each component to better understand it.
Your bid amount is the amount you’re willing to spend to appear in a given keyword search position. Min and max thresholds exist. If your maximum CPC is $5 and the next highest bidder’s is $4.00, you’ll pay $4.01.
Three elements affect ad quality. CTR, ad relevancy, and landing page experience.
Signals and attributes: Location, device type, and time are signals.
Two persons can search the same keyword in different settings.
Your ad rank can be affected by related auctions. [Wedding invitations] and [wedding invites] are related search keywords.
Google will evaluate ad extensions for relevancy, CTR, and overall ad experience.
Because Google Ads is an auction, it’s frequently considered that if you bid higher, you’ll win.
Complexity has changed that.
You can outrank a competitor despite bidding less in an auction if your ads are better.
Google favors necessary details for searchers in both organic and paid searches.
Here are three techniques to boost rank without spending money.
1. Ad Relevance
Relevance affects ad rank. Relevance is one of three components of ad quality or quality score.
Ad relevance according to Google, it’s “how well your ad fits a user’s search intent.”
How may ad relevancy be improved?
Start by evaluating your ad copy and keywords.
Include keywords in headlines and descriptions.
Responsive Search Ads let you test different copy to see what users respond to.
Google provides headline and description performance reports, from “poor” to “best.”
If you have a winning ad copy, pin your top-performing title to the top of your ad so it always appears.
While you should use relevant keywords, don’t keyword stuff.
No more SKAGs! (single keyword ad groups). SKAGs used to be easy because you virtually always matched a search word with your headline.
Google’s growth of Exact match types has forced advertisers to abandon SKAGs and focus on the big picture. If you use SKAGs to narrow your search, you may be limiting yourself.
This ad hits all the important points:
•Headline matched my search.
•Compare plans and prices with sitelink extension.
•10 million users provide brand authority.
•Pre-purchase trial period.
•Ad relevance isn’t just cramming keywords into your copy.
Google prioritizes user intent and how well your ad solves a problem.
2. Ad extensions content
When creating new campaigns and ad groups, ad extensions are often overlooked.
Setup may seem tiresome or unimportant, but it’s not.
Ad extensions boost Google ad rank. They boost CTR and ad rank.
How do they boost CTR? Thanks!
Ad extensions give users more information about your business. Headlines and descriptions have character limits.
Don’t install extensions just because.
Adding extensions that don’t match the search terms could harm your ad rank.
Why use ad extensions?
Whatever! Google keeps adding ways for advertisers to help users solve problems.
Currently, you can develop these ad extensions:
- Structured Snippet.
- Lead Form.
How do you choose?
Ad extensions should reflect marketing goals.
Local businesses who want to increase in-store traffic would profit from location extensions.
If you want to increase online traffic, add sitelinks that solve a user’s problem.
If lead generation is your main goal, add a lead form extension to your ads, especially if you lack a landing page. Next, we’ll discuss landing pages.
Be specific with marketing extensions. Aligning them with advertising goals might boost ad rank.
3. Improve your Landing Pages
Landing pages are an often-overlooked conversion tool.
This is the most crucial component of raising your ad rank, though.
You know how aggravating it is to click on a paid ad and be disappointed with the landing page.
Searcher experience can make or break a sale.
Your search query should indicate what you’ll find on a website.
Many advertisers used to spend a lot of time designing a landing page for each ad group to guarantee it featured what the user was looking for.
In theory, yes.
If you’re solving a problem, it’s good. You’re doing it incorrectly if you fill landing pages with fluff to match search terms.
Google’s recent focus is intent.
We should worry less about whether our landing page title matches a user’s search and more about what they view.
Creating a landing page involves numerous factors.
•Page “white space” (unneeded space).
•If there’s a clear call-to-action (CTA) while scrolling.
•How many clicks to solve a problem?
You get the idea?
Your landing page content must be excellent and consistent to boost ad rank.
Google even used landing page experience to calculate Quality Score.
Your landing page efforts will pay off over time.
Learn more about Google Ranking Factor – CLS here.