Ad Rank
Ad Rank Ad rank is a value which determines your ad positions. Ad Rank is caluclated by AdWords based on 3 factors: 1. Max CPC 2. Quality Score 3. Extension and other Ad format Data. Here is a sample formula to illustrate how Ad Rank is calculated: Ad Rank= (((Max CPC)*(QualityScore*0.8))+(ExtensionData*0.2)) The bid takes around 50% of the share, Quality Score takes around 40% and Ad extension data takes around 10% of the share. Your ads need to attain a certain ad rank in order to show up on the Google search engine. Also, your Ad Rank is recalculated each time your ad is eligible to appear and competes in an auction, so your ad position can fluctuate each time depending on your competition at that moment. Though you cannot see how much Ad rank your ad has got but you can see on what position your ads are showing up.
Go to ads tab and then click on Columns and then on customize Columns. Click on performance and add Avg. Pos.
After adding the Avg. Pos. Column you can see which ad/keyword is showing up on which position. How ads are ranked on top? The positions of the ads totally depend upon the Ad Rank. The ad with the highest ad rank gets the first eligible position on the search result page. The ad with the second highest ad rank beneath it and so on. Ads are eligible to show on top of the page if they exceed a certain Ad rank threshold. Upto three ads can show on the top on each search page. If there is not ad that has an ad rank exceeding the minimum threshold then there will be no ads on the top positions. Now lets discuss the factors on which Ad Rank depends.
Quality Score Google AdWords gives a quality score to each and every keyword on a scale of 1 to 10 based on various factors that we’ll be discussing later. Here is a cheat sheet to know if your Quality Score is good or not 810 = Awesome 7= Good 56 = Close to good 34 = Watch out 12 = Problems! Quality Score impacts a lot of factors which include: 1. Actual CPC: A low Quality score can cost you higher CPC’s while a high Quality score and drastically decrease your CPC’s 2. Ad Position: A Good Quality score will help you get a Good ad rank and hence a good position. 3. Auction Eligibility: If your Quality score is very low then Google might not even consider it for the auction. 4. Bid Estimates: It will also determine the top page and first page bids 5. Extensions: To show certain extensions on your ads you need a certain Quality Score.
To check the quality score of your keywords you need to go to columns and then click on Modify Columns and then on attributes and then add click on Add in the Quality Score tab.
Under the quality score column you can see the quality score of the keywords. You can see either the quality score is good or if its bad you can improve it.
To get the details of the quality score and to know on what factors the quality score is coming out to be low scroll over the small button shown in the red box in the above screenshot and you’ll see the details.
As you can see in the above screenshot, the Ad Relevance is below average and so is the landing page experience hence the quality score is coming out to be low. Therefore you can consider this information to improve your quality score. Here you can improve the ad relevance and the landing page experience to increase the quality score.
Factors on which Quality Score Depends 1. Ad/Search Relevance: The keywords should be in the ads to make the ad more relevant. 2. Click Through Rate(CTR): Here the CTR of the following are considered: (i) Expected CTR of Ad Copy (ii) Past CTR of Display URL (iii) CTR of ad and display URL in each geography Now there some factors on which CTR depends like the Ad Position. If your ad is placed at the top then there is a good probability that your ad will receive most of the clicks. 3. Landing Page Quality: How faster the page loads, Easynavigation and relevance your landing page is. 4. Targeted Devices: How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets. 5. Geographic Performance: Google checks how successful your account has been in the particular geo that you are targeting.
Weight of factors:
Here are some events and the action you need to take: 1. Impressions are under 500 : Ignore quality score as of now 2. Impressions are under 1000 : Start looking out for keywords with low Quality Score and improve them Steps to Increase Ad Quality which further raises Quality Score 1. Make tightly themed Ad groups: Make sure the keywords in each adgroup are related to just one product or service so that the ad appears more relevant to the customers. 2. Choose Keywords wisely: Use long tail keywords (keywords with 23 words) instead of a single keyword. Make sure you choose keywords that are exactly related to the service or product. 3. Include Keywords in your Ads: Make sure that you include keywords in your ads so that the searcher may know that the ad is totally relevant to his search as when they would see the keyword which they searched for in your ad there is more probability of your ad getting the click. 4. Use a Call to Action (CTA): Tell the customer what to do next. CTA’s like call us now!, Book Now!, Get a free quote now etc. CTA’s encourage searchers to click on your ad and what they should do once they reach your landing page, 5. Test Multiple ads: Make sure you make around 3 ad variations for a single ad group and change the ad rotation setting to rotate evenly so that after a certain time you’ll get to know which ad is performing the best and which are not performing upto the mark. Steps to increase Landing Page Quality dwords support has written down a very nice article on how you can improve the Landing Page Experience. You can find it A here: Understanding landing page experience
Go to ads tab and then click on Columns and then on customize Columns. Click on performance and add Avg. Pos.
After adding the Avg. Pos. Column you can see which ad/keyword is showing up on which position. How ads are ranked on top? The positions of the ads totally depend upon the Ad Rank. The ad with the highest ad rank gets the first eligible position on the search result page. The ad with the second highest ad rank beneath it and so on. Ads are eligible to show on top of the page if they exceed a certain Ad rank threshold. Upto three ads can show on the top on each search page. If there is not ad that has an ad rank exceeding the minimum threshold then there will be no ads on the top positions. Now lets discuss the factors on which Ad Rank depends.
Quality Score Google AdWords gives a quality score to each and every keyword on a scale of 1 to 10 based on various factors that we’ll be discussing later. Here is a cheat sheet to know if your Quality Score is good or not 810 = Awesome 7= Good 56 = Close to good 34 = Watch out 12 = Problems! Quality Score impacts a lot of factors which include: 1. Actual CPC: A low Quality score can cost you higher CPC’s while a high Quality score and drastically decrease your CPC’s 2. Ad Position: A Good Quality score will help you get a Good ad rank and hence a good position. 3. Auction Eligibility: If your Quality score is very low then Google might not even consider it for the auction. 4. Bid Estimates: It will also determine the top page and first page bids 5. Extensions: To show certain extensions on your ads you need a certain Quality Score.
To check the quality score of your keywords you need to go to columns and then click on Modify Columns and then on attributes and then add click on Add in the Quality Score tab.
Under the quality score column you can see the quality score of the keywords. You can see either the quality score is good or if its bad you can improve it.
To get the details of the quality score and to know on what factors the quality score is coming out to be low scroll over the small button shown in the red box in the above screenshot and you’ll see the details.
As you can see in the above screenshot, the Ad Relevance is below average and so is the landing page experience hence the quality score is coming out to be low. Therefore you can consider this information to improve your quality score. Here you can improve the ad relevance and the landing page experience to increase the quality score.
Factors on which Quality Score Depends 1. Ad/Search Relevance: The keywords should be in the ads to make the ad more relevant. 2. Click Through Rate(CTR): Here the CTR of the following are considered: (i) Expected CTR of Ad Copy (ii) Past CTR of Display URL (iii) CTR of ad and display URL in each geography Now there some factors on which CTR depends like the Ad Position. If your ad is placed at the top then there is a good probability that your ad will receive most of the clicks. 3. Landing Page Quality: How faster the page loads, Easynavigation and relevance your landing page is. 4. Targeted Devices: How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets. 5. Geographic Performance: Google checks how successful your account has been in the particular geo that you are targeting.
Weight of factors:
Here are some events and the action you need to take: 1. Impressions are under 500 : Ignore quality score as of now 2. Impressions are under 1000 : Start looking out for keywords with low Quality Score and improve them Steps to Increase Ad Quality which further raises Quality Score 1. Make tightly themed Ad groups: Make sure the keywords in each adgroup are related to just one product or service so that the ad appears more relevant to the customers. 2. Choose Keywords wisely: Use long tail keywords (keywords with 23 words) instead of a single keyword. Make sure you choose keywords that are exactly related to the service or product. 3. Include Keywords in your Ads: Make sure that you include keywords in your ads so that the searcher may know that the ad is totally relevant to his search as when they would see the keyword which they searched for in your ad there is more probability of your ad getting the click. 4. Use a Call to Action (CTA): Tell the customer what to do next. CTA’s like call us now!, Book Now!, Get a free quote now etc. CTA’s encourage searchers to click on your ad and what they should do once they reach your landing page, 5. Test Multiple ads: Make sure you make around 3 ad variations for a single ad group and change the ad rotation setting to rotate evenly so that after a certain time you’ll get to know which ad is performing the best and which are not performing upto the mark. Steps to increase Landing Page Quality dwords support has written down a very nice article on how you can improve the Landing Page Experience. You can find it A here: Understanding landing page experience
