Ad Rank refers to an auction that defines your ad position on search. It is calculated based on different elements such as auction-time ad quality, bid amount, user search context, auction competitiveness, the impact of extension, and other ad formats. A specific keyword search is also performed to determine what a user is looking for.
Therefore, every search is different and initiating Ad Rank factors to carry results. For an ad to appear in a top position, it’s your responsibility to acquire the highest rankings from Google. In case of low ranking, you need to focus on ad optimization. If a PPC ad is at the top of the SERP, there wouldn’t be always the highest bid, but it can have the highest Ad Rank. The highest ad position offers the maximum number of clicks, and that’s significant to rank an ad as high as possible. According to the Google, following are the major factors to calculate your Ad Rank:
Bid Amount / Ad Rank Threshold
It’s the minimum amount you bid to get a specific position in search. For example, you cannot bid 12 cents and rank first for the cost of 3$. Ad Rank thresholds on specific keywords based upon the search context of the user and your bid amount.
Lower quality ads require higher thresholds, and Google prefers maintaining a high-quality user experience. It depends on click-through rate (CTR), relevance, quality score, and landing page experience.
The Context of Search
Google considers different factors to know the intent of a user search and how relevant your ad is in that context. These factors include a device (desktop or mobile), time of the search, location, and search terms.
Google AdWords is an auction where you bid on different keywords and pay for search terms. It is considered that higher biding secures top positions. But this does not happen when it comes to AdWords. You could be paying less than a competitor and outrank them from numerous positions if your ads are way better.
Paid search results are more likely organic results. Google assists searchers with the most relevant information to meet their requirements instantly. If you’re running an ad for a bakery, but your ad is only about “bakery,” it is confirmed that your competitors will surely replace you for less investment. To avoid this, here are some ways for how to improve ad rank.
Focus on Relevant Ads
Bidding is a great way to improve your ad rank, but we usually don’t want to spend more for getting clicks. Therefore, focusing on creating relevant ads is helpful to improve Ad Rank. The relevance of your ad is essential to calculate the quality score and hence Ad Rank. You can repeat the primary keywords or select the right landing page to improve it, and they will be directly linked to the advertised product.
Try New FAQ Structured Data
Use new FAQ options in your ads to take advantage of them. It will enable users to directly see information that a specific ad contains. It also stops unnecessary visits to your online store that generate more bounce rates, and hence products don’t match the customers’ requirements.
Get Rid of 301 Redirects Chains
301 redirect chains are redirections among URLs and their final destination. They can create difficulties in page crawling of an online store or page loading, which impacts the ranking. Make sure that your URL is linked with the final destination, and it doesn’t need to go from http to https, or from https://www to https.
Optimize Internal Links
The connection of multiple links on your website may cause a problem when it comes to Ad Rank. If links are connected across the whole internet without any structure, it can drastically downrank your ad. Therefore, make a hierarchical structure of pages and subpages in your online store. It will be easy for all customers to turn to your online store. Moreover, quick crawling for Google bots is another advantage.
Adjust Your Landing Page
The landing pages are when a customer reaches a page after clicking on your ad. These pages are user-friendly and engage customers toward making a purchase. If a website doesn’t provide relevant services to customers, there are chances that customers leave the page immediately. It will also negatively impact your ad rank increasing the bounce rate.
Use Different Landing Pages for Different Ads
Google doesn’t only check the ad you’ve generated, but it also takes into account your landing pages. If you have different landing pages, you can improve your Ad Rank. These landing pages are utilized for different products.
So, How To Improve Your Google Ad Rank?
After having a detailed discussion on how to improve Ad Rank, the appropriate way is to take all the above-mentioned factors into account and implement a strategy to accomplish your campaign. For the highest ad ranking, you need to consider its relevancy and the user experience. Keep in mind that ad ranking factors never stop with what your customers see in the SERPs. You need to focus on your landing page for an effective paid search campaign.
When you’re looking for different ways to improve Rank Ad, have you noticed bid adjustment? Did you improve your budget and CPC? Did you try other available options? If no, then don’t go ahead with bidding until you have done the following:
- Build more relevant ads with minimal ad extensions that link directly to the ad group’s objective and CTA.
- Create more specific landing pages with exclusive offers for all ad groups.
- Divide your ad groups into smaller and more specific groups to increase quality scores.
- Consider higher bidding to get the top positions for your keywords.
Improving your ad ranking may seem a difficult task, but the above-mentioned factors can help you increase Ad Rank as soon as possible. It will increase the visibility and CTR of your ads, and help you get maximum results from similar searches.