With Google search, there are two types of results – search results and ads. Google ads are displayed on search results under the label “Ads” and are located in several locations around the search results. The position of the ad on Google depends on several factors, which we will explain in our new text.

How is the position of the ad determined on Google?

Google search works according to the auction principle. The ad auction is the way Google decides which ads to display and how to rank and position them. The position of the ad on Google depends on several factors, which we will explain in our text.

Google Ads calculates the rank for each ad in the auction. Ad Rank determines your position as well as whether the ad is even eligible to run.

Factors that affect ad rank

What are the most important factors that affect ad rank? Google singled out a few of the most important ones:

Your offer

Your bid is the maximum amount you are willing to pay for someone to click on your ad. Of course, this does not mean that Google will charge each click according to the amount you entered. If the competition offers less than you, Google will charge €0.01 more than the highest current offer per click.

Ad quality

Another important factor that affects the rank of the ad is the quality of the ad and Landing page – Google looks at how relevant your ad is to the person who will see it. When you need information on how relevant the Landing page and the ad are for the keywords you have chosen, see the Quality Score . To get to this number, you need to go to the keyword section and select Quality Score from the columns.

Ad competitiveness

If two ad ads competing for the same search position have similar ad ranks, each has a chance to win that position. As the difference in ad rank between two advertisers grows, the higher ranked one will win, usually because it is willing to pay a higher cost per click than the competitor.

The context of the searcher

With an ad auction, the context of the searcher is extremely important. When Google calculates the ad rank, it looks at the search terms, the location of the person at the time of the search, the type of device they are using (mobile, desktop computer, tablet…).

In addition to the above, there are several other factors that help you position your ad better on Google search, such as extensions. When you create an ad, you have the option to add certain information to the ad, such as a phone number, or links to specific pages on your site.

At the end of the day, higher quality ads usually lead to lower CPCs, better ad positions, and thus greater success in Google search advertising.

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