Ad Rank = Max CPC x Quality Score
-simplest equation for Ad Ranking
Max CPC – Maximum cost-per-click (CPC) is the highest amount that you are willing to pay for a click on your ad. You can set a maximum CPC at the keyword- or ad group-level.
Quality Score – Quality is a dynamic metric assigned to each of your keywords. It is calculated using a variety of factors and measures, how relevant your keyword is to your ad group and to a user’s search query.
One can raise their ad ranking in Google AdWords by choosing more relevant keywords, increasing bids, improving the quality of ad copies, and optimizing the website.
When you make ads in Google AdWords, Google uses various calculations to decide the value and relevance of your ads. Google then compares your ad to your competitors and ranks them using a combination of keyword quality score and bid. Higher ranking ads get more frequent placements and appear higher on web pages.
If you want to boost your ad ranking in Google AdWords and get better ad placements you need to focus on improving your keyword quality score and perhaps increasing your bid. Quality score is determined by the relevance of your keywords are to your ads and your website’s landing page. If your quality score is low you need to either choose more relevant keywords, include your keywords in your ads, or better optimize your website with proper SEM to highlight relevant keywords.
Next, you need to take into consideration your bids. If your bids are lower than your competition, you’re probably not going to achieve a higher ad ranking. Check the Google AdWords campaign manager to see if your bids are below the first page bid estimate for each keyword; and if they are, consider increasing your bids altogether.
Also you may just need better ad copy. Ad copy is one of the factors that help decide your keyword relevance, which in turn affects your ad placement. If you’re looking for ways of improving your ad copy, make sure to follow these steps:
1. Create themed adgroups, whose keywords are strictly related (do not go too general)
2. Include the keywords in the headline (and / or the description lines) of your advertisements
3. Make sure to let people land only on pages that are related to your group of keywords
4. Improve the content of your landing page / ads / adgroup based on the keywords that need a better quality score
Last, ensure your website’s landing page is search engine optimized. With proper SEM, your website landing page will contain all the keywords you use in your Google AdWords campaign, which will improve each keyword quality score and your ad ranking.
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