Paid media basics
Ad rank
Google's score that decides whether a search ad shows and in what position.
What it is
Ad rank combines the bid with the expected quality of the ad and landing page, the search context and thresholds the ad must meet.
Why it matters
For lead generation and e-commerceIt is why relevance pays: a more relevant ad can rank higher at a lower price.
In practice
It is calculated at every auction and not shown as a number; advertisers see its effects in position, impression share and cost.
A common mistake
Raising bids to fix a low position when the ad or landing page is the problem.
All terms