Ad Rank

Ad Rank is recalculated at every auction. It decides whether the ad is eligible to show at all, and where it appears compared with others. A low Ad Rank shows up as impression share lost to rank.

Because it combines the bid with the quality of the ad and page, improving the ad or the landing page can raise Ad Rank without paying more per click.

1. Google does not show Ad Rank as a number.
2. Look at Search lost IS (rank) on the campaign table: it is the share of impressions lost to low Ad Rank.
3. Check Quality Score and its three parts on the keywords report, since they feed Ad Rank.
4. Use Auction insights to see how often competitors rank above you.

Two advertisers bid the same on a keyword. One has an ad that closely matches the search and a fast, relevant page. The other has a generic ad. The first gets the higher position, often while paying less per click.

• Raising bids to fix lost impression share caused by poor ads or pages.
• Reading average position as Ad Rank: Google retired average position, use top and absolute top impression rates instead.
• Ignoring assets: their expected effect is part of Ad Rank.

The audit checks Oppy runs on this, each with its own page.

• Quality Score on the non-brand side
• Quality Score parts below average on the keywords that spend
• Lost impression share that is worth buying

• Quality Score: Google's 1 to 10 rating of a keyword, built from expected click-through rate, ad relevance and landing page experience.
• Bid: The most you are willing to pay for a click, or the target a Smart Bidding strategy aims at.
• Impression share: The share of searches your ads showed on, out of all the searches they were eligible for.