When displaying your ad on Search, your bid amount is not the only factor when considering its position. Important is also the Ad Rank, a value based on several factors. In this blog, we’ll take a look at what this ranking entails and show you a few ways to easily improve it.
Ad Rank is a value that determines your ad’s position on Search, or whether it will appear at all. It is calculated based on several factors – bid amount, the auction-time ad quality, the Ad Rank Thresholds, competitiveness of an auction, the context of user’s search, and the expected impact of extensions and other ad formats.
Learn more about Ad Rank!
In order for your ad to appear in the highest position, it’s your task to obtain the highest ranking from Google. If you get a low ranking, you need to optimize your ad. Sometimes the details that need improvement are purely related to copywriting or minor “cosmetic” adjustments, but sometimes the problem may be less visible. Here are some tips on how to optimize your ad for the best possible ranking.
Make your ad relevant
The relevance of your ad to the product it promotes is an important factor in calculating your Quality Score and hence your Ad Rank. You can improve it, for instance, by repeating the main keywords or choosing the right landing page that will link directly to the advertised product.
Experiment with new FAQ structured data
Take advantage of the new FAQ options that you can add to your ads. This will allow users to see directly in the ad the information they care about the product or your business.
This can prevent unnecessary visits to your e-shop, which would lead to an increased bounce rate, as the product would not match the customer’s expectations.
Learn more about Search FAQ.
Get rid of 301 redirect chains
301 redirect chains mean that there are several redirections between the URL and its final destination. Such redirects can cause problems in crawling the pages of your e-shop or loading the page, which naturally affects the ranking.
Make sure your URL will link directly to the final destionation and will not have to go from http to https, or from https://www to only https …
Optimize internal links
The interconnectivity of different links on your site may unexpectedly also be an issue when it comes to the ranking of your ad. If links link here and there across the whole web without any structure, this is a reason to downgrade your ad.
Create a hierarchical structure of pages and subpages in your e-shop. First of all, it will be easier for your customers to orientate in your e-shop. The second advantage is easier crawling for Google bots and, finally, you will also demonstrate the seriousness of your business.
Adjust your landing page
The landing page that customer reaches after clicking on your ad should be as user-friendly as possible. If the site is not clear enough, you run the risk of customers leaving your site immediately, hence increasing the bounce rate. This will negatively impact your ad rank.
Our tip: Compare landing pages for low-ranked ads with those of high-ranked. This can help you notice differences that could help you improve your low-ranked ads.