Ad Rank
The value in Google Ads that decides whether an ad is shown and in what position; it is calculated from the bid, ad quality, thresholds, search context and the expected impact of ad assets.
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Why it matters
Ad Rank explains why the highest bidder does not simply win: a higher-quality, more relevant ad can appear above with a lower bid. Assets such as sitelinks and callouts also contribute to the ranking through their expected impact.
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Example
Two competitors bid on the same keyword. The one with the higher bid but an irrelevant landing page stays second, while the one with a page dedicated to the searched service appears first.
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Common mistake
Trying to improve position only by raising bids. Improving the ad copy and the landing page is often a cheaper way.
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Related terms
Related services and guides
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