Ad rank refers to the position of your Google Ad on paid search result in Search Engine Result Pages (SERPs). It is the value that is used to determine your ad position on SERP relative to other ads. For example, if your ad is shown on third position, it means that your ad rank for that search query is number three.

There are many factors that play an important role in ad rank. Ad rank is calculated on the basis of the bid amount, ad quality including CTR, ad relevancy and landing page experience as well as the context of search like person’s location, device, time of search and the nature of search term.

You can bid higher amounts to improve your ad rank for more clicks, but it will impact your acquisition cost. Instead of paying high amounts to Google, you can focus on your internal factor of designing the ad qualitatively.

Enlisted below are the 3 ways to improve your ad rank:

1. Focus on Ad Relevance

Ad relevancy is one of the major factors Google takes into consideration while calculating quality score. It is all about how your keywords are closely related to your ads. ‘Average’ and ‘Above Average’ ad would increase your overall quality score. Creating simple and attractive ads with strong call-to-action button will make your ad more relevant to your customers. It will give a positive impact on CTR and eventually increase your ad position.

2. Improve Quality Score

Quality score is a rating system of Google to the rate the ‘Quality and Relevance’ of both keywords and PPC ads. To improve your quality score, you need to create specific ad groups, choose right keywords and include those keywords in your ad copy.

In case of Ad groups, each ad group should focus on a single product or service so that your ad is displayed to the right target customers.

On the other hand, choosing right keywords for your product and service in your ad text will help your ad appear to relevant people.

3. Optimize Landing Pages

Landing page of your ad plays an important role in ad ranking. Landing page should convey a clear message in detail which your keywords in ad are indicating. Matching the keywords with your landing page message will not improve only your ad rank but also increase conversions.

If people click on the ad and they don’t find what they were looking for, they will move out within a few seconds. This will result in giving negative signals to Google. Google always measures how relevant and useful your landing page is to people who click on your ad. Good experience of landing page to your target audience will benefit your ad ranking.