Google Ads Auction

Question 1

Google Ads Auction - Definition?

Answer 1

Google Ads uses an auction system to rank the ads that appear on the search results page, and to determine the cost for each ad click. The order in which ads appear on the page is based on a calculation we call Ad Rank.

Question 2

5 Factors of Ad Rank?

Answer 2

Bid | Ad rank threshold | context of query | Ad extensions impact | auction-time ad quality

Question 3

Bid - explanation?

Answer 3

Max amount you’re willing to pay - you’ll often pay less.

Question 4

Ad Rank Threshold - explanation?

Answer 4

Minimum quality standards to appear in particular position.

Question 5

Context of Query - explanation?

Answer 5

Actual search term entered | location | device | time | other ads etc.

Question 6

Ad Extensions Impact - Explanation?

Answer 6

Can add extra info. eg. phone number, specific links etc.

Question 7

Auction-time ad quality - explanation?

Answer 7

Quality Score is an aggregated estimate of our assessment of the quality of your ad. Based on…

• expected CTR
• ad landing page exp.
• ad relevance.

Question 8

How to improve Click-Through-Rate?

Answer 8

• Be specific in your ad
• Experiment with different calls-to-action
• Highlight unique benefit of product or service
• time or location-specific ad text

Question 9

How to improve Ad Relevance?

Answer 9

• Be specific on mobile
• Be local
• include relevant search terms in ad copy

Question 10

How to improve landing page experience?

Answer 10

• link correct landing page
• be consistent
• make site transparent and trustworthy
• optimise load speed and clarity
• optimised for easy mobile navigation