Why aren’t my ads on top of the page?

By March 16, 2020Beginners, PPC
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There are three kinds of bid estimates available, designed to help get your ads the best visibility when a user exactly matches your ad keyword:

The first-page bid estimate is what you need to get your ad on the first page of the search results.

A top of page bid estimate lets you drive your ad to the top of the first page of search results.

A first position bid estimate is used when you want your ad to appear above all the other ads.

Ad Position is the order of your ad in the results compared to other ads. Ad Rank determines your ad position and whether your ads are eligible to be shown. Generally, the ad with the highest Ad Rank will be in the top position and the ad with the second-highest Ad Rank gets to show in the second position, and so on.

Ad Rank Factors

There are six factors that can contribute to determining Ad Rank:

  1. Your bid – Once you’re bid has been set, you’re telling Google Ads the maximum amount you’re willing to pay for a click on your ad. Note the actual amount paid is often less, and the bid amount can be changed at any time.
  2. Quality of ads and landing page – Google considers at how relevant your ad is and the website it links to. Use your Quality Score to help guide you.
  3. The Ad Rank thresholds – To help ensure high-quality ads, a minimum thresholds is made that an ad must achieve to even be shown.
  4. The competitiveness – If two ads are competing for the same position have similar ad ranks, .
  5. The context of the search – Google will review the search terms the person has entered, the person’s location at the time of the search, the type of device they’re using, the time of the search, and the nature of the search terms.
  6. The expected impact from your ad extensions and other ad formats – When the ad is created, you have the option to add the ad extensions which are additional information to the ads. Google Ads estimates how extensions and other ad formats you use impact the ad’s performance.

Better ads mean better Ad Rank

Every time someone searches and an ad is displayed that competes in an auction, Google calculates an Ad Rank. The calculation includes your bid and auction-time measurements of expected CTR, ad relevance, and landing page experience, among other factors. You can help improve the quality of important components through the following factors:
  • Expected click through rate: This takes into account your ad’s historical clicks and impressions
  • Relevance to the search: How relevant your ad is to what a user is searching for
  • Quality of landing page: How relevant, transparent, and easy-to-navigate your page is

Why ad quality matters

The quality components of Ad Rank are used in several different ways and can affect the following things:
  • Ad auction eligibility: Search engines measure ad quality to help determine the Ad Rank thresholds for an ad, to determine if it is qualified to appear.
  • Your actual cost-per-click (CPC): Higher quality ads can often lead to lower CPCs so you will actually pay less per click when your ads are higher quality.
  • Ad position: Higher quality ads will often mean a higher ad position on the page
  • Eligibility for ad extensions and other ad formats: Ad Rank determines whether your ad is eligible to include ad extensions and other ad formats.
Overall, high quality ads can lead to lower costs, better ad positions, and more increased success in both lead generation and ROI.
Common Ground

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