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Which formula does Google use to rank keyword-targeted ads on Google Search?


WoodsPainting

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The formula used is as follows:

Ad Rank = CPC bid × Quality Score

The aspects that determine your Quality Score for Ad Rank is different from the one used to determine the minimum CPC bid and they are as follows:

  • Your keyword and ad relevance to the search query
  • Your account history, this includes your CRT for all ads and keywords in your account
  • Your historical CTR of the matching keyword and ad on Google (Note that the CTR on the Google network is not considered)
  • As well as some other relevance factors used by Google AdWords
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The ad with the highest Ad Rank will appear in position number 1 and the others with a lower Ad Rank will following down the page. The criteria used by Google AdWords for determining your Ad Rank are different for keyword-targeted ads that appearing on the search network than those that appear on the content network.

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