Definition
Ad Rank is Google’s set of auction values determining eligibility and placement. It considers bid, ad quality, thresholds, competition, context and expected asset impact.
Also called: Ad RankPlacement is decided in the auction.
Eligibility
The ad needs to meet requirements and be relevant to the opportunity.
Ad Rank
Bid, quality, thresholds, competition, context and expected asset impact are assessed.
Impression
The result determines whether and where an ad can be shown.
01The ad needs to meet requirements and be relevant to the opportunity.
Bid is not the only factor
A higher bid does not guarantee a position. The auction also evaluates quality and context.
Quality Score is diagnostic
The 1–10 Quality Score is not a direct auction input. “Bid × Quality Score” therefore misrepresents Ad Rank.
Assess changes commercially
A different position can change both volume and price. Assess acquisition and contribution before increasing budget.
Further documentation
Google — Ad RankFrequently asked questions
Does the highest bid always win?
No. Bid is evaluated alongside multiple quality and context factors.
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About the author
Malthe Ærbo Weibeck
Pull specialist with 8+ years' experience. Comes from the agency world and has since worked as an independent consultant for several of the country's largest brands.
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