Ad position refers to the position where your ad appears on a search engine results page (SERP). It’s influenced by Ad Rank, which includes your bid, ad quality, relevance, expected CTR, and use of ad extensions. Higher positions typically result in more visibility, clicks, and conversions of the ads.
Key Elements Influencing Ad Position:
- Ad Rank is a factor to determine ad position (core determinant)
- Bid Amount: Your max Cost Per Click (CPC) bid for the ad campaign
- Ad Relevance refers to how well your ad matches user intent and relevance.
- Expected Click-Through Rate, watching the CTR for the ad campaign.
- Landing Page Experience: More clicks and engagement, a landing page is a sign of a better ad position.
- Ad Extensions & Format Impact: Make an impact and engage the audience.
- User Context includes device, time, location, and query intent.
The order in which an ad appears on a search engine results page (SERP). Higher positions mean more visibility and clicks. Ad positions are influenced by ad rank more than the bid amount.
Use Cases:
An ad appearing in position 1 at the top of Google’s SERP will get more impressions than one in position 4 at the bottom.
Ad position is important for visibility and click-through rate.
