The auction step by step
- MatchGoogle finds ads with keywords that match the search.
- FilterAds for other areas or with policy problems drop out.
- RankEach remaining ad gets an Ad Rank score.
- ShowAds above the thresholds show in Ad Rank order.
Because the auction runs for every search, results change constantly. Your position for the same keyword can differ from one search to the next, depending on who is bidding at that moment.
What goes into Ad Rank
| Factor | What it means |
|---|---|
| Bid | The most you are willing to pay |
| Ad quality | Expected CTR, ad relevance and landing page experience |
| Thresholds | Minimum quality needed to show at all |
| Context | Location, device, time and the exact search |
| Asset impact | How calls, sitelinks and other assets might help |
Why quality matters so much
Google states that relevant keywords and ads can win a higher position at a lower price. Two advertisers with the same bid can land in different spots. The better ad and page win and often pay less per click. The actual cost is what it takes to hold the position.
What this means for your budget
Raising bids is the expensive way to win auctions. Improving relevance is the cheap way. Write ads that mirror the search, send clicks to a matching page and add assets like call buttons and sitelinks.
Good example. A roofer's ad for "roof leak repair" uses those words in the headline and lands on a leak repair page. It outranks bigger competitors bidding more.
Bad example. A roofer bids high with a generic "Quality Roofing Services" ad that points to the homepage, and pays more for lower spots.
Read what Ad Rank is. Our Google Ads management wins auctions with relevance before budget.