Now, in the age when everything is getting digitalized, businesses are dominating the web. In order to promote business online , it is very necessary that they get a better ad rank if they want to increase their visibility consequently, conversions. If your ad rank is high, your ad will be placed at a better position (the topmost position of the webpage is the best position) than those ads that have lower ad ranks. In today’s blog, we will learn about ad ranks, why they are important, and three ways that you can employ them to make them better.
Understanding Ad Rank
The definition of ad rank is pretty simple. It can be defined as a metric that determines where your ad is going to be placed in search engine result pages (SERPs). It determines the relative rank of your ad with other ads. Ad rank is the main factor for ad positioning. For instance, if your ad appears in the third position on a page, then its ad rank is three.
Factors Affecting Ad Rank
There are several factors on which ad rank is calculated. These factors are the following:
Cost-Per-Click (CPC)
The maximum amount that an advertiser is willing to pay for a position for their ad placement is called cost-per-click (CPC).
Ad Quality
Ad quality is one of the most important factors that determine ad rank. Ad quality depends upon three things:
- Expected Click:- Click Through Rate (CTR): This can be defined as the chances of your ad getting clicked by the web users. For a better CTR, you should use relevant and high-ranking keywords in your ad content and experiment with various call-to-actions (CTAs).
- Relevance:- The relevance of your ads matter. It is very important that your ads are shown to the right audience. You can ensure this by using relevant and high-ranking keywords. You can also use negative keywords so that your ads will not be shown to those people who do not have any interest in your online business.
- Quality Of The Landing Page:- The user’s experience on your website’s landing page after clicking your ad should be good. You should ensure the relevancy and transparency of your landing page so that the user gets what he/she is searching for. Also, optimize your website to load faster so that a web user doesn’t have to wait for long. One more thing to keep in mind is to optimize your website for all kinds of electronic devices (mobile, computer, tablet, etc.).
Ad Extensions
What are ad extensions? Ad extensions can be defined as additional pieces of information, such as your business’s contact number and address, that can be added to your online ads. They also have a significant impact in determining ad rank.
Ad Context
Another important factor in deciding the rank of your ad is its ad context. Ad context is related to the search query of the user, the device type used, the location of the user, etc.
Ad Formats
Ad format is also a very important factor. The type of ads used is very important. Let’s discuss some of the most popular types of ad formats:
- Text Ads:- Text ads contain simple text and do not contain any kinds of images or graphics. Their simplicity is the reason for their popularity.
- Banner Ads:- You can be as creative as possible with banner ads. These ads are highly engaging because they contain images and sometimes even graphics.
- Video Ads:- These ads are also pretty interactive, perhaps even more than banner ads. The reason for this is pretty simple – the human mind engages with images more easily than text, and it engages with moving images (videos) even more than still images.
- Interstitial Ads:- These ads take up a significant part of the page or the whole page. They appear between the content pages. They are also a great choice for making ads.
- Native Ads:- Native ads have the unique ability to merge with the content seamlessly, which is why they are non-disruptive. This allows the users to navigate a website without any disturbance.
- Popunder Ads:- These ads open up behind the window the user is currently viewing. They appear to the user only after he/she closes the window.
- Expandable Ads:- The best thing about expandable ads is that they take up a small space on the screen. They expand to reveal the details that you have included in them only when clicked.
- In-Page Push Ads:- These ads can be formed in various shapes and sizes, creating a sense of urgency.
- Pop-Up Ads:- Though pop-up ads are pretty popular, they have a disruptive nature. Let us explain to you why they are disruptive – it is because they appear in small windows on the window that the user is currently viewing.
3 Ways To Make Your Ad Rank Better
There are various advertising strategies that can be utilized to improve your ad rank. Let’s discuss the top 3 strategies:
Optimization Of Ad Relevance And Ad Quality
The quality and relevance of your ads can be optimized through several ways. Some of these are discussed below:
- Keyword Research:- You should do thorough research on the keywords that can be included in your ad content. Remember that the keywords that you include must be high-ranking and relevant to your ad content.
- Engaging Ads:- It is very important that you make engaging and eye-catching ads. You can do this by writing engaging text and creating attractive visuals. You can also use effective ad extensions, such as sitelinks and location details.
- Effective Landing Page:- Another important thing to do to improve the ad quality is optimizing your website’s landing page. This can be done by making your content as relevant as possible for your target audience and including important CTAs (call-to-actions) on the landing page.
- Monitoring And Analysis:- Last but not least, you should monitor the performance of your ads and analyze them carefully so that you make the required alterations in your ad campaign for better results.
Increment And Proper Allocation Of The Budget:
Money is one of the most important things in a business. So, to promote it using ads, you should have a proper budget plan. For this, the following things could be done:
• Budget Allocation:- The first and foremost thing is to ensure that you allocate your budget to different operations in such a way that your high-performing ad campaigns are prioritized. Your budget allocation should be based on your business objectives and ad campaigns.
• Budget Increment:- If it’s possible, try to increase your budget. It will help you in the bid auction as you will be able to bid for high-ranking keywords and ad spaces.
Utilization Of Ad Formats And Precise Targeting
To improve your ad rank, you can experiment with various ad formats and the use of target advertising. Let’s discuss how:
• Experimentation With Ad Formats:- In the section where we discussed various factors that affect ad rank, we discussed that ad format is a significant factor in determining the ad rank. So, what you can do is experiment with different ad formats and use those formats that derive the most traffic most often.
• Precise Advertising:- Precise advertising is also called target advertising. In target advertising, you discover the audience that is most relevant to your business. The target audience is discovered on the basis of several factors, such as age, gender, and location. Target advertising is an effective way for lead generation.
Conclusion
In order to make your ads perform better and generate high revenue, it is important to improve your ad rank. In order to do so, you should optimize ad relevance and ad quality, allocate your budget to various business operations wisely and increase the budget if possible, and experiment with various ad formats and utilize target advertising. You should also keep yourself updated with the technological trends so you can learn how to use them.
Frequently Asked Questions (FAQs)
What is the formula of ad rank?
Ans. The formula of ad rank is the product of CPC bid and quality score ( CPC Bid x Quality Score).
What is quality score and ad rank?
Ans. Quality score can be defined as the metric that is used by the search engine to determine the relevance and quality of the ad. On the other hand, ad rank is used by the search engine to determine the position of the ad.
What are the 5 key factors of ad rank?
Ans. The 5 key factors of ad rank are cost-per-click (CPC), ad quality, ad extensions, ad context, and ad formats.
What is low ad rank?
Ans. A low ad rank can be defined as the position of an ad that is lower than that of other ads targeting the same keywords.
What causes low ad rank?
Ans. Low ad rank can be caused by several reasons, such as the use of irreverent keywords, having low ad quality, low bid amount, improper allocation of the budget to different operations, poor quality of the landing page, and sometimes low budget.
