← Glossary
Ad Rank
Ad Rank is the score Google uses to decide whether your ad shows, in which position, and what you pay - combining your bid, ad quality, and the context of the search.
Why it matters
It is why the highest bidder does not simply win. A more relevant advertiser can hold a better position at a lower cost per click, indefinitely.
What people get wrong
Assuming a lost auction means the bid was too low. Quality and expected click-through are inputs too, and raising the bid on a weak ad is the expensive way to fix a relevance problem.