What is Ad Rank?
In short, ad rank is simply the position in which your ad shows on a given search engine page. The simplest example would be a URL or ad that shows third on the first page of google. The ad rank would then be 3.
But how does an ad rank in the first place? In other words, what determines the rank of the said ad?
While the ranking of a given ad is more complex than what’s about to be discussed, it’s largely determined by a few simple factors, the first and most obvious being the quality of keywords within the ad.
Because search engines largely function around keyword searches, both short-tail and long-tail, ads are given priority when they position themselves through the most relevant keywords. The term for the quality of an ad is otherwise known as ‘Quality Score’.
Without getting into too much detail, the higher the quality score, the higher the ad placement. This can be accomplished in a multitude of ways. We’ll discuss how to improve an ad rank shortly.
Other factors that go into determining the position of an ad, or ad rank, is the competitiveness of the ad auction, the quality of the ad and landing page, and the auction bid, among other factors.
How it Affects Campaign Performance
The ranking of a given ad affects a campaign’s performance for obvious reasons. The higher the ranking, the more impressions, clicks, and conversions that ad will receive. Conversely, if the ad ranks poorly, it’s unlikely that it will perform successfully.
Simply put, an ad rank is a key performance indicator, or KPI, in the world of digital marketing and marketing strategy, and it largely determines whether or not an ad, and thus a campaign, will perform successfully or not.
Tips on How to Improve Ad Rank
For those looking to improve their ad rank, this section is for you! The following are the top three tips to consider when curating a successful digital ad campaign!
- Be Specific When Targeting
- Focus on Relevancy
- Be Unique & Stand Out From Your Competition
Be Specific When Targeting
This is largely related to ad extensions. While many focus on simply outbidding their competitors, the better strategy is to focus on specificity. This involves taking a step back and reviewing your campaign strategy.
If you’re trying to gain relevant traffic, insert relevant links to guide them to the proper web pages; if you’re trying to increase contact phone calls, insert a call extension. Whatever your intention, be sure to insert the appropriate, specific ad extension.
Lastly, be sure to be specific and clear with your call to action. Tell your audience what action you want them to perform and you’ll inherently increase conversion immediately, hence, improving ad rank.
Focus on Relevancy
In addition to specificity, the second KPI when it comes to ad rank is relevancy. How is relevancy accomplished? By using relevant keywords, creating relevant and specific ad groups, and ensuring that you target the most relevant audience possible.
Keeping your ads relevant and specific is arguably the easiest, cost-efficient ways to improve your ad rank, yet for whatever reason, many fail to do so…
Not only ensuring that your message is clear, but that your message is unique is one of the best ways to ensure a happy customer. So, make it a priority to create unique landing pages for your ads and don’t settle for mediocre. Your audience will recognize these efforts, and it will soon show through your ad rank!
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