How is Ad Rank calculated?

Although Google has never confirmed the exact Ad Rank formula, it has revealed the main ranking factors used within it. Known Google Ad Rank factors include:

  • The bid (the amount you’re willing to pay to have your ad displayed)
  • Expected click-through rate (CTR)
  • Ad relevance
  • Landing page experience
  • Expected impact of ad formats and extensions

These factors determine where your ad will sit on the page, and how much you will pay. We’ll talk about each of these in more detail later.