Key Factors of Ad Rank in Google Ads: How to Optimise Your Ad Visibility

In Google Ads, Ad Rank is key to determining your ad's visibility. Why do some ads stand out while others get lost among the competition? What factors truly define that ranking position, and how can we effectively optimise them to maximise results? Let’s break down the most important factors that influence Ad Rank and how each contributes to the success of your campaigns.

Ad Rank is primarily determined by three crucial elements: bid, ad quality, and the expected impact of ad assets. Each of these elements has multiple layers worth understanding, such as keyword relevance, landing page quality, and the bidding strategy used.

1. Bid: This is the maximum price you’re willing to pay for a click, but it’s not just about bidding higher. Bids often need to be aligned with an automated strategy that takes into account signals like time of day or user device. These factors influence the likelihood of conversion, as certain times of day may perform better, and different devices can affect user behaviour. Efficiency is key; bidding higher without control can increase costs without necessarily improving results.

2. Ad quality: Here, keyword relevance, ad copy, and landing page experience come into play. To stand out, keywords must align with the user’s intent, not just their search terms. The ad content needs to demonstrate to the user that they’re in the right place, building trust from the outset. Landing pages should also be fast, secure, and clearly aligned with the ad message and page experience.

3. Expected impact of ad assets: Assets like call extensions, promotions, or even the website play an important role in enhancing user experience, simplifying access to relevant information, and increasing the likelihood of engagement. This can improve CTR, and some of these elements provide extra information without leaving the SERP. Including as many assets as possible, as long as they’re relevant, can have a positive impact.

One thing to bear in mind is that not everything affects Ad Rank equally. Elements like assets (extensions) may seem secondary but, in reality, help increase CTR and improve ad relevance across different contexts, ultimately adding value to your Ad Rank.

The most common mistake is focusing solely on increasing bids to improve position. Google also evaluates relevance and user experience.

In terms of the order of importance of Ad Rank elements, ad quality takes first place. Second is bid, which determines your competitiveness in auctions. Finally, the expected impact of ad assets is the third factor; while it plays an important role, it doesn’t weigh as heavily as quality and bid in determining Ad Rank.

The factors affecting Ad Rank complement each other, and good synergy among them is what allows you to stand out in auctions.

Dynamic keyword insertion: benefits, risks and best practices

Dynamic Keyword Insertion (DKI) is a useful tool that can enhance ad ranking, but it doesn’t guarantee results and should be used carefully. As with everything in paid media, the effectiveness of such automations depends on a strategic and mindful approach that considers the specific characteristics of each campaign.

DKI allows the specific keyword a user searched for and triggered the ad to be included in the ad title, thus achieving greater perceived relevance for the user. This can lead to a higher ad ranking and potential improvements in CTR. However, this tool should not be overused. The risk of excessive or poorly optimised insertion is a loss of control over the message, leading to incoherent ads or, in the worst cases, grammatical errors or nonsensical messages for the user.

There are other codes similar to DKI that are also worth considering. Options like user location insertion {LOCATION(City)}, which allows an ad to be tailored according to the city where the device is located, or countdown codes {COUNTDOWN(yyyy-MM-dd HH

,daysBefore)}, which help convey urgency by showing the time remaining until an event. These codes add a touch of personalisation that, when applied well, can increase the relevance of the ad and, consequently, the campaign’s performance.

The key, however, is not to lose sight of the purpose of the ad, which is to convey a clear, coherent message aligned with the brand’s values, such as its tone, mission, and unique selling points. DKI and other codes should only be used when their impact is positive and aligned with the brand’s overall message. Overusing insertions can lead to a robotic experience for the user, straying from the communication any brand should aim for.

A good question to ask before implementing these codes is: can they really enhance the ad’s impact or the effectiveness of the message for the user who sees it? In some cases, it might be better to keep an ad without insertion—clear and effective—rather than trying to make it hyper-personalised at the expense of coherence.

For every automation we introduce, we should consider the context and how users will interact with our ads, ensuring that we don’t fall into generic messaging that adds no value or, worse, ends up confusing the audience.

What’s your take? Have you had any good or bad experiences using DKI in your campaigns?

Attribution Strategies for High and Low Consideration Products in Paid Media

Consideration in the buying process is a key factor that affects both the marketing strategy and the attribution model we implement. Differentiating between high and low consideration products or services significantly influences how we approach digital advertising.

For low-consideration products (whether B2B or B2C), purchasing is more impulsive, the decision process is brief, and the focus is on aspects such as availability and price. Here, attribution tends to be more straightforward. A model that focuses on the user’s most recent interaction is often used, as these products have a short decision cycle and a transactional focus.

On the other hand, when we talk about high-consideration products, the approach changes significantly. Decisions typically involve multiple stakeholders and require more time and analysis. In the B2B realm, this means long and complex sales cycles. Here, it is essential to choose an attribution model that captures the cumulative impact of each interaction, adjusting the attribution window to properly reflect the customer journey. The goal is to attract, educate, and build trust throughout the process.

Let’s consider a practical example: a campaign to sell a standard printer in the B2B space versus a campaign for a complex ERP software. This contrast illustrates how different levels of consideration require distinct approaches in terms of attribution models, to adapt to the complexity and duration of the decision process. The printer, being a low-consideration product, might have a shorter attribution cycle, possibly incentivised by a direct offer. But the ERP software would require multiple touchpoints: remarketing ads, downloadable content, forms, demos, and meetings, with the value of each interaction needing to be assessed to understand the customer’s journey.

The important thing is not to apply the same analytical criteria to all campaigns, but to recognise the nature of the product and how users progress along their journey. In paid media, it’s essential to adapt the attribution model based on the type of consideration and the value of the product or service. In addition to optimising campaign performance, you’ll also gain specific insights into purchasing preferences, friction points, and customer decision patterns.

What kind of products or services do you usually manage in your campaigns? High or low consideration? Let me know in the comments.