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?

Why It’s Important to Discuss High-Potential Markets with Clients for International Campaigns

When it comes to international paid media campaigns, identifying markets with the most potential is not just a matter of geographic interest. The right choice can mean the difference between a highly favourable outcome and a costly result with little return. But how do you know if you’re aiming in the right direction? This is where deep discussions with the client and a critical analysis of the various variables you seek in an attractive market come into play.

The first factor to consider in international paid media is the market’s growth potential. Not all markets are at the same stage of maturity; some are ready to explode, while others may be saturated. What does this mean for the campaign? It means you need to invest time in analysing data, identifying trends, and understanding consumer behaviour in those markets before launching campaigns. Some clients need guidance to understand that investment should be directed where real opportunities exist, not just where there is apparent demand.

A tool that can help you gather data on international markets, beyond search volumes, is Google’s Market Finder.

Another important aspect is understanding the local consumer. The cultural and behavioural differences between an Eastern country and a Western country, for example, highlight how vast these differences can be between countries, and what works in one place may not work in another, although the differences may not always be so significant.

If you overlook this, you risk launching a campaign that is not profitable. This is where you need to talk to the client about adapting the messaging and creatives to the particularities of each market, if necessary.

Local competition is a factor that cannot be ignored when planning an international strategy. What if the market has potential but is dominated by local competitors? It is vital to assess whether the client has the resources to compete or if it would be more strategic to focus on a less saturated market with good growth prospects. A frank conversation about the competitive reality can prevent unproductive investments.

Costs and infrastructure are decisive factors in international paid media. A market may seem attractive, but if the client cannot bear the entry costs or if there is no adequate infrastructure to support distribution and logistics, the campaign may fail. This is where the client’s experience and knowledge of their operational capacity must be integrated into the planning.

In conclusion, discussing these factors with the client is the foundation for a well-structured international campaign. Someone who overlooks this conversation may end up launching campaigns without direction or focus, wasting resources and opportunities.