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Google advertising at the top position in the search network
The top position is the most noticeable position on the page for ads in Google’s search network. On the top positions, in addition to the text ad, the ad extensions such as sitelink, price extension, location extension and offer extension are displayed.
What does the top position mean?
Your own ad is in the top position, on ad rank 1 – directly above the organic search results on Google’s search results page.
How to determine the ad position in Google Ads
The ad auction decides which ads are displayed at which position. In Google Ads, an ad rank is determined for each ad, which is decisive for the ad position and determines whether an ad can be delivered at all. Generally, the ad with the highest ad rank appears in the first position. The others follow accordingly, provided they meet the respective limits for delivery.
Basically, five factors flow into the calculation of the ad rank:
- Bid, CPC: This is how you specify the maximum amount you want to pay for a click on your Google Ads ad. The actual cost is often less than this amount and you can change the bid at any time.
- Quality of the ad and the target page: Google Ads takes into account how relevant and useful the ad and the linked website are for the respective user. Google evaluates the ad quality with the help of the quality factor (1-10).
- Ad rank thresholds: Ads must meet certain minimum requirements to be delivered at a specific position. This way Google wants to make sure that only high quality ads are seen.
- Context of the user’s search query: Context plays an important role in ad auctions. When calculating ad rank, Google considers the search terms used, the location of the person at the time of the search, the type of device used (e.g., mobile device, tablet, TV, or computer), the time of the search, the type of search terms, other ads and search results on the page, and other user signals and attributes.
- Expected impact of ad extensions and other ad formats: When you create an ad, you can add more information, such as a phone number or additional links (called sitelinks) to specific pages on the site. Google Ads takes into account how the ad extensions and other ad formats used are likely to affect ad performance.
Google Ads Consulting
If you have further questions about Google Ads, contact us without obligation by phone, email or contact form.
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