What is ad rank?

Ad rank determines the position of an ad in search results, making it a crucial metric in Google Ads. It is calculated based on several factors, with the most significant being the bid amount and the quality score of the ad. A higher ad rank means that the ad is more likely to show prominently on the search results page, which can lead to more visibility, clicks, and potentially higher conversion rates.

This positioning is vital because ads that appear higher in search results generally attract more attention from users, increasing the likelihood that they will engage with the ad. Advertisers aim to optimize their ad rank by improving their quality score through better ad content and targeting, along with strategically managing their bids.

In contrast, the number of ads shown on a webpage, the total number of clicks on ads, or the cost of placing an ad do not directly define ad rank. These aspects may influence the advertising experience but do not encapsulate the key function that ad rank serves within the Google Ads ecosystem.