Common Paid Search Questions

What determines where my Google Ad shows?

  • Google Ads uses AdRank in each auction to determine which ads to show and the order in which they’re positioned
  • AdRank is CPC Bid multiplied by Quality Score
  • Ranking factors incentivize search marketers to create relevant, high quality ads. 
  • In the example below, bidder C would be in #1 ad position because they have the highest Ad Rank.
Understanding Ad Position in Google Ads

How much do I pay per click?

  • Bidders typically do not pay their max bid in the auction. You pay the minimum amount necessary to retain your ad position, relative to competitors
  • Bidder A CPC = (Bidder B CPC x Bidder B Quality Score) / Bidder A Quality Score 
  • There is a floor for every auction
Google Ads Click Cost Formula
Example of Google Ad Click Cost With Various Bidders

What is quality score?

  • Quality Score metric (1-10) tells you how relevant your keywords are to your ad — and to your landing page
  • A higher Quality Score can lower your bid costs and improve your ad rank in the search results

Quality Score Determinants: 

  • Your ad's expected clickthrough rate: measures how likely it is that your ads will get clicked when shown for that keyword 
  • Your ad’s relevance to the search: measures how relevant your ad is to what a person searches for
  • The quality of your landing page: How relevant, transparent, and easy-to-navigate your page is for consumer 

  White Glove Marketing understands how these paid search concepts effect your business. Contact us today for a free consultation.