en.wikipedia.org/w/index.php?title=Ad_text_optimization&action=history
1 correction found
Ad Rank = CPC Bid * Quality Score
This formula is incorrect. Google says Ad Rank is not just bid multiplied by Quality Score; it is calculated from several factors, and the visible Quality Score is not an input in the ad auction.
Full reasoning
Google’s official documentation contradicts this formula.
Google says Ad Rank scores are based on multiple factors, including:
- your bid,
- the quality of your ads and landing page,
- Ad Rank thresholds,
- the competitiveness of the auction,
- the context of the person’s search,
- and the expected impact of ad assets and other ad formats.
Google also says that Quality Score is not an input in the ad auction; it is a diagnostic tool shown in the account. Separately, Google explains that Ad Rank incorporates auction-time quality signals such as expected CTR, ad relevance, and landing page experience.
So the equation Ad Rank = CPC Bid * Quality Score is not the formula Google uses. At best it reflects an older oversimplification, but as written it is factually wrong for how Ad Rank is described by Google.
3 sources
- About Ad Rank - Google Ads Help
At a high level, Ad Rank scores are based on six factors ... Your bid ... The quality of your ads and landing page ... The Ad Rank thresholds ... The competitiveness of an auction ... The context of the person's search ... The expected impact from your ad assets and other ad formats.
- About Quality Score for Search campaigns - Google Ads Help
Quality Score is not an input in the ad auction. It’s a diagnostic tool to identify how ads that show for certain keywords affect the user experience.
- About Ad Rank - Google Ads Help
The Ad Rank calculations incorporate your bid and auction-time quality that can include auction-time measurements like expected CTR, ad relevance and landing page experience, among other factors.