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Advert position when more specific than competitors

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi, 

 

Here's a fake scenario just to illustrate the question I have:

 

I am bidding on [Birmingham 5 Star Hotels] - exact match - £1 max CPC

Someone else is bidding on '+5 +Star +Hotels' - modified broad match - £1.10 max CPC

 

If a user searches for Birmingham 5 star hotels, which ad is likely to be higher? Does Google take into account closeness to the original query when ranking Ads? Or would the modified broad match be higher purely because it has a higher max CPC?

 

Sorry if this is a rudimentary question - I'm quite new to all this!

 

Thanks 

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Accepted by topic author mattp_a86
September 2015

Re: Advert position when more specific than competitors

Top Contributor
# 4
Top Contributor

Hello,

 

Then it will depend upon the bid how much an advertiser has implemented because the ad rank is bid multiplied by Quality Score. Higher the number, higher would be the ad rank. Watch this small video of Google's Chief Economist Hal Varian for more details:

 

 

Hope that helps!

Pankaj

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Re: Advert position when more specific than competitors

Top Contributor
# 2
Top Contributor

Hello and welcome,

 

There's a metric called Ad Rank which comes into picture when different advertisers bid on and usually higher the ad rank is, higher is the ad position of an advertiser is.

 

No, only Max. CPC is not the metric deciding ad rank. Actually it is the combination of  Quality Score and the bid which decides the ad rank (Ad Rank = Quality Score X Bid).

 

Read this article and do watch the video inside which contains an example for more clarity.

 

Hope that helps!

Pankaj

Re: Advert position when more specific than competitors

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Hi! Thanks for the info and the link.

If, hypothetically, Quality Score was equal for both ads, which ad do you think would be higher? The ad with the higher max CPC or the ad that exactly matched the query?
Marked as Best Answer.
Solution
Accepted by topic author mattp_a86
September 2015

Re: Advert position when more specific than competitors

Top Contributor
# 4
Top Contributor

Hello,

 

Then it will depend upon the bid how much an advertiser has implemented because the ad rank is bid multiplied by Quality Score. Higher the number, higher would be the ad rank. Watch this small video of Google's Chief Economist Hal Varian for more details:

 

 

Hope that helps!

Pankaj

Re: Advert position when more specific than competitors

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
Thanks for your help with this. Very useful!

Re: Advert position when more specific than competitors

Top Contributor
# 6
Top Contributor

Re: Advert position when more specific than competitors

Follower ✭ ✭ ☆
# 7
Follower ✭ ✭ ☆
i like this video of Hal Varian. good to see that.