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ad rank issue

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# 1
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Why some keywords don't bid too high, but the ad rank is at the top of the page but not the right side of the search result ads list. Come keywords bid too high, but ads doesn't show. Is that possible the keyword should be mentioned in the ads?

1 Expert replyverified_user

Re: ad rank issue

Top Contributor
# 2
Top Contributor
Hi Ellen Z,

It's mostly a matter of competition for the same keyword. QS is a comparative score mostly based on CTR. Including the keyword in the ads does not directly affect the QS, but it can improve the CTR and that will improve the QS.

Keywords with a low QS will need a higher bid to show. Some of the keywords have been used by other advertisers with little or no success. You'll need a very high bid to get those keywords to trigger your ads. First ask yourself if the keyword is a good fit for your business. If no ads are showing for the keyword, I'd consider very carefully whether to try to make that keyword work for you.

Best of Luck!

petebardo -- Deadhead doing AdWords