Google Makes Changes to Ad Rank. New Focus on Prominence.

Today we received notification from our Google Agency reps that there is an update made to Ad Rank, Extensions and Bidding. Here is a list of everything they told us is changing.

  • We are improving how we account for the impact of ad formats (ad extensions) in Ad Rank
  • Some Ad Formats can improve your CTR by 10-20%
  • The cost of incremental clicks from ad formats changes dynamically based on the total amount of prominence your ad receives
  • The system no longer allows for ads in lower positions to receive more prominence from ad formats than the prominence from a higher position.
    • Old Case: First ads showing without formats, but ads in second position showing with many formats
    • There is now a limit to the number of extensions a lower position ad can receive & will never show more than an ad above it to avoid giving the advertiser more “prominence”
  • Ad Type: Search Ad Formats, text ads only
  • On average, we’ll now show more ad formats on ads about the search results.
  • Improved benefits to advertisers showing in the top ad position
    • Google will continue to show your highest performing and most useful combination of ad formats that are eligible

prominence adwords

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About the Author

Joe Martinez

Joe Martinez is the Director of Paid Media and Community for Granular in Milwaukee, Wisconsin. He is also the current and founding President of MKEsearch. His focus on marketing psychology and user experience helps his clients achieve record growths and lifetime customers. While he is hands-on in all aspects of PPC, his true passions lie in Display, Remarketing, and YouTube. In addition to being the main blogger for Granular, he is a regular contributor to Search Engine Land and has also written for PPC Hero, SEMrush, Leadpages, Optmyzr, Unbounce, WordStream and AdStage. He has hosted webinars for SEMrush, Unbounce, and Bing Ads. He regularly speaks at conferences such as SMX Advanced, SMX West, SMX East, HeroConf, Confluence Conference, Digital Olympus and more. He was named a Top 25 Influential PPC Expert by PPC Hero in 2017 and 2018.