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Google Ads Algorithms, How Do They Work In Your Target Ads?

Apr 28, 2022
Sticks 7 min read

Suppose your ads are well-positioned on search engine result pages (SERPs) and for your keywords of interest. In that case, Google Ads is one of the finest possibilities for obtaining traffic and clients for your business online. 

The question is, how can you use Google Ads to your advantage? Google's ad-serving algorithm is to blame. Although Google uses hundreds of algorithms to accomplish its magic, there are a few key algorithms that every Google advertising campaign manager should be aware of: Ad Position, Ad Rank, and Quality Score.

It is vital to understand these algorithms and their components thoroughly. The algorithms are Google's mathematical computations that ensure your ultimate ad position based on various factors (determining when and where your target ads are shown on a specific page and for specific audiences).

Before we get started, let's look at how Google Search works.

What Are The Google Ads Search Algorithms?

Have you considered the size of Google's advertising? Google must sift through billions of pages, partner sites, and content in only a few seconds to find the most relevant and useful search results and present them exactly as the searcher expects.

This is a great achievement, and Google does it in part by using algorithms to prioritise search results and paid advertisements. The search algorithms take into account data and factors such as:

The meaning of your query: Google's intelligence technology analyses natural language, synonyms, category, and context, as well as spelling problems and "freshness," to determine what each searcher is looking for.

They next assess website content to see if the keywords on these pages are relevant to the search query and data linked to other content types like images, videos, and lists.

Content of High Quality

Google determines page quality by looking for experience, authority, and trustworthiness indicators. This could include the quality of websites that link to other pages and the content's overall quality, and spam reports. 

Web Page Usability 

Google despises broken websites! Because of this, they evaluate page usability in terms of responsiveness, loading speed, navigation, and other aspects. On the other hand, the websites that they believe are the most user-friendly are subsequently promoted.

The Situation and Context

This is linked to the real searcher and includes information such as the searcher's location or nation, previous search history, preferred language, etc. Their Google accounts' personalisation is also taken into account.

This description explains how many factors affecting all aspects of your web pages, content, and keywords influence Google's algorithms. Keyword discovery and optimisation are crucial because keywords are the core of every search query.

Furthermore, there is no "secret" or "best practice" that can be used to go around Google's algorithms. To begin with, they are constantly updated! Keeping up with the latest Google Ads advancements is vital for your digital marketing in London, so you can make timely changes before your campaigns suffer.

However, rather than attempting to fight the algorithms, you should concentrate on understanding them to create truly remarkable ad campaigns that speak with your target buyers.

Let's take a step closer to that aim by learning about the three key Google algorithms: Ad Position, Ad Rank, and Quality Score.

Ad Position 

Ad position refers to the placement in which your ad appears in the auction results compared to other advertising. For example, an ad position of "1" indicates that it was the first ad to appear, with no other ads appearing before it.

Ad position on a Google SERP can determine where your ad appears on the page; your ad can be at the top, side, or bottom of the page. Your top and absolute top metrics and prominence data can offer you a better idea of where your ads are on SERPs. Impression rate/share and lost share are the two most important top metrics. Improving the quality of your ads/landing pages and increasing your bid are two strategies to increase these KPIs.

Ad Rank

Google calculates the Ad Rank for advertising in the ad auction, and your Ad Rank immediately correlates to your Ad Position.

Let's dig a little deeper into the Ad Auction: whenever a user conducts a Google search, Google holds a click auction. You bid on your keywords of interest to participate in the auction. The auction determines which ads will be displayed for that search based on the outcome.

As a result, the ad with the greatest Ad Rank will be the top ad for that particular search.

Quality Score

This is one of the most subjective Google Ads metrics, and it pertains to the quality of your Google ad campaigns. Because Google's main purpose is to provide searchers with exactly what they're looking for, quality is crucial. Furthermore, your ad may not be qualified for the ad auction if your Quality Score is too low.  

Though Quality Score is the "ultimate" algorithm, its impacts can be seen up the food chain, as it can lead to lower prices, better ad placement, and improved performance.


After going over these three processes, it's evident that they're all linked; you can't improve your Ad Position without first learning about your Ad Rank, and you can't improve your Ad Rank without first learning about your Quality Score. 

Of course, all of this must be done with the highest intention to produce high-quality material for potential clients. If these sound like a lot of work to you, you need to seek a digital agency in London to help you out. 

Empire Digital is a digital agency in London dedicated to assisting businesses and brands in reaching out to their target market. We provide services on Websites, Search Engine Optimisation, Social Media Management, and Pay Per Click. Speak to us today!