Along with a overview on Quality Score factors, this week, Google released an updated video on the AdWords auction and Ad Rank, the scoring system used in each auction that determines the order in which ads appear.
Chief Economist at Google, Hal Varian, who has been starring in these videos since at least 2009, is back. This is the first new video on the AdWords auction since Google changed up the Ad Rank formula to factor in the use of ad extensions and formats.
Varian’s Ad Rank formula visual now includes “Format Impact”. Varian walks through the factors that go into Ad Rank, how it is calculated and ways advertisers can raise their Ad Rank.
To be clear, only the presentation here is new, not the information being offered.
[youtube]https://youtu.be/PjOHTFRaBWA[/youtube]
It’s no coincidence that two resources — the Quality Score paper and this video — are being released in short order. The company started an initiative, spearheaded by Matt Lawson, Google’s Director of Performance Ads Marketing, to provide more resources and best practice overviews with advertisers than it has in the past.
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Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
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