When an ad gets a high number of clicks relative to the number of impressions, what impact could this have on the ad’s Google Ads auction?
- It could lower the cost-per-click by 40% or more.
- It could help the ad get a higher placement on the Ad Rank.
- It could increase the cost-per-click for the advertiser.
- It could help the advertiser receive more bids in the auction.
Explanation:
When an ad receives a high number of clicks relative to the number of impressions, this indicates a strong level of engagement from users. The selected answer, ‘It could help the ad get a higher placement on the Ad Rank,’ is correct because in Google Ads auctions, the Ad Rank determines the position of the ad on the search results page. Ad Rank is influenced by various factors, including the ad’s click-through rate (CTR), relevance, landing page experience, and bid amount. A high click-through rate signals to Google that the ad is relevant and engaging for users searching for the given keywords, which can positively impact the ad’s Ad Rank. A higher Ad Rank increases the likelihood of the ad appearing in a prominent position on the search results page, potentially above competitors’ ads, thus improving visibility and increasing the chances of receiving more clicks in future auctions. Therefore, a high number of clicks relative to impressions can lead to a higher Ad Rank, ultimately benefiting the ad’s placement in the Google Ads auction.
In Google Ads, Ad Rank determines the order of ads, with the aim to position more relevant and useful ads higher. A high click-through rate (CTR) indicates user engagement and ad relevance, influencing the expected CTR component of Ad Rank. Consequently, a high CTR can lead to improved ad placement, maximizing visibility and effectiveness. This system ensures that users see ads that are most relevant to their needs, while advertisers benefit from better engagement.
Read more here: https://support.google.com/google-ads/answer/2615875