There will be a lot of changes rolling out of the Internet giant Google. Adrank will take into account relevance more heavily. The may be getting rid of the cap on PPC (pay-per-click)bids so that may raise cost for everyone. Many people are speculating the big companies will buy out or set the market price really high and ultimately end up in the top ranks. Google wants to change the heavy reliance of “last-click” based decisions and opt for an algorithm that includes deep funnel and upper funnel information.
- The Ad Rank threshold change, revealed in May, is twofold. Ad Rank essentially determines the placement of your text ad. A higher Ad Rank means you’re more likely to hit the coveted Position 1 slot.
- Ad Rank is calculated by through a number of factors. These include expected click-through rate (CTR), landing page experience, maximum cost-per-click (CPC) bid, and relevance.
- AdWords is also removing the 30 percent enhanced CPC (ECPC) cap on audience and location dimensions. This doesn’t currently account for device dimensions, so you should still plan to add a mobile bid
“Relevance is going to take a more significant role in determining Ad Rank. While base search terms may remain the same, queries may differ due to context.”