Definition
Ad Rank combines your bid, Quality Score, ad extensions and expected impact to place you against competitors in the auction. Two advertisers bidding identically can pay very different CPCs because Ad Rank - not bid alone - sets the price.
Why it matters
Improving Quality Score raises Ad Rank without spending more, which is why account structure and relevance beat raw budget in mature accounts.
Formula
Max bid x Quality Score x extension impact
Benchmarks
Above-average Quality Score is 7-10; below 5 means structural fixes first
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