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VIDEO: How Google AdWords Auctions & Ad Rank Work
Google updates Its PPC keyword auction & Ad Rank video for the first time since revising the key formula
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.
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.