What is Ad Ranks in SEM

In the earlier modules, you learnt how to generate and shortlist keywords. Search Engine Marketing also works similarly.

Let’s hear Ishan as he explains keyword matching and how you can perform it.

You learnt the four types of keyword matching possible, namely:

1. Broad match

2. Phrase match

3. Exact match 

4. Negative match

Now, you will learn about the quality score of your ad.

You learnt that the quality score of your ad is a score out of 10. It depends on three variables:

1. Expected click-through rate

2. Ad relevance

3. Landing page relevance

Now, let’s understand the concept of ad ranks with an example.

Ishan just explained the concept of ad ranks through the example given in the following table. Nike wins the auction because it has the highest score of 400. Redtape wins over Bata even though they have the same ad rank because of its superior quality score.