Position preference lets you tell Google where you'd like your ad to appear among all the AdWords ads on a given page. (It's a preference, not a promise -- we can't guarantee you'll always get the position you ask for.)
Text ads are normally assigned their position (or rank) based on the advertiser's bid, the keyword's Quality Score, and other relevant factors. Dozens of positions can be available for popular keywords, often spread over several pages of search results.
If you find that your own ad gets the best results when it is ranked (for example) third or fourth among all AdWords ads, you can set a position preference for those spots. AdWords will then try to show your ad whenever it is ranked third or fourth, and avoid showing it when it is ranked higher or lower. In the example given, if your ad were ranked higher than third, the system would automatically try to lower your bid to move your ad down to your preferred position.
You can request that your ad be shown only when it is:
- Higher than a given position (such as above 7)
- Lower than a given position (such as below 4)
- Within a range of positions (such as from 2-8)
- In a single exact position (such as position 2)
Position preference does not mean that your ad will always appear in the position you specify. The usual AdWords ranking and relevance rules apply. If your ad doesn't qualify for position #1, setting a position preference of 1 will not move it there. Position preference simply means AdWords will try to show your ad whenever it is ranked in your preferred position, and to avoid showing it when it is not.
Your ad may still appear in other positions, though we will make every effort to display your ad where you prefer. Once you set new position preferences, it may take a few days for the AdWords system to begin delivering your ad according to those preferences.
Finally, let us note that setting a position preference can sharply reduce the number of impressions and clicks you receive for that keyword. Targeting just one or two positions means your ad will not show at times when it otherwise might have. We encourage you to choose as broad a range of positions as you are comfortable with.
To set your position preferences now, see these step-by-step instructions.
