AdWords Help

Quality and ranking

For keyword-targeted ads on Google.com and the Search Network, ads are ranked based on the matched keyword's Ad Rank, which is determined by the combination of that keyword's maximum cost-per-click (CPC) bid and Quality Score .

Ad Rank = CPC bid × Quality Score

The ad with the highest Ad Rank appears in the first position available in the auction, and so on down the page. In general, a high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).

First Page Bid Estimates:

On your Keyword Analysis page, you'll see a metric labeled Estimated bid to show on the first page. This metric, also called the "first page bid estimate," approximates the cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when a search query exactly matches your keyword. The estimate is based on the Quality Score and current advertiser competition for that keyword.

You might also find your first page bid estimate displayed in your keyword table's Status column. If your keyword is active but its CPC bid doesn't meet the first page bid, the Status column will read Active: Bid is below first page bid estimate of ____

Two notes:

• If your keyword's bid exceeds the first page bid estimate, the estimate will only appear on the Keyword Analysis page, and not in the Status column.
• If your keyword's bid doesn't meet the first page bid estimate and its Quality Score is very low, the Status column will read Active: Ads show rarely due to low Quality Score. Neither the Status column nor the Keyword Analysis page will show the first page bid estimate. This is to emphasize the importance of improving your keyword's Quality Score through optimization rather than increasing its bid. Optimization can save you money, plus help ensure the quality of the AdWords program and the overall user experience. If you see this message in your Status column, visit the Keyword Analysis page for more information on your Quality Score.

The first page bid metric is intended to give you greater insight with which to plan your bidding strategy. Meeting your first page bid is not a guarantee of placement. Ad placement will still depend on Quality Score, your cost-per-click (CPC) bid, your budget and account settings, and user and advertiser behavior.

Appearing Above the Search Results:

Quality Score also plays a large part in determining whether your ads are eligible to appear above the search results (as opposed to on the side of the page).

Up to three AdWords ads are eligible to appear above the search results. However, only top-ranked ads -- ads that exceed a certain Quality Score and CPC bid threshold -- are eligible to appear in these positions.

If the three highest-ranked ads all surpass these thresholds, then they'll appear in order above the search results. If one or more of these ads don't meet the thresholds, then the next highest-ranked ad that does will be allowed to show above the search results.

The CPC bid threshold is determined by the matched keyword's Quality Score; the higher Quality Score, the lower the CPC threshold. This ensures that quality plays an even more important role in determining the ads that show above search results.