To rank an advert or to calculate the cost does Google use the CTR from the keyword or the average CTR for the ad? I have groups with a mix of high and low performing keywords and wondered whether there would be any difference if I separate them into two groups.
UpDown
To rank an advert or to calculate the cost does Google use the CTR from the keyword or the average CTR for the ad?
Since no one has answered this one yet, I thought I'd jump in.
Your position and CPC are calculated per keyword, rather than as an average for the Ad Group. And of course, both CPC and position can vary from moment to moment, depending on what your competitors are up to.
Your position is dependent on the Maximum CPC and the CTR of the keyword in question.
Max CPC x CTR = Rank Number. And your rank number compared to your competitor's rank number determines your position.
AWA
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I'll take a look for that in the FAQ, just to see if either:
* The FAQ is wrong, or
* I am wrong!
AWA
Your ad's position is determined by two factors: maximum cost-per-click and your ad's actual clickthrough rate.
This is a quote from the Optimization Tips page of the FAQ. Everywhere else CTR is mentioned in connection with ads, keyword never being mentioned.
UpDown
I'll address this with the writing team, and also confirm with tech folks that my brain has not slipped a cog.
;)
AWA
