Google Ad Ranking Rules

Hi All this post is related to Ad Ranking at Google Search & Content Network 

Google Ad Ranking Rules:-
How are ads ranked?

Ads are positioned on search and content pages based on their Ad Rank. The ad with the highest Ad Rank appears in the first position, and so on down the page.

The criteria determining Ad Rank differ for your keyword-targeted ads depending on whether they're appearing on the search network or on the content network. There's also a third set of criteria determining whether a placement-targeted ad will show on a given content page.

Ad Rank for keyword-targeted ads on the search network

A keyword-targeted ad is ranked on a search result page based on the matched keyword's cost-per-click (CPC) bid* and Quality Score.

Ad Rank = CPC bid × Quality Score

The Quality Score for Ad Rank on the search network is determined by:

The historical clickthrough rate (CTR) of the ad and of the matched keyword on Google; CTR on the Google Network is not considered
The relevance of the keyword and ad to the search query
Your account history, which is measured by the CTR of all the ads and keywords in your account
Other relevance factors
Your landing page quality is not a factor.

Note that the Quality Score determining minimum CPC bid is slightly different. It's derived from the keyword's CTR on Google, the relevance of the keyword to its ad group, and landing page quality.

Ad Rank for keyword-targeted ads on the content network

A keyword-targeted ad's position on a content page is based on the ad group's content bid and Quality Score. If you don't set a content bid, we'll set an automatic bid using an average of all your ad group's keyword- and ad group-level CPCs.

Ad Rank = content bid X Quality Score

The Quality Score related to Ad Rank on the content network is determined by:

The ad's past performance on the site in question, as well as on similar sites
Your landing page quality
Other relevance factors

There are many factors which Google never discloses.

Praveen Pandey