SERP stands for Search Engine Results Pages are Google’s response to a user’s queries. A SERPs page includes consists of both paid and organic search ads.
Simply put, if I search a query on Google, the results I see are known as SERP.
The paid results are driven by Google Ads. Advertisers owning the Google Ads account bid for keywords to secure a position on Google SERP position 1. Having managed Google Ads accounts for over 13 years, I can conclude that it’s not only the bid that determines a position but as important as the bid, the same importance or maybe given to the quality of the Ad, Landing page, and user experience.
Ad Rank determines Ad placement. The higher the value, the better you will rank on SERP. Ad Rank is a value that’s used to determine where ads are shown on a Google SERP relative to other ads, and whether your ads will show at all. Not all the results on Page 1 can be secured by Google Ads. It’s the first 3-4 ads that Google Ads account owners bid on.
It’s only the first 4 results, indicating intense competition and bidding. I do understand, if an advertiser is not generating ROI from the Google Ads campaign, it’s almost impossible for the advertisers to continue bidding on Google Ads. From experience, I have observed, Google Ads offers the minimum 100% ROI in 90% of the cases.
The beauty of Google Ads is that advertisers only pay when the ads are clicked. If ads are not clicked, the advertisers receive an impression. Impressions are also valuable, I remember reading a quote that said that, in order for a consumer to remember a brand or know about a brand, The user must see the ad at least 7 times and in different places. The marketing rule of 7’s states that a potential customer must see a message at least 7 times before they’ll be provoked to take an action
Your Ad Rank is recalculated each time your ad is eligible to appear. Ad Rank is determined by your maximum bid multiplied by your Quality Score.