Improve Ad Rank
The higher you rank on a search results page, the more impression share you are eligible to receive from Google. As you can see in the formula below, there are two main factors that factor into your ad rank, Max Cost per Click and Quality Score. By raising either of these variables you will move up in position.
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One missing factor from the formula is the inclusion of ad extensions. Google has not defined how the addition of ad extensions will affect Ad Rank but has made it clear that without them your Ad Rank will be affected. Therefore, for keywords that are losing impression share to ad rank, we recommend implementing ad extensions, adjusting bids or making efforts to improve their Quality Scores.
