Assume five advertisers are competing for a maximum of four ad positions above search results on the Google search results page. The respective Ad Rank of each of the advertisers is, say, 80, 50, 30, 10, and 5.
If the minimum Ad Rank necessary to show above the search results is, say, 40, only the first two advertisers (with Ad Ranks of 80 and 50) exceed the minimum and show above the search results.
If the minimum Ad Rank necessary to show below the search results is 8, then two of the three remaining advertisers (with Ad Ranks of 30 and 10) will show beneath the search results. The advertiser with an Ad Rank of 5 didn’t meet the minimum Ad Rank and so won’t show at all.
For the purposes of the Average Position metric, the advertiser with an Ad Rank of 80 (in the first position above search results) will get position 1, the advertiser with Ad Rank of 50 (in the second position above search results) will get position 2, the advertiser with an Ad Rank of 30 (in the first position below search results) will get position 3, and the advertiser with an Ad Rank of 10 (in the second position below search results) will get position 4. “Position” therefore refers to an advertiser’s order in the auction, not a specific location on the search results page. So even though two of the four available ad positions above search results (the positions immediately below the advertisers with Ad Ranks of 80 and 50) were left empty, the next two advertisers in the ranking (the advertisers with Ad Ranks of 30 and 10) receive positions 3 and 4 for purposes of Average Position.
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Broad match keywords will give you the most traffic exposure, while phrase and exact match will restrict your traffic to a narrower and more precise target audience.
When choosing a match type, it’s recommended that you start with broad match to capture the most information on where your ads perform the best. Then review either the keyword metrics in Campaign Manager within the Keywords tab, or the Campaign Performance Report for Sponsored Products to evaluate the performance of your keywords and match types. Once you’ve observed which keywords and search terms are performing best, you can change your bids or create a more concise group of keywords to optimise your campaigns and reach your goals.
The search term must contain the exact phrase or sequence of words. It is more restrictive than broad match and will generally result in more relevant placements for your ad.
The search term must exactly match the keyword in order for the ad to show, and will also match close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a search.