Whether your ad gets a top position is based on your overall quality score. Ad Rank is a number that determines what ad slot your ad will show in. The advertiser with the highest ad rank gets their ad in the very top position on the search engine result page. How does Google calculate your ad rank? There are four main components of quality score: Click-Through Rate (CTR) Click-through rate is the most important factor that affects your ad quality score. CTR is human feedback on the quality of your ad and keyword combination. The higher the CTR, the higher the quality score. It's always a good idea to get in the habit of testing different displays or URLs within one Ad group to see which one has the best performance. Keyword/Ad Relevance In order for your ad to be relevant to the users, the text of your ad should talk about the themes that your keywords are present. Google will evaluate your ad text that is thematically related to the keywords in that ad group.