What is an ad ranking system?

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Ad Ranking System

What is an ad ranking system?

An ad ranking system is a complex algorithm that determines the order in which ads are displayed to users on a platform like a search engine, social media feed, or website. This system analyzes various factors to choose the ads most likely to be relevant and engaging for the user, maximizing both user experience and advertiser value.

How does an ad ranking system work?

Ad ranking systems consider a multitude of factors, typically categorized into three main areas:

  • Advertiser bids: The amount an advertiser is willing to pay for each ad impression or click.
  • Ad quality and relevance: The system evaluates the ad’s content, keywords, and targeting options to ensure it aligns with the user’s search query or browsing context. Factors like landing page quality and user experience on the advertiser’s website are also considered.
  • User context: The system takes into account the user’s browsing history, demographics, location, and device type to predict which ads will be most interesting and effective for them.

These factors are assigned weights and fed into a complex algorithm that generates a score for each ad. The ads with the highest scores are then displayed in the most prominent positions.

How to measure an ad ranking system’s effectiveness:

There are several key metrics used to measure an ad ranking system’s effectiveness:

  • Click-through rate (CTR): The percentage of users who see an ad and click on it.
  • Conversion rate: The percentage of users who click on an ad and complete a desired action, such as making a purchase or signing up for a service.
  • Impression share: The percentage of times a user saw a specific advertiser’s ad compared to the total number of times their ad could have been shown.

Why is an ad ranking system important to marketers?

An effective ad ranking system benefits marketers in several ways:

  • Increased ad visibility: High ad rank means a greater chance of users seeing the ad.
  • Improved return on ad spend (ROAS): By showing ads to more relevant users, marketers can potentially achieve higher conversion rates at a lower cost.
  • Enhanced user experience: Relevant ads provide value to users and avoid feeling intrusive.

Who needs to know what an ad ranking system is:

  • Data Scientists
  • Data Analysts
  • Media Buyers
  • Digital Marketing Manager

Use ad ranking system in a sentence:

“The company revamped its ad creatives to improve their ad quality score within the ad ranking system, leading to a significant boost in click-through rates.”

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