There should be two unwritten laws of ad placement in your pay-per-click campaigns:
Law 1: Your AdWords ad will always appear in a lower position when checked by your boss or in the case of an SEO company, when checked by their client
Law 2: Your direct competitors’ ads will also always be ranked higher than your ads when checked by your boss or a client
Even though those laws do not strictly operate, it is important to remember that you can never know where your AdWords ads will be ranked, unless you significantly outbid your competitors so that even their higher quality scores are not enough to outrank your ad.
If you are tempted to pick up the telephone and start questioning your SEO agency about the ranking of your ads for particular keywords, bear in mind the following dynamics affecting ad position.
What is SEO? Why is it important?
Why Your Ad Fluctuates on the Search Engines?
1. Performance of your ad (CTR) – If the click through-rate of a particular ad, relative to a specific search query, is low, this will tend to lower your ad positioning.
2. Your maximum bid versus your competitors’ maximum bids – If your competitors are outbidding you and your quality score is not high enough to achieve a higher ad rank, your ads will rank lower than that of your competitors.
3. Geographic considerations – The geographic positioning of the searcher will affect the ad ranking because of different competitive scenarios across each region. For this reason, if you are on one side of the country and your SEO provider is managing your account from the other side, chances are, you will rarely be seeing exactly the same results.
4. Number of advertisers competing for your keywords – The greater the number of competing advertisers for a particular keyword, the more difficult it is to maintain a stable positioning for that keyword. This is because for every competitor action, there will be a reaction, which will directly affect your ad positioning. As these changes do not all occur exactly in real-time, it would be impossible to constantly manage these daily fluctuations.
5. Time-of-day bidding tactics (dayparting) – If either you or your competitors are employing any tactics in which you control ad delivery during specified times, this will affect both your ad positioning and that of your competitors.
6. Random testing and ad rotation by the search engines – You cannot always control exactly what the search engines may be testing in their ad positioning algorithms. In combination with your ad delivery frequency, whether ads are rotated at standard frequency or whether you have selecte+D174d accelerated delivery, your ad positioning will be affected.