Anatomy Of Google Ad Auction

June 15, 2019

Every time you search on Google, a request is sent to Google servers to evaluate advertisers bidding for that search query. All eligible advertisers are then put into an auction where their ad positions are determined based on the Max CPC bids, Ad quality, and other contextual factors. Ad with the highest Ad Rank is placed at the top position and receives the most clicks. The average CTR of an Ad at the first position is 7.94% whereas the last Ad above organic results have an average CTR of 1.95% - a drop of 75.4% compared to the first position and we're still talking about results on the first page above organic results. As we move beyond the top 4 Ads, the CTR drop is logarithmic.

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Slingshot

Slingshot was founded on the simple idea of finding a better way to solve the marketing challenges of our clients. Through the years, we have been led by one guiding principle: to go home each and every day feeling good about the work we do for our clients. We challenge each other and our clients to explore new ways to leverage traditional and digital methods of marketing and nurture a culture of innovation and inspiration. We are fortunate to work in an environment where everyone shares this common vision.

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Spotlight

Slingshot

Slingshot was founded on the simple idea of finding a better way to solve the marketing challenges of our clients. Through the years, we have been led by one guiding principle: to go home each and every day feeling good about the work we do for our clients. We challenge each other and our clients to explore new ways to leverage traditional and digital methods of marketing and nurture a culture of innovation and inspiration. We are fortunate to work in an environment where everyone shares this common vision.

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