What is a key role of expected click-through rate in Ad Rank?

• A. It is a component used to calculate Ad Rank; higher expected CTR tends to improve rank.
• B. It does not affect Ad Rank.
• C. It only affects bid amount.
• D. It determines the daily budget.

Answer: (A)

Expected click-through rate is part of how Google assesses ad quality, which is used together with your bid to determine Ad Rank. The expected CTR reflects how likely users are to click your ad when it’s shown. A higher expected CTR signals that the ad is relevant and appealing to users, boosting your Quality Score. Since Ad Rank is influenced by both bid and Quality Score, a higher Quality Score from a stronger expected CTR tends to lift your position in the auction. This means the ad can appear higher and potentially pay less per click, not because daily budgets or bid alone dictate rank, but because quality signals like expected CTR drive Ad Rank.