Google Playground

The place where the competition is only as good as their AD RANK.

Google likes to provide their end users " the customers "  the best relevant information.

Ads that are relevant get the benefit of being shown more often ( based on what the customer is searching)

A few key factors come into play:

• Quality of the AD
• Relevancy of the AD,  as to "the search term" by the customer
• Landing Page to support the AD with relevant information.

Both the Marketer, the business owner  and Google want to provide a good experience for the customer by providing relevant information.

As I have come to learn more about Google Ads, my opinion is each key word (Ad Campaign) should have a landing page to support the "search performed by the consumer" the landing page needs to have strong relevant information which Google can qualify for a "Best Ad Rank" and show your Ad more often, possibly for a lower PPC.

Context of query

• With the ad auction, context matters. When calculating Ad Rank, we look at the search terms the person has entered, the person’s location at the time of the search, the type of device they’re using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes.

Ad extensions impact

• When you create your ad, you have the option to add extra information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. 
• Google Ads estimates how extensions and other ad formats you use will impact your ad's performance.

Auction-time ad quality

• Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who'll see it. Quality Score is an aggregated estimate of our assessment of the quality of your ad.