Out-of-order ad promotion on Google Search is a process by which Google may show a lower-ranked ad above a higher-ranked ad. This is done in order to improve the user experience by showing more relevant ads.
Google uses a number of factors to determine which ads to promote out of order, including:
Relevance: Google considers how relevant the ad is to the user's search query.
Landing page experience: Google considers how good the user experience is on the landing page that the ad links to.
User intent: Google considers what the user is likely trying to achieve with their search query.
If Google determines that a lower-ranked ad is more relevant or has a better landing page experience than a higher-ranked ad, it may promote the lower-ranked ad out of order.
When an ad is promoted out of order, the advertiser who owns the ad will still pay their maximum CPC (cost per click). However, they may pay more than they would have if their ad had been shown in its regular position. This is because the promoted ad is competing with higher-ranked ads for clicks.
Out-of-order ad promotion can have a number of benefits for users and advertisers. For users, it means that they are more likely to see ads that are relevant to their interests and that have a good landing page experience. For advertisers, it means that they have a chance to get their ads seen by more users, even if their ads are not ranked as highly as other ads.
Here is an example of how out-of-order ad promotion might work:
Ad 1 is ranked first for the search query "best running shoes."
Ad 2 is ranked second for the same search query.
Ad 2 is promoted out of order and appears above Ad 1.
In this example, Ad 2 is promoted out of order because Google has determined that it is more relevant to the user's search query and has a better landing page experience than Ad 1.
Advertisers should be aware that out-of-order ad promotion can cause fluctuations in ad position and cost per click. However, overall, out-of-order ad promotion can benefit both users and advertisers by improving the relevance of ads and providing more opportunities for advertisers to reach their target audience.
