Leveraging extensions more. Expanded text ads Advertisers who improve CTRs with ETAs may have a better chance of appearing at the top of the page, as they are able to exceed the aforementioned top of page promotion threshold. Google founders Larry Page and Sergey Brin weren't eager to put ads on their search engine when they first brought it to market, but when they had to compromise, they agreed that ads should never make a page less useful. This is still true today. This fundamental principle translates to the
fact that ads must be at least as useful as organic results to qualify for the top of the page. In other words, if a query has low commercial intent, organic results will be more useful to users, and ads may be relegated to the bottom of the page or even not allowed on the page fax number list at all. Here's a great example to illustrate that the number of ads and their placement on the page are still heavily influenced by how commercialized a search is. It's unclear how commercial a search for "champagne" is, but searches for
champagne price" and "buy champagne" are more likely to be commercial, so they show ads more prominently . more ads on more business queries As queries become more and more commercial, there are more and more ads on the SERP, as these three searches related to “champagne” on Google illustrate. This also illustrates another important fact about Quality Score in AdWords: QS is an absolute measure of relevance, not a relative measure .