Seeing your AdWords stuck at the bottom of the page can be frustrating, especially when you’re investing in getting your ads noticed.

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Around 80% of online users see ads through the Google Ads Network, and with the network reaching over 90% of the global Internet population, getting your ad in the right spot can make a big difference.

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Sometimes, even when you're paying good money, your ads end up at the bottom of the search results page. But don't worry, there are reasons for this, and even better, there are ways to fix it.

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How Google Decides Where Ads Appear

Google uses Ad Rank to determine where your ads show up on the search results page. This system considers several key factors:

• Bid Amount: While higher bids can improve your chances of getting a top spot, it’s not the only factor in play. Google also considers other elements like the quality of your ad and the expected user experience.
• Ad Quality: Google looks at how relevant and useful your ad is. For example, an ad that closely matches user intent and offers valuable information will likely get better placement.
• Expected Impact: Google predicts how well your ad is likely to perform based on past data. Ads with a history of high click-through rates (CTR) might get better placement, even with a lower bid.

Additionally, Google predicts the expected impact of your ad, looking at how similar ads have performed in the past. 
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For instance, if your previous ads have had high click-through rates (CTR), Google might favor your ad placement even if your bid isn’t the highest. 

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On average, top-of-page ads have a CTR of about 7%, while ads at the bottom of the page have a lower CTR, but often a lower cost-per-click (CPC) as well.

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When it comes to placement, ads can appear at the top of the page, which is highly competitive and usually reserved for ads with strong Ad Rank. For example, if you’re bidding on competitive keywords like “best smartphone,” you might need both a high bid and a high-quality score to appear at the top. Ads might also show up at the bottom of the page, which often means the bid or quality score is lower, but these ads MAY still perform well if they are optimized properly. For instance, bottom-page ads might attract users who have scrolled through the entire page and are still searching for what they need.

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On some search results pages, especially on mobile devices, ads can also appear in sidebars or other locations. 

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According to Google, top 3 ads on the page receive around 41% of the clicks, while ads at the bottom or in other locations can be a cost-effective way to maintain visibility without the premium cost.

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NOTE: While bottom ads can perform in some cases, generally, they do not perform as well as top ads due to lower visibility.

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Why Are My Google Ads Showing Up at the Bottom?

• Ad Rank: Your ad’s position is determined by a combination of factors, including your bid amount, ad quality, and expected click-through rate. If these elements aren’t strong enough, your ad might be placed lower on the page.
• Bid Amount: While you might be bidding competitively, other advertisers could be outbidding you or having better quality scores. This can push your ad further down the page.
• Ad Quality: Google rewards ads that are highly relevant to what users are searching for. If your ad isn’t hitting the mark in terms of relevance or user experience, it might be positioned lower.
• Competition: For highly competitive keywords, there might simply be too many ads vying for the top spots, which can result in your ad being placed lower.
• Thresholds: Sometimes, even if there isn’t much competition, your ad might not meet the necessary thresholds to be shown at the top. Google has certain benchmarks your ad needs to hit to appear in prime positions.

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How to Fix It: Moving Your Ads to the Top

1. Boost Your Bid

One of the quickest ways to improve your ad position is to increase your bid. Think of it as raising your hand a little higher in an auction—Google is more likely to place your ad higher if you’re willing to pay more per click. 

For example, if your current bid is $1 per click and you’re consistently showing up at the bottom, try bumping it to $1.50. This small change could make a big difference in your ad’s visibility.

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2. Enhance Your Quality Score

Improving your Quality Score is like polishing your ad to make it more appealing to both users and Google. 

Focus on creating headlines that grab attention, crafting ad copy that speaks directly to your audience’s needs, and ensuring your landing page is relevant and easy to navigate. 

For instance, if your ad is about “affordable web hosting,” your landing page should clearly highlight affordable plans, have fast load times, and be mobile-friendly. These improvements can help your ad climb higher on the page.

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3. Utilize Mobile Bid Adjustments

If your ads are underperforming on mobile devices, consider adjusting your bids specifically for mobile users. 

Mobile bid adjustments allow you to increase or decrease your bids based on how well your ads are doing on smartphones and tablets. 

Try increasing your bid for mobile traffic by 20% if you notice that your mobile ads are consistently showing up at the bottom. This targeted approach can help boost your ad’s position on mobile devices.

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4. Refine Your Targeting

Refining your targeting can help you reach a more relevant audience, which can improve your ad position. Start by narrowing down your keywords to those that match user intent more closely. 

For example, instead of targeting a broad keyword like “shoes,” try something more specific like “running shoes for women.” This can reduce competition and increase the chances of your ad appearing higher on the page. 

Additionally, consider adjusting your geographic or demographic targeting to focus on the audience most likely to engage with your ad.

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The Surprising Benefits of Bottom-Page Ads

We know—seeing your ads at the bottom of the page probably wasn’t what you were hoping for. It might feel like a disadvantage, but don’t worry, there are actually some surprising benefits to this placement. So, just chill for a moment and check out why bottom-page ads might be working in your favor.

• Less Competition for Attention: When users scroll down to the bottom of the page, they’ve already passed through all the top ads and organic results. This means they’re still searching for the right answer or product, making them more likely to notice your ad. Without the clutter of other ads around, yours can stand out more.
• Cost-Effective Visibility: Bottom-page ads often come with a lower cost-per-click (CPC) compared to top-page ads. You’re still getting your message out there, but at a fraction of the cost. This can be especially beneficial if you’re working with a tight budget but still want to maintain a presence on the search results page.
• Higher Click-Through Rates (CTR) in Certain Cases: While top ads typically get the most clicks, bottom ads can still perform well, especially in specific niches. For instance, if your ad is offering something highly relevant or unique, users who didn’t find what they wanted in the top results might be more inclined to click on your ad.
• Unexpected Placement, Higher Engagement: People are used to seeing ads at the top of the page, but they don’t always expect them at the bottom. This can make your ad blend in more naturally with organic results, making it feel less intrusive and more trustworthy. This natural flow can lead to higher engagement from users who prefer to explore all their options before clicking.

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Wrapping Up

So, there you have it. If your ads are hanging out at the bottom of the page, it’s not the end of the world. There are a few reasons why this happens—like your bid amounts, ad quality, and how competitive your keywords are. 

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But the good news is that with a few tweaks, like boosting your bid, improving your ad’s relevance, and refining your targeting, you can give your ads a better shot at moving up.

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Don’t stress too much if they’re at the bottom right now. Optimizing your Quality Score can lower your cost-per-click by up to 50%, which means you could get more clicks without breaking the bank.

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And if you want some help getting your ads where they need to be, we’re here for you at Surge Ads. We’ve got the tools and expertise to make sure your campaigns perform their best. Let’s get your ads moving up!