How many ads does Google display for different search queries?
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I notice that for different search queries, Google shows no, few or many ads on the top and to the right side of the search results. Is there any rule that determines how many ads are displayed, or is it simply that the keywords with no/few ads have not been bid by anyone/else?
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Answer:
The maximum ads Google will show on page 1 is 11 (3 Top + 8 right-hand-side) Even if 50 competitors enter the auction, Google can decide to display only a couple or no ads at all. To do that, Google computes a minimum threshold to beat (a minimum Adrank). That threshold is different between queries (my guess is that it comes from the past page CTR on the query). Your max CPC multiplied by your QS must beat the threshold for your ad to be displayed. That's why on many "non commercial" queries (i.e queries with low CTRs), Google witll disqualify most or all the advertisers and show few or no ads
Hugo Loriot at Quora Visit the source
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