Ad position has been taken into account for the calculation of a more precise Quality Score.
Ads in high positions typically earn better CTR than those in low positions, because ads in high positions are more visible to searchers. To calculate the most accurate Quality Scores, it’s important that the influence of ad position on CTR be taken into account and removed from the Quality Score. We’ll update the portion of the Quality Score algorithm that accounts for ad position.
Higher quality ads are given the more opportunities to move above the search results.
We’re also improving the way we determine which ads show in the yellow region above the search results. In the past, if the ad with the highest Ad Rank did not meet the quality threshold, we may not have shown any ads above the search results. With this update, we’ll allow an ad that meets the quality threshold to appear above the search results even if it has to jump over other ads to do so.