Excerpt from: Don't Waste Money on Google Adwords
You can increase your ad ranking in Google AdWords by choosing more relevant keywords, increasing your bid, improving your ad copy, and improving your website.
When you create ads in Google AdWords, Google uses a number of calculations to determine the quality and relevance of your ads. Google then compares your ad to your competitors and ranks them using a combination of keyword quality score and bid. Higher ranking ads get more frequent placements and appear higher on web pages.
If you want to increase your ad ranking in Google AdWords and get better ad placements, you need to focus on improving your keyword quality score and perhaps increasing your bid. Quality score is determined by how relevant your keywords are to your ads and your website landing page. If your quality score is low (6 or lower), you need to either choose more relevant keywords, include your keywords in your ads, or better optimize your website with proper SEO to highlight relevant keywords.
Secondly, you need to take a look at your bids. If your bids are lower than your competition, you’re probably not going to achieve a higher ad ranking. Check the Google AdWords campaign manager to see if your bids are below the first page bid estimate for each keyword; and if they are, consider raising your bids.
Thirdly, you may just need better ad copy. Ad copy is one of the factors that help determine your keyword relevance, which in turn affects your ad placement. If you’re looking for ways of improving your ad copy, see tips on this website on how to improve Google AdWords ad copy.
Fourthly, make sure your website landing page is search engine optimized. With proper SEO, your website landing page will contain all the keywords you use in your Google AdWords campaign, which will improve each keyword quality score and your ad ranking.
To learn more about the proven techniques to increase your ad ranking in Google AdWords, read Don't Waste Money on Google AdWords.