Yahoo! JAPAN Ads

Yahoo! JAPAN Ads Help

Ad Position

In the Search Ads, each time your ad appears, it goes through the "ad auction" to calculate the "auction rank". It determines your ad position. To make it higher, you need to improve your auction rank.

How the Ad Auction works
Factor of Auction Rank
Ad Quality

How the Ad Auction works

  1. Search Ads system detects all the Ads whose keywords match the Internet user’s search.
  2. From those ads, the system eliminates the ads that aren’t eligible like the ads disapproved.
    The case for Ad which is disapproved on Editorial Review.
  3. Of the remaining ads, only those with a sufficiently high Auction Rank may show.


Factor of Auction Rank

  • Bid setup to Ad Group or Keyword
  • Ad Quality
    - Estimated Click-Through Rate:
    It is the estimated number of clicks that your ad (Title/Description) receives divided by the number of times your ad is appeared as expressed as a percentage. It is affected by your Ad’s historical Clicks and Impressions.
    - Display URL and historical Click-Through Rate:
    It is the actual rate showing how often people clicked your Display URL in your ad in the past.
    - Landing page experience:
    Evaluation of the landing page experience for the internet user who clicked ads. The landing page is the page set for the final URL.
    - Relevance between Ad Description and Search Query
    - Ad’s actual performance by area (Entire Account)
    - Internet user’s Search Query
    - Ad’s actual performance by devices (PC, Smartphone, Tablet)
    and so on.
  • Auction Rank is calculated in every time your ad goes through Ad Auction. It is determined by Ad Quality and Bid, every time your Ad appears online. It is not a concrete numerical value for each Keyword or Ad.
  • The Ad which Ad Quality is evaluated high, it may appear high in Ad Position no matter its Bid is setup low.
  • Conversion Rate is not the components of Auction Rank.


Ad Quality

Ad Quality does not have any concrete numerical values. However, the Quality Index which is displayed by each Keyword on the Campaign Management Tool, can be used as a reference of Ad Quality.
Please refer to the following pages for Ad Quality and Quality Index.
Ad Quality
Quality Index

Followings are some of the components of Ad Quality, however, they are not used for the calculation of Quality Index.
  • Areas (country, region) of the Internet user’s search.
  • Type of devices (PC, Smartphone, Tablet) of the Internet user’s search
  • When the multiple ads are created to the same Ad Group and their Ad Quality vary from each other.

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