Which of these factors affect whether a Search ad shows in the results for a query and what position it assumes?

Several factors can affect whether a Search ad shows in the results for a query and what position it assumes. Here are some of them:

1. Bid Amount: This is the amount you're willing to pay for each click on your ad. The higher your bid, the better your placement.

2. Quality Score: This is a measure of the relevance and usefulness of your ad to the user, based primarily on your ad's click-through rate (CTR), the relevance of each keyword to its ad group, landing page quality, and relevance to the user's search query. A higher Quality Score can lead to lower costs and better ad positions.

3. Ad Rank: This is a value that's used to determine your ad position. It's calculated using your bid amount, your auction-time ad quality (including expected clickthrough rate, ad relevance, and landing page experience), the Ad Rank thresholds, the competitiveness of an auction,the context of the person’s search (for example, the person’s location, device, time of search, the nature of the search terms, the other ads and search results that show on the page, and other user signals and attributes), and the expected impact of extensions and other ad formats.

4. Ad Extensions: These are additional pieces of information about your business, like a phone number or a link to a specific page on your website, that can be added to your ads. They can improve your visibility, increase your click-through rate, and improve your Quality Score.

5. Geographic Location: The location of the user can also affect ad visibility. If your business only serves a specific area, your ads will only show to users in that area.

6. Device: The type of device a user is on can also affect ad visibility. Some ads are more effective on certain devices.

7. Ad Scheduling: You can specify certain hours or days of the week when you want your ads to show.