The location of Sponsored Search ads on a search results page varies depending on how the site has chosen to display the ads. For example, Sponsored Search ads on Yahoo.com appear at the top, bottom and right side of the search results page. Other sites may display Sponsored Search ads at the top and bottom only, depending on what that sites deems best for its users.

In terms of an ad’s rank (the order in which it is displayed relative to other ads), those with higher bids and/or those that are determined to be of higher quality are typically ranked higher. Ads with lower bids and/or are of lower quality may follow below or on subsequent pages.