Google announced yesterday that they have updated the AdWords auction explanation video after a gap of 4 long years, Both the videos are by Hal Varian, Google's Chief Economist and both of the videos are approximately of same duration 8 to 9 minutes each.
Links to both the videos are given below:-
Insights on the AdWords Auction
Introduction to the Google Ad Auction
The new video covers:
♦ The factors on which Ad Rank depends
♦ Method of Ad Rank calculation
♦ Things to keep in mind to increase Ad Rank
Google also published an informatory white paper on this topic that explains:
♦ How to use Quality Score as a powerful weapon for Ad Rank
♦ Tips on how to optimize the components of Quality Score
♦ Insights about what matters and what doesn't in determining the quality score of an Ad.