Ads are positioned on search and content pages based on their Ad Rank. The ad with the highest Ad Rank can improve your ad’s position and reduce your actual CPC (Cost per Click).
Ad Rank = CPC Bid x Quality Score
CPC Bid is the Maximum Cost-per-click (Max. CPC) you are willing to pay for a single click when your keyword triggers your ad.
Quality Score for Google and the search network is a dynamic metric assigned to each of your keywords. The Quality Score for Ad Rank on Google and the search …

SEM Expert’s vs. Google’s PPC Management: Increasing the effectiveness of your PPC campaigns!

Three principles underpin Google approach to the display ad field:
1. Simplify the system for buying and selling display ads: For example, our DoubleClick ad serving products help advertisers and publishers manage campaigns and ad formats across thousands of websites and from thousands of advertisers.
2. Deliver better performance that advertisers and agencies can measure: We’re building a host of new features to help advertisers to run display ad campaigns across the Google Content Network (comprising hundreds of thousands of AdSense partner sites) and on YouTube. We’re also developing better measurement and …