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 …