Where your ad appears on the page will depend on your ad rank (Maximum Bid times Quality Score). The highest ad rank gets top spot. How much you pay for each click (actual CPC) will be determined by the ad rank of the next highest ad below you. The only exception of this rule is when you are the only bidder or the lowest bid in the Google Ads auction; then you pay your maximum bid per click! This makes it important for advertisers to get the best ad rank they possibly because AdWords bidding heavily penalizes advertisers who target low quality scores keywords.
So, pay attention to your quality scores and improve them wherever possible......Good quality scores simply get higher ad ranks and lower CPC.

Ad auctions gets run billions of times each month. Ensuring users see ads that are relevant to what they're looking for, and advertisers connect with potential customers at the lowest possible prices whilst Google makes a mint in the process. From an advertiser’s point of view this makes it even more important to keep optimizing your campaigns. With so many advertisers out there....take your eye off the ball and the only winner will be Google whilst you are sat there scratching your head wondering where your marketing budget has gone.

If you are unsure on what to do or simply don’t have the time to be that involved. Contact us today and we can discuss how we are able to help, weather that’s through training sessions or using our management services we will be happy to help.