Google Ads works on an auction system, which takes place every time a user performs a keyword search.
To “win” the AdWords auctions and see your Google advertisement appear for relevant keywords, you’ll need to optimize your Quality Score and bid amount. The higher your Quality Score, in conjunction with your bid amount, the better your ad positioning. The following factors (among others) affect your Quality Score:
– The relevance of your Google ad to the search query- The relevance of the Google keyword to your ad group- The relevance of your ad to its landing page- The historical click-through rate (CTR) of the ad and its ad group- Overall historical account performance- There are also overall benefits to having a high quality score:
Lower costs– Google rewards advertisers with high Quality Scores by lowering their cost per click (CPC), helping improve ROI.Higher exposure – When you have high Quality Scores, your ads will display more often, in better positions on the SERP—the top vs. the bottom of the page. This enables you to get more clicks and conversions without having to raise your bids.
The cost of Google ads varies based on a number of factors, including the competitiveness of your keywords and industry, your geographic location, the quality of your advertising campaigns and more