There are two main factors that determine whether an ad is shown and, if so, what position it appears in. One is how much you are willing to pay — your bid — and the other is quality score. Quality score is Google’s term for how relevant your keywords, ads, and landing pages are.
The key point here is that the highest bidder does not necessarily win the auction. To pay less and be more competitive you should try to ensure your ads and landing pages are relevant to the keywords you’re bidding on. If not, your ads may not show at all and you can expect to bid higher than more relevant competitors. Continue ReadingRead More »