That your ad on Google is above your competitors and paying less than them it’s possible. How? Google assigns search positions using what it calls ranking The ranking of each advertiser is calculated by multiplying the maximum CPC that is willing to pay by its Quality Score (QS) in that search term. The QS in Adwords is scored from 1 to 10 and therefore it’s important to have a high score because it’s going to determine that our ad is published above that of another competitor to which Google has rated worse. Let’s see an example for the first four positions: A person does a Google search for one of the keywords selected in our Adwords campaign. The system calculates the ranking of each of the advertisers in milliseconds and as a result it adjudicates these ads positions in the auction: Advertiser B win the first position even though he pays the least. he achieves it because his QS is the better of all the auction competitors Advertiser D is in the last position and he’s the highest paying because his QS is the lowest of all competitors and even willing to pay a cpc more than twice the advertiser B of the first position he achieve to outdo the rest of the competitors in the auction. If he decide go up the cpc without improving the QS will be following a strategy detrimental to the return of your investment or ROI. Control of the QS of your Adwords campaigns because it will help you improve the ROI by obtaining better results and paying the lowest possible CPC Do you want us to help you improve your ROI in Adwords? We know how to do it and that’s why Google has awarded us for being the Google Partner Agency with the best ROI. Start optimizing your Adwords campaigns. Contact us Now!!