Often people think that in order for your ad to rank the highest on Google Search one must allocate each keyword with a higher cost-per-click (CPC) than its competitors. This theory is false. The ultimate goal for Google is for their users to have a positive Internet experience. There are many different calculations with the Google Adwords Quality Score that can depict if your ad will be displayed in the top spots in Google Search.
Understanding that the Google Auction is not solely based on price allocated to each keyword is very important. The quality of your destination URL could ultimately decide if your ranking will be higher than your competitors. Having a ranking based off relevant links is great news for smaller companies since larger organizations are not able to control the ad market by allotting the most money per keyword.
