Many AdWords customers commit the same mistake!
"To get a better position on AdWords you must increase the CPC (cost per click)."
WRONG!
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This is why optimization is so important: Google will define the performance of your account according to its
QUALITY SCORE.
What is the AdWords Quality Score? This is a fundamental concept that defines your
ranking and your bids on AdWords.
- An example: A customer pays € 0.12 for a keyword and is in the 3rd position, while a competitor pays € 0.42 for the same keyword, and is in the 5th position.
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How is this possible? This is due to the quality score. Imagine if we would have to bid ad infinitum to get a good ranking, we would reach unlimited
CPC’s! To avoid this, Google has specified the AdWords quality score used to classify its customers’ ads, according to their performance.