How does Quality Score fundamentally influence ad rank and CPC?

Quality Score directly impacts both ad rank and cost-per-click (CPC). Quality Score is a metric that reflects the overall quality and relevance of your keywords, ads, and landing pages. It is calculated based on several factors, including expected click-through rate (CTR), ad relevance, and landing page experience. A higher Quality Score indicates that your ads and landing pages are relevant and useful to users. Ad rank is determined by a combination of your bid and your Quality Score. A higher Quality Score can allow you to achieve a higher ad rank even with a lower bid than your competitors. This is because the advertising platform prioritizes ads that provide a better user experience. CPC, the amount you pay each time someone clicks on your ad, is also influenced by Quality Score. A higher Quality Score can result in a lower CPC, as the platform rewards advertisers who offer a high-quality user experience. Conversely, a low Quality Score can lead to a higher CPC and a lower ad rank, making it more expensive to advertise and reducing the visibility of your ads. Therefore, improving Quality Score is essential for maximizing the effectiveness and efficiency of advertising campaigns. By focusing on creating relevant ads, improving landing page experience, and targeting the right keywords, advertisers can improve their Quality Score, achieve higher ad ranks, and lower their CPC.