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Understand the three factors Google uses to determine which ads show and how much they cost
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Educational content slides
Company A bids $5 per click
Company B bids $3 per click
Who shows up first? You'd think Company A. But if Company B has a better ad and landing page, they win position #1 AND pay less. Google doesn't just sell to the highest bidder. They reward relevance with something called Quality Score. High Quality Score = better positions + lower costs. Low Quality Score = expensive clicks in terrible positions.
Test your understanding with this quiz.
You're paying 2 per click and showing above you. What's the most likely explanation?
Complete this exercise and get AI-powered feedback.
Compare low vs high quality ads and understand what makes Google (and users) happy.
Think about: Relevance, specificity, message match.