Advertisers in AdWords want to keep their CPC low while boosting the quality of their visitor traffic, ensuring that the money they spend on ad clicks is well spent.
By boosting your Quality Score, you can considerably cut your average CPC. Your Quality Score is influenced by the following factors:
Click-Through Rate (CTR) – When your ad shows in the search results, the click-through rate (CTR) is a measurement of how often it is clicked on. Users are far more likely to click on compelling PPC ads that are relevant to their search query.
Keyword Relevance – CTRs and Quality Scores are greater for ads that are obviously relevant to the keywords you’re bidding on and include the keywords in the ad text.
Quality of Advertising and Landing Pages – It’s in Google’s best interests to reward marketers who generate appealing, unique ads that users respond to. Your landing pages (the sites that visitors get at after clicking) should also be extremely relevant to your keywords and advertising so that people can simply find what they’re looking for and take the appropriate action.