Hal Varian, Chief Economist of Google explains how the Google Ad Auction works. This short video will give us a clear explanation how Google calculates the max CPC, quality score, and ad auction.
Now lets give what the google wants to lower our CPC.
High QS and High CTR = Low CPC and Low CPC means more clicks for your ad budget. More clicks you can drive to your campaign landing page means more possibility for converted leads. Leads we all knew it!
Leads = $$$ :)
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