How Does Quality Score Affect Ad Position And CPC?

quality score determines if your ad can show in a search result. If your ad does show, then it determines your position and your CPC. By increasing your quality score, you can have your ads show more often, increase your position, and decrease your CPC.

The quality score is directly proportional to the ad position and indirectly proportional to the CPC. If the quality score is higher, the position will be higher and costs lower.