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What is the possible impact of Ad Rank on Cost per Click?


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Generally speaking, the higher your Ad rank Score, the lower your cost per conversion. Remember, a high Ad Rank Score is Google's way of saying that your PPC ad meets your potential customers’ needs. The better you are at meeting the prospect’s needs, the less Google will charge you for the ad click.

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After you set up a campaign, Google assigns you an AdRank based on three criteria: the amount of your CPC bid, the site’s Quality Score, and the Ad Extensions, which are now required. The higher your Quality Score, the lower you have to pay in CPC to rank at the top of the SERP. Quality Score depends on your click through rate (CTR) along with subjective metrics, especially the user experience of your landing page and how relevant your page is to the keywords you’ve chosen.

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