Quality Score fact of the week

Monday, July 27, 2009 | 10:42 AM

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Another week, another fresh fact for you. This week's addition to our Quality Score series is:

Low competition for a keyword does not mean that it will be inexpensive. Competition is only one of the variables that determines your actual CPC. The price you pay for a click is also determined by your keyword's Quality Score for that query. If your keyword has a low Quality Score relative to the other ads on that page, you may find that your actual CPC is close to your maximum CPC, even though there is low competition for that keyword. Keep in mind that you will never be charged more than your maximum CPC for a click, no matter how low your Quality Score.