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High quality score means you pay less. Eventhough you bid USD1.00 per click, if your quality score is great, Google only charge USD0.05 per click not USD1.00 per click. That mean if you budget is USD100.00 per day, you get more traffic, rather than 100 visitors you get 2000 visitors with that amount. One more thing, eventhough you bid USD50.00 per click and your no 2 competitor bid USD0.10, google will charge you only 1 cent more than your competitor, it mean only USD0.11, eventhough you bid USD50.00 per click. Did you know that the no 1 position in ranking in adword ads doesn't pay much than no 2, no 3 through no 8 ads? Eventhough no 2 or 3 ads bid more than No 1 ads. Oh I see, Now you know! Remember this formula: Great Quality Score, High CTR = pay less Poor Quality Score, Low CTR = pay more
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