Advertising on Google Search is the fastest way to show your business, your product or service on top of search results. Yes it is paid advertising and it cost per each click, but running well optimized Google Ads campaign usually bring good ROI. With well crafted Ads and thoughtfully design landing pages you can achieve remarkably low cost per click and high ad rank. The bidding for Google search advertising  (ad rank) is combined from two equal parts – the max price you are wiling to pay for a click times (x) the quality score. The quality score is a over all score of your keywords, quality and relativity of your website, making sure your ads are written well and represents similar things you are offering on your landing pages.

For Example

If you are bidding $5 per click with good quality score of 8 your ad rank is 40 (5*8=40).

Your competitor with poor website and plain ad copy has quality score of 4 so to display his ads above yours he has to bid $10+ to have same ad rank of 40 (4*10=40).