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    Varying CPC Costs by Ad


    I am trying to understand why certain ads in the same ad campaign/group which target the same keywords would have varying CPC's.

    For example:

    Ad1 has a CTR of 0.68% and an average CPC of $0.59 with an average position of 6.0
    Ad2 has a CTR of 3.12% and an average CPC of $0.65 with an average position of 4.7

    My gut tells me that a better performing ad (which Ad2 clearly is) should cost less since Google should consider it higher quality and
    reduce my price accordingly. I'm sure I'm missing something here. I was curious of someone could explain why there might be a
    discrepancy. Thanks!
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    What is your quality score for each for the keyword. Cost is also affected by landing page experience and ad relevance.
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    Originally Posted by Doodled
    What is your quality score for each for the keyword. Cost is also affected by landing page experience and ad relevance.
    I have 3 keywords and I'm ranking a 10/10 for all 3 of them.
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    What I mean is Google takes into account more than just CTR. Ad1 may be the "better performing ad" due to other factors

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