Let's take a closer look at the factors

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Three main factors that determine the quality of advertising
Advertisers only pay when their ads are actually clicked; the ranking of ads is not only determined by the bid. Why? Because Google wants to display more useful ads at the top of the search results page.that determine the quality of ads.

These 5 factors affect Google Ads bidding ad ranking
Estimated click rate
This is the probability that Google estimates that an ad will be clicked when guatemala phone number lead it is displayed. At Google, decisions are made based on user feedback throughout the company, and the user click-through rate (CTR) is a good reflection of user response. This is equivalent to letting users vote by deciding whether to click, so Google has collected the opinions of millions of users, which helps Google determine which ads are most appropriate for each search query.