Even if an advertiser is wiling to pay the highest cost-per-click rate, it still may not appear at the top of ads listed alongside Google search results.

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Google also considers the quality score of an ad, which includes the relevance of the ad and the landing page to the search query, as well as the click-through rate, in determining the ad's position, not just the cost-per-click bid.

Even If an Advertiser Is Wiling to Pay the Highest