Your opponents pay Maximum cost-per-clicking for the keywords “online advertising” is $ 0.20, their CTR is 5% -> “position value” of them is 1 (0.20 x 5 = 1)

Because you get “position value” higher so your ads will be placed on promotion of opponents. And thanks to AdWords Discounter function so you pay only $ 0:21 per click.

If your opponents want their ads on your stand, then they must increase the price value Maximum cost-per-clicking or clickthrough rate of or both these factors.

Outsite factors Maximum cost-per-clicking, google also used mostly to “Quality Score” to measure the quality of the quality of keywords and determine the lowest price (Minimum bid). Score quality is determined based on CTR’s Keyword you choose, the relevance of ad text you write, the effectiveness of Keyword in the past, and some other factors that google did not know.

Network Google Network
AdWords ads not only appear on search results pages of Google, but also appear on many websites partners (website search or compare, evaluate products. Etc.) and numerous content sites diversity on the Internet (website participating in the AdSense program) depending on the content of websites that are related to keywords and your ad is not.

While AdWords Discounter system ensures that you only pay the lowest amount per cu clicking that your ad received from the search results page, the price per cu clicking received from content sites are also guaranteed by AdWords system Smart Pricing. If there is a click on your ad from a Web site content that Google Network, the Network Smart Pricing will evaluate the ability he or she can become your customers and the price reasonable.

Example: You sell a software and graphic AdWords advertising for this product. Your ads may appear on a website to guide procedure graphics and can also appear on a website evaluation, user comments about the graphics software. So people see the first site with little ability to become your customers than it cú click on your ad from this website will have a lower price.