I have a small advertising budget. Won’t the big guys outrank me by paying more for the same keyword?

Not always. The Quality Score of your keyword sets the minimum price you’ll need to pay to trigger ads on Google. It also helps determine your ad’s position on a search results page. Even if your competition is paying a higher maximum cost-per-click (CPC) than you, you can win the top placement – at a lower price – with highly targeted keywords, ad text, and campaigns.

“We believe strongly in maintaining the quality of our search results. By rewarding advertisers with a lower CPC for high-quality keywords, we’re ensuring that our users (and your future prospects) get the best results for what they’re looking for. This also provides an equitable marketplace for all advertisers, regardless of size or budget.
Visit our Optimization Tips page to learn how to improve your Quality Score. This will help you increase your ad position without raising your maximum CPC.”