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Google uses Quality Score to measure the relevance of an ad to a search query. Advertisers with high Quality Scores typically get their ads displayed more prominently and pay less per click.
Advertisers set their own bids for each keyword they target. The higher the bid, the more likely the ad is to be displayed at the top of the search results.
Google Ads provides detailed reports on the performance of each campaign. This data can be used to optimize campaigns and improve results.