Many search engines, Google being the most notable example, reward more efficient PPC ads with higher Quality Scores, which are measured by higher CTRs. The higher the Quality Score of a PPC ad the lower the bid price the advertiser has to pay each time a User clicks on the relevant Keywords that triggers the PPC ad appearing. Higher Quality Scores combined with your CPC bid equals high Ad Rank (Ad Rank = CPC Bid * Quality Score), which result in PPC ads appearing higher up in the Users search results. ATO can play a key role in increasing a PPC ad’s Quality Score, and Google publishes its overview of ATO on its elearning centre, saying that “ad text plays a crucial role in determining the success of your AdWords advertising.Google eLearning Centre 2011”
