A higher Quality Score can reduce CPC and improve ad rankings.

Quality Score is Google’s rating of ad relevance, landing page experience, and expected click-through rate.

Negative keywords prevent ads from showing for irrelevant searches.

Keyword targeting allows ads to appear when users search specific terms.

Behavioral targeting uses user actions and online behavior to personalize ads.

Geographic targeting delivers ads based on user location.

Demographic targeting focuses on age, gender, income, education, or occupation.