Which aspect of a PPC campaign can significantly affect its success in Google Ads?

The chosen aspect of a PPC campaign that can significantly affect its success in Google Ads is the combination of max CPC (cost-per-click) and estimated CTR (click-through rate). Max CPC is the maximum amount an advertiser is willing to pay for a click on their ad. This factor is critical because it directly influences the ad’s position within the search results, which impacts visibility and the likelihood of generating clicks.

Estimated CTR is a measure of how often ads get clicked relative to how often they are shown. A higher CTR indicates that users find the ad relevant and appealing. Google’s ad auction considers both the max CPC and the estimated CTR to determine the ad ranking. An ad with a high estimated CTR can afford to bid lower while still achieving a prominent position. Essentially, when these two factors are optimized, they can lead to a successful ad campaign with increased visibility and lower costs per click, enhancing overall return on investment (ROI).

In comparison, while ad design quality plays a role in attracting clicks, it is just one component of a broader strategy. The time of day for ad display can affect performance but is more about specific audience targeting rather than overall campaign structure. Lastly, although a competitor's overall website performance may influence user decisions, it is not a