The costs associated with your PPC campaign must be estimated based on your bid, targeting, and ad quality. Because the highest bidder wins an ad auction, you may end up paying less than your bid amount but never more. All elements of your objective, from keywords you’re ranking for to your audience’s demographics, are targets. The more competitively you want to target, the more expensive it will be. Another thing worth noting is that the cost of bidding on a very competitive term is greater due to the higher cost-per-click (CPC). Google also keeps an eye on your ad quality. If your ad quality is high, you may often save money by ranking your advertisement ahead of rivals who produce low-quality ads.