The amount each click costs can vary. It all depends upon your bid. If there’s more competition bidding on a keyword, you’ll need a higher cost-per-click (CPC) bid. If your quality score is lower, you’ll also need to increase your CPC.   Quality score plays a part in measuring the relevance of your ad and landing page for a keyword.The more relevant your page, the higher your quality score—and the better your Ad Rank. An ad with a high quality score and low CPC bid can rank higher than a low quality score and high CPC bid.