Several factors can influence the cost of PPC advertising, including: Keyword Competition: Highly competitive keywords often have higher bid prices. Quality Score: Search engines assess the quality and relevance of ads and landing pages, which can affect ad position and cost. Ad Relevance: The relevance of your ad to the user’s search query can impact click-through rates and ad costs. Ad Format: Different ad formats, such as text ads, display ads, or video ads, may have varying costs.