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Increase in CPC even though Quality Score is same

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# 1
Visitor ✭ ✭ ✭

I have 2 exact keywords in an adgroup, both are having Quality Score of 7/10. One of the keyword's average CPC has increased from 250's to 400's in a span of a week but I can't see any changes in Quality Score history. If it was a phrase match, I can comprehend that the search term might have affected Quality Score, but here it is exact match. I can relate that the competition of the keywords might have increased, but I don't understand this concept clearly. It would be great if anybody can shed light on this.

1 Expert replyverified_user

Increase in CPC even though Quality Score is same

Top Contributor
# 2
Top Contributor

The other factor involved is CTR. If your CTR has dropped, CPC goes up.

 

Otherwise, if a competitor in a lower position raises their bid, it can cause your CPC to increase. You still have the same bid, but you are paying more to be there.