Win the PPC war with 3 competitive metrics:
1.) Quality Score
2.) Impression Share
3.) Relative Click Through Rate
About Quality Score: Every time your keyword matches a search query thats when Quality Score is calculated. So the higher your Quality Score, the better ad position and a lower cpc. Improve your Quality Score by optimizing your ads. Be sure that each ad group contains descriptive ads and that each keyword in the ad group is closely related to the ad.
Impression Share: Per Google AdWords, ‘Impression share is a metric that represents the percentage of impressions where your ads were shown out of the total available impressions in the market you were targeting’. A Low Impression Share will effect the potential online traffic to your website.
Relative Click Through Rate: This is how Google rates your Ad Groups and Campaigns. A relevant ad will have a higher click through rates than a non relevant listing.