In this slideshare about AdWords Optimization, I discuss how working to raise our quality score and click thru rate (CTR) leads to a lower CPC. While quality score is often a misunderstood metric inside AdWords, the easiest way think about getting cheaper clicks is to boost our click thru rate, or CTR. I start by breaking down some basic AdWords vocabulary, dive into how your cost per click is actually calculated, and how we should start thinking if we want to get more clicks at a lower cost than our competition. I even give an example of how you can bid 400% less than a competitor and appear above them in the AdWords results (yes, it's possible!)