You can win a higher ad position in the auction with a lower cost per click ( CPC) bid by:

You can win a higher ad position in the auction with a lower cost per click ( CPC) bid by:

  • Creating relevant ads and keywords, but not using ad extensions,
  • Outstanding that link to a ……
  • Creating relevant keywords and ads and using ad extensions,
  • Ans: Creating ads that include terms or phrases people are searching.

Source: https://support.google.com/adwords/answer/1722089?hl=en