Google Grants Ongoing Management Guide - Manual (Page 7)

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Avg. CPC:
Although youʼre not charged for any clicks you receive in your Google Grants
AdWords account, the ʻAvg. CPCʼ column refers to the average cost-per-click
(CPC) of the clicks you receive. As you know, the maximum CPC for your
account is automatically set to $1.00, but many of your clicks may actually cost
less than this, depending on various factors such as your Quality Score.
Cost:
The ʻCostʼ column refers to the total dollar amount accrued for clicks on your ad.
Again, just like the CPCs you see in your account, you will not be charged for any
costs that accrue within your Google Grants account. This is simply how much
your ads would cost if you were not receiving a Google Grant.
Quality Score:
The AdWords system calculates a Quality Score for each of your keywords. To
do so, it looks at a variety of factors to measure how relevant your keyword is to
your ad text and to a user's search query. A keyword's Quality Score updates
frequently and is closely related to its performance. In general, a high Quality
Score means that your keyword will trigger ads in a higher position and at a lower
cost-per-click (CPC). On the other hand, a poor Quality Score can prevent your
keywords from showing your ads even if there is still budget left within your
account. Therefore, itʼs important to maintain a high Quality Score. One of the
primary ways to do this is to maintain a high CTR (ideally above 1%). Weʼll cover
some tactics for doing so later on in this guide.
Now that youʼre familiar with the terminology of the campaign statistics, letʼs take
a look at how you can enable the Quality Score column within your account and
check to see if your ads are running. Then, weʼll take a deeper look into how to
improve your campaign based on these statistics.