If your Ad Rank is higher than your competitors in the Adwords auction, you’ll appear above them. Naturally, you want your Ad Rank as high as possible and your maximum bid as low as possible. If you increase your Quality Scores, you can lower your bids and still rank highly. For example, increasing it from 5 to 8 (out of 10) enables you to lower your bid to £0.70 and still outrank your competitors.