The metric that Google uses to calculate the Cost Per Click (CPC) that you will pay for your adverts is called the Quality Score.

The Quality Score has 3 ratings: Great, OK and Poor. Keywords with a "poor" rating will pay more for a click than keywords with a "great" rating.

There are lots of factors that affect your quality score - such as bundling huge numbers of keywords into an Ad Group, irrelevant Ad Text, and relevancy of landing page...

But the most important question is.... "How do you display the Quality Score?" as it's not shown by default.

Well - here you go:

1.) Go to your Adwords Campaign

2.) Select and Adgroup

3.) View the keywords

4.) Select To "Customize Columns"

5.) Then select "Show/Hide Columns"

6.) Select "Show Quality Score"...

7.) Hey Presto - there's your Quality Score!