How AdWords positions is determined

AdWords works on the basis of the auction system to determine what position your ad will appear, but not exclusively. Your maximum bid, meaning the cost per click, maximum you're willing to pay for a keyword, phrase or group of expressions, is multiplied by a score value. There is little time to come, this score represents the user interest generated by your ad. This interest is by no means a subjective value since it corresponds to CTR, that is to say, the number of times your ad is subject to a click divided by the number of times it is displayed