In the case of a placement targeted ad on the Google Display Network, the Quality Score portion of calculating Ad Rank is based on:

In the case of a placement targeted ad on the Google Display Network, the Quality Score portion of calculating Ad Rank is based on:

A)  the quality of your image
B)  the quality of your landing page
C)  the maximum CPC of the keyword that triggered an ad.
D)  your daily budget

Answer : the maximum CPC of the keyword that triggered an ad.

Reason :

Max. CPC bid affects your Ad Rank

You can apply your max. CPC bid several ways. Let's say you have a bakery, and you've set up a "breakfast" ad group with keywords like donuts, crullers, and apple fritters. Here's how you might set your bids:


  • If you want all the keywords in an ad group to have the same bid: Set an ad group default bid. If you choose a US$1 CPC, then that's your max. CPC when someone searches for donuts, crullers, or apple fritters -- any of your keywords. The same bid applies to placements if you're running your ad on the Display Network. This is the easiest way to manage your CPCs.
  • If you want the keywords in an ad group to have different bids: Set keyword bids. For instance, if you know that people who search for apple fritters tend to buy more than people searching for donuts, then you might bid US$1.25 for each click on apple fritters and US$1 for each click on donuts.
  • If you want your Display Network targeting methods to have different bids: You can set a max. CPC for placements, topics, or other targeting methods. For instance, you can try to help your ad show on a donut recipes website by setting a custom bid for that particular placement on the Display Network tab.

Read more at https://support.google.com/adwords/answer/2464960