The Marketer ensures that the company’s resources are effectively used. It is known that ads appearing on the ads space are chosen on the basis of a combination of factors such as quality and relevance of their keywords and ad text, as well as the size of their keyword bids. Besides the ads, the Marketer manages the Ad Rank which is dependent on two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality, among other factors). In turn, your Quality Score affects your actual cost per click, or CPC.The marketer provides support to the portl in creating the effective ads considering the factors that have higher CTR.