Auction it determines what your range will be in the auction and as a result of that it determines what is your actual cost per click you have to pay if you get back looking at options so what kind of discount thing happens to get you to the lowest amount necessary to beat your next competitor thats if youre doing CPC betting 642-874 if on the other hand youre doing cost per impression betting which is great for brand advertisers the Google doesnt care about the click to rate they dont care about the quality score so say that you have a campaign running youre doing cost per impression bedding you go and look for your ad on you click on it your quality score doesnt change because Google doesnt measure the quality score for a CPM ad 

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